STRATEGI BERSAING PT TELKOMSEL DI INDUSTRI DIGITAL DALAM MENGHADAPI FENOMENA APLIKASI OTT (OVER THE TOP) DAN CLOUD COMPUTING

KURNIANTO JOYONEGORO, Agus Setiawan, Dr., M.Soc.Sc.

2022 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Industri telkomunikasi mengalami adanya tren penurunan untuk layanan legacy seperti SMS dan telepon. Dalam beberapa tahun terakhir terlihat bahwa adanya shifting layanan ke broadband services yang menyebabkan munculnya berbagai macam layanan OTT ataupun Cloud. Akan tetapi, hal itu menyebabkan adanya persaingan yang sangat cepat terhadap kondisi persaingan di industry telekomunikasi khususnya bagi operator seluler. Terlebih lagi, dengan kondisi seperti itu membuat pertumbuhan revenue PT Telkomsel khususnya di layanan broadband cenderung flat yang menyebabkan pertumbuhan payload tidak selaras dengan pertumbuhan revenue. Hal ini membuat PT Telkomsel disebut sebagai dumb pipe oleh para pelaku bisnis OTT dan Cloud. Penelitian ini dilakukan untuk dapat mengetahui dan mengidentifikasi faktor kunci keberhasilan, serta merancang strategi bisnis yang tepat yang dapat dijalankan oleh PT Telkomsel merespon adanya pertumbuhan layanan OTT dan Cloud agar mampu bersaing di industry digital di Indonesia. Metode penelitian yang digunakan adalah kualitatif deskriptif. Pengumpulan data dilakukan melalui teknik wawancara dan dokumentasi. Analisis yang digunakan dalam penelitian ini yaitu untuk melihat kondisi persaingan bisnis dalam industry telekomunikasi di Indonesia dengan emnggunakan PESTL, Porter's Five Forces, Faktor Kunci Keberhasilan (KSF). Untuk mengetahui kondisi internal Perusahaan digunakan analisis SWOT yang kemudian dianalisis Kembali menggunakan keunggulan kompetitif dan matriks IE (Internal-Ekternal) sebagai perancangan bisnis. Hasil penelitian menunjukkan bahwa terdapat beberapa faktor internal dan eksternal yang menyebabkan PT Telkomsel masih kesulitan untuk bersaing di industry digital di Indonesia seperti faktor eksternal diantaranya perusahaan rintisan dan para pemain OTT/Cloud sangat agile dan agresif dalam menyikapi suatu kondisi, layanan digital Telkomsel masih sangat terbatas, konsumen mudah beralih ke layanan digital, dan perubahan lifestyle yang sangat dinamis. Adapun faktor internal nya yaitu kurang agresif karena perusahaan milik Pemerintah, memiliki produk digital yang belum terjual dengan baik hingga diperlukan bisnis dan operating model yang tepat. Penelitian ini menghasilkan beberapa rekomendasi strategi bisnis yang tepat untuk dapat diterapkan pada PT Tlekomsel diantaranya differentiation dan maintain strategy dengan berfokus pada keunggulan kompetitif dan melahirkan new digital entity seperti vertical business dan burning platform

The telecommunications industry is experiencing a downward trend for legacy services such as SMS and telephone. In recent years, it has been seen that there is a shift in services to broadband services which has led to the emergence of various OTT or Cloud services. However, it causes very fast competition against the conditions of competition in the telecommunications industry, especially for cellular operators. Moreover, with such conditions, PT Telkomsel's revenue growth, especially in broadband services, tends to be flat, which causes the payload growth to not be in line with revenue growth. This makes PT Telkomsel referred to as a dumb pipe by OTT and Cloud businesses. This research was conducted to identify and identify the key success factors, as well as to design the right business strategy that can be carried out by PT Telkomsel in response to the growth of OTT and Cloud services in order to be able to compete in the digital industry in Indonesia. The research method used is descriptive qualitative. Data was collected through interview and documentation techniques. The analysis used in this study is to see the conditions of business competition in the telecommunications industry in Indonesia by using PESTL, Porter's Five Forces, Key Success Factors (KSF). To find out the company's internal conditions, a SWOT analysis is used which is then analyzed again using competitive advantage and the IE (Internal-External) matrix as a business design. The results show that there are several internal and external factors that cause PT Telkomsel to still find it difficult to compete in the digital industry in Indonesia such as external factors including startup companies and OTT/Cloud players who are very agile and aggressive in responding to a condition, Telkomsel's digital services are still very limited. , consumers easily switch to digital services, and lifestyle changes are very dynamic. The internal factor is that it is less aggressive because a government-owned company has digital products that have not been sold well so that the right business and operating model are needed. This study resulted in several recommendations for the right business strategy to be applied to PT Tlekomsel including differentiation and maintain strategy by focusing on competitive advantage and giving birth to new digital entities such as vertical business and burning platforms.

Kata Kunci : OTT, Cloud, keunggulan bersaing, bisnis digital, strategi bisnis, strategi differensiasi dan bertahan