Proposed marketing strategy for fixed mobile convergence products case study: Telkomsel One

https://doi.org/10.35912/gams.v1i1.3373
Published: Aug 26, 2025

Abstract:

Purpose: This study aims to determine proposed business and marketing strategy including segmenting, targeting & positioning (STP) and marketing mix (7P) for Telkomsel One

Method: This study combined qualitative and quantitative research by distributing questionnaires directly to 253 respondents. A non-probability sampling technique was used. The primary data source in this research was obtained directly from questionnaire respondents. The method used SPSS version 23.

Results: The research results based on the cluster analysis show that there are three distinct segments of Telkomsel One: budget-conscious users, convenience seekers, and tech enthusiasts. The results of the analysis become the basis for new segmentation, targeting, and positioning strategies for Telkomsel One. Strategies encompass adjusting product lines and pricing, conducting several promotions and strategic partnerships, using omnichannel approaches, frontliner skills training, streamlining processes, and integrating IT Tools to deliver excellent service to customers.

Conclusions: The study concludes that effective implementation of STP and the marketing mix (7P) enhances Telkomsel One’s ability to meet diverse customer needs while maintaining competitiveness in the rapidly evolving telecommunications market.

Limitations: This study is limited by its reliance on non-probability sampling, which may affect generalizability. Additionally, the research only focused on respondents in a specific context, limiting the broader market representation.

Contribution: This research offers a practical framework for telecommunications companies to apply integrated marketing strategies in the era of fixed-mobile convergence, ensuring long-term customer satisfaction and business sustainability.

