Analisa pengukuran kinerja layanan bisnis broadband

MUSTAIN, Arief, Supriyadi, Dr. M.Sc

2009 | Tesis | S2 Magister Manajemen

Perkembangan bisnis layanan broadband (pita lebar) diberbagai belahan dunia saat ini sedang mengalami pertumbuhan yang sangat cepat. Hal demikian ini juga dirasakan terjadi di Indonesia dalam dua tahun terakhir ini dengan ditandainya penawaran yang sangat agresif (melalui berbagai media marketing) yang dilakukan oleh para operator di Indonesia, baik dari operator seluler (dengan teknologi 3.5G), maupun dari operator fixed wireline yang menawarkan layanan broadband melalui teknologi ADSL maupun HFC. Pertumbuhan layanan broadband di Indonesia yang signifikan ini muncul dari sebuah momentum yang tepat atas hadirnya perkembangan teknologi broadband yang semakin terjangkau dari sisi harga maupun semakin tingginya internet awareness di kalangan masyarakat serta diiringi tingkat densitas komputer dan internet ready gadget yang semakin membaik di Indonesia. PT Telkom selaku market leader di dalam layanan bisnis broadband di Indonesia pada saat ini, melalui produknya Speedy, sangat berkepentingan dalam mempertahankan posisinya tersebut. Salah satu kekuatan yang diyakini untuk dapat mempertahankan posisinya di pasar broadband tersebut adalah dengan menciptakan keunggulan di bidang layanan (service excellence). Disisi lain, mengingat layanan bisnis broadband di Indonesia masih relatif baru, maka penataan pengelolaan kinerja layanan bisnis broadband perlu mendapatkan prioritas yang utama agar basis kastamer yang terus membesar tetap dapat merasakan layanan yang semakin berkualitas. Business metric yang ditawarkan dari TM Forum dipilih sebagai pendekatan analisa untuk melihat gap indikator kinerja layanan broadband Speedy di PT Telkom.

Recently, the rapid growing of broadband service business all over the world is facing in accelerated mode of growth era. In the last two years, Indonesia is entering the opportunity of broadband service business as well. The aggressive marketing, never than before, just only one evidence which indicated that Indonesia’s been entering in the broadband market. Service providers in Indonesia are offering all the possibilities of their broadband infrastucture; cellulars with their 3,5G and fixed wireline operators are offering broadband service through ADSL technology and HFC as well. The significant growth of broadband service business in Indonesia will be followed through by massive broadband technology adoption and more affordable price. This Indonesia’s golden era will be enriched by the fast growing internet awareness of the citizen and the increasing of computer penetration as well as the readiness of internet gadget. Currently, PT Telkom as the market leader of broadband service business in Indonesia,with brandname’s Speedy, is striving to maintain that position. The best strategy choice to stay as a market leader, it’s strongly believed that broandband service business had to do service excellence. The winner is who offering better quality broadband service. Regarding to shorten the learning curve in broadband service business, again, the best choice strategy of PT Telkom to overcome this issue is doing benchmark to world class service providers. Operational Business Performance for Broadband from Telemanagement Forum gives some powerfull business metrics that all service providers could benchmark each other. The thesis will exploring the benefits and the opportunities for Telkom on implementing the business metrics.

Kata Kunci : broadband, speedy, layanan, indikator kinerja dan metrik bisnis,