Seberapa Sosialkah Bos Anda?

Jakarta – Beberapa minggu silam, wacana mengenai perlunya Chief Executive Officer (CEO) perusahaan berkicau di Twitterland semakin menghangat. Terutama bagi pemimpin puncak perusahaan Asia.

Yang perlu dicermati adalah alasan perlunya kehadiran mereka di situs micro blog tersebut, baik dalam kapasitasnya sebagai pribadi, maupun profesional, serta dampaknya terhadap brand dan perusahaan, secara langsung dan tidak langsung, dalam jangka pendek maupun jangka panjang.

Mengapa di Asia? Karena sebagai kawasan dengan tingkat pertumbuhan ekonomi tertinggi di dunia, diiringi dengan melambatnya perekonomian Eropa maupun masih belum pulihnya Amerika Serikat dari krisis moneter, mengakibatkan perhatian dunia tertuju pada perusahaan di benua ini.

Berbanding lurus dengan hal tersebut, penggunaan Twitter sebagai salah satu jejaring sosial, menjadi semakin meluas dan intensif. Jumlah pengguna individual semakin meningkat tajam, begitu juga dengan semakin banyaknya brand/perusahaan yang terjun ke hingar bingar Twitterverse.

Selain berbagai jenis pengguna di atas, yang menggelitik adalah dimanakah para eksekutif puncak tersebut berada? Jika berbicara mengenai perusahaan Paman Sam, mayoritas dari mereka sudah memiliki akun serta aktif menggunakan media ini.

Dalam kapasitasnya sebagai pribadi, biasanya mereka akan mencantumkan klausul pada bagian bio bahwa twit mereka merupakan opini pribadi, tidak mewakili perusahaan. Sesuatu yang sering kita lihat, bukan?


(Kredit: GoldMedal)

Berpijak pada pernyataan di atas, apabila informasi tersebut tidak ada, maka secara implisit akun mewakili mereka dalam kapasitasnya sebagai eksekutif perusahaan. Cara penggunaannya bisa dilakukan dalam berbagai bentuk. CEO Zappos Tony Hsieh, misalnya, dengan akun perusahaannya @zappos, mencantumkan no telepon, situs web dan email penting di landing page.

Sementara itu Sir Richard Branson Virgin Group, Guy Kawasaki dan Pete Cashmore (CEO Alltop dan CEO Mashable), Executive Chairman Google Eric Schmidt, Phil Libin dari Evernote, bos Forrester Research George Colony dan tentunya pendiri Twitter Jack Dorsey serta Jeffrey Immelt pemimpin puncak General Electric — yang baru bergabung September lalu — merupakan figur yang sangat aktif di kancah jejaring micro blog ini.

Tanpa sungkan, mereka pun rajin memberikan update mengenai layanan terbaru, menjawab pertanyaan pengguna seputar produk mereka, sampai dengan mendekatkan diri kepada para konsumen.

Urgensi dan Tantangan

Para eksekutif secara tidak langsung dituntut untuk lebih dekat, jika tidak lebih intim, dan lebih inspiratif kepada para pelanggan maupun konsumen perusahaannya. Namun di sisi lain keberadaan mereka di media sosial mengusung risiko cukup tinggi.

Begitu tinggi dan cepatnya permintaan dan kebutuhan akan informasi, yang apabila tanpa adanya validasi dan pengawasan ketat, akan menyebabkan terjadinya hal yang tidak diinginkan, mulai dari bocornya rahasia dapur perusahaan, marahnya konsumen sampai ke tuntutan hukum.

Di sisi lain, para eksekutif ini sangatlah teramat sibuk bergulat dengan pekerjaannya, sehingga kemungkinan meluangkan waktu untuk mengirimkan twit, membalas pesan, me-retweet sangat kecil.

Hal ini diperparah dengan anggapan sebagian besar dari mereka bahwa tidak adanya atau minimnya hubungan langsung maupun tidak langsung antara jumlah pengikut dengan aktivitas penjualan.

