Transcript Paparan Seminar Pentahelix OTT Prof Ernie rev

Model Bisnis Over The Top (OTT) dan
Kebutuhan Kebijakan untuk
Penguatan OTT Lokal
Pro f. D r. E rn ie Tisn awat i S u le , S E . , M . S i .
Ja ka rta , 9 M e i 2 0 1 6
Outline
Layanan Over The Top OTT
Model Bisnis OTT dan dampak bagi Operator
Benchmark Strategi Operator terhadap OTT
Usulan Strategi Indonesia terhadap OTT
Definisi OTT
Over-the-Top players: market dynamics and policy challenges
e Internet has“Layanan
enabled online
disruptive
many sectors
yangentry
dapatacross
men-substitusi
bisnis layanan
dasar telekomunikasi maupun TIK”
ne content, applications and services are rapidly pervading all segments of
merce and society, and are affecting and disrupting traditional industries in many
Contoh:
s. Consumers can use online video instead of traditional television, online
1. OTT whatsapp, Line, Kakao Talk yang mensubstitusi layanan dasar telekomunikasi SMS dan
munications platforms instead of traditional telephone services, and can download
2. were
OTTonce
Netflix,
Youtube
yang mensubstitusi
layanan
penyiaran televisi maupun radio
s and music that
provided
on physical
media. The process
of dasar
advertising
searching for services is increasingly moving online. These changes have come
ut because broadband
connectivity
provides
instant
access
Bagaimana
layanan lain
seperti
games
yangto a global network of
ices and applications, enabling equipment manufacturers, applications providers
tidak menggantikan layanan tradisional?
customers to bypass the services offered by traditional network operators and to
- Layanan
online
digital
s national boundaries,
thus
obtaining
multiple new routes to market.
ure 2. Distinguishing between Managed, Online or OTT services
use the term over-the-top (OTT) to refer to online services which could substitute
Sumber : European Parliament, 2015
Sumber
ome degree for traditional media and telecom services. Figure 3 shows how the
wth of online messaging applications has apparently impacted the volumes of SMS,
consequences for voice and messaging revenues for traditional telecom operators.
: Gartner, 2013
teleponi
issues affecting e-commerce. 4
In this study, 5 we (1) explore current and emerging business
models
over-the-top
We use
the for
term
over-the-top (OTT) to refer to online services which could
(OTT) services (including Voice over IP, instant messaging services, and streaming
to some degree for traditional media and telecom services. Figure 3 shows
video and music services); (2) identify costs and barriers to European online service
of online
messaging
applications has apparently impacted the volume
development including over-the-top (OTT); (3) describegrowth
the regulatory
environment
for
OTT
berkembang
pesat
dengan
berbagai
jenis
segmentasi
layanan
dan
pengguna,
OTT yang paling ”mengganggu”
online services in Europe, as well as the environment inwith
some consequences
of Europe’s major trading
for voice and messaging revenues for traditional telecom o
bisnis
TIKmake
secara
global adalah for
OTT
yangpolicy.
menawarkan layanan yang sama dengan layanan tradisional, contohnya
partners;
and (4)
recommendations
digital
Tren Perkembangan OTT
adalah OTT messaging, dan OTT Penyiaran (Audio Visual)
Figure 1. Many new forms of online services
Figure 3. Volume of messages from mobile handsets
1
2
Policy Department A: Economic and Scientific Policy
Figure 4. Netflix rise in Europe
Source:
Source:
1
2
3
4
ottsource.com/ott-blog
Sumber:
1. ottsource.com/ott-blog
2. Analysys mason, 2014
3. IHS, 2014
6
Analysys Mason , 2014
3
Meanwhile, video is increasingly moving online 7, such that Netflix now acc
nearly half of the subscription TV-on-demand revenues in Europe (Figure 4). 8
European Parliament Resolutions in 2012 and 2013 initiated by the IMCO committee’s e-commerce
working group
Source:
IHS (2014)
European Council 2013 Conclusions call for the completion of the Digital Single Market by 2015
What
meant by a level playing field?
European Commission (2015), “A Digital Single Market Strategy for Europe”, COM (2015)
192isfinal.
Penetrasi OTT messaging di Berbagai Negara
OTT hampir menggantikan layanan dasar, terutama OTT messaging yang dipergunakan oleh mayoritas pengguna di
setiap negara di dunia
Contohnya : di spanyol, 97% dari pengguna telekomunikasi aktif menggunakan Whatsapp, dan 13% menggunakan
facebook messenger
Sumber : Onavo Insights
Over-the-Top players: market dynamics and policy challenges
2.2.2.
Model Bisnis OTT
OTT versus traditional messaging and video communication business models
In Figure 14, we expand the picture by adding messaging and video communication
services not only from Orange and Skype, but also from Apple and WhatsApp.