Keywords:
1. Fixed Mobile Convergence
2. Marketing Strategy
3. Marketing Mix
4. Telecommunications
Authors:
1 . Edwina Edwina
Institut Teknologi Bandung, Indonesia
2 . Harimukti Wandebori
Institut Teknologi Bandung, Indonesia
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How to Cite
Edwina, E., & Wandebori, H. (2025). Proposed marketing strategy for fixed mobile convergence products case study: Telkomsel One . Global Academy of Multidisciplinary Studies, 1(1), 25–46. https://doi.org/10.35912/gams.v1i1.3373
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Issue & Section
Vol. 1 No. 1 (2024): August
Articles
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  1. Adom, A. Y., Nyarko, I. K., & Som, G. N. K. (2016). Competitor analysis in strategic management: Is it a worthwhile managerial practice in contemporary times. Journal of Resources Development and Management, 24(1), 116-127. doi:https://doi.org/10.1007/978-981-10-5729-8_6
  2. Akroush, M., Samawi, G., Zuriekat, M., Mdanat, M., Affara, I., & Dawood, S. (2019). A Comparison of Service Quality Dimensions in the Mobile Service Market: Evidence from Emerging Markets. Theoretical Economics Letters, 9(02), 271. doi:https://doi.org/10.4236/tel.2019.92021
  3. Al Azmi, H., Ginting, R., & Thariq, M. (2025). Optimizing Customer Relationship Management Communication in Increasing Brand Awareness and Loyalty of Prestige Fixed and Mobile Customers at PT Telkomsel Medan. Persepsi: Communication Journal, 8(1), 33-43. doi:https://doi.org/https://doi.org/10.30596/persepsi.v8i1.24528
  4. Alkatiri, R., Mokodompit, N. E., & Paramata, S. H. (2025). Pelatihan Pembuatan Tepung Pisang di Desa Bongo III, Kecamatan Wonosari, Kabupaten Boalemo. Jurnal Pemberdayaan Ekonomi, 4(2), 85-92. doi:https://doi.org/10.35912/jpe.v4i1.4881
  5. Anggawen, D. (2021). Pengaruh Bauran Pemasaran Dan Kualitas Layanan Terhadap Kepuasan Dan Loyalitas Pelanggan Telkomsel Di Kabupaten Boven Digoel= The Effect of Marketing Mix and Service Quality on Telkomsel Customer Satisfaction And Loyalty In Boven Digoel Regency. Universitas Hasanuddin.
  6. Aprianti, I., Nugraha, T., & Nurfadilah, L. (2024). The Effect of Customer Relationship Management and Customer Satisfaction on Customer Loyalty: Customer Relationship Management, Customer Satisfaction, Customer Loyalty. International Journal of Law, Policy, and Governance, 3(2), 101-111. doi:http://dx.doi.org/10.47191/ijsshr/v7-i10-83
  7. Baderan, U. S., Lantowa, F. D., Makur, D. S., & Idji, A. (2025). Manajemen Administrasi dan Keuangan di Desa Bajo, Kecamatan Tilamuta, Kabupaten Boalemo. Jurnal Pemberdayaan Ekonomi, 4(2), 69-75. doi:https://doi.org/10.35912/jpe.v4i1.4828
  8. Baehre, S., O’Dwyer, M., O’Malley, L., & Lee, N. (2022). The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation. Journal of the Academy of Marketing Science, 50(1), 67-84. doi:https://doi.org/10.1007/s11747-021-00790-2
  9. Baquero, A. (2022). Net promoter score (NPS) and customer satisfaction: relationship and efficient management. Sustainability, 14(4), 2011. doi:https://doi.org/10.3390/su14042011
  10. Barnes, C., Blake, H., & Pinder, D. (2009). Creating and Delivering Your Value. London: Kogan Page.
  11. Chadha, S., & Kapoor, D. (2009). Effect of switching cost, service quality and customer satisfaction on customer loyalty of cellular service providers in Indian market. IUP Journal of Marketing Management, 8(1), 23. doi:https://doi.org/10.15373/22501991/august2014/59
  12. Condoluci, M., Johnson, S. H., Ayadurai, V., Lema, M. A., Cuevas, M. A., Dohler, M., & Mahmoodi, T. (2019). Fixed-mobile convergence in the 5G era: From hybrid access to converged core. Ieee Network, 33(2), 138-145. doi:https://doi.org/10.48550/arXiv.1810.02553
  13. Cooil, B., Aksoy, L., & Keiningham, T. L. (2008). Approaches to customer segmentation. Journal of Relationship Marketing, 6(3-4), 9-39. doi:https://doi.org/10.1300/J366v06n03_02
  14. Cravens, D. W., & Piercy, N. (2012). Strategic marketing: McGraw-Hill.
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  17. Hatzijordanou, N., Bohn, N., & Terzidis, O. (2019). A systematic literature review on competitor analysis: status quo and start-up specifics. Management Review Quarterly, 69(4), 415-458. doi:http://dx.doi.org/10.1007/s11301-019-00158-5
  18. Hermawati, D., Rohaeni, A., Nurhayati, S., & Ansori, A. (2021). Implementation of the student-led conference method To develop children's self-reliance. Empowerment: Jurnal Ilmiah Program Studi Pendidikan Luar Sekolah, 10(1), 73-79. doi:https://doi.org/10.22460/empowerment.v10i1p%25p.2181
  19. Hox, J. J., & Boeije, H. R. (2005). Data collection, primary versus secondary. doi:https://doi.org/10.1016/b0-12-369398-5/00041-4
  20. Johnson, J., Whittington, R., Regnér, P., Angwin, D., Johnson, G., & Scholes, K. (2020). Exploring strategy: Pearson UK.
