Geographical based analysis for boosting up revenue

in targeted area Strategic Proposal

Andri Budiwidodo

Corporate/Commercial Planner

Nov 25, 2013

Proprietary of Andri Budiwidodo

Proprietary of Andri Budiwidodo

Background:

nation-wide coverage has accomplished

Fact figures*: - Covering up to 97% of population (approx 241 million) by 2013 - All kabupaten/kota, which more than 550 cities - Remote areas, including outer islands *intelligence sources, data processed

Proprietary of Andri Budiwidodo

Background: product promo, price war and heavy

campaign are in maturity period … but still continuing

Background: improve network which increasing capital

expenditure

Adding capacity Re-configuration Using the

newest technology

High-class network quality affordable services for customer

Proprietary of Andri Budiwidodo

Background: customer engagement system has deployed

BIG Data EDW

CRM CLS

Provider Customer

Expenditure

Location

Habit

Business Intelligence

Particular community

Demography

Literacy Customer

Service (CS)

Proprietary of Andri Budiwidodo

Background: Q3 Y2013 management report shows the key

figures

Capital Expenditure

Voice & SMS Usage

Voice & SMS Revenue

Data usage

Data revenue

EBITDA?

Ratio Data:non-Data revenue

Need alternative to increase PROFIT!!!

Proprietary of Andri Budiwidodo

higher

lower

lower

higher

higher

higher

lower

Geographical Based Analysis:

Definition & Practical

Proprietary of Andri Budiwidodo

analysis which using structured data & information and overlaid on spatial/mapping

Structured data and information that collected from related sources (both primary from the field & people and secondary from desktop analysis)

The analysis is mostly powerful knowledge for pointing the targeted group and prioritization in term of project staging (network deployment)

Precision in term of location and targeted market to be attacked (optimum network and budget expenditure significant to increase revenue, with customer oriented sales & marketing product, promo and offering)

Clutter type (CBD, DU, Urb,

SU, Rural, Road)

Historical/trend from NMS

Complain (customer, sales/marketing,

regional office, etc)

Others (special request, new area, etc)

Optimum network coverage & quality

Border of Coverage critical issue

Problem: clutter type is always

obsolete

Problem: partial solution, can not drive to resolve

comprehensively

Problem: too general, too narrow,

un-structured

Current condition

Not too wide over investment; not too narrow lost the

opportunity

Scheduled drive test/walk test

Problem: missed on potential area to be checked; the area is

too vast to do a drive test

Geographical based

analysis offered

Desktop study

(top selected parameters +

the most updated data)

Systematic and structured field

survey (in targeted area, precision on borderline)

Proprietary of Andri Budiwidodo

USU MEDAN

USU MEDAN

Good HSPA Coverage, moderate range radius 500m

Bad/blank HSPA Coverage

Real case study

The biggest state owned university in North Sumatera, namely Universitas Sumatera Utara (USU), Medan

Covered using macro site, distance 1.3 to 1.6 km among three of macro sites

Vicinity of USU, dominated by student rental house (kost-kost-an) which bad HSPA network experience recently

Geographical based analysis, has found which there are 12 suspected blank/bad HSPA coverage experience by their customers

This analysis result will trigger further analysis to offer solution BTS hotel, using micro-site (monopole, 10-12 meters height)

Proprietary of Andri Budiwidodo

USU MEDAN

Geographical based analysis

output (stage 1) +

Comprehensive/ practical (do-able) network analysis

(stage 2)

=

Project Deployment (BTS hotel)

(stage 3)

World class network in precise location BOOST UP

REVENUE

3 km

5.5 km

Proprietary of Andri Budiwidodo

Need assessment

Project Leader Geomarketing expert

and Network Strategy expert

Supporting Team

Adequate computation and

supporting devices

Original Software

Primary and secondary data

Fee Field trip Data collection

Geographical base analysis proposal (project based)

Offer to providers

Project deployment

Proprietary of Andri Budiwidodo

People

Budget

Information

Timeline

What’s next?

Proprietary of Andri Budiwidodo

Product Dev.

Product mapping

Product flexibility

Product Integration

Marketing Campaign

Timeline

Campaign focus

Sustainability

Sales & Channel

Push and pull

Grass root tactical

Availability

Evaluation

Perceive on network &

product

Plan vs Actual

Fine-tune

End of Slides

Thank you

Proprietary of Andri Budiwidodo