Model Bisnis Over The Top (OTT) dan

Kebutuhan Kebijakan untuk

Penguatan OTT Lokal

Prof. Dr. Ernie Tisnawati Sule, SE., M.Si.

Jakarta, 9 Mei 2016

Outline
 Definisi OTT Over-the-Top players: market dynamics and policy challenges

I n t e rn e t h a “Layanan
s e n a b le d online
d is ru p yang
t iv e edapat
n t ry a men-substitusi
c ro s s m a n y s e c tbisnis
o rs layanan dasar telekomunikasi maupun TIK”
ne content, applications and services are rapidly pervading all segments of
merce and society, and are affecting and disrupting traditional industries in many
Contoh:
s. Consumers can use online video instead of traditional television, online
1.OTT whatsapp,
munications platforms Line, Kakao
instead of traditional Talk yang
telephone mensubstitusi
services, and can layanan
downloaddasar telekomunikasi SMS dan teleponi
s and music that2.OTT Netflix,
were once Youtube
provided on yang mensubstitusi
physical layananofdasar
media. The process penyiaran televisi maupun radio
advertising
searching for services is increasingly moving online. These changes have come
ut because broadband connectivity
Bagaimana layananprovides instant
lain seperti access
games to a global network of
yang
ices and applications, enabling equipment manufacturers, applications providers
tidak menggantikan layanan tradisional?
customers to bypass the services offered by traditional network operators and to
- Layanan
s national boundaries, thusonline digital
obtaining multiple new routes to market.
u re 2 . D is t in g u is h in g b e t w e e n Ma n a g e d , On lin e o r OTT s e rv ic e s

use the term over-the-top (OTT) to refer to online services which could substitute
ome degree forSumber : European
traditional Parliament,
media and telecom 2015
services. Figure 3 shows how theSumber : Gartner, 2013
wth of online messaging applications has apparently impacted the volumes of SMS,
consequences for voice and messaging revenues for traditional telecom operators.
issues affecting e-commerce. 4
In this study, 5 we (1) explore current and emerging business
We use the for
models term
o v e r-over-the-top
the-top (OTT) to refer to online services which could
Tren Perkembangan OTT
( OTT) services (including Voice over IP, instant messaging services, and streaming
to some degree for traditional media and telecom services. Figure 3 shows
video and music services); (2) identify costs and barriers to European online service
development including over-the-top (OTT); (3) describegrowth of online
the regulatory messaging
environment for applications has apparently impacted the volume
OTT berkembang pesat dengan berbagai jenis
online services in Europe, as well as the environment inwith segmentasi
some consequences layanan dan
of Europe’s major trading pengguna, OTT yang paling ”mengganggu”
for voice and messaging revenues for traditional telecom o
bisnis
partners; TIKmake
and (4) secara global adalah for
recommendations OTT yangpolicy.
digital menawarkan layanan yang sama dengan layanan tradisional, contohnya
adalah OTT messaging, dan OTT Penyiaran (Audio Visual)
Fig u re 1 . Ma n y n e w f o rm s o f o n lin e s e rv ic e s Fig u re 3 . Vo lu m e o f m e s s a g e s fro m m o b ile h a n d s e t s
1 2

Policy Department A: Economic and Scientific Policy

Fig u re 4 . N e t flix ris e in Eu ro p e

6
S o u rc e : Analysys Mason , 2014 3
Meanwhile, video is increasingly moving online 7, such that Netflix now acc
S o u rc e : ottsource.com/ott-blog nearly half of the subscription TV-on-demand revenues in Europe (Figure 4). 8
Sumber:
1.ottsource.com/ott-blog
2.Analysys mason, 2014
1
3.IHS, 2014
European Parliament Resolutions in 2012 and 2013 initiated by the IMCO committee’s e-commerce
working group S o u rc e : IHS (2014)
2
European Council 2013 Conclusions call for the completion of the Digital Single Market by 2015
3
European Commission (2015), “A Digital Single Market Strategy for Europe”, COM (2015)W h a192 t isfinal.
m e a n t b y a le v e l p la y in g fie ld ?
4
 Penetrasi OTT messaging di Berbagai Negara
OTT hampir menggantikan layanan dasar, terutama OTT messaging yang dipergunakan oleh mayoritas pengguna di
setiap negara di dunia
Contohnya : di spanyol, 97% dari pengguna telekomunikasi aktif menggunakan Whatsapp, dan 13% menggunakan
facebook messenger

