Proposed Business Strategy for IndiHome Case Study: PT Telkom Indonesia Tbk

Abstract :

IndiHome is a home internet service consisting of landlines phone, internet and TV which was officially launched in 2015 by PT Telkom Indonesia. As one of the programs from Telkom’s main project, IndiHome has shown rapid growth since it was just launched. According to the annual report, IndiHome is the market leader of fixed broadband services, holding 82.3% market share in 2020. However, it is shown that there is a significant decline of IndiHome’s market share of 4.2% compared to the previous year. To analyze the research, both qualitative and quantitative methodology is used with primary data gathered from internal interviews, questionnaire and netnography. The result indicates that to increase market share growth, a customer improvement strategy is needed which is carried out by improving the quality of services that can improve IndiHome’s image in the customer’s mind. The new bundling strategy and good synergy between Telkom and government could make Telkom able to develop and provide services in all regions in Indonesia. Market research to map potential customers based on data usage on cellular phones can also be conducted. Telkom can also carry out internal development in the form of gap analysis between the growth of market trends and Telkom’s capabilities. By doing this, Telkom can continue to keep informed with developments that occur and stay agile with all changes.