Saiful hidayat strengthening cooperation in ict research & development best practice of market research in the convergence era - asem forum, golden flower hotel bandung, 20-21 juli 2010
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Saiful hidayat strengthening cooperation in ict research & development best practice of market research in the convergence era - asem forum, golden flower hotel bandung, 20-21 juli 2010
1. The world in your hand
Strengthening Cooperation in ICT Research & Development
AVP IT Service Strategy SM R&D of Service and Product
PT. Telekomunikasi Indonesia, Tbk. PT. Telekomunikasi Indonesia, Tbk.
ASEM FORUM, Golden Flower Hotel Bandung, 20-21 Juli 2010
2. The world in your hand
Content
Driver of the ICT R & D
Market Trend in Convergence Era
Area of ICT Research & Development
New Approach of Market Research
Telkom R & D Best Practices
3. The world in your hand
The phrase research and development
(also R and D or, more often, R&D),
according to the Organization for Economic
Co-operation and Development, refers to
"creative work undertaken on a systematic
basis in order to
, including knowledge of
man, culture and society, and the use of
this stock of knowledge
. Usually basic & longer R &
D is done by university or corporate lab.”
Wikipedia
4. The world in your hand
Output of innovative good and services
Layer 4
4 Player
Global trade
Layer 3
Financial
Markets Layer 2 Regulation
Global trade Layer 1 Standardisation
Source : Innovation in New ICT Ecosystem
7. The world in your hand
Content
Driver of the ICT R & D
Market Trend in Convergence Era
Area of ICT Research & Development
New Approach of Market Research
Telkom Best Practices
9. The world in your hand
example : We can get digital TV service at any where and any device
9
Source : “ a telco road to OTT-TV” , Antonio Pavolini, Senior Strategic Analyst, Media Industry Strategy and Innovation – Telecom Italia
10. The world in your hand
Electronics will become
fully embedded in people’s
environments (‘ambient’)
and capable of responding
to their needs and desires
(intelligent, responsive,
adaptive)
People to the foreground,
Technology is embedded
(hidden in the background)
Computers
everywhere
Source: Philips 14
11. The world in your hand
We are now “inevitably” living in digital environment
Find Child’s GPS
Location on TV
Watch Shows
on Demand, Download the
Answer Video Latest Tunes
Call on TV
Work Watch TV on
from Home Train, Program
DVR for Tonight
Make
Wait Time Schedule a Meeting
Productive
Conference Conduct Telepresence
Face-to-Face Meeting
12. The world in your hand
Source : www.mediafuturist.com
14. The world in your hand
Video
Sport Game
put people @the centre around content and application services
Source : Vodafone 360 (adopted), Telco 2.0 Conference, 2009
15. The world in your hand
Last Mile Last 100 Meters Last Meter: 3 (or more) Screens
fixed
Mobile
cable FTTC PDA
wireless FTTH
satellite wireless
TV
other
iPad
PC Desktop
16. The world in your hand
Content
Driver of the ICT R & D
Market Trend in Convergence Era
Areas of ICT Research & Development
New Approach of Market Research
Telkom R & D Best Practices
17. The world in your hand
Collaborative innovation among the players to create sustainable ecosystem
Device Network Application & Content
Services & Apps
Portal
Distribution
Cloud
Users UI
OSS-BSS-SDP
OS & Devices (Enabler)
Content
(Game, Music, Education, Sport)
Source: Amdocs Telco 2.0 Conference, 2009
18. The world in your hand
• Business Model : “Device + Connected
Services”
• Devices: iPod, iPhone, iPad
• Application & Software Platform:
Apple Store
• Program dowloaded: 60 million
programs
• Sales: U$ 30 Millions (1 Million/day)
• iPhone sold: 6.9 Millions.
• Handset Maker Rank: 3rd (Nokia 1st,
Samsung 2nd).
