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UI - Tesis Membership :: Kembali

Analisis strategi penetrasi layanan kendaraan terhubung internet (CCS) oleh operator seluler melalui pemilihan perangkat keras pendukung (enabler)nya = Analysis of cellular operator connected car services (CCS) penetration strategy through the selection of its (enabler) hardware

Johanes Setiyabudi; Dadang Gunawan, supervisor; Muhammad Suryanegara, examiner; Denny Setiawan, examiner; Arifin Djauhari, examiner ([Publisher not identified] , 2015)

 Abstrak

[ABSTRAK
Layanan Kendaraan Terhubung Internet (LKTI) yang sudah di kembangkan oleh
operator seluler di Indonesia sebagai bagian dari layanan digital nya. Dalam konteks
LKTI, layanan yang diberikan masih terbatas pada layanan telematik dengan
menggunakan perangkat On Board Diagnostic (OBD) II dengan metoda
konektivitas ter-integrasi. Harga perolehan perangkat yang relatif lebih mahal
dibanding layanan sejenis yang bebas biaya berlangganan, membuat penetrasi pasar
LKTI telematik Operator Indonesia tidak berkembang. Dibutuhkan strategi
penetrasi pasar baru untuk dapat mencapai adaptasi masal dengan
mempertimbangkan perluasan layanan kearah infotainment, pemilihan perangkat
pemicu layanan yang komprehensif, mekanisme pemisahan pembebanan biaya
layanan, serta pola kerjasama hilir baru antara operator ? diler ? dan sistem
integrator.
Pemodelan Kano digunakan untuk mengidentifikasi fitur-fitur yang diinginkan
pelanggan terhadap solusi perangkat keras pemicu layanan serta pengembangan
tipe aplikasi LKTI agar dapat mendukung diversifikasi layanan eksisting operator.
Model bisnis baru dari LKTI operator dikembangkan dengan pemodelan bisnis
Canvas dengan ?Pemberdayaan diversifikasi LKTI untuk mobil non-premium?
sebagai proposisi nilai yang ditawarkan.
Sehingga penetrasi pasar secara masal akan dapat dicapai dengan strategi
pemanfaatan dealer sebagai jalur distribusi dengan mekanisme bundling perangkat
pemicu layanan sebagai bagian dari kendaraan yang dijual oleh diler serta
pembebasan biaya bulanan terhadap layanan LKTI telematik dasar. Pengembangan
aplikasi LKTI mandiri dan bersifat lokal oleh operator yang bekerjasama dengan
sistem integrator merupakan kunci dari kesinambungan dan perkembangan layanan
LKTI di Indonesia di masa yang akan datang dalam penggunaan aplikasi nilai
tambah (layanan nilai tambah telematik dan infotainment) yang bermuara pada
peningkatan trafik data operator yang didukung oleh mekanisme pemisahan
pembebanan biaya layanan.

ABSTRACT
Connected Car Services (CCS) have been developed by Indonesian Cellular
operators as part of their Digital Services product. In the CCS context, current
service provided by Indonesian operator is still limited to vehicle telemetry with On
Board Diagnostic (OBD)-II device as a service enabler by using integrated
connectivity scheme. High acquiring enabler-hardware cost compare to their
competitors which are free of charge, made operator market penetration on this
service is low. A new market penetration strategy is required to gain mass-market
adoption considering service broadening to infotainment, comprehensive enabler
hardware selection, split billing mechanism, and a new partnership scheme
between operator ? dealership ? and System Integrator.
Kano modelling is used to identify Connected Car Services Enabler Hardware
features and type of applications development required by customer to support
operator existing services diversification. A new business is developed to support
this new diversification services by using Canvas Model with ?Enablement VAST
Connected Car Services for non-Premium Car? as the value proposition offered.
Hence, mass adoption market penetration could be achieved by bundling CCS
enabler hardware as a part of the vehicle offered to the customer by dealer and
giving free of CCS basic telematics monthly service cost strategy. Meanwhile, self
development of CCS applications with local taste, by cooperation between operator
and system integrator, will be the key of sustainability and application enhancement
of CCS Services in Indonesia to excite customer accessing CCS enhance
applications (Telematic VAS and Infotainment) which will increase operator data
traffic through split billing mechanism., Connected Car Services (CCS) have been developed by Indonesian Cellular
operators as part of their Digital Services product. In the CCS context, current
service provided by Indonesian operator is still limited to vehicle telemetry with On
Board Diagnostic (OBD)-II device as a service enabler by using integrated
connectivity scheme. High acquiring enabler-hardware cost compare to their
competitors which are free of charge, made operator market penetration on this
service is low. A new market penetration strategy is required to gain mass-market
adoption considering service broadening to infotainment, comprehensive enabler
hardware selection, split billing mechanism, and a new partnership scheme
between operator – dealership – and System Integrator.
Kano modelling is used to identify Connected Car Services Enabler Hardware
features and type of applications development required by customer to support
operator existing services diversification. A new business is developed to support
this new diversification services by using Canvas Model with “Enablement VAST
Connected Car Services for non-Premium Car” as the value proposition offered.
Hence, mass adoption market penetration could be achieved by bundling CCS
enabler hardware as a part of the vehicle offered to the customer by dealer and
giving free of CCS basic telematics monthly service cost strategy. Meanwhile, self
development of CCS applications with local taste, by cooperation between operator
and system integrator, will be the key of sustainability and application enhancement
of CCS Services in Indonesia to excite customer accessing CCS enhance
applications (Telematic VAS and Infotainment) which will increase operator data
traffic through split billing mechanism.]

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 Metadata

Jenis Koleksi : UI - Tesis Membership
No. Panggil : T45269
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2015
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xv, 88 pages : illustration ; 30 cm
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T45269 15-17-085577981 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20422842
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