Digital
Lifestyle
Nowadays, people’s lifestyle have
been changed in a disruptive way, even a pandemic Social Networking Syndrome. The
symptoms can be found in people behavior today, what they doing in 24 hours
certainly been forced to always be connected to the virtual social world. Practically,
they’ve been tied to social networking needs for 24 hours, and it is all being
possible by the convergence of Internet and mobile technology. The service
provider was enabling the occurrence of this phenomenon through the present
services and products to support a variety of needs, above all the investments
that have been embedded. The new lifestyle gave rise to new markets, new
landscapes behavior of people communicating, and certainly there are
opportunities to big business benefit. Then it becomes very interesting to look
at the broader landscape of mobile telecommunications industry in Indonesia.
Indonesia, the largest archipelago
in the world with a number of islands reaches 13 487 islands and a population
of 250 million people is a very big country. In Indonesia, the market welcomed
the presence of technology that provides the benefits and convenience for users
as the above phenomenon. Mobile technology is destined perform voice
communication space to move without restriction, fast track penetration than
fixed line. The emergence of 3G (or even 4G fortunately as the newest coming)
networks is the answer to today's society thirst. Speed offered is said to
have reached 42 up to 150 Mbps may not even able to give satisfaction to the
internet users in Indonesia. The penetration of mobile subscribers continues to
rise from the year 2007 amounted to 37.16% and it has become 112% in 2013.
According to population
projections of Indonesia 2010 - 2035 by the Central Bureau of Statistics (BPS
2013) Indonesia is predicted to have a demographic bonus with numbers of middle
class population, which will reach nearly 70%, i.e. residents with spending
between US $ 2 - US $ 20 per day (according to the World Bank). Demographic
bonus which gives a significant impact on economic growth in Indonesia this
means that productive labor force number is far more than the old people. This is
a tremendous potential to drive economic growth, including the demand for
telecommunications services and lifestyle industry will rise significantly.
This is because the Indonesian middle class experienced a reorientation in the
household economy, which leads to the fulfillment of a lifestyle which reflected
a certain social class. Mobile data and related telecommunications (mobile
operators, device, application, and so on) is one of its manifestations.
Indonesian telecommunication industry growth is followed by strengthening of
two major trends, ie the level of competition and media convergence era marked
by the widespread use of the Internet, especially for social media. Both of
these symptoms are more prevalent these days is mainly driven by the increasing
use of smartphones in Indonesia, which has become part of people's lifestyles
with a penetration rate has reached above 30%, as reported by ATSI in mid-2013.
Indonesian MNO to capture and
capitalize on this trend. The industry is changing rapidly with new revenue
models that created and launched by the operator. Operators must be changed to
be able to compete and the need to evaluate new technology options faster and
reliable in managing existing systems or the loss of markets that have switched
to a competitor. The market is growing rapidly, with the other players behind
the scenes such as Cloud computing services, social media, online shopping,
which indirectly become competitors in gaining revenue. A new way for consumers
to subscribe to any services offered. Therefore, the operator must support the
new business models that companies can remain relevant. The impact of the
phenomenon of competition on the performance of the business is something that
certainly should be anticipated. How to focus and how effective efforts to
anticipate this to be an important objective to be analyzed, particularly of
strategies and business models that have been implemented in his business.
Obviously, Indonesian MNOs have captured
and capitalized this phenomenon. The industry is changing rapidly with the new
income model that was created and launched by the operator. MNOs must be
changed to be able to compete and need to evaluate new technology which faster
and more reliable in Service Quality Index (SQI) in managing existing systems,
otherwise loss markets that have switched to a competitor. The market is
growing rapidly, with the other players behind the scenes such as Cloud
computing services, social media, online shopping, which indirectly become
competitors in gaining revenue. A new way for consumers to subscribe to any
services offered. Therefore, MNO need to support new business models so that it
can remain relevant. The impact of the competition phenomenon on the business performance
is something that certainly should be anticipated. How focus and effective
efforts to anticipate this is an important objective to be analyzed,
particularly of strategies and business models that have been implemented in the
business.
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