Kunci keberhasilan OTT dalam memenangkan pasar layanan tradisional adalah pada jalur distribusi OTT yang
memanfaatkan platform distribusi diatas jaringan operator (any network), serta dapat dipergunakan pada berbagai
Figure 14. Voice, video and messaging communication services offered by
perangkat (any device)
Orange (in orange), Skype (in blue), Apple (black) and WhatsApp (green). 44
 Layanan telepon (orange) didistribusikan melalui
infrastruktur inti operator orange (sentral, platform server)
dan melalui jaringan akses operator orange  model
tradisional
 Layanan skype didistribusikan melalui infrastruktur inti
operator orange dan didistribusikan melalui website
skype.com, Appstore, dan aplikasinya dapat dipergunakan
baik di laptop, TV, maupun smartphone
 Layanan whatsapp didistribusikan melalui website whatsapp,
Appstore, dan aplikasinya dapat dipergunakan baik di laptop
dan smartphone
Source:
TNO, 2015
Sumber :ofTNO,
2015mobile
customers
Orange’s
The
voice services can use the standard SMS service.
Apart from voice communications, Skype also offers messaging and video
communication. The WhatsApp path (in green) is similar to the Skype path. Unlike
Skype, WhatsApp is only available on smart phones, as it relies on the mobile phone
 Layanan imessage dan facetime apple didistribusikan melalui
infrastruktur inti operator orange dan didistribusikan melalui
Apple store bahkan menjadi embedded app untuk perangkat
apple, dan aplikasinya dapat dipergunakan baik di
smartphone
Dampak OTT bagi Bisnis Telekomunikasi
(Market Disruption)
Qualit y Service will
Rem ain Key
communication. The service creates clear differentiation for users as well as the carrier.
Visit
www.counterpath.com to take a closer look.
Inevitably, there will be a transition period, and a
mix of technologies. Legacy networks, Mesh Networks, mobile traffic being handed off to Wi-Fi networks or small cells/femtocells — they will coexist
for a time. And through it all, the need to maintain
service quality will remain paramount.
While on their site, notice also the press release announcing their recent patent for enabling service providers to “offer OTT communications with trusted mobile-based user authentication, simplifying mobile
services over non-mobile devices”.
This development makes it easier for people to use softphone
client applications on any device, any platform and
over any network, by eliminating the need for other
non-mobile-centric authentication technologies.
Hunter Macdonald is President and CEO of Tutela
Technologies, a Wesley Clover affiliate firm focused
on exactly that — carrier network quality monitoring, but with the unique benefit of ‘crowd-sourcing’
and presenting back the user-experience.
“Wi-Fi, 2G, 3G, 4G/LTE, even
competitors’ networks — we don’t
care.”
- Hunter Macdonald, Tutela Technologies
-
Layanan telepon, SMS, Televisi
konvensional sudah mulai ditinggalkan,
pengguna cenderung beralih ke OTT
dengan fitur yang sama bahkan lebih
interaktif
Kapasitas jaringan (seluler maupun fixed)
In moves similar to the Rogers One Number, intendmayoritas dipergunakan untuk konsumsi layanan
ed to win market share from OTT providers as well as
differentiate themselves from other Telcos, theOTT
large
Spanish broadband and telecom provider Telefónica
successfully introduced their TuGo OTT service. And
in France, the Libon app was recently launched by
Orange. Early results suggest this new service has
reduced Apple FaceTime app usage by 22%, Skype
use by 10% and Tango Telecom app use by 56%!
Memakan
kapasitas
infrastruktur
“OTT network monitoring solutions benefit the service providers because they are network agnostic”
says Hunter. “Beyond the value of reflecting the
user’s perspective on quality, Tutela’s software can
be used to monitor any network technology. Wi-Fi,
2G, 3G, 4G/LTE, even competitors’ networks — we
don’t care. This is unique, and especially appealing
today for service providers who do not want to, or
are unable to, introduce additional complexity to
their network back-ends.”
-
-
Similarly, Martello Technologies (another Wesley
Clover affiliate) provides network fault and performance management software as a service (SaaS).
OTT, helping better monitor and manage Unified
Communications (UC) and prevent downtime by
detecting issues before they can cause a problem.
Menggantikan
layanan dasar
telekomunikasi
Furt her
Signs of Success
These are just two examples of OTT apps that have
been designed to help service providers manage
their risks and continue to compete effectively in
this brave new world.
are also seeing examples emerge of Telco sucTerjadi tren penurunan porsi pendapatan We
cess with their own OTT applications. A strong one
from Canada, where CounterPath partnered
dari layanan dasar, dan peningkatan porsicomes
with the largest Canadian mobile operator, Rogers,
to launch their One Number OTT service.
pendapatan dari layanan data
-
Penyelenggara telekomunikasi menjadi “Dump
Pipe”
In a current report by
It is truly a global arms race.
