Strategi Persaingan Operator Telekomunikasi Seluler [The Competition Strategy Of Mobile Telecommunication Operators]
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Abstract
Jumlah pelanggan ketiga operator telekomunikasi seluler pada akhir tahun 2013, yaitu PT. Telkomsel Tbk, PT. XL Axiata Tbk, dan PT. Indosat Tbk, sebanyak 251,285 juta. Jumlah pelanggan telekomunikasi seluler ini telah melebihi jumlah penduduk Indonesia sebesar 242,013 juta pada akhir tahun 2013. Ketiga operator telekomunikasi seluler tersebut mendominasi pangsa pasar seluler di Indonesia dan sangat menentukan tingkat harga, kualitas layanan dan strategi persaingan lainnya. Persaingan di telekomunikasi seluler saat ini sudah masuk ke masa jenuh untuk suara dan SMS, tetapi sudah beralih ke layanan data atau menggunaan internet. Para operator telekomunikasi seluler berlomba-lomba untuk meningkatkan kualitas layanan internet kepada pelanggan yang menggunakan prabayar dan pascabayar untuk suara dan SMS.Kajian ini menggunakan metodologi penelitian kualitatif, dengan melakukan observasi atau pengamatan langsung ke lapangan kepada Telkomsel, XL Axiata dan Indosat.Teknik analisis data menggunakan teknik analisis deskritif. Berdasarkan hasil analisis diperoleh bahwa strategi persaingan ketiga operator tersebut dari aspekcore competence, time based competition, disiplin nilai sama-sama mengimplementasikannya. Dari aspek expeditionary marketing sangat tergantung pada luas jaringan yang dimiliki, aspek standar produk, memiliki sertifikat ISO yang lebih baik dan kompetensi manajemen fokus pada sumber daya manusia dengan belajar ke luar negeri.
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The number of subscribers of three mobile telecommunication operators by the end of 2013, namely PT. Telkomsel Tbk, PT. XL Axiata Tbk, and PT. Indosat Tbk is 251.285 million. The number of mobile telecommunication subscribers has exceeded the population of Indonesia amounted to 242.013 million at the end of 2013. Those operators dominate the market in Indonesia and determine the level of price, quality of service and other competitive strategies. Competition in the mobile telecommunications currently logged into saturated period for voice and SMS service, and has switched to data service. The operators are competing to improve the quality of internet services. This study use qualitative research methodology by observing those operators. Data analysis is using descriptive analysis techniques. The results of this study showed that the operators’s have implemented competitive strategy such as core aspects of competence, time-based competition and value discipline. Meanwhile aspect of expeditionary marketing is very dependent on the vast of network owned, aspect of product standard, own ISO certificate of competency management and focus on human resources to study abroad.
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Internet :
Harsono, Nonot, (2013). Asing makin cengkeram industri telekomunikasi Indonesia, Jakarta, http://www.merdeka.com, diakses tanggal 6 Januari 2015.
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