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1 BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian

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1 BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian PT Smartfren Telecom, Tbk. adalah merupakan operator penyedia jasa telekomunikasi berbasis teknologi CDMA yang memliki lisensi selular dan mobilitas terbatas (fixed wireless access), serta memiliki cakupan jaringan CDMA EV-DO (jaringan mobile broadband yang setara dengan 3G) terluas di Indonesia. Smartfren juga merupakan operator telekomunikasi pertama di dunia yang menyediakan layanan CDMA EV-DO Rev. B (setara dengan 3,5G dengan kecepatan unduh sampai dengan 14,7 Mbps) dan operator CDMA pertama yang menyediakan layanan Blackberry. Jasa dan layanan Smartfren memiliki nilai-nilai (values) yaitu sebagai mitra yang terbaik bagi pelanggan dengan menawarkan solusi yang cerdas dalam layanan-layanan telekomunikasi untuk meningkatkan pengalaman hidup pelanggan dalam berkomunikasi. Sebagai operator CDMA yang menyediakan jaringan internet kecepatan tinggi bergerak (mobile broadband) yang terluas di Indonesia. Smartfren berkomitmen untuk menjadi penyedia layanan telekomunikasi yang terjangkau bagi masyarakat dengan kualitas terbaik. Adapun visi dan misi yang diusung oleh Smartfren Telecom, sebagai berikut : A. Visi “To Become leading operator that provides sustainable return to all stakeholder.” B. Misi “To provide best value for money data and voice service propositions to our subscribers while maintaining technological leadership and excelent customer experience” Gambar 1.1 Logo Smartfren Sumber : www.smartfren.com Pada gambar 1.1 menampilkan logo dari Smartfren yang melambangkan mata dan telinga, logo tersebut mempunyai arti atau melambangkan komitmen Smartfren sebagai operator 1 telekomunikasi baru yang memiliki tujuan menyajikan layanan yang berkualitas. (sumber : www.jagatreview.com, diakses tanggal 2 September 2013.) Di dalam kehidupan yang dinamis dan penuh perubahan, konektivitas telah menjadi kebutuhan hidup sehari-hari, Smartfren fokus untuk memenuhi kebutuhan konsumen dengan menghadirkan berbagai solusi, produk dan layanan inovatif agar konsumen dapat menikmati smart life. Smartfren memiliki nilai lebih dibanding kompetitor lainya yang diataranya Smartfren merupakan operator telekomunikasi dengan cakupan jaringan EV-DO (setara dengan 3,5G) terluas di seluruh Indonesia, Smartfren juga selalu berinovasi dengan produk dan layanan untuk menjawab kebutuhan pasar akan layanan telekomunikasi yang berkualitas, Serta memiliki tarif simple bagi pelanggan. Dalam produknya, Smartfren menyediakan dua pilihan layanan yaitu kartu Smartfren pra bayar dan kartu smartfren pasca bayar dimana masing-masing memiliki perbedaan diantaranya : a. Smartfren pra Bayar Kartu ini merupakan layanan yang menyediakan layanan hemat dengan harga murah yang diberikan oleh Smartfren. Pelanggan dapat membeli pulsa yang diinginkan terlebih dahulu dan kemudian menggunakan layanan yang disediakan dengan harga yang telah ditetapkan. Pada tabel 1.1 dan tabel 1.2 akan dijelaskan mengenai tarif dari kartu pra bayar Smartfren. Tabel 1.1 Harga Layanan Smartfren Pra Bayar Layanan Tujuan Tarif Telepon Gratis ( pukul 00.00 – 11.59, setelah