PT. Telkomsel Indonesia is one of the leading Telco Companies in Indonesia with the highest market share among its competitors. Telkomsel itself is owned by PT. Telkom and Singapore Telecom Mobile Pte Ltd. with shares 65 percent and 35 percent wach. Recently, Indonesian providers have faced fierce competition, in order to attract new customer they do alot of strategies such as bundling with other products and usually they begin to do price-war by launching lower tarriff for phone call or text message.

Telkomsel with new division called Mobile Content Division born in 2005. This new division contributes more or less 10 percent from Company's revenue and have significant growth rate over the last five years. In term of doing their business, Mobile Content Division is working with another partner to create the contents or products and by using Telkomsel's network contents can be distribute to subscribers around Indonesia.

As a value added service with more than ten million users, this division is try to develop the business by working with more big partners and develop product features or product innovation constantly. Content products such as wallpapers, videos, games, ring tones, etc. These are download every day by customers through cell phones. Hence, mobile content division has to innovative to find new attractive products as soon as possible and be aware of unattractive products. Unattractive products are equal to mature stage in Product Life Cycle (PLC) theory. PLC theory explains about four stages Introduction, Growth, Decline, and Mature each stage has different approaches to ward the product.

In fact, customers are different each others, It is often easy to measure these differences in terms of age, incme, education, ethnic background, race, religion, and position in the life cycle. It is not always easy to measure how consumers differ in terms of needs, personality, motives, and perceptions. When differences in consumer product preferences are considerable, it is unlikely that one product can satisfy the wants of all. According to this, Segmentation Target and Position (STP) theory is very crucial to determine the right market. Afterwards, followed by Promotion mix theory consists of advertisement, public relation, direct marketing, and personal selling. Promotion mix uses by the firm as a tool to communicate its product offers to customer through varied channels.



Research Location : PT. Telkomsel



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