IndiHome's Innovation and New Product Strategy to Improve Company Performance

Abstract

In recent years, the telecommunications industry has rapid changes with the emergence of new technologies and increasing customer demand. Telkom Group, through its IndiHome product business, has played an important role in providing telecommunications services in Indonesia including broadband internet, cable TV, and telephone. To competitive in the market, IndiHome needs to innovate and develop new products that are relevant to market needs. Technological innovation and new product development are key factors in driving business success in the telecommunications sector, especially for Telkom Group. This study is to analyze the influence of IndiHome's innovation and new product development strategies on Telkom Group's performance, by increasing revenue, with the increasing number of IndiHome customers. This study uses quantitative and qualitative research through a questionnaire survey to 63 IndiHome customers. Based on the results of the analysis of the research conducted, identifies key initiatives implemented by IndiHome to drive revenue growth, increase customer loyalty, and expand market share. This study highlights the importance of a technology-based approach, including IT Maturity and product diversification as key elements in creating competitive advantage. This article also provides strategic recommendations that Telkom Group can adopt in strengthening innovation and new product development in the future.