Sumber : Onavo Insights

 Over-the-Top players: market dynamics and policy challenges

2.2.2. Model Bisnis OTT

OTT versus traditional messaging and video communication business models
In Figure 14, we expand the picture by adding m e s s a g in g a n d v id e o c o m m u n ica t io n
Kunci keberhasilan OTT dalam memenangkan pasar layanan tradisional adalah pada jalur distribusi OTT yang
services not only from Orange and Skype, but also from Apple and WhatsApp.
memanfaatkan platform distribusi diatas jaringan operator (any network), serta dapat dipergunakan pada berbagai
Fig u re 1 4 . Vo ic e , v id e o a n d m e s s a g in g c o m m u n ic a t io n s e rv ic e s o ffe re d b y
perangkat (any device)
Ora n g e ( in o ra n g e ) , S k y p e ( in b lu e ) , Ap p le ( b la c k ) a n d W h a t s Ap p ( g re e n ) . 44

 Layanan telepon (orange) didistribusikan melalui

infrastruktur inti operator orange (sentral, platform server)
dan melalui jaringan akses operator orange  model
tradisional

 Layanan skype didistribusikan melalui infrastruktur inti

operator orange dan didistribusikan melalui website
skype.com, Appstore, dan aplikasinya dapat dipergunakan
baik di laptop, TV, maupun smartphone

