This presentation outlines a master's thesis proposal on developing business models for profitable mobile broadband media services in Indonesia. The proposal discusses background on shifting usage patterns and expectations for mobile broadband. It defines the problem of making these media services sustainable businesses while addressing common and unique market challenges in Indonesia. The methodology will use a mixed qualitative and quantitative approach including literature review, data collection from experts and users, and analysis of the broadband ecosystem and value networks. The expected results are identification of strategies by assessing existing business models and Indonesia's telecom landscape, understanding the market by analyzing user characteristics, and providing recommendations to feasibility test solutions and highlight suitable options.

1. Master Thesis Proposal
Presentation
Business Models for
Mobile Broadband Media Services –
Case Study Indonesia Telecom Market
Laili Aidi
Jan Markendahl Greger Blennerud KonradTolmar
(Supervisor) (Supervisor) (Examiner)

2. Question
How to make the media services
delivered on top of mobile broadband
become profitable business
in Indonesia?
2

3. Outline
 Background
 Problem Definition
 Related Works
 Results
 Methodology
3

4. Background
 Shift in usage and expectation
 Mobile broadband as preferred access
 Potencies in multimedia services
 Sustainable media business challenges
 ommon challenges
C
 nique market characteristics challenges
U
4

5. Problem Definition
 Mobile user’s characteristic?
 Current actors and strategies?
 Potential MNO’s positions and roles?
 Challenges and solutions?
5

6. Related Works
 usiness Model, Actor, Network
B
 Bottom-line Analysis
Elnegaard et all (2009), Bohlin (2007)
 Schematic-reasoning approaches
Camponovo-Pigneur (2007), Ballon (2007), Bendahan et all
(2003), Markendahl (2007)
 Technology Acceptance
 TAM, UTAUT, ..
 Modified
Nysveen et all (2005), Pagani (2004) and Lu et all (2005)
6

7. Expected Results
 Strategies identification
 Assessment of existing BMs
 Insight Indonesia telecom landscape
Supply-side and existing ecosystem analysis
 Market understanding
 Loyalty & satisfaction
 Willingness to pay & continue
 Expectation & perception
demand-side analysis
 Recommendation
 sses feasibility solutions
A
 ighlight suitable options
H
7

8. Methodology
 Mixed approach
 Qualitative
 Quantitative (complementing)*
 Literature study
 Business model, actor, network
 Technology acceptance
 Industrial & technological background
 Data collection
 Value framework
Content, Expert sampling and Interview
 Empirical framework
Random sampling, Secondary source
*J.W. Creswell. Research design: qualitative, quantitative, and mixed method approaches. London: Sage Publications, Inc., 2003 8

9. Methodology
 ata Analysis
D
 Chesbrough and Rosenbloom (2002)’s 6 components
 Håkansson and Snehota (1989) for ARA-Value network component
Broadband Ecosystem*
 Final formulation
 Solutions proposal
 Benchmark: drivers – obstacles point of view
 Limitations & further work direction
*Y. Kim, T. Kelly, S. Raja. “Building broadband: Strategies and policies for the developing world”, The World Bank, 2010 9

10. Tack！

11. Questions ?
11

12. Backup Slides

13. BM-A-N
 ottom-line
B
RAN investment, cost elements dimensioning,
forecasted traffic demand
 Elnegaard et all (2009)
Medium-large European country density, HSPA,
cost elements evaluation, forecasted traffic &
ARPU, profitability evaluation
 Bohlin (2007)
Fictive country (avg. European country) density,
4G, cost elements evaluation, forecasted traffic,
required ARPU
13

14. BM-A-N
 chematic-reasoning
S
 amponovo and Pigneur (2007)
C
Mobile Market Scorecard framework (financial, industry,
innovation, market), actors involved using MBusiness
Framework
 Ballon (2007)
Control and Value parameter Modeling (value network,
functional model, financial model, value proposition)
 Bendahan et all (2003)
Multi-actors analysis (MACTOR, Allas, MASAM)
 Markendahl (2007)
Cooperation models MNO vs. diff. Actors
14

15. Technology Acceptance
Current models in IT acceptance research
Theory of Reasoned Action Technology Acceptance Model
(TRA) (TAM)
Motivational Model (MM) Theory of Planned Behavior
(TPB)
Combined technology Model of PC Utilization
acceptance and planned (TMCU)
behavior model (C-TAM-TPB)
Innovation diffusion theory Social cognitive theory (SCT)
(IDT)
15

16. Technology Acceptance
 TAM
perceived
usefulness
external
variables behavioural actual system
intention use
perceived ease
of use
But, previous models inadequate to explain variances
 Cite success 17-53% for user intentions to use IT
 Basic flaws, Individual oriented not organizational/enterprise
 Subjects typically were students, not employees
 Tested later, not during decision-making process
 Usage of new system was voluntary
16

17. Technology Acceptance
 UTAUT
Explaining 70% of observed variances in study (voluntary / required for work
usage)
 Intention to use
 Usage Behavior
 demographic factors
17