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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