 Layanan whatsapp didistribusikan melalui website whatsapp,

Appstore, dan aplikasinya dapat dipergunakan baik di laptop
dan smartphone

 Layanan imessage dan facetime apple didistribusikan melalui

infrastruktur inti operator orange dan didistribusikan melalui
Apple store bahkan menjadi embedded app untuk perangkat
TNO, 2015
S o u rc e :
apple, dan aplikasinya dapat dipergunakan baik di
Sumber :ofTNO,
The customers 2015mobile voice services can use the standard SMS service.
Orange’s smartphone
Apart from voice communications, Skype also offers messaging and video
communication. The WhatsApp path (in green) is similar to the Skype path. Unlike
Skype, WhatsApp is only available on smart phones, as it relies on the mobile phone
 Dampak OTT bagi Bisnis Telekomunikasi
(Market Disruption)
- Layanan telepon, SMS, Televisi
konvensional sudah mulai ditinggalkan,
pengguna cenderung beralih ke OTT
dengan fitur yang sama bahkan lebih
interaktif
- Terjadi tren penurunan porsi pendapatanWe are also seeing examples emerge of Telco suc-
cess with their own OTT applications. A strong one
dari layanan dasar, dan peningkatan porsicomes
with the largest Canadian mobile operator, Rogers,
to launch their One Number OTT service.
pendapatan dari layanan data
Quality Service will
Remain Key
Inevitably, there will be a transition period, and a
mix of technologies. Legacy networks, Mesh Net-
works, mobile traffic being handed off to Wi-Fi net-
works or small cells/femtocells — they will coexist
for a time. And through it all, the need to maintain
service quality will remain paramount.
Hunter Macdonald is President and CEO of Tutela
Technologies, a Wesley Clover affiliate firm focused
on exactly that — carrier network quality monitor-
ing, but with the unique benefit of ‘crowd-sourcing’
and presenting back the user-experience.
“Wi-Fi, 2G, 3G, 4G/LTE, even
competitors’ networks — we don’t
care.”
- Hunter Macdonald, Tutela Technologies
“OTT network monitoring solutions benefit the ser-
vice providers because they are network agnostic”
says Hunter. “Beyond the value of reflecting the
user’s perspective on quality, Tutela’s software can
be used to monitor any network technology. Wi-Fi,
2G, 3G, 4G/LTE, even competitors’ networks — we
don’t care. This is unique, and especially appealing
today for service providers who do not want to, or
are unable to, introduce additional complexity to
their network back-ends.”
Similarly, Martello Technologies (another Wesley
Clover affiliate) provides network fault and perfor-
mance management software as a service (SaaS).
OTT, helping better monitor and manage Unified
Communications (UC) and prevent downtime by
detecting issues before they can cause a problem.
These are just two examples of OTT apps that have
been designed to help service providers manage
their risks and continue to compete effectively in
this brave new world.
Further Signs of Success
from Canada, where CounterPath partnered
Copyright ©, Wesley Clover International, 2014 | Page 9
communication. The service creates clear differentia-
tion for users as well as the carrier. Visit
www.counterpath.com to take a closer look.
While on their site, notice also the press release an-
nouncing their recent patent for enabling service pro-
viders to “offer OTT communications with trusted mo-
bile-based user authentication, simplifying mobile
services over non-mobile devices”. This develop-
ment makes it easier for people to use softphone
client applications on any device, any platform and
over any network, by eliminating the need for other
- Kapasitas jaringan (seluler maupun fixed)
non-mobile-centric authentication technologies.
In moves similar to the Rogers One Number, intend-
mayoritas dipergunakan untuk konsumsi layanan
ed to win market share from OTT providers as well as
differentiate themselves from other Telcos, the large
OTT
Spanish broadband and telecom provider Telefónica
successfully introduced their TuGo OTT service. And
in France, the Libon app was recently launched by
Orange. Early results suggest this new service has
-
reduced Apple FaceTime app usage by 22%, Skype Penyelenggara telekomunikasi menjadi “Dump
use by 10% and Tango Telecom app use by 56%!
It is truly a global arms race.
Pipe”
In a current report by
Infonetics Research, “Japan-based Line has now
topped Skype as the market leader in the very dy-
namic over-the-top mobile VoIP (mVoIP) market, cap-
turing roughly 25% of worldwide active users in
2013.” The report suggests, “Line has been able to
successfully think outside the traditional voice box,
offering paid services through application add-ons
like games and stickers that not only create a revenue
stream, but also increase usage of core services.”
- Pelanggan melakukan “churn” ke
operator lain untuk mendapatkan promo
layanan (mis. Internet lebih murah),
namun tetap menggunakan OTT yang
sama (youtube, whatsapp, facebook)
- Kompetisi yang terjadi antar operator
The OTT mVoIP and VoLTE markets are some of the
latest to emerge, and provide an interesting snapshot
untuk menurunkan harga tidak
into the dynamics of the overall industry:
In 2013, there were already 1.5 billion mVoIP sub-
berdampak kepada industri OTT yang
scribers worldwide, most via OTT apps.
semakin meningkat
 Berbagai Strategi Operator dalam Menghadapi OTT (1)

Sumber : Gartner, 2013

 Berbagai Strategi Operator dalam Menghadapi OTT (2)
Langkah kolaboratif dengan partnership telah dilakukan oleh beberapa operator kepada OTT di EMEA (Europe, Middle
East, and Afrika), Asia Pacific, serta Amerika

Sumber : Onlinemediatrends.com
Tantangan Kebijakan Nasional untuk Bisnis OTT
di Indonesia

Peran BUMN sebagai Centre of Excellence dengan dukungan

dari Pemerintah
 Langkah Strategis Kebijakan OTT di Indonesia
Keberhasilan pengembangan OTT di Indonesia sangat bergantung kepada langkah kolaboratif stakeholder di
Indonesia, yakni Academy, Business, Government, Community dan Media.

• BUMN sebagai Centre of excellence

• Penyelenggaraan Infrastruktur hub
• Menyediakan inkubator pengembangan OTT bagi komunitas
• Menjadi jalur distribusi OTT nasional
• Kolaborasi dengan universitas

• Sosialisasi (Penyebaran Informasi)

Universitas dan lembaga penelitian sebagai
• Sarana edukasi berbasis media (cetak, audio
pusat riset (hulu OTT)
visual, online)

• Menggunakan OTT lokal untuk program kerja

• Menjaring komunitas untuk pengembangan SDM untuk
• OTT pariwisata
OTT
• OTT perdagangan
• Asosiasi masyarakat kreatif melakukan sosialisasi OTT ke
• Pemerintah sebagai koordinator OTT untuk
masyarakat luas
pemerintahan pusat dan daerah
• Dukungan kebijakan dan regulasi
Terima kasih…