Suresh Reddy: Making a Big Firm Through Comprehensive Strategies

Making a company great is the dream of many. In the telecommunications industry, it is likely that the GSM 3 (Tri) network can make the dream come true. This is indicated by the company’s performance, which has progressed fast. The management aims for Tri to become the fourth biggest operator in Indonesia this year.  

Tri is the youngest operator with the most aggressive and fastest market penetration and service coverage expansion. By the third quarter of 2009, according to the company’s performance report, the number of Tri customers reached 7.3 million, increasing by 13.6 percent from the previous quarter or increasing by 100 percent from the third quarter of 2008. In less than three years, it has expanded its network coverage to more than 3,000 districts all over the country.  

The achievements were possible thanks to the hard work of all the management staff and employees of PT Hutchison CP Telecommunications (HCPT) Indonesia as the owner of Tri, which is manifested in the company’s comprehensive strategy toward achieving the target.

“Comprehensive means creating a conducive climate for the internal and external condition of the company related to the strategy to win the competition in communication business,” said Suresh Reddy, chief commercial officer of Tri.  

Internally, this is marked by the company’s culture that always encourages openness between the management and employees. This means that everything related to job description and development of the employees’ career should be fair. “Internally, openness between the management and the employees has become part of the company’s culture. It has been maintained by Tri since the very beginning, along with the reward and punishment component,” he said.  

The management, he continued, regarded employees as human resources that should be respected. Employees are part of the company with the same vision as the management’s, i.e. contributing to the company’s progress.  

Periodically, the company tells employees about the company’s development besides informing them about policies related to the company’s activities and internal conditions. “The performance, which should be known by the owner or investor, is also reported at any given time so as to build harmonious communication,” Reddy said.

He further said that in recruitment, the company gives priority to candidates with capabilities in the needed area.   Even though Tri’s core business is as a cellular network operator, the business has much to do with marketing so that the marketing division needs people who are capable in marketing. According to Reddy, specialization is important to create qualified and innovative employees with good performance. “This is also the way toward the company’s professionalism, in accordance with today’s global demands,” he added.  

As for the external aspect, this relates to the company’s strategy in an effort to win over the market. The fast development of technology, especially in telecommunications, prompts players to work hard to face the competition. Various tactics and strategies are made to be the best.   Reddy said Tri had introduced a market penetration strategy focusing on three targets. The first target focuses on network development.

“We don’t target customers but focus on the expansion of networking that reaches even remote areas. Broad networking will attract people who will come to us and they will automatically become Tri customers,” he said.  

Tri has developed the service coverage as planned. The service coverage in Sulawesi will be expanded to Tana Toraja, Gorontalo, Palu and Donggala, while coverage in Kalimantan, which has reached South and East Kalimantan, will be expanded to Central Kalimantan (Palangkaraya) and West Kalimantan (Pontianak). With this coverage expansion, Tri will reach almost all areas in Bali, Lombok, Sumatra, Kalimantan, Sulawesi and all of Java.  

The second target focuses on the innovation of affordable rates. He said that Indonesians’ need to communicate still had much to do with economic values and affordability as the main consideration. Therefore, Tri meets this need by offering economic and affordable rates. “Cheap but not of low quality. Even though it is cheap, it comes with good quality to satisfy customers. This is what other operators don’t have,” he said.  

The third target focuses on unique and innovative promotion strategy. Just take a look at Tri’s creative promotions, such as Anti Mati Gaya! (Forever Stylish), Bonus Pulsa Dobel (Double Pulse Bonus) and the persuasive Mau? (Want It?) This also includes the move to invite popular soccer club Manchester United to Indonesia, even though this could not be realized due to security concerns.  

In response to the increasing number of Internet users in Indonesia, Tri offers a promotional package in the form of daily free Internet service. This strategy aims at increasing the number of customers as well as creating high brand awareness among the public through unique ads and innovative promotion. With the series of internal and external strategies, the Tri management is optimist that it will become a great company and the fourth biggest operator in Indonesia’s telecommunication industry. (Burhan Abe)  

The Jakarta Post, December 02, 2009

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