PROPOSED BUSINESS STRATEGY TO IMPROVE TELKOMSEL M2M T-BIKE

• Main Author: HILTON TAMBUNAN (NIM 29114540), FREDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27409
• Institution: Institut Teknologi Bandung

Starting 2012, the cellular market in Indonesia has entered the mature stage, or saturation because it already exceeds 100% of the existing market. It is estimated that many customers hold two or three SIM cards is active and have two or three phones. <br /> <br /> In order to sustain their business continuity, in Mar 2016 Telkomsel launched new products called T-Bike. T-Bike is one of Telkomsel M2M product which is design to assist the motorbike users which is able to monitor, guide and control the motorcycle from a smart phone. Although the opportunity for T-Bike in Indonesia is huge, but CB Performance and Revenue Achievement of T-Bike are still below target. <br /> <br /> The purpose of this research is to examine and re-formulated T-Bike Business Strategy & Business Model to improve its productivity. After conducts some business strategy evaluation for T-Bike, there are some proposed options to Telkomsel as follow: <br /> <br /> 1. Telkomsel need to scale up its business strategy from Differentiation to Overall Cost Leadership and improved their market penetration from B2C to B2B2C thru motorbike dealer, motorbike workshop, financing and insurance companies. <br /> <br /> 2. Telkomsel need to examine and reinventing T-Bike business model for customer value proposition, profit formula, key resources, and key processes <br /> <br /> Through above solution Telkomsel can create a game-changing opportunity in disruptive market environment for T-Bike to improved its productivity and market penetration.