G E M A

2008Games Education

Music Animation

Providing Relationship Platform for Providing Relationship Platform for Content Creation and Content DeliveryContent Creation and Content Delivery

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By :

Saiful HidayatAsst Vice President IT Service Strategy

IT Directorate PT. Telekomunikasi Indonesia

IMOCA Conference and Exhibition 2008"Creative Business On The Next Generation Network"26 - 28 November 2008, Discovery Kartika Plaza - Bali...

G E M A

2008Games Education

Music Animation

Content

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G E M A

2008Games Education

Music Animation

Broadband is a major Driver of the Economy

Source: Gerd Leonhard, (www.mediafuturist.com) Open is King

G E M A

2008Games Education

Music Animation

A New Game for Everyone

Source: Gerd Leonhard, (www.mediafuturist.com) Open is King

G E M A

2008Games Education

Music Animation

Evolution towards Converged Network

Source : Source : FokusFokus FraunhoferFraunhofer

G E M A

2008Games Education

Music Animation

The Traditional Telco Value Chain is Changing

Source : Source : FokusFokus FraunhoferFraunhofer

Key Point :Key Point :•• The Industry Structure was changedThe Industry Structure was changed•• New Players have successfully entered the sceneNew Players have successfully entered the scene•• Equipment and Handset manufactures additionally drive the markeEquipment and Handset manufactures additionally drive the markett

G E M A

2008Games Education

Music Animation

Service Application Trend

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The Past: The Future:

Evolution towards branding & lifestyle services

Entertainment

Was

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Is

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Personal lifestyle branding

Information

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Communication

G E M A

2008Games Education

Music Animation

Industry & Service Transition… New Type of Provider

Internet(Information)

Telecommunication(Communication)

Entertainment(Broadcasting)

Experience Provider

Experience Provider

G E M A

2008Games Education

Music Animation

Content

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G E M A

2008Games Education

Music Animation

Seamless Mobility - TIMELocation, Time and Device Agnostic

Watch TV onTrain, ProgramDVR for Tonight

Find Child’s GPSLocation on TV

Download theLatest Tunes

Schedule a Meeting

ConferenceFace-to-Face

Make Wait TimeProductive

Work from Home

Watch Showson Demand,Answer VideoCall on TV

Conduct TelepresenceMeeting

Keep YOU Informed, Connected, Entertained and Secure as You MoveThrough Life - at Home, at Work, and on the Go

G E M A

2008Games Education

Music Animation

Emerging Cultural Practice

Open

Peering

Sharing

Make the world better through collaboration

Power of UsPower of Us

G E M A

2008Games Education

Music Animation

Customer TransitionRise of the Empowered Consumer

Provider to UserProvider to User

User to ProviderUser to Provider

ExperienceExperience

PassiveWatch Broadcast TV

BroadcastOne Service Fits All

PickVideo On Demand

TransactNetwork Responsiveness

ParticipateCommunity Services

InteractPersonalization, Socialization

ProduceCreate/Remix Content

EmpowerComplete Customization

G E M A

2008Games Education

Music Animation

Customer Expectations Transition New Cultural Practices

WhatThey Want

WhatThey Want

WhereThey Want It

WhereThey Want It

WhenThey Want It

WhenThey Want It

HowThey Want It

HowThey Want It

Broad Choice Personalized

Simple

On DemandAvailable Always

Everywhere“Follow Me”

Flexible No Platform,

Access or Bundle Restrictions

G E M A

2008Games Education

Music Animation

Broadcasting

Encyclopedia

Lifestyle Service Segmentation

Number of subs per service

2003

2006

Mp3.com

General lifestyle markets Specialized lifestyle marketsBranded lifestyle markets Segmentation

G E M A

2008Games Education

Music Animation

New Digital Native

Will GrowWill Grow

G E M A

2008Games Education

Music Animation

Content

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G E M A

2008Games Education

Music Animation

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A lot of Content Producers will expand into becoming Context Providers, Curators, Aggregators, Packagers…

A New Definition of Content:Content must now be defined much broader

Source :

G E M A

2008Games Education

Music Animation

Customers See Services Through Their Device

Content consumption is becoming

DeviceAgnostic

G E M A

2008Games Education

Music Animation

VAS (Content) : Rethink Strategyfrom Technology based to Consumer Need Based

as Value Added Service as Value Added to Subscriber

Adopted from : Frost & Sullivan

SMS LBS

IVR MMS

P2A A2P

Mobile TV

Mobile Ads

etc etc

Communication

Entertainment

Information

Productivity

Participation

Saving

G E M A

2008Games Education

Music Animation

Understanding Service Stimulus

Value Added toSubscriber

Usage Motivation

Why should consumer use this service ?

ServiceAttributes

What parametersShould delivery on ?

ComparisonTo alternatives

What the alternativesAnd relative pricing ?

Usage Experience

How easy is the serviceTo use ?

