Machine to Machine Surveillance Camera Product Development & Marketing Strategy on PT. XL Axiata Tbk.

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Soebandi, Aldo and Daryanto, Budi and Israr, Fanny Hafiz Ahadi and Arghadhita, Jan (2012) Machine to Machine Surveillance Camera Product Development & Marketing Strategy on PT. XL Axiata Tbk. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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The new world of Smart Systems will be an era where people, machines, devices, sensors, and businesses are all connected and nble to internet with one another. These new modes of collaboration and intelligence has recently become a trend and started the concept of the Machine-to-Machine (M2M). It will surely converged physical world to virtual world and connect everyone on real time interactions. For sure, this phenomenon could lead to the largest growth opportunity of business ever. XL Axiata as one of the top telecommunication provider in Indonesia saw this opportuing and thru XL Business Solutions is heading to this direction. Now, XL is developing M2M (Machine-to-Machine) services according to customer business needs and one of the applications is M2M Surveillance Camera which has been launch in August 2012. Together with XL M2M product development team, our GFP team participated during the development until it's launch. Our GFP analyzes what XL has done from product development point of view using "Business Model Generation" popularized by Alexander Osterwalder & Yves Pigneur in 2010 and also developed marketing strategy for this product using STP and 4P's. Based on our analysis the Current XL strategy on M2M Product Development has several strength such as having quite competitive unique selling point, knowing the competitor well. optimized allocated stock, suitable placement strategy and already plan to include social media on the promotion, even though there are several things that should be improved such as the sustainability of sales after Lebaran period, maintaining the customer perceives about the product, emphasized the mobile access value, whether the viral efect from social media happened and whether XI. exactly create a profit from this product. In order to answer the issues as mentioned, our GFP team developed product development strategy that integrate the marketing strategy such as STP Analysis and 4P's into Business Model Canvas based on "Business Model Generation" (2010). The segments consist of Cost Consciousness, Simplicity, Accessibility, Security, Gadget Freak that by assessment process resulting the target market as people that concern of "Accessibility" and the positioning is "For mobile consumers who wants/needs secure feeling, the XL Surveillance is a camera surveillance that provides easy access from anywhere at any lime with affordable price" By this positioning, the value proposition of the product (one component on 4P's) could be determined as a mobile access features that could be accessed anywhere at any time on affordable price that could monitor the object in simple way while providing secure focling for the customer. This step will trigger to start the Business Model Canvas process. Besides those said recommendations, the GFP team also provide the other recommendation sach as utilizing "Modern Channel" on distribution channel strategy, providing product knowledge training to enable the CS on customer handling, driving product feature to suitable to the customer segment & value proposition, develop prepaid package and card installment program and suggesting optimized price of IDR 2.1 million to cater the card installment charges, dealer profit, as well as XL profit.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Library > GFP (Group Field Project)
Depositing User: Hasna Salsabila
Date Deposited: 20 Jan 2020 03:37
Last Modified: 20 Jan 2020 03:37

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