[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.
ABSTRACTConnected Car Services (CCS) have been developed by Indonesian Cellularoperators as part of their Digital Services product. In the CCS context, currentservice provided by Indonesian operator is still limited to vehicle telemetry with OnBoard Diagnostic (OBD)-II device as a service enabler by using integratedconnectivity scheme. High acquiring enabler-hardware cost compare to theircompetitors which are free of charge, made operator market penetration on thisservice is low. A new market penetration strategy is required to gain mass-marketadoption considering service broadening to infotainment, comprehensive enablerhardware selection, split billing mechanism, and a new partnership schemebetween operator ? dealership ? and System Integrator.Kano modelling is used to identify Connected Car Services Enabler Hardwarefeatures and type of applications development required by customer to supportoperator existing services diversification. A new business is developed to supportthis new diversification services by using Canvas Model with ?Enablement VASTConnected Car Services for non-Premium Car? as the value proposition offered.Hence, mass adoption market penetration could be achieved by bundling CCSenabler hardware as a part of the vehicle offered to the customer by dealer andgiving free of CCS basic telematics monthly service cost strategy. Meanwhile, selfdevelopment of CCS applications with local taste, by cooperation between operatorand system integrator, will be the key of sustainability and application enhancementof CCS Services in Indonesia to excite customer accessing CCS enhanceapplications (Telematic VAS and Infotainment) which will increase operator datatraffic through split billing mechanism., Connected Car Services (CCS) have been developed by Indonesian Cellularoperators as part of their Digital Services product. In the CCS context, currentservice provided by Indonesian operator is still limited to vehicle telemetry with OnBoard Diagnostic (OBD)-II device as a service enabler by using integratedconnectivity scheme. High acquiring enabler-hardware cost compare to theircompetitors which are free of charge, made operator market penetration on thisservice is low. A new market penetration strategy is required to gain mass-marketadoption considering service broadening to infotainment, comprehensive enablerhardware selection, split billing mechanism, and a new partnership schemebetween operator – dealership – and System Integrator.Kano modelling is used to identify Connected Car Services Enabler Hardwarefeatures and type of applications development required by customer to supportoperator existing services diversification. A new business is developed to supportthis new diversification services by using Canvas Model with “Enablement VASTConnected Car Services for non-Premium Car” as the value proposition offered.Hence, mass adoption market penetration could be achieved by bundling CCSenabler hardware as a part of the vehicle offered to the customer by dealer andgiving free of CCS basic telematics monthly service cost strategy. Meanwhile, selfdevelopment of CCS applications with local taste, by cooperation between operatorand system integrator, will be the key of sustainability and application enhancementof CCS Services in Indonesia to excite customer accessing CCS enhanceapplications (Telematic VAS and Infotainment) which will increase operator datatraffic through split billing mechanism.] |
T45269-Johanes Setiyabudi.pdf :: Unduh