Minggu, 14 Maret 2010

REDUCING LEASE CIRCUIT (LC) COST

I. BACKGROUND

In an emerging market, cellular operator should develop their coverage aggressively to catch market momentum. But usually the development of backbone network cannot grow as fast as coverage invasion. In other hand, new coverage means low traffic that usually unjustified building high capacity backbone network. For those purpose, Lease Circuit (LC) to network partner is the solution.

LC as solution could become new problem when the LC cost is significantly big so it will burden the Operational Expenditure (OPEX) performance. In high competition industry such as Indonesia market where 11 cellular operators are compete, this cost means a lot. So, how could an operator reducing, or at least optimizing LC cost?

This paper is trying to map the problems and circumstances surrounding them, and then raise some way for solution or at least trying to inspire the reader to get ones. I use Indonesia as case.

II. WHY DO WE NEED LEASED CIRCUITS (LC)

We could categorize the reasons for lease the circuits, sorting from the most important, as the followings:

1. Need of coverage/access

In term of network coverage, Java Island is nearly 100% covered, and Sumatra Island is about 80% covered. They are among the strongest island in network coverage. But for the other big islands, those are Kalimantan, Sulawesi, and Papua, our network is comparatively weak. So, for the areas where our own network still cannot reach them, we must lease.

2. Need of Protection

Sometimes we already build the network to an area, but only one mean, let’s say microwave with 1+0/1:0 configuration, or one route fiber optic. One route network, without backup link, is very risky. If the network is fail, the area is easily blackout. We lease the circuit to provide backup link.

3. Need of Additional Capacity

Telecommunication user behavior is very dynamic, due to user mobility, effect of promotion campaign, and so on. Those sometimes make the traffic increasing dramatically. To avoid lost or revenue opportunity, it is urge to increase the capacity of network in weeks. Lease the circuit usually be the instant solution while waiting the additional capacity will be provided internally.

III. PROPOSED SCHEMES FOR REDUCING LC COSTS

There are several schemes could be applied in order to reduce LC costs. Each scheme has its own character that only fit in some conditions. Let’s see the description of them one-by-one, as the followings:

1. Mutual Restoration

When an operator has a fiber optic link with no protection, and in the same time there is another operator also has a fiber optic link, with similar destination and similar condition, they could minimize the outage by having mutual restoration cooperation. It means, first party provides some capacity to second party to be used when second party’s fiber optic is fail, and vice versa.

For the example is mutual restoration between SMW-3 submarine cable system and APCN for route Jakarta – Singapore. If SMW-3 fails, the traffic is routed to APCN, and vice versa.

In this scheme, cost only incurred for restoration time (in day), using agreed unit price that usually equal or less than commercial price. Therefore, this is the most favorable scheme because:

a. Effective to reduce the LC cost.

b. No issue in business impact such as entry barrier of accessing an area, because both operator is already exist in the area

This scheme facing obstacle when there are the difference level of urgency between two operator, and/or incompatibility of technical specs used in optic fiber. For example, one operator is using optic fiber type G.652 but another one is using G.655.

2. Capacity Swap

Theoretically, capacity swap means exchange the capacity between two operators. So if the exchanged capacity is equal, they don’t have to pay anything to other party. But due to government regulation about tax, and also for flexibility in exchanging, capacity swap means 2 operators discussing and negotiating each other needs of leased lines in a package.

Let’s say operator A needs some capacity in Java area, while operator B needs some capacity in Sumatra area. If the final figure of LC cost for operator A is X rupiah, and final figure of LC cost for operator B is Y rupiah, the actual payment should be made is only (X-Y) rupiah.

The advantage of this scheme is that the payment should be made is only the cost difference, not all the cost incurred. The disadvantage of this scheme is relating to business impact. If one operator still want to have entry barrier for other operator to access an area, the deal is difficult to be reached.

3. “Lease for Restoration” Scheme

As stated on point (II.2) one of the reason why we need leased circuit (LC) is the need of protection. The purpose of protection is to reduce the risk. In managing the risk, some rules should be applies as the followings:

1. Cost to avoid the risk is equal to possibility of risk itself. Let’s say if the risk of cable fault of JAKASUSI Cable System in a year is about 2 times (2 weeks / 4%), so the cost should be managed below 4% of main route investment per year.

2. Restoration/risk cost is a wasting cost in normal condition. In some circumstances it is more feasible to face the risk rather than throw some money away for potential loss that not sure will be happened. Therefore, we should find “equilibrium point” between both potential loss and wasting cost should be avoided.

In the way to make leased circuit cost more reasonable, Operator should ask network providers (partners) to offer service scheme called “lease for restoration”. As usage duration for restoration purpose is far less than normal usage, so the leasing cost is managed to be lower. The comparison between normal leasing and lease for restoration as the followings:

4. Temporary Leasing

Temporary leasing is a service intended to provide additional capacity for short term (10 – 60days) and ad-hoc event.

When an operator committed to provide several hotspots in World Ocean Conference in Manado in mid May 2009, it needs additional capacity from Manado to Makassar for about 10 days.

Temporary Leasing has advantage that is no booking fee, so it will be cheaper. But, disadvantage is no committed capacity available when we need it.

We could take the benefit from this scheme for:

a. Planned restoration

b. Ad-hoc restoration, as long as we sure that our partner has available capacity ready.