Di Amerika Serikat & Asia Pasifik

Kenyataannya, hanya 30 persen CEO perusahaan di dalam daftar Fortune 500 memiliki akun media sosial populer (Twitter, Facebook, LinkedIn, Pinterest dan Google+), sebagaimana dilansir oleh laporan CEO.com.

Dan di antara mereka, yang menggunakan Twitter dan Facebook dengan namanya sendiri, berada di angka 4 persen dan 8 persen, jauh dibawah prosentase warganya, yaitu 34 persen dan 50 persen.

Survei MEC atas kawasan Asia Pasifik menyatakan eksekutif puncak mulai memberdayakan penggunaan teknologi untuk mengumpulkan informasi dan mengelola waktu kerja, serta cenderung untuk terjun langsung dalam memperoleh informasi dan berkomunikasi dengan mengurangi peran dari para asisten pribadi.

Mereka lebih setuju menggunakan media sosial di dalam organisasi untuk mendengarkan saran, gagasan dan usulan dari bawahan. Sementara pemanfaatan di luar organisasi sebisa mungkin dihindari, karena dianggap akan menghilangkan mekanisme kontrol dan eskalasi yang sudah ada.

Cara Terbaik?

Secara relatif, pada dasarnya belum ada cara yang lebih cost-effective dalam menjangkau para pelanggan maupun karyawan perusahaan (pelanggan internal) selain jejaring sosial.

Salah satu solusi yang bisa digunakan adalah bekerja sama atau meminta bantuan dari Direktur Komunikasi/Public Relations perusahaan dalam rangka mendesain cetak biru dan strategi media sosial organisasi, termasuk merancang, membalas serta validasi twit yang akan diposting.

Alternatif lainnya adalah gunakan jasa ghostwriting, berkoordinasi dan berkonsultasi dengan pihak perusahaan, untuk menjalankan aktivitas di atas.

Sebagaimana dimuat di DetikINET: http://inet.detik.com/read/2012/11/05/090318/2081232/398/seberapa-sosialkah-bos-anda?i991102105

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An In-Depth Analysis of China’s Mobile Phone Market

A big number of China-specific mobile industry news has been cropping up of late. When it comes to the players — wireless carriers, handset manufacturers, device makers — obviously both local and foreign parties will find the market tremendously attractive. We won’t be surprised reading major headlines telling that the executives of tech world’s biggest firms – Apple’s Tim CookFacebook’s Mark ZuckerbergNokia’s Stephen Elop and even Cisco’s John Chambers — visiting the country last month.

(Photo Credit: ShutterStock)

Let us explore the most populous country’s mobile market size, service providers, architectures, handset manufacturers and retail stores.

Market Size

China is the world’s biggest mobile telephone market. With more than 1 billion mobile phone subscribers – or around 74% of its total population — it’s a relatively huge market, compared to other regions. About 14% of this market uses a 3G-supported device. Mobile phones have become an indispensable tool for modern communication in the country. Mobile is the most profitable sub-sector of the telecommunications industry.

The 1 billion figure actually includes both analog and digital handsets. The predominance of cellular phones over fixed telephones is due to the lack of landline density at the time cellular systems began maturing. And as digital cellular technology superseded older analog cellular systems, existing wireless carriers have been able to pack more subscribers onto existing networks, without additional spectrum allocations needed (such as via code division instead of time-division access). In addition to that, 38% of internet users access online services solely from their mobile devices, in lieu of wireline internet connectivity or broadband. 45% of them live in rural areas compared to 29% that reside in urban metropolises.

2011 has been the glorious year of the smartphone in China, where iPhones, iPads, Android devices and other tablet computers became hot topics on search engines and in people’s daily lives. Looking back on that year, it seems like everyone in China has already started holding a big screen phone or tablet on the subway, at restaurants, even while waiting for red lights.

