Value Creation Strategy for Telecom Operator in the Digital Ecosystem After Pandemic Covid-19

Abstract

Digital ecosystem exploration has been encountered by telecom operators in Indonesia in the past decade. Yet, the industry competition landscape is still locked in the commodity games offering cheaper data quota, leaving the company with a tiny margin. With the pandemic hit in 2020, the landscape has now shifted to a new stage. The demand for digital services is accelerated positively as the customers are forced to embrace digital practices in their daily lives. The current basic core offer, a data quota, has to evolve to a growing core service. This paper will propose a value creation strategy in an attempt to win the market and collect the commercial benefit. The partnership approach is highlighted as a strategy development basis, along with the choice of Smartfren Telecom as the use case. The study is performed with the qualitative research methodology where the analyzed data are collected from the experts in the telecom industry, insights of the market, and the validation from potential users.

Keywords: Digital ecosystem, growing core service, partnership, Smartfren, value creation