Adopted from : Frost & Sullivan

Usage Motivation

Fun while waiting, personality

Service Attributes

Easy to subscribe, catchy

Comparison To alternatives

None and transparent in pricing

Comparison To alternatives

very easy, Just send sms

RBT

G E M A

2008Games Education

Music Animation

Clear Customer Target : Multi layer segmentation

Adopted from : Frost & Sullivan

Device Based

Service Specific

• Savants : Being knowledgeable about music is central to their identity (5-8% of base)• Enthusiasts : Music is a key part of life but is balanced by other interests (20-25% of base)• Casuals : Music plays a welcome role but other things are more important (35-40% of base)• Indifferents : Would not lose sleep if music does not exist (20-25% of base)

Purchasing PowerBased

� High Income� Mid Income� Low Income

Pyscho-DemographicPlus usage

� Youth� Migrants� Silver

G E M A

2008Games Education

Music Animation

Smart Aggregation for new VAS (Content)

Step 1 Revelation: understand connected consumption� Discovering which content is valuable� Information about customers and content

Step 2 Smart Aggregation: rollout quickly� Centralizing and storing the huge amounts of microcontent…

Step 3 Plasticity: enable prosumer tweaking� Creating value by modularizing, standardizing, or extending content� So prosumers can remix, tweak, cut, merge, split it…� …or cheaply produce complementary goods

G E M A

2008Games Education

Music Animation

Content

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G E M A

2008Games Education

Music Animation

� Integrated initiatives of Telkom Group to enable and encourage healthy creative content industriesand communities in Indonesia

� Indigo (Indonesian Digital Community)� Encourage “Valuetainment Creativity”

G E M A

2008Games Education

Music AnimationPleasant EnvironmentPleasant Environment

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Indigo ImplementationGiving People Freedom to…….

G E M A

2008Games Education

Music Animation26

Indigo Business Models

G E M A

2008Games Education

Music Animation

Indigo : Prosumer� Facilitating consumer

community

� Increase participation, loyalty, advocacy

� Colaboration and co-creation of new products and services

� Online and offline activities merge

G E M A

2008Games Education

Music Animation

Indigo : Content Incubation

G E M A

2008Games Education

Music Animation

SDP Background : Challenge From Simple Voice to Innovative Services Platform

Ser

vice

Pro

lifer

atio

n

Service RevenuesLow

Low High

High

The PrizeThe Prize

How to provide “Carrier grade”quality?

How to foster a “step-change in innovation”?

Many Services, Fast TTMFew Viable Business Model

Besides advertisement

Few Services generating lots of (declining) Revenue. Lack of many new services BUT

Differentiators to achieve Viable business models (e.g. access to bill, relationship

to subscriber, QoS, …

Many Services, Short TTMViable service providers business models Not necessarily limited to Advertisement

G E M A

2008Games Education

Music Animation

SDP : From Separate Networks to Converged Networks

G E M A

2008Games Education

Music Animation

What is a Service Delivery Platform ?What is a Service Delivery Platform ?

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– This layer allows Marketing, Network, and IT to create and implement new services faster, more efficiently and with lesser cost

– Provides a unified service creation and control environment where integrated value added services can be defined, deployed and controlled

� SDP architecture provides an end-to-end control and enables� Selection of a Product or a Service� Placement of an Order� Provisioning of a Service or a Product� Activation of a Service or a Product� Delivering a Service or a Product� Billing for a Service or a Product� Disconnecting a Service or a Product

� Benefit :� New services can be rapidly added� Meet business objectives for revenue growth� Platform for service aggregation across networks and devices.� Modular service-oriented architecture (SOA) allows for incremental investment as business grows.� about the business drivers, about bundling services more efficiently

Wireline Broadband

SDPService Delivery Platform

Wireless

IT/Applications Content ServicesPORTAL

OSSBSS

G E M A

2008Games Education

Music Animation

SOA TierSOA TierSOA Tier

Network ElementsNetwork ElementsNetwork Elements

Network TierNetwork Tier

Service BusService Bus

OCCS

Process Manager

OCNG

SMSC MMSC LBS Parlay GW

OSSOSS

BSSBSS

SIDSID

3rd Party Applications

Consumer Services

SERVICE DELIVERY PLATFORMSERVICE DELIVERY PLATFORM

SDP as Mashup Orchestration

• Integrated single platform with open architecture for all services

• Allows TELKOM to discover new business opportunities and models

• Simplifies planning of network and services

• Reduces urgency to move to all IP-core network

• Integrated single platform with open architecture for all services

• Allows TELKOM to discover new business opportunities and models

• Simplifies planning of network and services

• Reduces urgency to move to all IP-core network

SERVICE DELIVERY PLATFORM

G E M A

2008Games Education

Music Animation

Digital Asset Management

Digital Content & Applications

Digital Payment

The Infrastructure

Broadband & BroadcastBroadband & Broadcast

Service Platform

copyrightprotection

portalSDP mediaserver

Digital Content & Applications

Game Education Music Animation Schools Govt SMEs

Digital Payment

G E M A

2008Games Education

Music Animation

My Profile

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G E M A

2008Games Education

Music Animation

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