Unlocking Growth Opportunities for Broadband in Indonesia: The Need for Granular Insights

Indonesia's home broadband market is ripe with potential. With a population of over 270 million people, the country’s fixed broadband market is experiencing strong year-on-year growth and is expected to continue growing from 2024 to 2031. 

A growing middle class and the increasing demand for reliable internet connectivity for work, education, and entertainment are driving this growth. For internet service providers (ISPs) looking to capture and retain market share, understanding the landscape at a granular level is critical. This is where our innovative industry-first data solution, Mobilewalla Market Flow, comes into play.

The Need for Granular Insights

Indonesia comprises approximately 98 cities, each with a diverse population exceeding 2.75 million residents on average. Demographics and incomes vary greatly across these cities and change quickly. This highlights the need for nuanced and localized strategies to capitalize on Indonesia's evolving market landscape. 

In an industry where competition is fierce, and customer expectations are ever-evolving, ISPs must go beyond traditional market reports and panel-based data to inform their strategies. The ability to gain detailed market and flow share insights at a granular geographic Admin-4 unit level, such as Kelurahan (subdistrict) or Desa (rural village), can provide a significant competitive edge.

Mobilewalla Market Flow: Industry-First Insights

The Market Flow data product offers unparalleled insights for ISPs in Indonesia and elsewhere, enabling them to identify market opportunities and plan strategically for growth. Here's how:

1. Household Identification: Market Flow can pinpoint the total number of households in a given area information that is crucial for market expansion and targeted marketing efforts
2. Carrier and Technology Insights: Our data schema provides market share insights by carrier and technology type—whether it’s fixed broadband (FBB), mobile broadband (MBB), or fixed wireless access (FWA). This helps ISPs understand the technology preferences of different regions and plan their network investments accordingly.
3. Flow Share Analysis: Market Flow offers detailed month-on-month flow share data, highlighting the movement of subscribers between carriers. This includes inflow and outflow details at the carrier level, which is invaluable for retention strategies and competitive analysis.
4. Geographic Granularity: Our insights are available at the Admin-4 level (Kelurahan or Desa) or below, such as RW (Rukun Warga, a neighborhood or residential complex). This granularity supports local marketing initiatives and precise network planning.
5. Residential vs. Small- to Medium-Sized Business (SMB) Usage: We differentiate between residential and SMB broadband usage, enabling ISPs to tailor their offerings to the specific needs of each segment.
6. Building Type Differentiation: By distinguishing between low-rise single-family homes and high-rise apartments, Market Flow helps ISPs optimize their network deployments and service packages.

Local Market Intelligence

Indonesia's diverse geography and population distribution require ISPs to have detailed local market intelligence. By providing insights at the Kelurahan or Desa and RW levels, ISPs can better understand the unique characteristics and needs of different areas. This local intelligence allows for more effective strategies tailored to specific communities and neighborhoods. 

By providing data at the RW level, we enable ISPs to conduct highly localized analyses and develop strategies that address the specific needs of these communities. This level of detail supports precise targeting and efficient resource allocation.

Strategic Mandates for ISPs

With our data solutions, ISPs can make informed decisions that drive growth, increase revenue, and improve customer satisfaction. Here are some strategies that our insights can support:

• Market Expansion: Identify underserved areas with high growth potential and deploy targeted marketing campaigns to capture new subscribers.
• Network Planning: Optimize network investments by understanding the technology preferences and broadband usage patterns of different regions.
• Retention Strategies: Analyze flow share data to identify churn patterns and implement proactive retention measures to keep customers loyal.
• Localized Marketing: Use granular geographic insights to design hyper-local marketing efforts that resonate with specific communities.

The Indonesian broadband market is set for rapid transformation with the rise of FWA technologies, increasing demand for high-speed internet, and the proliferation of smart home devices. ISPs that leverage granular data insights will be well-positioned to navigate these trends and capitalize on new opportunities to unlock growth and stay ahead of the competition.

Our industry-first data solution Mobilewalla Market Flow empowers ISPs with the detailed insights they need to make strategic decisions, optimize their networks, and drive customer satisfaction. 

Our solution is designed with telco market strategists in mind. If you are the one tasked with understanding market dynamics, identifying growth opportunities, and developing strategies to outperform competitors, with Mobilewalla Market Flow you can:

• Gain a Comprehensive Market Overview: Understand the competitive landscape at a granular level and identify key areas for intervention.
• Make Data-Driven Decisions: Leverage precise market and flow share data to inform strategic network planning, and optimize marketing and infrastructure spending.

Want to know how granular market share and flow share insights can help you unlock growth opportunities for you? Download your Market Flow sample data or let’s schedule a meeting.

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