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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
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
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
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
The world in your hand
The world in your hand




Source : Cisco
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
The world in your hand
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
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
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
The world in your hand




Source : www.mediafuturist.com
The world in your hand
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
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
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
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
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
The world in your hand




Source: Telco 2.0, RIM financials
The world in your hand




                        Chasm



Innovators    Early              Early      Late                 Laggards
             Adopters           Majority   Majority



                                                 Geoffrey Moore, Chasm Group
The world in your hand
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
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
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)
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
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
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
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.
The world in your hand
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.
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
The world in your hand




                   32
The world in your hand



Tsunami Early Warning System (TEWS) with VIPO (Virtual Phone)




                                                                Trial VIPO




                                                            Transmitter VIPO




                                                                                   33

                                                            Receiver VIPO
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
The world in your hand




   Russian
                                                                                             Gracias
                                                                                                 Spanish
                                                                     Japanese




              Obrigado                                      Terima Kasih
                  Brazilian Portuguese




Grazie Merci
 Italian     French
                                 Danke   German
                                                                   Thank You                               Arabic
                                                                                   English




                                                                            Thai

                                             Traditional Chinese

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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
  • 5. The world in your hand
  • 6. The world in your hand Source : Cisco
  • 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
  • 8. The world in your hand
  • 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
  • 13. The world in your hand
  • 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
  • 21. The world in your hand
  • 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.
  • 29. The world in your hand
  • 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
  • 32. The world in your hand 32
  • 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 Russian Gracias Spanish Japanese Obrigado Terima Kasih Brazilian Portuguese Grazie Merci Italian French Danke German Thank You Arabic English Thai Traditional Chinese