PROPOSED MARKETING STRATEGY OF WIFI.ID SEAMLESS – AN ADDITIONAL SERVICE FOR INDIHOME (CASE STUDY : PT. TELKOM – WITEL BANGKA BELITUNG)

• Main Author: Rinaldi Manalu, Timbul
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38695
• Institution: Institut Teknologi Bandung

Internet revenue growth of PT. Telkom Regional 1 Sumatera continues to decline. Latest data showed the growth had declined from 3.78% on October 2018 to only 1.78% on transition of March to April 2019. This situation indicated that IndiHome sales revenue is not strong enough to provide the desired internet revenue growth. In responding to the situation, corporate has to strengthen another potential income on the basis of its existing customers. Additional services that is dedicated to IndiHome customers are potential revenue that has to be taken more seriously by the corporate. Wifi.id seamless is one of those many additional services. This product offers a more flexible wireless internet experience only for IndiHome customers. With only Rp 10,000.-/per month/per device (max. 5 devices), customers could freely use the wifi.id network in all over Indonesia. Customers who want to subscribe for wifi.id seamless could register using their own myIndiHome application through their IndiHome network at home. In fact, there are many difficulties on selling the wifi.id seamless. Especially in Witel Bangka Belitung, problems related to limited coverage, weak marketing strategy, and the hardest one was the trouble facing by customers on registration process, all become root cause that need to be solved. This kind of situation, also results in declining growth of wifi.id seamless users in Bangka Belitung. This research try to propose marketing strategy to strengthen revenue growth of wifi.id seamless in Bangka Belitung. This research had conducted several interviews, observation, questionnaire, and analysis to collect data related to this issue. Furthermore, by using SWOT analysis methode and TOWS matrix, the alternatives strategy has proposed as solution for the problems. Based on data and analysis, this research concluded that Witel Bangka Belitung actually has sustainable competitive resources and capability to compete in wifi business in its territory. The resources includes 4,871 optical distribution panel (ODPs) and 938 wifi.id access point in all major cities of Bangka Belitung, together with 20,503 number of IndiHome customers (data on March 2019) as market base. These resources should had empowered Witel Bangka Belitung to fulfill need of wireless connection in its territory. However, technology advancement of mobile cellular and the new incoming 5G make it harder for wifi business to sustain. The wifi.id seamless that only offers limited mobilityof access internet, will be not good enough to become a competitive substitute in the future. Nevertheless, this research offers strategy to be implemented by Witel Bangka Belitung in order to improve revenue performance. Some recommendation related to managing wifi operation, together with some marketing strategy is believed to be able to improve sales performance of wifi.id seamless in Bangka Belitung. Strategic approach by focusing more on customers, customer education, free product trial, customer insentif, and the use of social media advertising to build brand will be the proposed solutions for corporate.