TELKOMSEL
Group 8 :
- INA SEPTRIA GINTING
- JANGKUNG PUTRA SEKT IAJI
- MARENDA ICHTIARNINGRUM
- RATRY AIDHA FEBRIANI
- LYVIA BELLA AYU AZZAHRA BARWYZID
- SYAIFUL BUDI PRASETYO
- ANISSA INNAYATUL L
TELKOMSEL
Telkomsel is one of the largest cellular telecommunication operators in Indonesia. Telkomsel is the first GSM cellular telecommunications operator in Indonesia with postpaid kartuHALO services which was launched on May 26, 1995. Previously, Telkomsel's shares were owned by Telkom Indonesia by 65% and the rest by Indosat. On November 1, 1997, Telkomsel became the first cellular operator in Asia to offer prepaid GSM services. Telkomsel claims to be the largest cellular telecommunications operator in Indonesia with 81,644 million subscribers as of December 31, 2007 and a market share of 51% as of January 1, 2007. Telkomsel's network covered 288 international roaming networks in 155 countries at the end of 2007.Telkomsel has three GSM products, namely SimPATI (prepaid), US card (prepaid), and kartuHALO (postpaid). Apart from that, Telkomsel also has wireless internet service via its cellular telephone network, namely Telkomsel Flash. Telkomsel works on the 900 / 1,800 MHz network.
Currently, the shares of Telkomsel are 65% owned by Telkom Indonesia and the rest by the Singapore telecommunications company, SingTel. Telkom Indonesia is a State-Owned Enterprise whose majority shares are owned by the Indonesian government, while SingTel is a company whose majority shares are owned by the Singapore government. As of January 1, 2008, the position of president director was held by Sarwoto Atmosutarno replacing Kiskenda Suriadihardja who had previously served since January 1, 2005.
2. Company Organization
· Ririek Adriansyah
President Commissioner
Ririek Adriansyah has been the President Commissioner of Telkomsel since May 2019. Currently, Ririek is the President Director of PT Telkom Indonesia (Persero) Tbk. Ririek started his career at PT Telkom Indonesia (Persero) Tbk since 1990 and has held various strategic positions in the Telkom Group, such as President Director of Telkomsel (2015-2019), Director of Telkom Wholesale and International Service (2013-2014), Director of Compliance and Risk Management Telkom (2012-2013), President Director of PT Telekomunikasi Indonesia International (Telin) (2011-2012), Director of Marketing & Sales Telin (2010-2011), Director of International Carrier & Serviced Telin (2008-2010), and Deputy Executive General Manager of Telkom's Infratel Division (2004-2008). Ririek earned a Bachelor of Engineering degree in electrical engineering from the Bandung Institute of Technology (ITB) in 1989.
· Heri Supriadi Commissioner. Heri Supriadi has been the Board of Commissioners of Telkomsel since June 2020. He currently serves as the Finance Director of PT Telkom Indonesia (Persero) Tbk. Previously, Heri was the Finance Director of Telkomsel (2012-2020) and the President Director of PT Telkom Property (2010-2012). He has also filled a number of senior positions at PT Telkom Indonesia (Persero) Tbk, such as Vice President Investor Relations and Corporate Secretary (2009-2010), Vice President of Subsidiary Performance (2007-2010). Heri holds a Bachelor of Engineering degree from the Bandung Institute of Technology (1991), a Master of Business Administration degree from Saint Mary's University, Canada (1997), and a Doctoral degree in Business Management from Padjadjaran University, Bandung (2013). He has also attended various professional education programs at Harvard Business School, Kellogg School of Management, Euro Money, and the University of Auckland Business School.
· Yose Rizal Commissioner. Yose Rizal has been the Board of Commissioners of Telkomsel since May 2017. Currently, Yose is the Chairman and Founder of MediaWave Group, Founder of PoliticaWave, and a lecturer at the Bandung Institute of Technology's School of Business and Management. Since 2014, Yose has also been the Head of Research and Measurement at the Indonesian Digital Association.Previously, Yose had leadership experience as Business Director at Snoop Mobile Media (2008-2010), Director of Azka Megah Dirgantara (2003-2008), and Director of Bandung Information Technology (2000-2004). In 2003, Yose graduated from the Bandung Institute of Technology and obtained a Bachelor's degree in Urban and Regional Planning.
