Formulasi Strategi Bersaing Groovia TV pada PT Telekomunikasi Indonesia

The development of technology to date has been growing rapidly and increasingly complex. Companies that do not deliver innovation and differentiation of products will lag behind other competitors in the same field. As Indonesia's largest telecommunication company, Telkom introduced the first IPTV services in Indonesia with a new product called Groovia TV. IPTV is a combination of broadcasting, telecommunications and the Internet. To use IPTV services, the prospective customer must subscribe to a minimum of PSTN phone and speedy 384Kbps. Offered primacy of Groovia TV is TV on Demand service and Time shift as product uniqueness and superiority that distinguishes it from pay television. This study aims to analyze the telecommunications industry and analyzing the business environment both internally and externally. This study uses qualitative and descriptive analysis, through interviews and literature. That is the object of research is Groovia TV. Research shows that to be the leading IPTV service, Groovia TV can apply differentiation focus strategy by focusing on serving the needs of customers in a particular market, which customers who have medium and high income and live downtown and have a minimum of 384Kbps speedy Internet subscription and differentiation as has the advantage as a differentiator of pay television. Use of alternative strategies found in this study is to develop the market by expanding the network and coverage area