IMPROVING THE BRAND AWARENESS OF DIGITAL VIDEO SERVICE PROVIDER USING OMNICHANNEL APPROACH: A STUDY ON TELKOMSEL’S MAXSTREAM

• Main Author: Dio Khairunnas, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35752
• Institution: Institut Teknologi Bandung

In this digitalization era, smartphone has become one of the basic needs all over the world, including in Indonesia. In facts that the mobile subscriptions number in Indonesia is reaching 371.4 million (142% vs. Indonesian population) indicated that 1 person could use more than 1 mobile phone Indonesia. At the same time, the growth of internet user in Indonesia (51%) is the biggest significant growth in the world. The massive number of mobile phone users, followed by high growth of internet users, opens up an opportunity for telecommunication companies in Indonesia to expand towards the digital business, and support the Indonesia’s digital lifestyle improvement by providing a product or services related. In fact, watching videos on mobile is the largest mobile activities in Indonesia, and become the top accessed services by internet users of Indonesia. However, MAXstream, as a digital video service provider, is still facing a difficulty on acquiring more users in the community, where the growth is only 4% in terms of total user number. At this point, Telkomsel need to find a solution to solve this problem. To analyze the problem, there are several analyses that has been done to analyze the current condition of MAXstream. The first is to analyze the internal condition of the company which result that Telkomsel has 6 sustainable competitive advantages related to its resources. The second is to analyze the external forces which result that Telkomsel secure government support to develop digital video service provider. The third is analyzing the current situation of MAXstream by using The Five A’s Model, which result that brand awareness of MAXstream is considered low and the community awareness of MAXstream as a digital service video provider is considered low. In order to solve the problem, which to improve the brand awareness of MAXstream, author proposed a marketing strategy by using Integrated Marketing Communication (IMC) to generate awareness and Omnichannel marketing followed by Engagement marketing to approach the community.