EVALUASI STRATEGI BERSAING E-MONEY PT TELKOMSEL

Currently people in Indonesia have many alternatives for doing payment transaction despite of using cash money, ranging from credit card payments, debit cards, internet banking, as well as e-money services. E-money service nowadays not only issued by a banking institution, but can also be held by non-banking institution such as telecommunication provider. Telkomsel is the example of telecommunication provider that already launched e-money service under the name T-Cash. Besides to attract new customers, the service is also expected to be a powerful tool to retain existing customers. Until 2010, T-Cash service is used by nearly 4 million subscribers, which led Telkomsel become the e-money issuer with the largest number of users. However, on the other side, the transactions that generated by this service are likely to be small, only about one transaction per customer per year. What is Telkomsel�s existing strategy in order to run the T-Cash service? And how is the current condition of e-money industry? The purpose of this study was to evaluate the current Telkomsel�s strategy in order to run the T-Cash service. In addition, through this research, the author tries to do the mapping in the e-money industry. To be able to evaluate Telkomsel�s existing strategy in e-money industry, the authors used the growth of customers and also transaction�s growth as the main parameter to be measured. In addition, the authors conducted an analysis of the internal condition of PT Telkomsel, especially in the operation of T-Cash service to know the strengths and weaknesses in the operation of the T-Cash, while the analytical tool used is the functional analysis. For industry/external analysis, the authors used analysis of industry characteristics, porter's five forces of competition, driving factor analysis, and also an analysis of the key success factor. The results of internal and external/industry�s analysis, will be processed by the author to produce the alternative strategy that can be taken into consideration by Telkomsel to be able to compete better in the e-money industry