Infonetics Research, “Japan-based Line has now
topped Skype as the market leader in the very dynamic over-the-top mobile VoIP (mVoIP) market, capturing roughly 25% of worldwide active users in
2013.” The report suggests, “Line has been able to
successfully think outside the traditional voice box,
offering paid services through application add-ons
like games and stickers that not only create a revenue
stream, but also increase usage of core services.”
Perubahan
loyalitas
pengguna
The OTT mVoIP and VoLTE markets are some of the
latest to emerge, and provide an interesting snapshot
into the dynamics of the overall industry:
In 2013, there were already 1.5 billion mVoIP subscribers worldwide, most via OTT apps.
Copyright ©, Wesley Clover International, 2014 | Page 9
-
Pelanggan melakukan “churn” ke
operator lain untuk mendapatkan promo
layanan (mis. Internet lebih murah),
namun tetap menggunakan OTT yang
sama (youtube, whatsapp, facebook)
-
Kompetisi yang terjadi antar operator
untuk menurunkan harga tidak
berdampak kepada industri OTT yang
semakin meningkat
Berbagai Strategi Operator dalam Menghadapi OTT (1)
Aggressive
(Orange UK dan Prancis, M1
Singapore, AT&T & Verizon USA)
Competitive
(Telefonica, Orange, T-mobile,
• Blocking OTT
• Blocking advertising pada web
• Membuat OTT sendiri
• Dorongan untuk menumbuhkan OTT lokal
operator di spanyol, jerman)
Reactive
(KT, SK Telecom, LG U+ Korea
Selatan)
Opportunistic
(Nordic Telia sonera, EE di UK)
Collaborative
(Verizon, Telenor, Vodafone, NTT
Docomo, AT&T, T-mobile jerman,
KPN Belanda)
Sumber : Gartner, 2013
• Optimasi kapasitas jaringan (pembatasan kuota)
• Pembatasan bandwidth kepada OTT tertentu
• Menawarkan tariff khusus untuk OTT tertentu (misal skype premium)
• Memunculkan iklan pada saat memasuki tampilan OTT  Pernah dilakukan oleh operator telekomunikasi di
Indonesia, namun mendapatkan tentangan dari OTT
• Bundling konten dengan tarif tertentu
• Revenue share
• Operator sedang mengupayakan PKS dengan OTT, namun jumlah OTT sangat besar sehingga kurang efisien
untuk kebijakan nasional
Berbagai Strategi Operator dalam Menghadapi OTT (2)
Langkah kolaboratif dengan partnership telah dilakukan oleh beberapa operator kepada OTT di EMEA (Europe, Middle
East, and Afrika), Asia Pacific, serta Amerika
Sumber : Onlinemediatrends.com
Tantangan Kebijakan Nasional untuk Bisnis OTT
di Indonesia
Menumbuhkan konten lokal
• Pemberdayaan masyarakat kreatif
Indonesia melalui inkubasi
pengembangan OTT lokal (capacity
building)
• Menyediakan jalur distribusi antara
produsen OTT kepada pengguna akhir
• Meningkatkan daya saing OTT lokal
terhadap OTT asing
Kolaborasi operator-OTT yang efektif
dan efisien
• Kerjasama bilateral operator-OTT
perlu dirubah menjadi kerjasama yang
tersentralisasi (Hubbed-partnership)
• Revenue flow 2 arah dan transparan
• Tanggung jawab Pengawasan konten
Peran BUMN sebagai Centre of Excellence dengan dukungan
dari Pemerintah
Langkah Strategis Kebijakan OTT di Indonesia
Keberhasilan pengembangan OTT di Indonesia sangat bergantung kepada langkah kolaboratif stakeholder di Indonesia,
yakni Academy, Business, Government, Community dan Media.
•
•
•
BUMN sebagai Centre of excellence
• Menyediakan inkubator pengembangan OTT bagi komunitas
• Kolaborasi dengan universitas
Sosialisasi (Penyebaran Informasi)
Sarana edukasi berbasis media (cetak,
audio visual, online)
Business
•
Penyelenggaraan Infrastruktur hub
• Menjadi jalur distribusi OTT nasional
Media
Academy
Universitas dan lembaga penelitian sebagai
pusat riset (hulu OTT)
Pentahelix
•
•
Menjaring komunitas untuk pengembangan SDM
untuk OTT
Asosiasi masyarakat kreatif melakukan sosialisasi OTT
ke masyarakat luas
•
Community
Government
•
•
Menggunakan OTT lokal untuk program kerja
• OTT pariwisata
• OTT perdagangan
Pemerintah sebagai koordinator OTT untuk
pemerintahan pusat dan daerah
Dukungan kebijakan dan regulasi
Terima kasih…