indonesia ict & electronics industry

A D I I N D RAYA N T O

INDONESIA ICT & ELECTRONICS INDUSTRY

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INDONESIA ICT MARKET OVERVIEW

INDONESIA VS ASEAN COUNTRIES

• Indonesia becomes the largest spender on IT in South East Asia ranked 19th globally, growth 15% CAGR to 2014 (Source: IDC)

• IT spending $10.9 billion USD in 2011, • raise 18.3% to $12.9 billion USD for 2012, • and may reach $17.8 billion USD by 2016, • mostly on Hardware (80%)

(Source: Global Business Guide Indonesia – 2013)

ASEAN ICT SPENDING IN 2015(SOURCE: IDC)

ICT COMPETITIVENESS(SOURCE: THE GLOBAL COMPETITIVENESS REPORT 2012-2013, WORLD ECONOMIC

FORUM)

GLOBAL COMPETITIVE INDEX(SOURCE: THE GLOBAL COMPETITIVENESS REPORT 2012-2013, WORLD ECONOMIC

FORUM)

BROADBAND QUALITY(SOURCE: ITU 2012)

INTERNET MARKET

• Indonesia the 5th largest Internet market in Asia after China, Japan, India, and South Korea.• Internet users has grown from 2 million (2000)

to more than 31 million (2010), and reach 55 million (2012).• Forecast in 2015 will be 125 million (baseline)

or 150 million (optimistic), growth rate more than 30% in the next 5 years. (source: redwing-asia)

INTERNET USERS BY 2015(SOURCE: REDWING-ASIA)

INTERNET USERS AGE GROUP

• It is an emerging market, has younger audiences.• By 2011, 73% internet users are between 15 –

34 age groups, where 36% is women. It is only about 13% of total population. (source: comScore)

• However, after 2011 the 25-50 age group has grown over the past two years. (source: redwing-asia)

• The user base is relatively spread evenly across all age groups.• Potential growth is still very high.

USERS DEMOGRAPHIC(SOURCE: NATIONAL STATISTICS AGENCY)

More than 30 years span of demographic bonus

MOBILE INTERNET

• Mobile (wireless) infrastructure is more developed compare to fixed (wired) infrastructure, cover 90% of Indonesian’s population.

• In 2010, there are more than 200 million mobile cellular subscriptions, and 15 million of them with broadband access.

• 63% internet users have adopted mobile internet.• The highest level of mobile phone ownership is in 8 – 24

years old, with 80% penetration.• Indonesia among the highest ranks in the world for

mobile browsing intensity (633 pages per month/person).(Source: Market Alert No. 2/2011 by MATRADE Jakarta)

MOBILE USERS STATISTIC(SOURCE: MASTEL ICT OUTLOOK 2012)

PRIMARY REASONS

• Three primary reasons why mobile internet market is big in Indonesia:1. Price

Mobile (wireless) has many cheaper internet packages compare to wired broadband internet (mostly on corporate market).

2. InfrastructureMobile infrastructure is more developed for last miles internet access, cover about 90% of populations, suitable for achipelago country with huge amount of islands (17.508 islands, only 6000 inhabited). Wired broadband is more concentrated in urban areas.Mobile penetration (9%) is higher than wired broadband internet (3%)(Source: AT Kearney & GSMA 2011)

MOBILE PENETRATION(SOURCE: AT KEARNEY & GSMA 2011)

MOBILE OPERATORS(SOURCE: TELKOM 2010)

MOBILE FREQUENCY BANDS(SOURCE: DITJEND SDPPI KEMKOMINFO)

PRIMARY REASONS

• ... Three primary reasons ... :3. Culture

Indonesian spend about 17.2 online hours/month. Internet usages (% of internet users):

42% email; 39% reading newspapers; 29% searching information of products and services; 27% reading magazines; 23% chatting; 50% do online shopping, only1% spending their online time for shopping;35 million has account in Facebook (2nd largest Facebook users in the world); 3rd highest number of tweets in the world.

(Source: Market Alert No. 2/2011 by MATRADE Jakarta)

INDONESIA MOBILE PHONES MARKET TRENDS

CURRENT MARKET CONDITION

• The Middle-lower Segment, in Second and Third tier cities, has long been the Biggest Market for Feature Phones, especially Local Brands• Feature Phones sold More Units, around 84 Percent

of the Market• Local Brands, Cross and Mito, are the Top Five

Mobile Phone Brands alongside Nokia, Samsung and Research in Motion (RIM) – (Source: IDC)

• Most Local Brands were Manufactured in China

LOCAL BRAND CROSS CASE

• CROSS was Founded in 2008• In Year 2012 Sales Grew Two-fold, in Runner-up

Position after Nokia (the Third is Samsung, the Fourth is MITO, and the Fifth is Blackberry)• The Biggest Market is in Java (Jawa Island) with 55

Percent of Sales• Offered at least 45 Models of Featured Phones• Introduce 5 New Models every Month (Indonesians

change their phones every 9 months on average)• Introduce 7 Android Smartphones with Price Less

than $155

INDONESIAN CONSUMERS

• 61 Percent of the Population is Middle Class (Source: BI)

