Optimization Strategy of Mobile Cellular Network based on Customer Smartphone Penetration

Abstract

: This research is to determine a relationship between 4G device penetration and network development in Telkomsel, the biggest cellular operator in Indonesia. The framework is a combination of IDT (Innovation Diffusion Theory) and TAM (Technology Acceptance Model). As a qualitative research methodology, primary data is collected and processed based on interviews with some experts inside Telkomsel and also with the customers. While secondary data taken from internal data analytic were using forty thousand customer’s data sampling in the Jakarta and surrounding areas. This research found that some of the reason behind the low penetration of 4G networks are: no subsidy in 4G devices and partnerships, not evenly device distribution, customer’s perception that 4G devices are wasteful both the quota and the battery, also customers already felt enough with 3G network speed. This research suggested the program for increasing 4G USIM penetration include the initial distribution of all cards using USIM, mapping sites for customers other than 4G, campaign through CTP (customer touch points) and dealer partners and outbound calls for customers with high ARPU.