· Nanang Pamuji Mugasejati Commissioner. Nanang Pamuji Mugasejati has been the Board of Commissioners of Telkomsel since November 2019. In October 2019, Nanang was appointed as Special Staff to the Minister of BUMN in the field of technological innovation. Currently, Nanang is the Director of the Center for Digital Society at the Faculty of Social and Political Sciences, Gadjah Mada University (FISIPOL UGM) Yogyakarta (2015-present) and a lecturer in the Department of International Relations at FISIPOL UGM (2008-present). He has served as CEO of Forbil Institute Yogyakarta (2018) as well as a member of the board of commissioners of Krakatau Steel (2017-2019). Nanang completed his doctoral education and obtained a PhD in International Relations from Gadjah Mada University, followed by a double degree (stint) from the Graduate School of International Development at Nagoya University, Japan.
· Paul Dominic O'Sullivan Commissioner. Paul Dominic O'Sullivan has been the Board of Commissioners of Telkomsel since January 2010. In addition, Paul is currently the Chairman of Optus Austalia since October 2014. Paul is currently a member of the Board of Directors of a number of companies, namely Australia and New Zealand (ANZ) Banking Group Limited and Coca-Cola Amatil Limited. He is also the Chairman of the Western Sydney Airport Company, Board Member of the Australian National Disability Insurance Agency (NDIA), and Board Member at St. Petersburg. George and Sutherland Medical Research Foundation.Paul has leadership experience in various strategic positions at the Singtel Group. He has served as Chief Executive Officer of Singtel Group Consumer (2012-2014) and Chief Executive Officer of Optus, Australia (2004-2012). He obtained a Bachelor's degree in economics from Trinity College, Dublin University and a graduate of the Advanced Management Program from Harvard University, United States.
· Yuen Kuan Moon Commissioner. Yuen Kuan Moon has joined as the Board of Commissioners of Telkomsel since September 2009. Currently, he is the Chief Executive Officer of Singapore Singtel Consumer (2012-present) as well as the Chief Digital Officer of Singtel Group.Since the beginning of his career at Singtel in 1993, Moon has held several strategic positions such as Vice President Regional Operations and Executive Vice President of Digital Consumer. In 2003, he pursued a professional career at Telkomsel as General Manager of Product Development until finally being appointed as Director of Commerce (2005-2007). In 2018, Moon was appointed a member of the Board of Trustees for the Institute of Service Excellence at Singapore Management University as well as a member of the Digital Readiness board of the Ministry of Communications and Information of Singapore. He is also the Governing Council of Singapore Institute of Management (2019-present).Moon holds a Bachelor of Engineering degree with First Class Honors award from the University of Western Australia and holds a Master of Science degree in Management from Stanford University, United States.
3. Products
4. Marketing Strategy
Telkomsel's Marketing Strategy is quite interesting because you can see its high success rate. Currently the company's customers have reached 100 million subscribers and this is quite convincing evidence of the success of Telkomsel's Marketing Strategy.In the current situation, the competition between mobile phone operators of each company is competing to offer low starter package prices, cheap talk and SMS rates and to have a wider network.This is done so that the number of subscribers continues to increase and Telkomsel can become the king in the mobile phone market as the best provider. Telkomsel's marketing strategy in communicating its products has been quite successful with 100,000 thousand subscribers. Agreement-based service locations are also used by Telkomsel as an effort to expand service coverage with the help of other parties.In addition to new services so that consumers can subscribe to services, let the cyber world know their location. If a business, advertising through the deal service, is around the same as the consumer, the advertisement is sent to the consumer. Now, consumers are aware of the latest store promotions in the area and are motivated to use business services Telkomsel's marketing strategy is a diversification strategy that is used to discover and develop new products or new markets or even both to complete development, increase sales, profitability and flexibility. Second, at fixed prices, PT. Telkomsel, Tbk uses two different strategies for each product, such as skimming prices for HALO and simPATI card products, and prices for penetration as card products. Pricing skimming is a strategy to settle a larger market share, and to protect the arrival of competitors.
It can be seen that the product strategy used by PT. Telkomsel, Tbk, which is a diversification strategy, has weaknesses that are easy to imitate.
Thus, PT. Telkomsel, Tbk needs to re-evaluate strategies that are often used. A product must have unique characteristics so that it is different from others. With these unique characteristics, there is great hope for creating a good image of the product as a particular and the company as a general so that the purpose of this research to maintain market share can be completed.
5. Fun Facts
· 1. The pioneer of the latest telecommunication technology
· 2. The widest telecommunication network
· 3. The fastest internet network
· 4. The largest cellular subscriber in Indonesia
· 5. by.U, the first digital cellular product in Indonesia
· 6. Telkomsel Orbit home internet
· 7. Transformation into a digital telco company, not just a telecommunications company
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