Digital Prepaid Strives to Become Consumers' Alternative Service
Digital prepaid services, with all its advantages and disadvantages, are still struggling to become the second choice
Over the past decade, telecommunication operators have been experimenting to find the right formula to improve its business performance. Since the emergence of over-the-top (OTT) services in Indonesia, operators have developed various service models to bring in new customers and increase ARPU.
A series of operators have tried e-commerce and digital money businesses. They failed to develop a sustainable business. From two years ago, the operator is finally back with a new strategy. This time, it's not creating digital services. Instead, they provide services that remains in the corridor of its core business, but with a different approach.
Operators introduce digital-based prepaid services. It is said as various user transaction activities are carried out entirely through the application. In this case, the operator offers a unique value proposition to accommodate market demand that likes to try new ways.
For example, consumers can customize the SIM card, or in other words, select a 'special number' through the application. Likewise the purchase and registration of cards. This method is definitely different from what we usually do; buy starter packs and top up data at the counters.
Currently, consumers have three choices of digital prepaid brands, by.U, Live.On, and MPWR. There used to be four, but Switch Mobile decided to discontinue its service in early 2021.
The question is, will digital prepaid services be able to survive the hustle and bustle of the telecommunications industry which is getting saturated? DailySocial, through this writings, has compiled various perspectives regarding the digital prepaid phenomenon and its projections in the future.
Changing operator's branding
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