VALUE CREATION STRATEGY FOR TELECOM OPERATOR IN THE DIGITAL ECOSYSTEM AS RESPONSE TO PANDEMIC COVID-19 (CASE STUDY: SMARTFREN)

• Main Author: Bayu Nanda Chandra, Aditya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57660
• Institution: Institut Teknologi Bandung

A new stage of the competition for telecom operators in Indonesia in acquiring new customers has been encountered. From offering the basic core offer, a data quota, to growing core services within the digital ecosystem. The exploration of the digital ecosystem is now inevitable as the pandemic has forced customers to adopt digital interaction faster. Following the momentum, a value creation strategy is propounded in an attempt to win the market and collect the commercial benefit. This study is performed with the qualitative research methodology where the analyzed data are collected from the experts in the telecom industry and insights of the market. Smartfren company is chosen as the use case to develop the strategy. During the research, it is found that the partnership path with e-health providers is the suitable approach for Smartfren to revive its acquisition and revenue growth. The growth drivers are also defined in this research as the focus programs for the strategy implementation which are growing the existing core products or services and the platform collaboration. To complete, the product creation strategy is also emphasized in the form of service bundling, sponsored data, and platform collaboration as the implementable offers proposal. These propositions are then evaluated and validated using the value proposition canvas to reach the product-market fit.