[ABSTRAK
Layanan Kendaraan Terhubung Internet (LKTI) yang sudah di kembangkan olehoperator seluler di Indonesia sebagai bagian dari layanan digital nya. Dalam konteksLKTI, layanan yang diberikan masih terbatas pada layanan telematik denganmenggunakan perangkat On Board Diagnostic (OBD) II dengan metodakonektivitas ter-integrasi. Harga perolehan perangkat yang relatif lebih mahaldibanding layanan sejenis yang bebas biaya berlangganan, membuat penetrasi pasarLKTI telematik Operator Indonesia tidak berkembang. Dibutuhkan strategipenetrasi pasar baru untuk dapat mencapai adaptasi masal denganmempertimbangkan perluasan layanan kearah infotainment, pemilihan perangkatpemicu layanan yang komprehensif, mekanisme pemisahan pembebanan biayalayanan, serta pola kerjasama hilir baru antara operator ? diler ? dan sistemintegrator.Pemodelan Kano digunakan untuk mengidentifikasi fitur-fitur yang diinginkanpelanggan terhadap solusi perangkat keras pemicu layanan serta pengembangantipe aplikasi LKTI agar dapat mendukung diversifikasi layanan eksisting operator.Model bisnis baru dari LKTI operator dikembangkan dengan pemodelan bisnisCanvas dengan ?Pemberdayaan diversifikasi LKTI untuk mobil non-premium?sebagai proposisi nilai yang ditawarkan.Sehingga penetrasi pasar secara masal akan dapat dicapai dengan strategipemanfaatan dealer sebagai jalur distribusi dengan mekanisme bundling perangkatpemicu layanan sebagai bagian dari kendaraan yang dijual oleh diler sertapembebasan biaya bulanan terhadap layanan LKTI telematik dasar. Pengembanganaplikasi LKTI mandiri dan bersifat lokal oleh operator yang bekerjasama dengansistem integrator merupakan kunci dari kesinambungan dan perkembangan layananLKTI di Indonesia di masa yang akan datang dalam penggunaan aplikasi nilaitambah (layanan nilai tambah telematik dan infotainment) yang bermuara padapeningkatan trafik data operator yang didukung oleh mekanisme pemisahanpembebanan biaya layanan.

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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.]