isi Ke semua Smartfren ulang pulsa minimal Rp.5000) Rp.2/detik ( pukul 12.00 – 23.59 Operator lain dapatkan bonus nelpon seharian setalah pemakaian Rp.1000/hari) SMS Ke semua Smartfren Rp.125/SMS dan operator lain Sumber : www.smartfren.com, diakses tanggal 29 Juli 2013 2 Tabel 1.2 Harga Murah Per Detik Smartfren Pra Bayar Telepon Pukul 00.00 – 11.59 Gratis Ke semua Smartfren Pukul 12.00 – 23.59 Rp. 2/detik Ke operator lain Pukul 00.00 – 23.59 Rp. 15/detik Internasional Pukul 00.00 – 23.59 Rp. 10/detik** SMS Ke semua operator Pukul 00.00 – 23.59 Rp. 125/SMS Internet Pukul 02.00 – 05.59 Rp. 0,1/Kb Internet Pukul 06.00 – 01.59 Rp. 1/Kb Sumber : www.smartfren.com, diakses tanggal 29 Juli 2013 b. Smartfren pasca bayar Smartfren pasca bayar merupakan kartu yang memudahkan dan memberikan kenyamanan dalam berkomunikasi dengan harga super hemat, serta didukung dengan jaringan jaringan mobile broadband terbaik dengan kecepatan 14,7 Mbps. Pelanggan dapat menggunakan layanan ini dengan membeli pulsa dengan menyesuaikan paket layanan yang disediakan Smartfren pasca bayar. Pelanggan dapat memilih paket layanan yang tersedia sesuai dengan kebutuhanya. Pada tabel 1.3 akan dijelaskan mengenai jenis layanan dan harga yang diberikan Smartfren pasca bayar. Pelanggan dapat menggunakan layanan tersebut dengan melakukan registrasi terlebih dahulu. Tabel 1.3 Harga dan Layanan Smartfren Pasca Bayar Kuota Data Jenis Paket Telepon Bonus SMS Internet Nelpon 10 SMS ke Paket Harian 50 MB - sepuasnya ke Rp 3000 sesama semua operator Smartfren Nelpon Paket 20 menit nelpon sepuasnya ke 60 SMS ke Bulanan 1,5 GB ke operator lain sesama semua operator Rp 50.000 Smartfren Nelpon Paket 40 menit nelpon sepuasnya ke 120 SMS ke Bulanan 3 GB ke operator lain sesama semua operator Rp 75.000 Smartfren (Bersambung) 3 (Sambungan) Kuota Data Jenis Paket Telepon Bonus SMS Internet Nelpon Paket 60 menit nelpon sepuasnya ke 180 SMS ke Bulanan 4,5 GB ke operator lain sesama semua operator Rp 90.000 Smartfren Sumber : www.smartfren.com, diakses tanggal 29 Juli 2013 c. Paket Internet Smartfren menyediakan paket layanan internet untuk memudahkan pengguna yang sering menggunakan internet sehingga para pengguna dapat menyesuaikan kapasitas dengan biaya yang harus dikeluarkan. Smartfren memberikan dua jenis paket internet yang diantaranya ada paket volume base dan paket unlimted. Paket volume base menyediakan layananan dengan berdasarkan kapasitas yang sesuai dengan yang dibayarkan. Pengguna tidak akan mendapatkan layanan ketika volume kapasitas yang diberikan telah habis atau masa aktif yang diberikan habis. Sedangkan untuk paket unlimited merupakan layanan yang memudahkan pengguna untuk menggunakan kapan saja dengan kapasitas yang tidak terbatas. Akan tetapi, paket unlimited akan habis ketika sampai pada batas waktu yang telah ditentukan. Tabel 1.4 Paket Internet Unlimited Jenis Paket Harian Bulanan Neo Reguler (dengan kecepatan download s/d 512 - Rp 49.000 Kbps dan upload s/d 256 Kbps) Neo Premium (dengan kecepatan download s/d Rp 7.500 Rp 99.000 1Mbps dan upload s/d 512 Kbps) Xtra Premium (dengan kecepatan download s/d 3,1 - Rp 199.000 Mbps dan upload s/d 1,8 Mbps) Sumber : www.smartfren.com, diakses tanggal 16 Desember 2013 4 Tabel 1.5 Paket Internet Volume Base Pra