This presentation was presented at the International Workshop on Woman Empowerment in IT on 23 - 28 March 2009 in collaboration with Department of Foreign Affairs of the Republik of Indonesia. This year Indonesia stated the year of Creative Industry. It discuss opportunity in Creative Industry that has saved Indonesia from crisis. This industry supposedly more appropriate for women. However lack of understanding on IT has defferred Indonesian women from mastering this industry.

1. Sri SafitriSri Safitri
Senior Manager MarketingSenior Manager Marketing
PT Telkom IndonesiaPT Telkom Indonesia
IT Based Creative IndustryIT Based Creative Industry
-The Enabler for Women Empowerment-The Enabler for Women Empowerment

2. OutlineOutline
• Creative Industry at a Glance
• The Information Technology Based Creative
Industry
• How IT Based Creative Industry Empowers
Women
• Telkom Initiatives to Support the Industry
• Q&A

3. Creative Industry at a GlanceCreative Industry at a Glance

4. “Creative Industries as those industries which have their
origin in individual creativity, skill & talent, and which have
a potential for wealth and job creation through the
generation and exploitation of intellectual property and
content” (United Kingdom Department for Culture Media & Sports Task force)
Creative Industry DefinedCreative Industry Defined

5. Crafts; 900.000 ;
37%
Fashion; 1.300.000
; 54%
Others; 25.000 ;
1%
Design; 200.000 ;
8%
Creative Industry Landscape in IndonesiaCreative Industry Landscape in Indonesia
Source: Departemen Perdagangan RI 2008
CreativeCreative
IndustryIndustry
1212
1313
1111
55
44
66
22
99 88
1414 33
1010 77
11
AdvertisingAdvertising
ArchitectureArchitecture
AntiquesAntiques
CraftsCrafts
DesignDesign
FashionFashion
Video, FilmVideo, Film
& Photography& Photography
Interactive GameInteractive GameMusicMusic
Performance ArtPerformance Art
Publishing & PrintingPublishing & Printing
Computer ServiceComputer Service
& Software& Software
Television & RadioTelevision & Radio
ResearchResearch
& Development& Development CreativeCreative
IndustryIndustry
12121212
13131313
11111111
5555
4444
6666
2222
9999 8888
14141414 3333
10101010 7777
1111
AdvertisingAdvertising
ArchitectureArchitecture
AntiquesAntiques
CraftsCrafts
DesignDesign
FashionFashion
Video, FilmVideo, Film
& Photography& Photography
Interactive GameInteractive GameMusicMusic
Performance ArtPerformance Art
Publishing & PrintingPublishing & Printing
Computer ServiceComputer Service
& Software& Software
Television & RadioTelevision & Radio
ResearchResearch
& Development& Development
Creative Industry Classification
Number of Creative Industry Companies
Creative Industry Exports Averaging
Rp.70 Trillion Annually

6. The Information TechnologyThe Information Technology
Based Creative IndustryBased Creative Industry

7. Etc.Etc.
Digital Visual EffectDigital Visual Effect
CG AnimationCG Animation
Interactive GamesInteractive Games
Graphic DesignGraphic Design
InformationInformation
TechnologyTechnology
Computer SoftwareComputer Software
EnablerEnabler
EnhancerEnhancer
Information Technology as an Enhancer for the Existing as well asInformation Technology as an Enhancer for the Existing as well as
an Enabler for the New Form of the Creative Industryan Enabler for the New Form of the Creative Industry
The Creative Industry Structure
Source: Andi S.Boediman,”Creative Industry Ecosystem in Indonesia” 2008
•Improve Productivity & Competitiveness
•Improve Distribution & Wider Customer Target (Internet – Web 2.0)

8. IT as the Enabler for the New Form of CreativeIT as the Enabler for the New Form of Creative
IndustryIndustry
The Graphic Design Industry – Enabled Through IT
Information Technology gives the individual the freedom, the more simple and
efficient methods to create, combine symbols, images, words, and to create a
visual representation of ideas and message.
The Ideas The IT Tools The Creative Results
Etc…

9. IT as the Enhancer for Existing Creative IndustryIT as the Enhancer for Existing Creative Industry
The Publishing & Printing Industry - Going Digital
"Sales of e-books will total $2.2 billion in 2009 from $182 million in 2004. By 2009, e-
books will constitute 8.2 percent of the total book publishing market in Asia/Pacific."
(PricewaterhouseCoopers Global Entertainment and Media Outlook: 2005-2009 )
The Digital ContentThe Digital Content The Digital ReaderThe Digital Reader

