Marketing in Asia Speaker Series: Telkomsel's Riny Novitriyanti

Thursday, 26 October 2017  Features

Riny Novitriyanti doubled Telkomsel's predicted digital app downloads in 2016 – and she outlined her business strategy for that amazing feat at UNSW on Thursday, October 19.

At the annual Marketing in Asia Speaker Series last week, Ms Novitriyanti, Vice-President Digital Experience and Business Insights, presented information on Telkomsel's latest app development and launch.

Telkomsel is Indonesia's largest telecommunications network service providers, with approximately 178 million subscribers within the total population of 258 million people.

Novitriyanti's Key Performance Indicator was to achieve 6 million app downloads by the end of 2016. She explained the research and strategy behind the app development, customer conversion, and retention. Her strategy resulted in 12 million downloads by the end of 2016.

An important element of the strategy involved producing a business case for big data, based on customer usage and social media, to greatly enhance customer experience. The data was then effectively used in analytic modelling to develop personalised solutions for key market segments.

Introduced by Head of the School of Marketing, Jack Cadeaux, Novitriyanti spoke at UNSW Business School in Kensington and in the Sydney CBD. Both events were attended by staff, students, alumni and industry guests.

The Marketing in Asia speaker series is an annual event organised by the School of Marketing's Professor Paul Patterson. Previous guest speakers have included Blackmores CEO Christine Holgate, Kimberly-Clark North Asia Region President Achal Agarwal, and Thai AirAsia CEO Tassapon Bijleveld.

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