Analisa Pengaruh Mobile Advertising Pada Industri Telekomunikasi
DOI:
https://doi.org/10.22441/incomtech.v5i2.1136Keywords:
Mobile Advertising, Strategi, BUMNAbstract
Layanan mobile advertising terus mengalami perkembangan seiring dengan perkembangan sarana telekomunikasi mobile. Peluang mobile advertising ini sangat besar, akan tetapi peluang tersebut belum dimanfaatkan dengan maksimal. Mobil advertising terdiri dari beragam tipe, seperti SMS, MMS, E-mail, Search, Banner Display, Content Sponsorship dan Video. Sementara itu model Mobile advertising terdiri dari pull advertising dan push advertising. Di penelitian ini diteliti tentang pengaruh mobile advertising terhadap pada industri telekomunikasi. Terdapat tiga pemain utama dalam bisnis mobile advertising di Indonesia, yaitu Telkomsel, Indosat, dan XL. Pada tahun 2013, dilihat dari sisi pendapatan mobile advertising, Telkomsel memperoleh pendapatan paling tinggi, kemudian Indosat, dan terakhir adalah Telkomsel. Pengaruh mobile advertising terhadap industri telekomunikasi semakin besar setiap tahunnya. Tahun 2013 kontribusinya adalah sebesar 5% dari digital service, sementara itu digital service sendiri kontribusinya adalah sebesar 20% dari total pendapatan industri telekomunikasi. Pada tahun 2015 ditargetkan kontribusi mobile advertising terhadap digital service adalah sebesar 20-30%. Strategi yang tepat yang dapat dikembangkan oleh Telkomsel dalam bisnis mobile advertising adalah growth strategy yang meliputi pengembangan pasar dan pengembangan produk. Pengaruh mobile advertising terhadap bisnis Telkomsel adalah bisnis mobile advertising dapat memberikan kontribusi signifikan pada bisnis Telkomsel. Pada tahun 2012, besar konstribusi pendapatan mobile advertising terhadap pendapatan Telkomsel hanyalah 1 %, akan tetapi pada tahun 2015 diproyeksikan terjadi peningkatan konstribusi pendapatan mobile advertising pada Telkomsel menjadi 2,0% atau setara dengan 1,76 Trilyun RupiahDownloads
Downloads
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
