`It needs bold steps to become a trendsetter'

`It needs bold steps to become a trendsetter'

Sutji Lantyka, Contributor, Jakarta

Two years ago, not many cell phone users other than those
working in the telecommunications industry were aware of General
Packet Radio Service (GPRS) or what it was all about.

Despite other cellular operators' pessimistic attitude toward
the marketing prospects of GPRS at the time, Indosat Multi Media
Mobile (IM3) took a bold step in a pioneering spirit by
introducing GPRS technology along with its enhanced
telecommunications features for mobile phones.

Hasnul Suhaimi, the then president director of IM3, could see
beyond the present situation. He said: "Technology, including
that applied in telecommunications, is making great strides at
high speed.

Data communications in various forms will be in high demand by
cell phone users in Indonesia in the not-too-distant future. But
most importantly, we, at IM3, have adopted the mission that,
although we are new in this business, IM3 has to establish itself
as a trendsetter by providing our customers with the most
innovative services. Therefore, we have to always keep moving and
stay one step ahead compared to other established operators."

Now, IM3 is not alone. Telkomsel launched its GPRS service
last year, while Satelindo will launch a similar service during
the first half of this year. Other mobile operators have also
expressed their intention to follow suit.

Introducing GPRS was certainly not easy, because advertising
and promotion -- with its staggering budget -- was not only for
this new technology or educating the potential users about its
numerous functions. In fact, it was harder and more challenging
because the entire communications campaign also had to make the
market aware of the existence of this brand-new operator.

Like any other new technology, especially in
telecommunications, to provide the users with the best and most
advanced features, it always takes an innovative and creative
marketer to further develop its varied applications. Only with
this kind of marketing capability in convincing the target market
about the related benefits can a larger market share be achieved.

Evidently, the two years of struggle experienced by IM3 in
educating the market has now borne fruit. GPRS is no longer a
stranger to the market. Awareness of it is quite high and it is
also high in demand.

More and more major brands of cell phones are becoming GPRS-
compatible almost overnight. With the current trend and estimated
brighter prospects for the near future, a new multimedia
community, as conceived by the management of IM3, is now taking a
more definite form.

With the increasing number of followers, it is another
challenge for IM3 to maintain its quality services and reputation
as the leader. Admittedly, with the cost of educating the market
borne by IM3, it is now less costly for other operators to
attract this particular niche.

Although until now voice communication has been the largest
portion of every operator's earnings, GPRS features are becoming
not only added value items but, most importantly, a kind of "plus
image" or uniqueness that singles out each and every operator.

Among its various benefits, the GPRS enables a cell phone user
consistent access to the Internet at high speed, roughly four
times quicker than the Global System of Mobile Communication
(GSM). For people on the move, this technology makes it extremely
easy and convenient for them to check their e-mail or browse the
Internet from almost anywhere, putting a myriad of information,
such as on movie schedules, horoscopes, the stock exchange and,
of course, games, at their fingertips.

Using GPRS on your cell phone can function as a modem to
access the Internet, notebook or Personal Digital Assistant (PDA)
by using certain cables or an infrared facility that is normally
available in GPRS-compatible cell phones.

So, again, with your GPRS-compatible cell phone, you won't
have to waste time and energy in any of the telecommunications
centers in the city, as sending or receiving e-mails is really
hassle-free, provided your operator's network is available in
your location.

Rapid development in IT has definitely enriched the functions
of GPRS. One of its currently popular features is Multimedia
Messaging Service (MMS), which, unlike Short Messaging Service
(SMS), that only provides text messages, it transmits an entirely
enhanced still or moving picture message along with a complete
variety of animations, graphics and certainly the most important
element, the sender's voice.

Naturally, only MMS-enabled cell phones can be used for this
facility, such as the latest products coming from most major
manufacturers: Nokia, Sony and Samsung.

Another of the latest features of GPRS is video streaming,
which was demonstrated at a major telecommunications exhibition
held in Jakarta in May 2002 (IITELMIT). This facility allows cell
phone users to access live broadcasts, interactive programs as
well as video programs made available by the provider.

With all the sophisticated features of GPRS that make
communication in all its forms extremely convenient, it is not
surprising, therefore, that most operators are racing to provide
their customers with the entire range of easy-to-use and
sophisticated services.

In addition to increasing their market share, including GPRS
also improves their image as providers with the most complete and
high-tech menu. In the highly competitive world of cell phone
operators, although the investment of any new technology is
costly, the obvious choice is customer satisfaction. And customer
satisfaction is the only way to maintain customer loyalty and
increase new customers. Achieving that objective in this present
day is through GPRS.