| Summary: | Currently people in Indonesia have many alternatives for doing payment
transaction despite of using cash money, ranging from credit card payments, debit cards,
internet banking, as well as e-money services. E-money service nowadays not only issued
by a banking institution, but can also be held by non-banking institution such as
telecommunication provider. Telkomsel is the example of telecommunication provider
that already launched e-money service under the name T-Cash. Besides to attract new
customers, the service is also expected to be a powerful tool to retain existing customers.
Until 2010, T-Cash service is used by nearly 4 million subscribers, which led
Telkomsel become the e-money issuer with the largest number of users. However, on the
other side, the transactions that generated by this service are likely to be small, only about
one transaction per customer per year. What is Telkomsel�s existing strategy in order to
run the T-Cash service? And how is the current condition of e-money industry?
The purpose of this study was to evaluate the current Telkomsel�s strategy in
order to run the T-Cash service. In addition, through this research, the author tries to do
the mapping in the e-money industry. To be able to evaluate Telkomsel�s existing
strategy in e-money industry, the authors used the growth of customers and also
transaction�s growth as the main parameter to be measured. In addition, the authors
conducted an analysis of the internal condition of PT Telkomsel, especially in the
operation of T-Cash service to know the strengths and weaknesses in the operation of the
T-Cash, while the analytical tool used is the functional analysis. For industry/external
analysis, the authors used analysis of industry characteristics, porter's five forces of
competition, driving factor analysis, and also an analysis of the key success factor. The
results of internal and external/industry�s analysis, will be processed by the author to
produce the alternative strategy that can be taken into consideration by Telkomsel to be
able to compete better in the e-money industry.
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