10. Building the IT Based Creative Industry in Indonesia –Building the IT Based Creative Industry in Indonesia –
Current Situations & ChallengesCurrent Situations & Challenges
Lack of Venture
Capital for the
Indonesian IT Based
Creative Industry
Graphic Design –
60 schools,12.000 students
Information Technology –
900 schools, 200.000 students
Example of The Biggest
Graphic Industry
Exhibition
in Indonesia
Difficult to widely
uphold the
Intellectual Property
law

11. The IT Based Creative Industry in IndonesiaThe IT Based Creative Industry in Indonesia
• Indonesia local game production
• Winner of Asia-Pacific ICT Award
Interactive Games News Portals
…………..and many more
Leo Dance – Leo Snack (Garuda Food)
TNT Drive Game – TNT Logistics
• All games developed by A-Box Activities
Games, Jakarta
• Founded in Jakarta, 2007, focused on
developing Advergame
Interactive Advertising
Source: Andi S.Boediman,”Creative Industry Trend 2009” 2009, Bullit Sesariza 2009
Business Software

12. How IT Based Creative IndustryHow IT Based Creative Industry
Empowers WomenEmpowers Women

13. IT Based Creative Industry Opens Up New Opportunities andIT Based Creative Industry Opens Up New Opportunities and
Creates a Level Playing Field for Women to Work-inCreates a Level Playing Field for Women to Work-in
•The IT Based Creative Industry relies on the individual creativity, skillsThe IT Based Creative Industry relies on the individual creativity, skills
and talent, not on ones physical strength.and talent, not on ones physical strength.
•The IT Based Creative Industry offers less confinement between theThe IT Based Creative Industry offers less confinement between the
home and the workplace by optimizing the use of the IT networkhome and the workplace by optimizing the use of the IT network
infrastructure (internet, intranet, remote connection, etc.)infrastructure (internet, intranet, remote connection, etc.)
•The IT Based Creative Industry with its core business being theThe IT Based Creative Industry with its core business being the
intellectual properties & content of the individual opens up newintellectual properties & content of the individual opens up new
entrepreneurship opportunities.entrepreneurship opportunities.

14. Women’s Success Stories in The IT Based Creative Industry -1Women’s Success Stories in The IT Based Creative Industry -1
Shenan Reed
Name of Company : Morpheus Media
Description: Interactive Marketing & Advertising Agency (Utilizing the Online Media)
Success Story : Increase sales revenue up to 1650% from 2003 ($2million) to 2007
($35 million)
““What Morpheus does isn't like offline advertising, Reed notes. "When we put it live,What Morpheus does isn't like offline advertising, Reed notes. "When we put it live,
within 24 hours we know what it's doing--and we can change it, optimize it, rotate inwithin 24 hours we know what it's doing--and we can change it, optimize it, rotate in
something new.”something new.”
Jaqueline Beauchamp
Name of Company : Nerjzed Game Studio
Description: Interactive Game Studio
Success Story : The first black-owned development studio to create a
game for Xbox 360 (Top Leading Game Console by Microsoft).
"Video games are driving scripts and vice versa. There's a"Video games are driving scripts and vice versa. There's a
convergence between the two, and what better place to beconvergence between the two, and what better place to be
than in a position of knowing how to do both and knowingthan in a position of knowing how to do both and knowing
how to make those experiences cross different media?"how to make those experiences cross different media?"

15. Women’s Success Stories in The IT Based Creative Industry -2Women’s Success Stories in The IT Based Creative Industry -2
Vani Kola
Name of Company : RightWorks
Description: e-Procurement Company
Success Story : Sold RightWorks for $22 million in cash and about $635 million in stock
and went to set-up Certus Software which targeted the Sarbanes-Oxley compliance
space and became a market leader in the financial compliance market
Shafi Goldwasser
Name of Institution : Massachusetts Institute of Technology
Description: Top Rank Research Institute in the world
Success Story : Two-time recipient of the Godel Prize( a prize for
outstanding papers in theoretical computer science )
““Software business models are fundamentally changing, so lots of interestingSoftware business models are fundamentally changing, so lots of interesting
companies that provide a service-based applications will have a role.”companies that provide a service-based applications will have a role.”
Susan Decker
Name of Company : Yahoo!
Description: WorldWideWeb Directory & Innovation Company
Success Story : As the President of Yahoo!, Decker has emphasized finding
new ways to monetize advertising, and during the past year, Yahoo!
announced partnerships with a dozen firms, including Google, Wal-Mart,
Havas Digital and Publicis Group, in hopes of creating more than $1 billion in
new revenues.

