Cracking Zone (Perspective Speech On Change Management)
Prof. Prof. Rhenald Rhenald Kasali, Kasali, PhD 2010
Cracking Zone Entrepreneurship Power Behavior Zone
US$ 3000 Income/Cap (End of 2010)
Spending Power
50,7 million Informal/microenterprises New Era of C-Generation
180 million Mobile Phone (50% Smart Phone)
Social Net. Power
Freemium Effect (Free of Charge withpremium quality)
New Generatio Ge neration n Power
Competition Power
1
When Income/Capita US$ 3000
Generasi Muda Indonesia • 180 Juta Ponsel, 50% diantaranya Smart Phone (Socialnet Power)
2
Indonesian Facebook User
USER Source:
Top 20 Penetrasi Twitter di Dunia (June 2010) Audience: 15 Tahun ke atas Sumber: ComScore Media Matrix
Negara
%Reach
Dunia
7.4
Indonesia
20.8
Brazil
20.5
Venezuela
19.0
Netherlands
17.7
Japan
16.8
Philippines
14.8
3
Tukang Somay Lebay
Anak Alay
4
•
“T3T4p OptImI5, 54l1ng M3nGHarG4i, 54I1Ng M3mAhAm1 Utk k3B41Kan. 5ukSES BuAT sEMu4! S4lam 53mAn6at !”
• "al4Y 4D4l@H tul15an Y4n6 d1ran6K4i mEn66unakAN hUrUf, 4n6kA, d@N Ch4raCteR Khu$uS 5eH!n664 m3mB3nTUk 5eBu@h k4t4. Y6 LEbIh P4rAh 4d4 y4n9 d15nGkT-$!NgkT tUl1s4nNy4. B1k1n PusIn6 kep4l4 m3mbaC4 tul15@nny4. tUl!54N 1ni 4daLah c0Nt0hnYa."
Gaya Hidup 1. Narsis
5
2. Asri (Asik Sibuk Sendiri)
3. Multi Tasking
6
4. Real Time
Guru Be-Go
7
Freemium Paradigm VS.
Premium Product – Almost Free of Charge
Freemium Strategy: • LCC (Low Cost Company)
• Price Leadership
8
Community (C For...) • Curious • Cameleon • Content Creators • Constantly Changing • Connected • Customize • Co-Creation • Digital Creatives • Crackers
Case: XL
RPM *) (US ¢) Tarif Per Menit 40
RPM = Revenue per Minute atau Tarif per menit; MoU/sub/mth = Minutes of Use per Subscriber per month Sumber: XL-Axiata Catatan:
2002 30
Indonesia
20
Taiwan
2006
Singapore
10
India
Thailand 0 0
100
200
300
400
500
Total MoU/sub/mth (Waktu percakapan per pelanggan per bulan)
9
Relative Position The Three Largest Mobile Operator Operator
# Customers Q2 (2006)
Telkomsel
29,3 M(56,8%)
Indosat
13,9 M(26,9%)
XL
8,4 M(16,3 %)
Total
51,6 M(100%)
Problems • City Operator • HR Inward Looking, No Alignment • Price Myth of Premium Charge • Research They Want Low Price • Teamwork Working in Silos •
10
Objective: To be No. 2
Business Model • Low Price • Hi Volume • Hi Frequency • Low Cost • Lean & Simple
11
Culture Change (XL)
Cat
• Cute, Pet • Feed • Slow, No Threats • Fat • Cooperation
Cheetah
• Wild • Hungry, Eager • Fast, Fights • Lean • Compete
12
Organization & People
FEL (Fast, Eager, Lean)
Jumlah Menara BTS Masing-masing Operator Tahun
2005
2006
2007
2008
2009
Telkomsel
9895
16057
20858
26872
30992
Indosat
5702
7221
10760
13662
16353
XL
4324
7260
11157
16729
19349
Operator
13
Diperlukan Crackers Cracker
Merubah Wajah Industri
Leader
Merubah Keteraturan
(Membongkar “Rule of the game”)
(Tanpa Syarat)
Manager
Menciptakan Keteraturan
Karyawan
Meng-”ganduli”
(Memelihara sistem)
Example of Crackers Tirto Oetomo (Aqua)
Hasnul Suhaimi (XL)
Ibnu Soetowo Pertamina
Sostrodjojo The Botol Sosro
14
Vaughn Beals (Harley Davidson)
Sam Walton ( Wall Mart) Herb Kelleher (Southwest)
Case: Medical Care From – To From
To
1. Patients are Passive Recipients, isolated one another
1.
Patients are Prosumers of wellness, they are connected
2. Assumptions (Proposition): - doctors know everything & patients are medically dumb
2.
Proposition: - Patients are Gen C, connected, shared
3. Doctors wait in their office/hospital
3.
Doctors are information, information visits us
4. Doctors treat & tell what to do
4.
Community tells what to do
5. One on one, face to face
5.
Co-creates, collaborative health
6. If doesn’t work: second or third opinion (but they treat us the same)
6.
Collaborative human health (more balance between professionals, patients and health educators)
15
16
Ryan Air
• IT-Based System • Simplifikasi Proses • Homogen Fleet (Homogen System)
• Mempersingkat Grounding Time • Complementarity • No Frill
Ad’s Banner at Seat and Cabin Bagage
Software • Software adalah “Brain” dari sebuah IT-based system
• Invest pada software terpadu yang tepat (Satu license untuk semua akses)
• Update tidak hanya pada perangkat keras (fisik), tetapi juga pada perangkat lunak (software)
17
Change Progress
MELIHAT
Fail To See
BERGERAK
Fail To Move
MENYELESAI KAN
Fail To Finish
Terima Kasih
18