Carriers

The market is led by three domestic companies, China Mobile (GSM and TD-SCDMA), China Unicom (GSM and WCDMA) and China Telecom (GSM and WCDMA). At this point, their market share is 65.5 percent, 20.1 percent and 12.6 percent, respectively, competing for a US$ 90 billion industry annually. Other, smaller, carriers are China Satcom and China Voice Holdings Corp. Yes, you read it right. All carriers are exclusively China-based companies and the government has the majority ownership of all of them. Of course, they do.

Last year, China Mobile and Clearwire announced plans to roll out a TD-LTE network. The company will have more than 20,000 TD-LTE base stations going live this year, and 200,000 up and running by the end of 2013. Hangzhou and Shenzhen are two cities expected to have full TD-LTE coverage of their urban areas at its early stage.

Network Architectures

Back in 2006, the Ministry of Information Industry announced that Time Division-Synchronous Code Division Multiple Access (TD-SCDMA) would be the country’s 3G standard. The ministry is the primary regulator of communications not merely telecommunications but radio, film and television too. A year after, they approved European WCDMA and American CDMA2000 standards for use in 3G networks and set the target to deploy it before 2008 Beijing Olympics.

In 2009, the ministry gave its regulatory nod by assigning TD-SCDMA licenses to China Mobile, W-CDMA and CDMA2000 1xEV-DO to China Unicom and China Telecom respectively.

Alcatel-Lucent, Cisco, Ericsson, Nortel and Siemens are acknowledged as the leading international suppliers of their network equipment.

Mobile Phone Brands

The story starts after joining WTO, during which China signed the Information Technology Agreement (ITA) seven years ago. This eliminated tariffs on all information technology products, including wireless handsets. One of the consequences is that foreign handset makers have no tariff barriers limiting their sales in China. Nokia, Motorola, Samsung, Sony-Ericsson were the top brands that dominated at that time.

The country itself has been a place where mobile phone manufacturers source most of their production. Almost all of mobile manufacturing contracts are in China. You can name it: Nokia, Samsung, LG, Motorola, Philips, BlackBerry, Apple — all are made in China. In 2011 alone, 550 million handsets, using either GSM or CDMA technology, were produced in China. 404 million units were exported. It accounted for 52% of the production across the globe that year.

BBK, Haier, Kejian, Konka, Lenovo, Meizu, Ningbo Bird, TCL, Xiaomi, TCE and Huawei are the nation local players. As a side note for Huawei, they have been recently selected as the most admired companies in Asia-Pacific by Fortune Magazine. As of writing, Samsung, Nokia, HTC, Motorola and Apple are the leading smartphone brands ranked by attention rate.

Apple has yet to tap the market, although China Mobile has stated that it has over 10 million unofficial iPhone users on its network. Again, the announcement of TD-LTE implementation will be significant, as the iPhone is not currently available on this 4G standard due to incompatibilities. Other principals — like ZTE, which recently announced two Android 4.0 phones – are reportedly waiting for more efficient LTE chipsets to become available, as well as for LTE networks to mature before launching LTE-equipped devices.

According to ZDC, last year’s mobile phone price trends in the China are as follow.

Mobile Phone Price Trends in the Chinese Market 2011

According to the same source, 3.3 inch to 4.0 inch mobile phone screen sizes are the first choice among the users, accounting for 41.3%, followed by 2.9 inch to 3.2 inch with 25.1%.

Retail Outlets

Mobile phones are sold via stand-alone cellular stores, department stores and home appliance chain stores. Only few of them are sold online. There are about 90,000 dedicated retail phone stores, which are rapidly expanding from the cities to the more rural regions to reach more consumers.

Wrap Up

The market will continue to grow, driven by increasing purchases of high-end smartphones with advanced features in urban coast areas, combined with increasing penetration of lower-cost handsets in rural regions.

Moreover, the forthcoming launch of the 4G LTE standard in 2014 is very well anticipated, as operators are keen to move beyond their existing networks to cope with the upsurge in data and voice load. This is likely to trigger another wave of handset purchases, as existing users upgrade to phones that leverage the broadband network’s ability to provide better quality of service in mobile audio, video, games, and data.