• 90 Million People will enter the Consumer Class, with an Annual Net Income of US$3,600 by 2030 (Source: McKinsey)• Population: 240 million, 55% under 30 years old• 96% of Indonesians Use Social Media• 12% of Global Tweets from Indonesia (Indonesia the

4th Largest Twitter Country in the World)• 87% Twitter Messages are sent via Mobile Phones• Indonesia is also the 4th Largest Facebook Country

MARKET FACTS

• Connected mobile devices: 280 million• 3G subscriptions: 30 milion• Mobile phone ownership: 80%• Smartphone Penetration: 24%• PC or Laptop Owners: 5%• Some of the Cheapest Mobile Tariffs in the World• 50% Mobile Sold Below $50, 85% Mobile Sold Below

$100, 3% Mobile Sold Above $250 (Source: IDC)

• Average Price of Mobile Sold: $90• Market Circulation 3.5 million units phones per

months (100 local brands)

MARKET FACTS

IMPORT HANDPHONE KONTRIBUSI DEFISIT NERACA PERDAGANGAN INDONESIA

• Nilai Import Handphone Rp 29 Trilyun

• 31% dari Total Defisit Neraca Perdagangan Indonesia Sebesar US$ 8 Milyar

• 2013, Import HP Sebesar 15 Ton Unit(Source: Majalah ICT)

MODEL EKOSISTEM INDUSTRI TIK

INDUSTR I PERANGKAT , OPERATOR, H INGGA KONTEN

STRUKTUR INDUSTRI TIK(SOURCE: MP3EI)

• Content Industry• (digital publishing, e-comerce, animation,

etc)Layer 0

• Software & Telematic Applications• (e-Gov, e-Health, e-Education, etc)Layer 1• Internet Service ProviderLayer 2• Network (Infrastructure) ProviderLayer 3• Integration, Installation & MaintenanceLayer 4• ICT Devices Manufactures (OEM, ODM)Layer 5• ICT Components IndustryLayer 6• Component Materials IndustryLayer 7

INDUSTRI NETWORK &SERVICE PROVIDER

(SOURCE: MP3EI)


etc)Layer 0

• Software & Telematic Applications• (e-Gov, e-Health, e-Education, etc)Layer 1• Internet Service ProviderLayer 2• Network (Infrastructure) ProviderLayer 3• Integration, Installation & MaintenanceLayer 4• ICT Devices Manufactures (OEM, ODM)Layer 5• ICT Components IndustriesLayer 6• Component Materials IndustriesLayer 7

Broadband Infrastructure & Service Providers Ecosystem

INDUSTRI SOFTWARE, APLIKASI & KONTEN(SOURCE: MP3EI)


etc)Layer 0


Software Applications & ContentsEcosystem

INDUSTRI PERANGKAT TELEMATIKA(SOURCE: MP3EI)


etc)Layer 0


ICT Equipment IndustryEcosystem

VALUE CHAIN INDUSTRI ELEKTRONIKA

EFEK DARI MODULARITY PRODUK

VALUE CHAIN INDUSTRI PERANGKAT TIK(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

VALUE CHAIN INDUSTRI KOMPONEN(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

INDUSTRI KOMPONEN ENTRY BARRIER(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

VALUE CHAIN ODM/OEM(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

ODM/OEM ENTRY BARRIER (SOURCE: PUSAT MIKROELEKTRONIKA ITB)

VALUE CHAIN MANUFAKTUR ELEKTRONIKA(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

MANUFAKTUR ENTRY BARRIER(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

PEMETAAN SDM - INDUSTRI TIK(SOURCE: MP3EI)

VALUE CHAIN MODULARITY(SOURCE: GANGNES, ASSCHE, 2011)

Vertically Integrated

Horizontally Specialized

VALUE CHAIN MODULARITY(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

CONTOH LEAD FIRMS(SOURCE: STURGEON & KAWAKAMI, 2010)

No Segmen Pasar Jenis Produk Lead Firms1 Komputer PC (dekstop, notebook,

netbook), embedded computers

IBM, Fujitsu, Siemens, HP, Dell, Apple, Acer, Lenovo

2 Peripheral Komputer

Printer, Fax, Scanner, Mesin Photocopy

HP, Xerox, Epson, Kodak, Cannon, Lexmark, Acer, Fujitsu, Sharp

3 Consumer electronics

TV, Home HiFi, portable audio&video, game consoles, toys, musical equip., mobile phone handset

Philips, Toshiba, Sony, Sharp, Apple, Nintendo, Microsoft, Samsung, LG, NEC, Matsushita, Hitachi, HTC, Politron

4 Networking Public & private communication network, internet, mobile phone infrastructure

Alcatel, Nortel, Cisco, Motorola, Juniper, Huawei, Ericsson, Nokia

CONTOH CONTRACT MANUFACTURER(SOURCE: STURGEON & KAWAKAMI, 2010)

No Negara Jenis Service Contract Manufacturer1 Taiwan, China EMS Foxconn (Hon Hai)2 Taiwan, China ODM Quanta Computer3 Taiwan, China ODM Compal Electronics4 Canada EMS Celestica5 US &