• Model of handset: only 2
• Usage: mostly mobile internet services
• Strength: eco-system & consumption
pattern
19. The world in your hand
Source: Telco 2.0, RIM financials
20. The world in your hand
Chasm
Innovators Early Early Late Laggards
Adopters Majority Majority
Geoffrey Moore, Chasm Group
22. The world in your hand
Content
Driver of the ICT R & D
Market Trend in Convergence Era
Area of ICT Research & Development
New Approach of Market Research
Telkom R&D Best Practices
23. The world in your hand
The role of market research is to help organizations
themselves , and
changing
Policy Market
Customers Environment
Goals
Alignment
Market Research
Function
Descriptive Diagnostic Predictive
Measure awareness Explain behaviour Predict outcomes / trends
Source: Intercedent Asia
24. The world in your hand
Is there sufficient time
before managerial
decision must be made?
Conduct
Is on-hand Information Market Research
sufficient to support Yes
Managerial
decision making?
No •Research expenditures
Abandon •Delay of marketing
Is the decision strategic Market Research •Decreased certainty decision and possible
or tactical? •Increased likelihood disclosure of
of a correct decision information to rivals
•Improved marketing •Possible erroneous
Is it valuable to gather performance and research results
new information? resulting higher profits
“Perceived Value Should Exceeds Perceived Costs”
(Dr. Michael R. Hyman)
25. The world in your hand
Technology
Changes
New
Mechanism of
Market
The behavior on Indonesia society Research
Shy to say “No” to such
statement Market
Think in short term Behavior
Technology adoption is very
high
Segmented
Big in coverage and population as
well as segmentation, so the cost Personalized
of market research is very
expensive
Demanding
26. The world in your hand
New
Mechanism of
Market
Research
Centered on User and
Personalized IT enabled
• Ethnography • “Netnography”
• Put ourselves in customer’s shoes • Online survey
• Observation • Capture traffic data/behavior
• It needs less cost
• Speed up the process, so the provider
can respond the market more rapidly
27. The world in your hand
Content
Role & Driver of the ICT R & D
Market Trend in Convergence Era
Area of ICT Research & Development
New Approach of Market Research
Telkom R & D Best Practices
28. The world in your hand
• The idea of
FlexiExtendMe came
when the innovator felt
that it was not
convenient to recharge
prepaid number while
the balance was still
• Complexity in getting content & VAS much enough.
• We provide FlexiBROWSER which • FlexiExtendMe may
enables user to access various kind enable prepaid
of content & VAS easily by just subscribers to extend
‘browsing & clicking’. the expiration date.
Others :
Static Menu Dynamic Menu
• FlexiCOMBO • FlexiTONE
• FlexiMILIS • FlexiSTORE:
• FlexiTRANSFER Ringtone,
• FlexiExtendMe Wallpaper,
• FlexiCASH Dictionary, Jajal
• Voice Messaging Kota, Soulmate,
• VoIP (01017) etc.
30. The world in your hand
• The idea of FlexiCHATTING • The idea of FlexiMuslim
came from the observation came from the
of user lifestyle and the fact observation of user
that most of Flexi lifestyle and the need to
subscribers were using low- get the religious content s
end handset.
• Enables users to get
• FlexiCHATTING enables updated religious
users to have chatting contents including
service even by using low updated pray times base
end handset. on location
• The idea of FlexiMILIS came Others :
from the observation of
user lifestyle and the trend
of email mailing list.
• It is very interesting to
bring mailing list solution
into SMS platform which
will bring 3 benefits:
mobility, connectivity, and
efficiency.
31. The world in your hand
To answer the disables needs , R&D conducted base on
the discussion with the disables, their families and their
communities
33. The world in your hand
Tsunami Early Warning System (TEWS) with VIPO (Virtual Phone)
Trial VIPO
Transmitter VIPO
33
Receiver VIPO
34. The world in your hand
Technology : Research
femtocell is a small cellular base station, typically designed for use in a
home or small business. It connects to the service provider’s network via
broadband (such as DSL or cable)
Trigger of Femtocell :
60% traffic of wireless voice and
data traffic 70% done at home
[Source: AnRes08]
The low indoor coverage, because
70% service coverage in the 2
GHz system (3G, 4G) for outdoor
Fixed Mobile Convergence
Benefit of Femtocell :
Macro cell 3G/4G spectrum
efficiency
Utilization of wire line broadband
Research Milestone
(xDSL, Ethernet) as a backhaul
Requirement Business New Technique Femtocell Economics
Proof of
& Standard Case MAC Layer Concept
35. The world in your hand
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