BUSINESS STRATEGY OF PT TELEKOMUNIKASI SELULAR TO INCREASE CUSTOMER BASE OF POSTPAID SEGMENT

• Main Author: BOEDHY SATRIO RAHMATSYAH (NIM 29115321), WIRASTIO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31660
• Institution: Institut Teknologi Bandung

In the past two decades, Telkomsel has lead Indonesian market of telecommunication industry with its two major segments of Telkomsel, postpaid and prepaid segment. Postpaid segment which is represented by KartuHalo is leading by 75% among postpaid segment, but this leadership means only 2% of total Telkomsel subscribers. In order to convert market from prepaid to postpaid segment is a hard thing for telecommunication companies in Indonesia. There are four major barriers for people to convert from prepaid to postpaid. There are afraid to bill shock, will not to change the current number, complicated process and KartuHalo known as expensive brand. Actually Telkomsel has tried to tackle these barriers, but in fact the moves were not make any significant changes. After author did further research using questionnaire and interview, author concludes that KartuHalo need to do publication more intense and add several new programs for KartuHalo in order to increase customer base of KartuHalo. And last there is new potential target for KartuHalo which is college students.