  21. Kalam, K. K., & Kalam, K. (2020). Market segmentation, targeting and positioning strategy adaptation for the global business of Vodafone Telecommunication Company. International Journal of Research and Innovation in Social Science, 4(6), 427-430. doi:https://doi.org/10.4324/9780203067581-16
  22. Karunaratna, A. (2022). Service Quality of Mobile Phone Telecommunications Service Providers Scale Development-The CCAAT MODEL. doi:https://doi.org/10.4038/sljmuok.v8i1.87
  23. Kazmi, S. Q. (2012). Consumer perception and buying decisions (The pasta study). International Journal of Advancements in Research & Technology, 1(6), 11-20. doi:https://doi.org/10.56726/irjmets38265
  24. Kim, M.-K., Park, M.-C., & Jeong, D.-H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159. doi:https://doi.org/10.1016/j.telpol.2003.12.003
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  28. Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10), 980-986. doi:https://doi.org/10.1016/j.jbusres.2008.10.015
  29. Lim, H., Widdows, R., & Park, J. (2006). M?loyalty: winning strategies for mobile carriers. Journal of consumer Marketing, 23(4), 208-218. doi:https://doi.org/10.1108/07363760610674338
  30. Maisuro, M., Ngaliman, N., & Indrawan, G. (2024). The influence of motivation, work culture and work environment on performance through empowering managers of village-owned enterprises (Bum Desa) in the Riau Islands Province. Journal of Multidisciplinary Academic and Practice Studies, 2(4), 335-349. doi:https://doi.org/10.35912/jomaps.v2i4.2474
  31. Negi, R. (2009). Determining customer satisfaction through perceived service quality: A study of Ethiopian mobile users. International journal of mobile marketing, 4(1). doi:https://doi.org/10.1504/ijsom.2010.035056
  32. Ngaliman, N., Catrayasa, I. W., & Khairil, K. (2025). Analysis of work life balance, job satisfaction and its effect on the performance of employees of the General Bureau of the Regional Secretariat of the Riau Islands Province. Studi Ekonomi dan Kebijakan Publik, 3(2), 93-107. doi:https://doi.org/10.35912/jomabs.v2i1.2461
  33. Osborne, J. W., & Costello, A. B. (2004). Sample size and subject to item ratio in principal components analysis. Practical Assessment, Research, and Evaluation, 9(1). doi:https://doi.org/10.7275/ktzq-jq66
  34. Ou, C. X., & Sia, C. L. (2010). Consumer trust and distrust: An issue of website design. International Journal of Human-Computer Studies, 68(12), 913-934. doi:https://doi.org/10.1016/j.ijhcs.2010.08.003
  35. Oxenfeldt, A. R., & Schwartz, J. E. (1981). Competitive analysis: Presidents Association.
  36. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
  37. Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: evolution, development, and application in marketing. Journal of the Academy of Marketing Science, 45(4), 467-489. doi:https://doi.org/10.1007/s11747-017-0523-z
  38. Porter, M. E. (2001). The competitive advantage of nations. Harvard business review, 68(2), 73-93. doi:https://doi.org/10.1007/978-1-349-11336-1_2
  39. Pradono, W. (2021). Analysis on Competition Type between Fixed and Mobile Broadband Service in Indonesia. Buletin Pos Dan Telekomunikasi, 97-104. doi:https://doi.org/10.17933/bpostel.2021.190202
  40. Raj, M., Narayan, A., Datta, S., Das, S. K., & Pathak, J. K. (2010). Fixed mobile convergence: challenges and solutions. IEEE Communications Magazine, 48(12), 26-34. doi:https://doi.org/10.1109/MCOM.2010.5673069
  41. Rokkas, T., Varoutas, D., Katsianis, D., Smura, T., Renjish, K., Heikkinen, M., . . . Monath, T. (2009). On the economics of fixed?mobile convergence. info, 11(3), 75-86. doi:https://doi.org/10.1108/14636690910954999
  42. Salim, D. F., Heryanto, A., Kristanti, F. T., Beshr, B. A. H., & Riyadh, H. A. (2024). Analysis of Fixed Mobile Convergence (FMC) Product Launch on Telecommunication Stock Returns in Indonesia. Journal of Ecohumanism, 3(3), 1253-1265. doi:http://dx.doi.org/10.62754/joe.v3i3.3422
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  45. Suryanegara, M. (2018). Fixed mobile convergence (FMC) services in Indonesia: a conjoint analysis of customer preference. Paper presented at the 2018 18th International Symposium on Communications and Information Technologies (ISCIT).
  46. Suryawansyah, S., & Babussalam, A. B. (2024). Resolution Of Sharia Banking Disputes Through The Religious Courts And The National Sharia Arbitration Board (BASYARNAS). De Lega Lata: Jurnal Ilmu Hukum, 9(1), 105-115. doi:https://doi.org/10.30596/dll.v9i1.18257
  47. Tjiptono, F. (1995). Strategi pemasaran: Andi Offset.
  48. Tumini, T., Hendra, J., & Ranjanis, S. (2021). Pengaruh Strategi STP (Segmenting, Targeting, Positioning) Terhadap Keputusan Pembelian. Jurnal Ilmiah Ecobuss, 9(2), 87-94. doi:https://doi.org/10.51747/ecobuss.v9i2.842
  49. Vázquez-Maguirre, M. (2020). Building sustainable rural communities through indigenous social enterprises: A humanistic approach. Sustainability, 12(22), 9643. doi:https://doi.org/10.3390/su12229643
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