`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.