BUSINESS SOLUTION TO WINNING BROADBAND SERVICE COMPETITION WITH THE IMPLEMENTATION OF G-PON PRODUCT (CASE STUDY IN ENTERPRISE DIVISION OF PT TELEKOMUKIKASI INDONESIA, TBK)

Abstract

Background of this study is originated from the concept of network access business has shifted towards IP-based services (Packet Switch); the shift is influenced by external and internal factors. External factors that affect are: telecommunications technology development, product suppliers’ availability, bandwidth requirements of corporate customers and government regulation that raises the telecommunications business competition. Internal factors which affect are: the ability to finance investment, the availability of human resources, capabilities and ability infrastructure provide customer service. The problems are the company will get technical advantage, if the company implementing the GPON product into the corporate service, the readiness of the company to implement the need of broadband service for corporate user, and ways to enter the G-PON’s implementation strategy in Telkom. This study uses the theory of the business environment model, SWOT analysis, IFAS and EFAS methods, elements of competitiveness, the strategy to reach customers and value chain. While the method of research using descriptive analytical method, which is a study that was conducted to determine the value of an independent variable, either one or more variables (independent) without making comparisons, or connect between one variable with the other variables. The analysis conducted in this study include the technical analysis, analysis of the business environment, competitive analysis, SWOT analysis, determination of alternative strategies, and the formulation of entry strategy. Based on the results of this study concluded that G-PON products are supported by appropriate technologies to be implemented as a last mile access network, the company's strategy in the implementation of the G-PON products based on the SWOT analysis is correct, and implementation of G-PON products is using product differentiation strategy. The recommendations presented, as follows: need careful planning in the implementation of the G-PON products, for optimum implementation; market survey needs to be done to be able to see the opportunities and threats in the implementation of the G-PON products, product differentiation needs to be made in a policy that requires service bundling product quality, durability and reliability.