unsrat-manado - cracking zone

7/31/2019 Unsrat-Manado - Cracking Zone

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Cracking Zone(Perspective Speech OnChange Management)

Prof. Rhenald Kasali, PhD

2010

FreemiumEffect

(Free of Chargewith premium

quality)

180 million

Mobile Phone(50% Smart

Phone)

US$ 3000Income/Cap

(End of

2010)

Entrepreneurship

Power

Behavior Zone

50,7 million

Informal/microenterprises

Cracking Zone

Spending Power

Competition PowerSocial Net.

Power

New Era of

C-Generation

New Generation

Power


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When Income/Capita US$ 3000

Generasi Muda Indonesia 180 Juta Ponsel, 50% diantaranya Smart Phone

(Socialnet Power)


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Indonesian Facebook User

USER

Source:

Negara %Reach

Dunia 7.4

Indonesia 20.8

Brazil 20.5

Venezuela 19.0

Netherlands 17.7

Japan 16.8

Philippines 14.8

Top 20 Penetrasi Twitter di Dunia(June 2010)

Audience: 15 Tahun ke atas

Sumber: ComScore Media Matrix


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Tukang SomayLebay

Anak Alay


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T3T4p OptImI5, 54l1ng M3nGHarG4i, 54I1Ng

M3mAhAm1 Utk k3B41Kan. 5ukSES BuAT

sEMu4! S4lam 53mAn6at!

"al4Y 4D4l@H tul15an Y4n6 d1ran6K4i

mEn66unakAN hUrUf, 4n6kA, d@N Ch4raCteR

Khu$uS 5eH!n664 m3mB3nTUk 5eBu@h k4t4.Y6 LEbIh P4rAh 4d4 y4n9 d15nGkT-$!NgkT

tUl1s4nNy4. B1k1n PusIn6 kep4l4 m3mbaC4

tul15@nny4. tUl!54N 1ni 4daLah c0Nt0hnYa."

Gaya Hidup1. Narsis


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2. Asri (Asik Sibuk Sendiri)

3. Multi Tasking


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4. Real Time

Guru Be-Go


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Freemium Paradigm

Premium Product Almost Free of Charge

VS.

Freemium Strategy:

LCC (Low Cost

Company)

Price Leadership


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Community

(C For...) Curious

Cameleon

Content Creators

Constantly Changing

Connected

Customize Co-Creation

Digital Creatives

Crackers

Case: XL

Catatan: RPM = Revenue per Minuteatau Tarif per menit;MoU/sub/mth = Minutes of Use per Subscriber per month

Sumber: XL-Axiata

0

10

20

30

40

0 100 200 300 400 500

Total MoU/sub/mth(Waktu percakapan per pelanggan per bulan)

RPM*) (US )Tarif Per Menit

India

Taiwan

Singapore

Thailand

Indonesia

2002

2006


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Relative Position The Three Largest

Mobile Operator

Operator# Customers

Q2 (2006)

Telkomsel 29,3 M(56,8%)

Indosat 13,9 M(26,9%)

XL 8,4 M(16,3 %)

Total 51,6 M(100%)

Problems

City Operator

HRInward Looking, No Alignment

PriceMyth of Premium Charge

Research They Want Low Price

TeamworkWorking in Silos


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Objective: To beNo. 2

Business Model

Low Price

Hi Volume Hi Frequency

Low Cost

Lean & Simple


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Organization & People

FEL

(Fast, Eager, Lean)

Jumlah Menara BTSMasing-masing Operator

2005 2006 2007 2008 2009

Telkomsel 9895 16057 20858 26872 30992

Indosat 5702 7221 10760 13662 16353

XL 4324 7260 11157 16729 19349

Tahun

Operator


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Diperlukan Crackers

Manager

Leader

Cracker Merubah Wajah Industri(Membongkar Rule of the game)

Merubah Keteraturan(Tanpa Syarat)

Menciptakan Keteraturan(Memelihara sistem)

Karyawan Meng-ganduli

Example ofCrackers

Hasnul Suhaimi

(XL)

Ibnu Soetowo

Pertamina

Sostrodjojo

The Botol Sosro

Tirto Oetomo

(Aqua)


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Vaughn Beals(Harley Davidson)

Herb Kelleher(Southwest)

Sam Walton( Wall Mart)

Case: Medical CareFrom To

From1. Patients are Passive Recipients,

isolated one another

2. Assumptions (Proposition):

- doctors know everything &patients are medically dumb

3. Doctors wait in their

office/hospital

4. Doctors treat & tell what to do

5. One on one, face to face

6. If doesnt work: second or third

opinion (but they treat us the

same)

To1. Patients are Prosumers of

wellness, they are connected

2. Proposition:

- Patients are Gen C,connected, shared

3. Doctors are information,

information visits us

4. Community tells what to do

5. Co-creates, collaborative health

6. Collaborative human health

(more balance between

professionals, patients and

health educators)


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Ryan Air IT-Based System Simplifikasi Proses Homogen Fleet (Homogen

System)

Mempersingkat Grounding Time

Complementarity

No Frill

Ads Banner at Seat and Cabin Bagage

Software

Software adalah Brain dari sebuah IT-based

system

Invest pada software terpadu yang tepat (Satulicense untuk semua akses)

Update tidak hanya pada perangkat keras

(fisik), tetapi juga pada perangkat lunak

(software)


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Change Progress

MELIHAT BERGERAK MENYELESAI

KAN

Fail To See Fail To Move Fail To Finish

Terima Kasih

unsrat-manado - cracking zone

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