Bayar Masa Aktif Jenis Data Kecepatan 1 Hari 7 Hari 30 Hari 20 MB Rp 1.000 - - 100 MB Rp 3.000 - - Kecepatan download s/d 3,1 250 MB - Rp 10.000 - Mbps dan upload s/d 1,8 Mbps 600 MB - Rp 20.000 2 GB - - Rp 50.000 Kecepatan download s/d 14,7 6 GB - - Rp 100.000 Mbps dan upload 5,4 Mbps 12 GB - - Rp 150.000 Pasca Bayar Masa Aktif Paket Data Kecepatan 30 Hari 2 GB Rp 50.000 Kecepatan download s/d 14,7 6 GB Rp 100.000 Mbps dan upload 5,4 Mbps 12 GB Rp 150.000 Sumber : www.smartfren.com, diakses tanggal 16 Desember 2013 d. Paket Layanan Blackberry Smartfren juga menyediakan layanan bagi para pengguna Blackberry dengan harga yang murah dan berbagai macam jenis layanan yang diberikan. Para pengguna dapat memilih jenis layanan sesuai dengan kebutuhan. Tabel 1.6 Paket Layanan Blackberry Paket Fasilitas Harga Layanan BBM, Email, Chatting, Social Networking, Browsing, Rp 8000/hari BIS Hebat Unlimited Streaming dan Internet Modem Rp 180.000/bulan BBM, Email, Chatting, Social Networking, Browsing, gratis Rp 5.000/hari BIS Hemat 1 GB untuk streaming dan Internet Modem Rp 99.000/bulan Rp 3.850/hari BIS Simple BBM, Email, Chatting, Social Networking, Browsing Rp 75.900/bulan (Bersambung) 5 (Sambungan) Paket Layanan Fasilitas Harga Rp 1.980/hari BIS Mail BBM, Chatting, Email Rp 44.000/bulan BBM, Browsing, Social Networking dan 1 Account Email Rp 1.980/hari BIS Sosialita ([email protected]) Rp 44.000/bulan BIS BBM BBM, 100 SMS on-net Rp 60.000/90hari Sumber : www.smartfren.com, diakses tanggal 16 Desember 2013 Tahun ini, Smartfren menargetkan peningkatan pelanggan menjadi 15 juta orang. Target tersebut yakin akan tercapai melihat pertumbuhan pengguna smartphone di Indonesia. Diketahui potensi pengguna data di Indonesia mencapai 55 juta pelanggan. Sayangnya dari potensi tersebut baru sekitar 30 persen yang telah digarap oleh operator seluler. Karena itu peluang operator seluler memperbesar market share masih terbuka lebar. Potensi pengguna bisa 2,5 kali lipat dari saat ini. Dari total pengguna Smartfren di Jabar, sekitar 55 persen berada di Bandung. (sumber : www.koran- sindo.com, diakses tanggal 2 September 2013) 1.2 Latar Belakang Penelitian Industri telekomunikasi di Indonesia sangatlah berkembang pesat dimana seiring semakin tingginya kesadaran pengetahuan masyarakat terhadap produk dan layanan berbasis teknologi informasi. Populasi Indonesia yang besar dan kebutuhan berkomunikasi tinggi menawarkan peluang bagi kelanjutan bisnis industri telekomunikasi sehingga memperbesar pangsa pasar telekomunikasi itu sendiri. Telepon, SMS, dan internet kini telah menjadi kebutuhan utama bagi masyarakat Indonesia yang membuat berbagai operator telekomunikasi berbondong-bondong menawarkan fitur-fitur atau layanan unggulanya. Berbagai macam cara dilakukan para operator seluler untuk dapat tetap bersaing. Seperti pada artikel yang menyatakan bahwa “ Jumlah operator telekomunikasi di Indonesia termasuk terbanyak di dunia, yaitu mencapai 10 perusahaan. Namun dari jumlah tersebut bisa dibilang enam operator terbesar, yaitu Telkom, Telkomsel, Indosat, XL Axiata, Bakrie Telecom, dan Smartfren” (sumber : www.bisnis-jabar.com,diakses tanggal 29 Juli 2013.). Akibat hal tersebut,mereka harus berkompetisi
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