Infomedia Nusantara's journey into second curve

Infomedia Nusantara's journey into second curve

When FORTUNE began to publish The Most Admired Companies in
the mid-1980s, it was considered pointless. Reputable American
corporations appeared on the list for the first four years. One
of them was IBM, which has always been at the top of the list.

In addition, IBM's position and performance at the time was
preeminent. As a high-tech corporation, IBM was considered as a
nearly faultless company.

Not only were their products varied, from computer mainframes
used only by big companies, minicomputers, to personal computers
(PCs), but IBM also opened the opportunity for new companies into
the industry. From software producer Microsoft, to PC
manufacturers -- that were IBM-compatible -- like Compaq.
Something that wouldn't be done by a company not confident of its
abilities.

IBM also taught other companies -- within and outside the
computer industry -- how to manage a company and to service
customers.

Stories of how IBM people are willing to go up and down stairs
of high rise buildings when the electricity went out just so they
can meet their customers, is used as an example everywhere --
including business schools -- how a company should treat its
customers. IBM was even considered as an actual business school.

With such a record of accomplishment, no one expected IBM to
fall from the top of The Most Admired Companies. Nobody foresaw
IBM to be out of the top 10, since to encounter a company that
was the least equal to IBM's position and performance was not
easy.

What many people couldn't image, happened. After continuous
performance decline, not only did IBM fall out of the top 10 Most
Admired Companies, it was at a point of devastation in early
1993. Furthermore, IBM's position as the leader of the computer
industry was taken over by the companies it nurtured, like
Microsoft.

In the beginning of 1998, IBM was back on its feet. IBM was
able to avoid its desolation and began to rise as one of the main
players of the IT industry.

Although it could not retrieve its position in the top 10 of
The Most Admired Companies in America, IBM was able to make a
turnaround without dividing its companies.

Its complete range of products supported its turnaround
capabilities: from hardware, software, to services. Despite such
a performance, IBM could not regain its position when FORTUNE
initially exhibited The Most Admired Companies in America.

What had happened to IBM since the mid-1980s up to the change
of the millennium is a very important lesson to any company.

Having a sound position during those times, which was attained
by giving high value to its customers and not through monopoly,
is no guarantee for a company to continue its excellence.

Change in technology, political-legal aspects, sociocultural,
economy and market, direct and indirect maneuvers from
competitors and even customers' change of attitude can be
disadvantageous.

That is why, Bill Gates, who owns leading products for PC
operating systems and software, is more concerned with
maintaining its products to fulfill the market's needs than
worrying about the Anti Monopoly Bill.

Apparently, not only Bill Gates has this perspective. In
Indonesian, many companies have anticipated changes of
environment that would cause its products to be obsolete.

One of them is PT Infomedia Nusantara. The name of this
company might not be well known, but its main product is widely
recognized by the public, extensively used by businesses and
households with fixed telephone lines since 1975: Yellow Pages.

Although telephone services had existed for decades, up to
1974 there was no telephone directory. This was the reason why
the data division of PT Elnusa, whose business is mainly oil,
began to introduce the Yellow Pages.

It was well received by the public because it was able to
reach telephone users all over Indonesia, that increased year by
year.

Although printed annually, it proved to be an effective
marketing communication device. To no surprise, the Yellow Pages
continued to expand. This motivated PT Telkom, which had close
interest with the Yellow Pages, to become a shareholder.

Having Telkom as an associate, not only changed the company's
name to PT Infomedia Nusantara, but was also followed by steps to
create a sustainable enterprise: from product development to
redefining the business.

For product development, the Yellow Pages not only comes in
printed form, but also electronically by telephones, CD-ROM and
through the Internet. This is to anticipate new demands of swift,
far-ranging and interactive services.

By giving this value, the Yellow Pages' position becomes
stronger, even though there are many similar products on the
market. However, Infomedia Nusantara realizes that the business
landscape it is facing continues to develop and also realizes its
assets and competency in telephone database management.

That is why, although new product development can ensure its
positioning in the market at this time, Infomedia Nusantara is
already initiating new businesses that are expected to be
superior when business redefining is conducted in order to face
the business landscape.

For example, Infomedia Nusantara is beginning to develop its
inbound and outbound services. For inbound services, it provides
a call-center or customer service center support for companies
who wish to out-source from this activity, just like what was
done by Ericsson Indonesia. For outbound services, it has offered
companies for their need in telemarketing or teleselling
services.

By developing these services, Infomedia Nusantara has changed
from a data provider through a directory to an information
provider. Furthermore, with reference to its business
characteristic from its call center or customer service support,
Infomedia Nusantara is now an acknowledge provider, since to
operate an excellent call center or a customer service support
with high demanding customers, would call for giving solutions,
and not only provide standard information.

If the transformation from data provider to information
provider or even knowledge provider goes favorably, Infomedia
Nusantara would journey through its second curve well. (Taufik)