Analisis teori 5M ahonen dalam pemilihan dan desain layanan 3G :: Kasus PT Telekomunikasi selular

DIPUTRA, I Putu Endra, Didi Achjari, M.Eng.Sc

2008 | Tesis | S2 Magister Manajemen

Telkomsel sebagai operator seluler terbesar di Indonesia dengan market share lebih dari 50% telah meluncurkan layanan 3G sejak bulan September 2006. Layanan 3G Telkomsel antara lain MobileTV, Video Call, Mobile Video, dan Mobile Broadband (TelkomselFlasb). Walaupun telah banyak usaba dilakukan untuk memperkenalkan layanan-layanan tersebut namun revenue dari layanan 3G tersebut hanya mencapai 0,3% dari total revenue layanan Mobile Data atau hanya 0,018% dari total revenue Telkomsel. Disamping itu, pelanggan Telkomsel yang secara aktif menggunakan layanan 3G hanya mencapai 1,9% dari total pelanggan yang berjumlah 42,2 juta pada akhir tahun 2007. Untuk meningkatkan penetrasi pelanggan dan revenue layanan 3G, Telkomsel perlu mendesain dan mengimplementasikan layanan-layanan 3G potensial yang dapat diterima oleh masyarakat. Teori Lima Dimensi Ahonen atau 5M merupakan teori dalam desain dan pemiliban layanan 3G. Teori ini memberikan acuan bagi operator atau penyedia layanan dalam desain layanan baru yang memiliki nilai tinggi, dan sebagai alat analisis terhadap layanan-layanan eksisting sehingga dapat menghasilkan layanan 3G yang lebih menarik bagi pelanggan. Lima dimensi (5M) meliputi dimensi Movement (mobility, locality, globality, home-based, positioning), Moment (plan and postpone, fill time, catch up, multitask, real-time), Me, (costumized, relevant, community, permission, presence), Money (m-commerce, micro-payment, mbanking, m-wallet, mobile advertising, sponsorship}, dan Machine (telematics, metering, remote-access, appliances, robotics, dan automation). Dengan cakupan 3G yang telab menjangkau 49 kota di Indonesia, Telkomsel memiliki potensi yang cukup besar dalam meningkatkan revenue dan penetrasi 3G dengan cara mengimplementasikan layanan-layanan 3G potensial bagi pelanggan. Dengan menggunakan analisis teori 5M Ahonen, telah diusulkan 14 layanan potensial yang dapat dikembangkan oleh Telkomsel untuk meningkatkan penetrasi pelanggan 3G dan revenue layanan 3G. Layanan-layanan tersebut antara lain Video Avatar, Video Ringbacktones, Mobile Surveillance dan Traffic Monitoring, MobileTV Interaktif, Video Push Subscription, TelkomselFlash volume-base, Mobile Video Blogging, Mobile Reportase, 3G Music Portal, Mobile Advertising, Games Portal, Mobile Books, dan Mobile Infotainment.

Telkomsel as the biggest mobile operator with more then 50% market share in Indonesia launched its 3G services on September 2006, focusing on four services: MobileTV, Video Call, Mobile Video, and Mobile Broadband (TelkomselFlash). Even thought many effort has been done to socialize these services, 3G revenue and 3G user are still below expectation. Telkomsel 3G services contributing only 0,3%from total VAS revenue, or equal to 0,018%from Telkomsel total revenue. Meanwhile, active 3G subscribers are only 1,9%from its 42,2 million subscribers at the end of 2007. To generate more revenue and capture more user for 3G, Telkomsel need to design and implement new potential services that can be an early adopted service for the mass market. Ahonen 5M is a method to design 3G services base on the Five Service Dimension (attributes) by Ahonen. This method can provide tools for mobile operators or service providers to design new services that are desirable and valuable, and as a guidance to make any given services more attractive in 3G environment. Ahonen 5M consist of Movement (which include mobility, locality, globality, home-based, positioning), Moment (plan and postpone, fill time, catch up, multi/ask, real-time), Me, (costumized, relevant, community, permission, presence), Money (m-commerce, micro-payment, m-banking, m-wa/let, mobile advertising, sponsorship), and Machine (telematics, metering, remote-access, appliances, robotics, automation). Given its wide 3G coverage in 49 cities, Telkomsel has potential to increase 3G revenue and 3G penetration by implementing new services that would bring value for its subscribers. Using 5M approach, 14 potential services has been proposed to increase Telkomsel 3G user penetration and to boost Telkomsel 3G revenue. These services including Video Avatar, Video Ringbacktones, Mobile Surveillance and Traffic Monitoring, Interactive MobileTV, Video Push Subscription, TelkomselFlash volume-base, Mobile Video Blogging, Mobile Reportase, 3G Music Portal, Mobile Advertising, Games Portal, Mobile Books, and Mobile Infotainment.

Kata Kunci : 3G, 5M Ahonen, Telkomsel, Layanan nilai tambah, Mobile data,MobileTV,Mobile vidio,Mobile music,Mobile games, Mobile blogging, Mobile advertising, Mobile broadband