As published in TechWireAsia: http://www.techwireasia.com/2733/an-in-depth-analysis-of-chinas-mobile-phone-market/

Mobile Devices Now More Popular Than TV Globally. How About Your Country?

According to a recent survey released by InMobi, half of Singaporeans rely heavily on mobile devices to access the Internet, with 29% finding relevant products and services nearby, and 47% using their handsets as  primary medium influencing their purchasing decisions. This is good news for mobile advertising networks, with 71% of surveyed users say they are comfortable with mobile ads.

Visitors walk by a billboard of Samsung Electronics Galaxy Note at the firm’s headquarters in Seoul, South Korea, in this file photo. Mobile devices like smartphones and tablets have surpassed TV as the primary means of accessing content in Asia and around the world. (AP Photo/Lee Jin-man)

Ease of use (50%), availability (38%) and privacy (31%) are key drivers behind the increase of mobile web usage, which is driven by social media, entertainment and email. InMobi’s network data report reveals that theSingapore mobile ad market grew by 30% to over 469 million ad impressions in Q3 2011.

According to the report from the same source, Apple is definitely a favorite in Singapore, with six devices, including the iPad and iPod, on the top 20 list of mobile devices. Even though iOS continues to lose share to Android, Apple’s platform still dominates the market by 44%, followed by Android with 31% andRIM with 9% share.

In Indonesia, a study involving 1,077 respondents shows around 82% using their mobile as the exclusive means of accessing the web. 24% of their time was spent for social media activities, and another 20% for entertainment such as music and videos. This market consumes media is 36% of the time using their mobile device, while they only watch TV 27% of the time. In Malaysia, the figure is lower. From 1,091 mobile users polled, 27% spend their time on mobile, slightly higher than 26% on TV. For this market 57% say mobile devices are their primary means to access the net.

A similar trend is prevalent in India. 72% of internet users in the nation use their mobile as their primary means of accessing the web. India has outscored others in the Asia-Pacific region, such as South Korea, Singapore andAustralia, in terms of mobile centricity, a measure of relative importance of the mobile phone compared to other media. Here, mobile internet users spend 33% of their media time on mobile devices — higher than any other media, including TV which received 27% of users’ attention. The survey was conducted in 18 markets across the country involving 2,200 respondents that spent an average of 94 minutes per day on their mobile phone for content consumption, excluding time spent for SMS, voice and video calls.

In A Global View of Mobile Advertising, an earlier report published by the world’s largest independent mobile advertising network partnered withComScore, 69% of Asians were comfortable with receiving mobile ads while over 54% were ready for customized/personalized advertising. It highlighted changing consumer attitudes towards advertising and made some key revelations about the smartphone market in Asia. This certainly is good news for mobile app developers, who look to monetize their apps through ads. And it represents the changing notion among consumers — ads are no longer seen as intrusive and not helpful.

How does it look globally? InMobi unveiled its comprehensive global Mobile Media Consumption Q4 2011 Survey at the Mobile World Congress in Barcelona last week. Mobile devices have surpassed TV in terms of time spent with 27% compared to 22%. The other notable point is that social networking (they did it again!), entertainment, and search are the top three mobile media activities among mobile web users. 66% are comfortable with mobile ads.

On the findings, InMobi CEO and Founder Naveen Tewari highlighted how mobile devices are redefining how users consume media

[W]e will continue to see these trends rapidly accelerate as consumers rely ever more heavily on their mobile device. While the opportunities to exploit mobile media remain strong, the stakeholders across the industry will be confronted with ongoing questions and challenges which need to be addressed in order to meet the growing expectations of the customer.

Increased mobile usage and time spent on mobile devices is brought about by the need to stay online, connected and informed while on-the-go. It opens an opportunity for advertisers to significantly increase the impact of their existing advertising efforts and gain access to a bigger audience.

As published in TechWireAsia: http://www.techwireasia.com/2197/mobile-devices-now-more-popular-than-television-globally-how-about-your-country/