IT COST OPTIMIZATION CASE STUDY: WIFI SERVICE AT SOEKARNO-HATTA INT’L AIRPORT

• Main Author: Suharyana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/44013
• Institution: Institut Teknologi Bandung

PT Angkasa Pura II (Persero), herein after refer to as “Angkasa Pura II”, is a State-Owned Enterprise engaged in the airport services and airport related services in Indonesia. As part of its mission to give a trusted, consistent, and pleasure travel experience to customer, Angkasa Pura II provides a free WiFi service at airports under its management, including at Soekarno-Hatta International Airport. Previously, the free WiFi service was provided through “commercial approach”, where a third party provided the WiFi service for free to Angkasa Pura II and they were given an exlusive rights to commercialize the advertisement slot at the captive portal in return. But the approach did not work as expected. As the impact, it resulted in poor WiFi service that in the end ultimately damaging the quality of service in Soekarno-Hatta International Airport as a whole. To fix the problem, Angkasa Pura II launch a new program to revitalize the free WiFi service quality using a different approach: the service approach. Angkasa Pura II took over the costs needed to provide a good free WiFi service as a pure service to improve customer satisfaction. The budget has been confirmed, Angkasa Pura II is now ready to spend about Rp 25 billions rupiah per year, and this number can continue to increase if it is not managed properly. As the costs rise is intended to improve customer satisfaction, other factors need to be considered too. While it might be true that as a state-owned enterprise Angkasa Pura II has a service mission, it can not ignore the fact that Angkasa Pura II is a profit oriented company that must be effective and efficient in its operation. Only focusing on service by ignoring other factors can jeopardize the survival of the company. If indeed costs can not be reduced and become a necessity, then Angkasa Pura II must at least try to optimize the benefits that can be taken from the costs incurred. This research tries to examine the advantage of the next WiFi infrastructure to explore the potential benefit other than to enhance customer satisfaction on free WiFi service. Framework from Gartners and Cisco can help to analyze the possibilities. After the initiative options are found, prioritization using Gartners’ framework can be used to list the initiatives and to help making it easier to choose the order in which initiative should be done first compared to the other initiatives. The result of searching and prioritizing initiatives to optimize the costs incurred for WiFi service found that several initiatives to monetize the next WiFi infrastructure and generate new revenue stream from it is at the top. Then the appropriate strategy is needed to get satisfactory results in monetizing the WiFi. Using internal and external environment analysis and SWOT analysis provide an insight of the position of Angkasa Pura II in the competition to monetize WiFi then resulting several strategy options. Quantitative Strategic Planning Matrix (QSPM) then help to compare feasible alternative actions.