5. Long term leasing

This scheme has the most similarity with conventional LC. The different is only in the time of lease contract. The point of this scheme is: “instead of having 1 year contract, and then renew it for next 1 year twice, it is much more efficient to have 3 years contract since the beginning”. Network partners are tend to set price lower when contract is longer, because they will divide their overhead margin to bigger number of months, and they are happy with certain committed revenue in longer future.

So, our main task is to define, at the beginning, the period of contract. And it is a difficult task. Our vision is limited only to current year where the CAPEX and OPEX budget is approved and management commitment is stated. That’s why we always play secure by taking 1 year or less leasing contract. And that’s why we charged high. So, to enable us having further vision for 3-5 years ahead, we need to have 3-5 years blueprint in network development, that be approved and refined regularly.

To choose which scheme that fit best in a condition, we could use the flow chart below:


Selasa, 09 Maret 2010

Anthropology, the key success in marketing

Note: kita bicara tentang pasar Indonesia

Ketika sebuah operator mengenalkan blackberry (BB) sebagai alat yang mempunyai fitur push mail, respon pasar tidak seperti yang diharapkan. Bahkan dalam 2 tahun pertama penjualan BB hanya single digit dalam orde ribuan. Namun di tahun berikutnya penjualan BB booming. BB mengguncang kuat market share raja handset. Model contekan yang made in local dan made in China pun bermunculan dan semuanya laris. Tahun 2009 adalah tahun kejayaan BB di Indonesia.

Ada 2 hal yang menjelaskan kenapa orang segera berpaling ke BB:
1. Fitur chat BBM dan browsing yang stay connected karena kestabilan system jaringan
2. Image BB sebagai must have item dalam lifestyle. Bahkan demi mengejar trend banyak orang yang menggunakan BB tanpa tahu dan menggunakan sekalipun fitur BBM dan fitur browsingnya.

Tanpa bermaksud menjudge apalagi melecehkan, itulah fenomena perilaku konsumen di Indonesia: sukanya chat, gaul, dan mengejar predikat trendy. Diawali dengan banyak selebriti yang tertarik memiliki BB karena fitur chat BBM stay connected 24 jam, kemudian sering diekspos di sinetron gaul, maka lengkaplah sudah rumus sukses marketing: alasan fungsional + alasan emosional bersatu dalam gadget BB.

Fenomena BB melengkapi kesimpulan yang mulai mengkristal bahwa untuk industry telekomunikasi, Pasar Indonesia SANGAT UNIK! Itulah mengapa banyak fitur telekomunikasi mutakhir yang pasarnya tidak tumbuh, seperti video call, MMS, PTT. Karena TIDAK CUKUP ALASAN bagi konsumen untuk terus menggunakannya. Tentu akan berbeda jika ada Team Marketing yang bisa mampu create alasan tersebut. Berbeda dengan fitur RBT yang laris meskipun: mahal, kualitas suara mono, yang denger bukan yang bayar.. tapi RBT adalah semacam identitas dan curhatnya si pemilik nomor. Makanya pernah ada bos yang lagi under pressure dicurigai mulai stress oleh orang-2 yang meneleponnya . Apa pasal? Karena anaknya si boss memasang RBT lagu GIGI yang liriknya: panaass.. panass.. panass … dada ini pusing.. pusingg. Pusing… pala ini….hooow…

Dengan keunikan konsumen telekomunikasi di Indonesia, maka kita tidak bisa menggunakan referensi ilmu marketing dari hasil riset negara lain untuk memahaminya. Satu-satunya cara adalah dengan bersungguh-sungguh MENDALAMI PERILAKU orang Indonesia. Misalnya kita harus tahu bahwa di Indonesia ada 25jt pengendara motor Merk Honda, dan penjualan tertinggi tahun kemarin adalah Merk Yamaha. Jadi kita tahu bahwa segmen biker adalah segmen yang sangat besar, dan ketika kita ingin menggarapnya, kita tahu harus ber co-branding dengan siapa. Atau, kita harus tahu bahwa ada ‘perang besar’ antara motor manual dan motor matic dengan arena pertempurannya adalah stricker spakbor belakang motor. Jargon “hari gini oper gigi?” dan “gak punya gigi? Ompong dong..” adalah amunisinya. Tentu tidak termasuk jargon “Warning, anda di belakang orang ganteng” atau “yang jelek boleh duluan”. Kemudian, kita harus tahu bahwa untuk kalangan dengan income sekitar UMR sekalipun, TV dan VCD player adalah barang yang harus dimiliki. Artinya, lifestyle orang Indonesia adalah: meskipun hidup susah sekalipun, hiburan dan bersenang-senang adalah sangat penting. Mereka adalah (maaf) poor with pride. Maka jangan -misalnya- menjual pulsa selular yang sangat murah tapi sangat susah nyambung.

Dan banyak sekali budaya, local wisdom, gaya hidup, dan segala keunikan orang Indonesia yang bisa dicerna untuk menjadi peluang membuat program marketing yang killer. Dari fenomena-2 yang saya ungkapkan di atas, adakah inspirasi program pemasaran yang terlintas..? jika tidak, mulailah hire orang yang punya sensitifitas tinggi untuk itu… tentu saja, native Indonesian should can do best than others…