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研究生： 威馬
Wima - Sigit Sevanda
論文名稱： Telecom Operator Expansion to Cloud Computing: A Case Study of Telkom Indonesia
Telecom Operator Expansion to Cloud Computing: A Case Study of Telkom Indonesia
指導教授： 劉代洋
Day-Yang Liu
口試委員: 鄭仁偉
Jen-Wei Cheng
陳守維
Shou-Wei Chen
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2013
畢業學年度： 101
語文別： 英文
論文頁數： 78
中文關鍵詞： Telecommunications 、Cloud Computing 、Software-as-a-Service. Paradigm Shift 、Value Creation 、Marketing Strategy
外文關鍵詞： Telecommunications, Cloud Computing, Software-as-a-Service. Paradigm Shift, Value Creation, Marketing Strategy
相關次數： 點閱：222  下載：2 
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    • Telecom operators worldwide are facing fall in revenue growth in their core businesses such as voice and messaging. While global wireline voice revenues have been declining for some time, the global mobile voice revenues are also expected to start slowing down from 2011. As a result, telecom operators are looking at new investment areas to sustain revenue growth and cloud computing is one of the focus area.

    The goal of this research is to capture the lesson of how a telecom operator aligning its growth strategy with cloud, and in line with that also to explore how telecom operator can transform its focus from product-based into service-based, case study approach is applied. This thesis will mainly cover about the case of Telkom Indonesia’s business expansion to Cloud Computing, particularly its Software-as-a-Service business line. Software-as-a-Service was chosen to be the focus of this thesis due to its nature as the direct predecessor and also as one of the service models of Cloud Computing according to Joint & Baker (2011) making Software-as-a-Service as the most ideal model to show how Cloud Computing implemented as business offerings.

    Telecom operators worldwide are facing fall in revenue growth in their core businesses such as voice and messaging. While global wireline voice revenues have been declining for some time, the global mobile voice revenues are also expected to start slowing down from 2011. As a result, telecom operators are looking at new investment areas to sustain revenue growth and cloud computing is one of the focus area.

    The goal of this research is to capture the lesson of how a telecom operator aligning its growth strategy with cloud, and in line with that also to explore how telecom operator can transform its focus from product-based into service-based, case study approach is applied. This thesis will mainly cover about the case of Telkom Indonesia’s business expansion to Cloud Computing, particularly its Software-as-a-Service business line. Software-as-a-Service was chosen to be the focus of this thesis due to its nature as the direct predecessor and also as one of the service models of Cloud Computing according to Joint & Baker (2011) making Software-as-a-Service as the most ideal model to show how Cloud Computing implemented as business offerings.

    ABSTRACT i ACKNOWLEDGEMENT ii TABLE OF CONTENTS iii LIST OF TABLES v LIST OF FIGURES vi Chapter 1: INTRODUCTION 1 1.1 Research Background & Motivation 1 1.2 Research Objectives 1 1.3 Research Content and Flowchart 2 Chapter 2: LITERATURE REVIEW 4 2.1 Telco to Cloud Computing 4 2.1.1 The Decline of Voice 4 2.1.2 Fusion of Telco and IT 4 2.1.3 The Market of the Convergence 5 2.1.4 The Cloud Computing Trend 6 2.2 The History of Cloud Computing 8 2.3 Cloud Computing Service Models 10 2.4 Paradigm Shift in SaaS realization 11 2.5 Value creation model in E-Business 12 Chapter 3: RESEARCH METHODOLOGY 13 3.1 Research Design 13 3.2 Data Sources 13 Chapter 4: INDUSTRY ANALYSIS 15 4.1 Telecommunication Industry in Indonesia 15 4.1.1 Market Structure and Market Dynamics 15 4.1.2 Mobile Sector 16 4.1.3 Fixed Sector 17 4.1.4 Broadband Sector 18 4.2 ICT in Indonesia 19 4.2.1 Government Role in ICT 19 4.2.2. Prospects of ICT Industry in Indonesia 20 4.2.3 Prospects and Opportunities in Indonesia ICT Industry 21 4.2.4 Issues in ICT Market in Indonesia 22 4.3 Current ICT Industry Trend 23 4.3.1 Mobile Internet Trend 23 4.3.2 The Convergence of ICT Platforms 24 4.3.3 Fixed and Mobile Broadband for High Speed Access 24 4.3.4 Cloud Computin 25 4.3.5 New Way of Enterprise Communications 25 4.3.6 Telco Transformation 25 4.3.7 ICT as an Enabler 26 4.4 Cloud Computing Industry 26 4.4.1 Cloud Computing in Market in Asia Pacific and Indonesia 26 4.4.2 Major Trends Shaping the Indonesian Cloud Computing Market 28 4.4.3 Indonesian Cloud Computing Market Current Condition 28 4.4.4 Cloud Computing Players in Indonesia 29 4.5 Overview of Telkom Indonesia 31 4.5.1 Company Background 31 4.5.2 Telkom Indonesia Business Performance Highlight 31 4.5.3 Telkom Indonesia: From Telecommunication to Telecommunication, Information, Media and Edutainment 34 4.5.4 Telkom Indonesia SWOT Analysis 35 4.5.5 TelkomCloud Overview 37 Chapter 5: CASE STUDY ANALYSIS 40 5.1 Telkom Indonesia and Cloud Computing 40 5.1.1 The Early Years 40 5.1.2 The Target Market and the Offerings 40 5.1.3 SaaS Benefits and Risks 41 5.1.4 Analysis of Value Creation Aspects from SaaS Business 44 5.1.5 Analysis of SaaS Implementation 46 5.2 Augmenting Cloud Capabilities 52 5.2.1 Telcos Engaging in Partnerships to Augment Cloud Capabilities 52 5.2.2 Telcos Engaging in Acquisitions to Augment Cloud Capabilities 52 5.3 Telkom Indonesia’s Cloud Computing Marketing Strategy 53 5.3.1 The Past Strategy: Community Activation 53 5.4.2 The Present Strategy: Paradox Marketing 57 Chapter 6: CONCLUSION AND RECOMMENDATION 61 6.1 Conclusion 61 6.2 Recommendation 64 6.3 Further Research and Research Limitation 65 REFERENCES 67 APPENDIX A - Interview Questions List 71

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