PROPOSED STRATEGY OF USEETV TO INCREASE SUBSCRIBERS THROUGH ACQUISITION AND RETENTION: CASE STUDY AT PT. TELKOM INDONESIA

• Main Author: Neysa, Fredella
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60933
• Institution: Institut Teknologi Bandung

In 2019, Indonesia's pay-TV penetration was the lowest among APAC countries caused by competition with Free-to-Air and other pay-TV, signal piracy & unlicensed TV operators, and disruption from OTT youtube & SVOD such as Netflix. Nevertheless, Indonesia's pay-TV industry is still projected to grow from 5.9 to 6.9 million in 2019 to 2024. Some researchers reported that USeeTV would lead the growth of the pay-TV industry. Furthermore, after the first case of covid-19, the social distancing policy creates a new level of stress and increases people's needs for entertainment at home. Based on UseeTV's performance, six months before and after the first case of covid-19 occurred, sales and churn increased, which resulted in insignificant subscribers' growth at the beginning compared to the end of 2020. Therefore, the final project aims to formulate acquisition and retention strategies to increase USeeTV subscribers' growth. The final project used the generic framework to understand the external and internal conditions of USeeTV. Then, the thematic framework addressed the business issues; The Five A's analysis to analyze the non-subscriber, and Customer Decision Journey to analyze the existing & ex-subscribers of USeeTV. The last analysis is to formulate marketing strategies based on Diamond Strategy Model and Segmentation-Targeting-Positioning (STP) and then design the proposed solution with an implementation plan in 2022. According to the Five As Model, USeeTV needs to increase brand attractiveness because many of the non-subscriber find USeeTV not appealing and encourage curiosity. The proposed solution is to improve USeeTV’s value proposition, message it well in customer-driven touchpoints, and do content marketing. Furthermore, based on Customer Decision Journey, the ex subscribers’ biggest factor to switch was competition. The 12% of the existing subscribers were uncertain about subscribing to USeeTV for the next six months. The proposed solution establishes the customer journey by utilizing digital technology, creative design thinking, and innovative management practices.