PROPOSED BUSINESS INNOVATION OF MAIL.ID AS AN EMAIL SERVICE PROVIDER WITH THE INTEGRATION OF INDONESIAN CITIZENS’ IDENTITIES TO CAPTURE NEW MARKET OPPORTUNITY

• Main Author: Melfrida, Caesitria
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53579
• Institution: Institut Teknologi Bandung

The development of internet has influenced all aspects of life, especially in the aspects of information and communication, economy, business and social culture. Electronic mail, or also known as email, has become one of the standards in conducting communication via internet. The digital transformations that integrate technologies into every aspect of business increase the importance of email, the primary means of digital communication. This increase also brings with it new challenges and problems that have to be addressed. More than 90% Indonesian internet users are using foreign email platforms. This causes Indonesia to not have the protection and sovereignty of its population email data. There are also lots of hoaxes and frauds that are circulating on the internet. Emails and social medias are the main mediums that these hoaxes and frauds are propagating through. One of the main reason s why there are so many disinformation is that the creator can hide behind their anonymity on the internet. In order to tackle this challenges and find opportunities, PT. Microvac Indonesia tried to develop new product and services called mail.id, which is an Indonesian email service provider with the integration of citizens’ identities. This thesis tried to answer three questions about the differentiator and value creation of mail.id, how much the potential market and attractiveness of mail.id are, and the technical aspects required to build mail.id. This thesis used a qualitative research method using interviews as primary data collection method from four separate groups of interviewees and collecting data from scientific journals, books, articles, websites, and other sources as secondary data. The four groups that are interviewed are the government, corporate representatives and business owners, information technology experts, and general public representatives. The interviewee samples are selected using purposive sampling method. After the data collection, environmental analysis using PESTLE, SWOT, and Porter’s Five Forces analysis are conducted to analyse external situations. Using data collected from primary and secondary sources, several business analyses consisted of value proposition, market, technical, and business model canvas analysis are performed. These analyses create a business solution for mail.id development. The results of those analyses are in the stage problem-solution fit and compiled into an implementation plan consisted of three stages: the product development of mail.id, the validating mail.id into the market, and the learning of validation.