16. How the IT Based Creative Industry Suits Women inHow the IT Based Creative Industry Suits Women in
IndonesiaIndonesia
The Required Basic Creative Talent
The Creative Industry in Indonesia
The Tools to Enable & Enhance – Creating the
IT Based Creative Industry
InformationInformation
TechnologyTechnology
CreativeCreative
IndustryIndustry
1212
1313
1111
55
44
66
22
99 88
1414 33
1010 77
11
AdvertisingAdvertising
ArchitectureArchitecture
AntiquesAntiques
CraftsCrafts
DesignDesign
FashionFashion
Video, FilmVideo, Film
& Photography& Photography
Interactive GameInteractive GameMusicMusic
Performance ArtPerformance Art
Publishing & PrintingPublishing & Printing
Computer ServiceComputer Service
& Software& Software
Television & RadioTelevision & Radio
ResearchResearch
& Development& Development CreativeCreative
IndustryIndustry
12121212
13131313
11111111
5555
4444
6666
2222
9999 8888
14141414 3333
10101010 7777
1111
AdvertisingAdvertising
ArchitectureArchitecture
AntiquesAntiques
CraftsCrafts
DesignDesign
FashionFashion
Video, FilmVideo, Film
& Photography& Photography
Interactive GameInteractive GameMusicMusic
Performance ArtPerformance Art
Publishing & PrintingPublishing & Printing
Computer ServiceComputer Service
& Software& Software
Television & RadioTelevision & Radio
ResearchResearch
& Development& Development
In terms of creative talent, men and
women basically have equal footing. Unlike
Labor work where physical strength is
required, the creative industry creates that
level playing field for men & women
Most Creative Industry in Indonesia suits women very well.
Women actually tend to perform much better in the field
such as fashion, design, crafts, advertising, performance art
and music .
The lack of Information
Technology skills amongst
women might be an obstacle,
but that is due only to the
reluctance of most women to
embrace IT and not because
they lack the competence to
learn it.
Just need a little
encouragement
11 22
33

17. Lets Grab the Opportunities...Lets Grab the Opportunities...
Cause in Reality, There are No Road Blocks for WomenCause in Reality, There are No Road Blocks for Women
in the IT Based Creative Industry…in the IT Based Creative Industry…

18. Telkom InitiativesTelkom Initiatives
to Support the Industryto Support the Industry

19. Indigo: The Digital Business UnleashedIndigo: The Digital Business Unleashed
• Integrated initiatives of Telkom Group to
enable and encourage healthy creative
industries and communities based on digital
business in Indonesia
• Indigo (Indonesian Digital Community)
• Encourage “Valuetainment Creativity”

20. IndigoIndigo Business Model MapBusiness Model Map
DistributionDistribution
• SMS
• Portal
• Distro
• Indigo Corner
ProductionProduction
• Applications
• Content programs
• TV program
• Movie production
• CDs/DVDs
PromotionPromotion
• Portal
• SMS promo
• Flyers/ Posters
• Print ads
• TV Ads
• Events
• Magazines
EducationEducation
• Seminar
• Training
• Workshop
• Competition
• Incubation
Competition
• Game
• Education
• Music
• Animation
SMS promo
• Broadcast
• Top up alert
• Registration alert
• Missed call alert
• SMS advertisingEvents
• Exhibitions
• Indigo on stage
• Community gathering
Portal
• Banner
• Microsite
• Newsletter
• eMail trailer
Content programs
• Regular by CPs
• Co-branding
• Group synergies
Applications
• In-house
• White label
• Group synergies
Portal
• SMS Menu
• WAP
• Web
• Voice content portal
• Java
• UTK/STK
• UMB/USSD
Portal
• On portal
• Off portal
• Microsites
Off Portal
• CPs’ portal
• Group’s portal
• OLO’s portal
• etc
Incubation
• Non profit
• Soft loan
• Venture

21. SpeedyTrekSpeedyTrek:: Xpose Ur MusicXpose Ur Music
• A Community Program that facilitate the Indonesian
music ecosystem.
The musicians can express and expose their work.
The fans can listen, download and promote their
favorite track.
SpeedyTrek will become the Indonesian music
development barometer and as an excellent talent
pool that can be utilized by the music talent
seekers.

22. Support
Merchandising
For member to crowd.
[communication strategy]
Member/BandMember/Band
Music CriticsMusic Critics
& Enthusiasts& Enthusiasts
Increasing quality
Strategy & communication building.
Merchandise producerMerchandise producer
SPEEDYTREK is the media
for all element to be engaged -
The Ecosystem Vision
The CrowdThe Crowd
MEDIA
SPEEDYTREKSPEEDYTREK
ProgramProgram
SpeedyTrek Ecosystem ConceptSpeedyTrek Ecosystem Concept