SingaporeEMS Flextronics

6 Japan EMS SIIX7 Luxembourg EMS Elcoteq8 Germany EMS Zollner Elektronik9 Singapore EMS Beyonics10 Singapore EMS Venture11 Indonesia EMS SatNusa

CONTOH PLATFORM LEADER(SOURCE: STURGEON & KAWAKAMI, 2010)

No Segmen Pasar Jenis Produk Firms1 Komputer

ChipsetPC dekstop, notebook, netbook

INTEL

2 Komputer, Consumer Electronics

PC desktop, tablet, portable audio & video, mobile phone handset

APPLE

3 Audio & Video Chipset

CD, DVD, DVR, HDTV MediaTEK

NILAI TAMBAH DALAM VALUE CHAIN(SOURCE: MUDAMBI, 2008)

Lead Firms

Contract Manufacturer

Platform Leader

ADDED-VALUE PADA VALUE CHAIN INDUSTRI ELEKTRONIKA

FENOMENA SHAN ZHAI – PEL AJARAN DARI CHINA

VALUE CHAIN MOBILE PHONES(SOURCE: DTI, 2012)

GLOBAL MOBILE PHONE INDUSTRY VALUE 2010(SOURCE: DTI, 2012)

CONTOH BOM PHONES BB CURVE 8300(SOURCE: DEDRICK, KRAEMER, LINDEN, 2010)

PERBANDINGAN BOM 3 MEREK MOBILE PHONES(SOURCE: DEDRICK, KRAEMER, LINDEN, 2010)

SHANZHAI MOBILE PHONE VALUE CHAIN(SOURCE: DIGITIMES, 2009)

BIAYA SHANZHAI VS MEREK INTERNASIONAL(SOURCE: DIGITIMES, 2009)

STRATEGI PENINGKATAN NILAI TAMBAH

B E R G E RA K D A R I N I L A I TA M B A H R E N D A H K E N I L A I TA M B A H T I N G G I

CONTOH PERSENTASI BIAYA KOMPONEN 30 GB IPOD(SOURCE: DEDRICK, KRAEMER, LINDEN, 2008)

CONTOH MARGIN NILAI TAMBAH(SOURCE: DEDRICK, KRAEMER, LINDEN, 2008)

Video 30 GB Ipod

HP NC6230 Notebook

BERKEMBANG MELINGKUPI VALUE CHAIN LAIN

(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

TEACHING FACTORY INTERAKSI DUNIA AKADEMIK & INDUSTRI

Teaching Factory

ODM/OEM Industri

Perangkat

ODM Industri

Komponen

Industri Komponen

Electronics Manufacturing Service (EMS)

Perguruan Tinggi & Politeknik

TECHNOPARK

PEMETAAN SDM - INDUSTRI TIK(SOURCE: MP3EI)

Peran ITB

NILAI TAMBAH DALAM VALUE CHAIN(SOURCE: MUDAMBI, 2008)

Lead Firms

Contract Manufacturer

Platform Leader

Peran

ITB

KORIDOR EKONOMI – INDUSTRI TIK(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

INTERNATIONAL HUB – INDUSTRI TIK(SOURCE: PUSAT MIKROELEKTRONIKA ITB)

KESIMPULAN & USULAN

• Industri Elektronika Dunia Saat Ini Value Chain nya Terfragmentasi• Trend Pergerakan Industri Elektronika Dunia,

untuk beberapa Value Chain nya, Bergerak ke Negara Berkembang Low Labours, Emerging Markets• Industri Elektronika Indonesia Tidak Bisa Lepas

dari Value Chain Industri Elektronika Dunia• Industri Dalam Negeri (IDN) Indonesia masih

Terisolasi dari Value Chain Industri Elektronika Dunia

KESIMPULAN & USULAN

• Pemerintah Indonesia Belum Memiliki Strategi untuk Mengembangkan Industri Elektronika• ITB WAJIB Membantu Pemerintah untuk

Menyusun Strategi Pengembangan Industri Elektronika• ITB Sebaiknya bukan Hanya Kontribusi pada

Pembentukan SDM dan Penguasan Sains & Teknologi saja Tetapi Juga perlu Kontribusi pada Penyusunan Kebijakan Industri Elektronika dan Pembentukan Value Chain Industri Elektronika di Indonesia

KESIMPULAN & USULAN

• Fokus Teknik Elektronika Umumnya Masih Pada Pengembangan SDM dari Sisi “Hardcore” Engineering (Tukang), Siapa Yang Memikirkan Industri Elektronika dan Kebijakan Industri Bidang Elektronika di Indonesia?• Kerjasama Multi-Disiplin di ITB Perlu DIPERKUAT• Ada Program Studi Multi-Disiplin yang Fokus

pada Industri Elektronika dan Kebijakan Industri Elektronika

P U S A T M I K R O E L E K T R O N I K A I T BJ L . G A N E S H A 1 0 , B A N D U N G / E m a i l : a d i s a j a @ g m a i l . c o m

THANK YOU

indonesia ict & electronics industry

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