PROPOSED BUSINESS STRATEGY FOR NEW DIGITAL PRODUCT IOT PLATFORM ANTARES (CASE STUDY AT TELKOM DIGITAL SERVICE DIVISION)

• Main Author: Anugrah Awal Abadi, Mochammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39068
• Institution: Institut Teknologi Bandung

The era of digital revolution has entered Indonesia, as shown by the emergence of new technologies, namely IoT (Internet of Things). PT. Telkom as a company engaged in the telecommunications industry is being transformed into a digital company, this is done so that the company can still compete with digital developments that will continue to grow. For this reason, PT. Telkom launched a new digital product, IoT the ANTARES platform. PT. Telkom has the opportunity to be able to compete in the IoT platform industry because it has resources. Currently there are competitors that must be faced by PT. Telkom, the challenge for PT. Telkom is how to be able to compete with competitors to reach the market in the platform industry in Indonesia by innovating on the ANTARES platform. What is happening now is that PT. Telkom has not been able to maximize the capabilities of each of its business units to develop ANTARES The objective of this research is to identify the problems that occur in PT. Telkom internally and externally. And the final goal of this research is to make a strategy (Corporate Level, Business Level, and Functional Level) which can later be implemented by PT. Telkom. External analysis was carried out using the PEST method of analysis, industry analysis, and competitor analysis. And internal analysis is done using the method of resource analysis, capability analysis, competency analysis, and value chain analysis. External analysis describes the opportunities and threats faced by PT. The opportunity is that the platform has a promising market, while the threat is that the potential for new players in the platform industry will increase. For this reason, PT. Telkom needs to prepare a strategy. PT. Telkom needs to use a diversified strategy (Both operational and corporate relatedness) as a corporate level strategy, the strategy used to create value for the company. In a business level strategy it is used to focus on differentiation to provide added value to ANTARES. In the functional level strategy in the field of R & D the focus is on creating new use cases and features for ANTARES, in the field of marketing focus on increasing brand awareness of ANTARES, for operational focus on collaboration sharing activities to develop ANTARES, and for finance focusing on budgeting for building resources needed in the development of ANTARES. The last stage is that the implementation plan is carried out within the next 5 months so that at the end of this year ANTARES has completed its development phase and is finally ready to be commercialized next year