TCASH TELKOMSEL MARKETING PENETRATION STRATEGY

• Main Author: GAYUH RAHARJO NIM: 29115192, AJIE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25251
• Institution: Institut Teknologi Bandung

<p align="justify">Along with current technological developments and also the development of payment systems in order to improve the efficiency of payments, it has been a transformation in the economic sense of money. Of the definitive meaning of that money is in cash (currency), which consists of banknotes and coins, appearing in the form of non-cash money. T-Cash is electronic money service of Telkomsel, to permit the issuance of Bank Indonesia. In contrast to the pulse, TCASH can be used for various transactions such as paying bills, pay merchants, the content of credit, and send money. <br /> <br /> This study analyze business situation, company current condition, competitor situation to determine gap between TCash and their competitor aims to evaluate and plan the selection of strategies and steps for T-cash, using Service Blueprint Theory. The research started from the analysis of the business model canvas T-Cash, held Focus Group Discussion (FGD). <br /> <br /> The results of this study suggest that currently the type of e-money needed by people is e-money which is included in the card base category as issued by the bank due to the payment of their daily needs for toll payments as well as public transportation such as Trans Jakarta and commuter line is required by the government using this e-money card. However, the weakness of this e-money product is in limited top-up media. <br /> <br /> Therefore, T-Cash has the opportunity to conduct a collaboration in terms of fulfillment of features that are still weak on e-money card base such as provision of top-up media and checking e-money balance that has been issued.<p align="justify">