#TITLE_ALTERNATIVE#

• Main Author: WISMAYA ALBY (NIM 29109054) ; Pembimbing : Dr.Ir.Mustika Sufiati Purwanegara, M.Sc. dan Dra, PRADIPTA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16826
• Institution: Institut Teknologi Bandung

Business transformation transfigured from voice communication to multimedia (Voice, Data and Video) is not inevitable in the current telecommunications industry. Telkom develops IPTV (Internet Protocol Television) as an effort to revitalize the Fixed Wireline business in the middle of the changing landscape of the telecommunications industry. This IPTV service utilizes the existing network of fixed wire telephone network (Fixed Wireline). On this technology, one cable can be used for various data transmission services, including voice, data and video. Since the commercialization on the early 2012, sales performance has decline 37% on the fist quarter and continue to decline in the next month. Referring to the business issue and challenges of the future telecommunications business competition, Telkom seeks to develop a New Wave Telkom Business through IPTV Service in an effort to make it as a new revenue generator replacing the Fixed Wireline business that has entered the stage of maturity. Business issue exploration aim to identify strengths, weaknesses, opportunities and challenges that occur in Telkom IPTV services in Bandung city, so that the root of the problem can be identified. The steps taken in the process are collecting secondary data analysis, analyzing business issue exploratory, market research to potential customers, proposing marketing strategy communication and implementation of IPTV services by Telkom. Based on the analysis from root of the problem, Telkom IPTV service marketing activities which are conducted is considered incomprehensive and is not on target, therefore it is necessary to design a marketing strategy that can answer the root of the problems which are occurred. Proposed business solution includes the application of the Marketing Mix which emphizes on Integrated Marketing Communication. With the implementation of business solutions, such as increasing awareness to target market, marketing communication emphasize on service differentiation, Utilization of Existing Customer Base and Sales Bundling Concept can solve existing business problems.