“Digital Operator”, Luck Attracts New Consumers

At the beginning of this month, Indosat Ooredoo inaugurated MPWR (read: Empower), marking the increasing number of telecommunication operators entering digital prepaid products. Previously, there Telkomsel (by. U), Smartfren (Switch Mobile), and XL Axiata (Live.On), it's just a matter of time when Hutchison (3) will take the same strategy.

So far, there has been no significant difference from the overall players above. All of them, in general, target the younger generation and above as users with brand and a different business model from previous mobile products.

They all strive to offer personalized, simple and self-controllable products via apps. The application becomes multifunctional to manage all activities, from ordering cards, choosing numbers, registering, to choosing packages.

All of these experiences were previously absent from the prepaid/postpaid products provided by these operators. Although all digital, users still need a physical card like a conventional prepaid card to connect with all the experiences offered.

As a newcomer, Indosat Ooredoo is confident that MPWR has a strong differentiation in terms of fulfilling the lifestyle of millennial users to get promos from brand which they like. It is claimed that there are hundreds of collaborations with brand contains thousands of exclusive offers.

“Our strongest differentiation is lifestyle offers. Product lifestyle combined with telco products, users can pursue their digital lifestyle, with a premium network, you can choose the number you want," MPWR Spokesperson Alexander Christian told DailySocial, yesterday (10/12).

Although it is believed that the market share of telecommunication operators is already narrow to get new users, Alex believes that the effective way is to mix the best possible products in order to answer the needs of users. In order for MPWR to develop rapidly, the MPWR team was arranged separately from Indosat. "Consider brand new, but powered by Indosat."

He admitted that he did not segment users based on economy class, with how many credits and internet quota packages. Because users can choose what they want according to their individual preferences.

Last year recorded, there are 317,5 million operator subscribers in Indonesia. Telkomsel became the owner of the most users with a total of 171,1 million people, followed by Indosat with 59,3 million, XL Axiata with 56,7 million and Hutchison with 30,4 million.

Considering that this digital postpaid product is still a new product, Alex admits that an educational process is needed to be well received. The existence of MPWR-like players is considered to be able to provide options for potential new users.

"The combination of telcos with digital lifestyle products is something new, and is urgently needed by the younger generation."

Refresh below brand new

In a previous post, appearance brand The new is part of the company's efforts for refreshment. Former Managing Director Telkomsel Emma Sri Hartini said, Telkomsel considered an old brand because it has been around for 25 years. Products by.U are considered to be refreshing brand Telkomsel, without annibalizing existing products, namely, Sympathy, AS, and Loop.

“Gen Z don't want to regulate their products, they don't product-driven. In contrast to so far the products that already exist indrive by operators. Now, by.U can be customized according to user needs," said Emma.

Contacted separately, President Director of Smartfren Merza Fachys said the same thing. According to him, he wants this mobile brand [Switch Mobile] to be recognized as a new product in the market without having to be associated with a brand Existing smartphone.

"Currently, most of our customers are in class C and D. With this Switch, we want to target the high market in class B and C," said Merza.