Andi S. BoedimanCreative Industry Evangelistandisboediman@gmail.comwww.ideonomics.com

Creative Industry Perspective and Trend in

INDONESIA

Creative Industry in Indonesia

Creative Industry in Indonesia

US$ 8.7 billion 9th biggest in Indonesia

4.5 million worker 7th biggest in Indonesia

1.5 million companies 6th biggest in Indonesia

Source: Ministry of Trade

Creative Industry in Indonesia

Source: Ministry of Trade

Indonesia is a Distribution

Nation

Indonesia is a nation of about 17,500 islands in South East Asia, and the world’s largest archipelagic state. With a population of 237 million, it is the

world’s fourth most populous country and the most populous Muslim-majority nation.

Thus, Indonesian challenge and strength is: population & geography. Distribution is a major factor to successful business.

Distribution Model

Media Distribution Biggest Player Numbers

Book Bookstore Chain Gramedia 100 stores

Music Music Store Chain Disctarra, KFC

Film Cinema Chain Cineplex, Blitz Megaplex 30 cities

Internet Internet Cafe (Warnet) 10 - 12 thousands

Mobile Telco Telkomsel, Indosat, XL 120 million users

Game Game Center 2.5 - 3 million players

Comic & Manga

Manga Market in Indonesia

1.5 million comic/month

about 100 titles

Manga has become one of fastest growing consumer industries, and Indonesia is now one of the biggest manga markets outside of Japan. Manga in Indonesia is published by Elex Media Komputindo, Acolyte, Level Comic, M&C and Gramedia, and has greatly influenced Indonesia's original comic industry.

Music

CD sales slump

Ring Back Tone

Music Industry

Ring Back Tone (RBT) lagu-lagu Samson by Universal is the best selling RBT in the world with 11 million users.

Kenangan Terindah songs from the album contribute 4 million RBT users, followed by Disusul Bukan Diriku with 2 million RBT users.

KFC release KFC Music Hit List that is offered in all KFC Outlet. Juliette is one of the best selling music.

Not just Chicken!It’s Music Distribution

Film

Indonesia Film Industry

Source: Interview with Shanty - Jiffest Director

21 Cineplex is at 30 major cities and dominates imported film

Blitz Megaplex is a new player targeting the higher end market

some of the most successful film in Indonesia, with 1 - 4 million viewers

Animation &Content Industry

TelevisionTV Series

MovieFeature filmMerchandise

Toys, MerchandiseTV Series, film,

comic, etc

ComicsTV Series, film,

comic, etc

MobileGraphics, Wallpaper,

Rich Content

Real EstateArchitecturalVisualization

IndustrialRapid Prototyping,

CAD

OutsourcingCAD, games,

TV Series

AdvertisingTv commercials

GamesArcade, Java,

Console, PC Game

NOIP Commercialization

POTENTIALIP Commercialization

Internet

Internet User

Subscriber User (in thousands)

Source: APJII

the most visited site in Indonesia are community & news

kaskus.us is community detik.com is a news portal

kompas.com is a news portal kapanlagi.com is an entertainment portal

Kaskus

Detik

Kompas Kapanlagi

news

Friendster Facebook

community

Ticket

Retail Book

goods & merchandising

Advertising as Business Model

Games

Classified Images, Music

digital content

Ecommerce as Business Modelepayment

platform

US $5-8 million

Mobile

Mobile Phone User approximately 127 million subscribers106 million GSM + 11 million CDMA

Source: Postel

Mobile• 90% is a prepaid user, about US $ 1 billion/year

• Mobile content including quiz, SMS subscription, chat, religious content

• Some of the biggest player is Kode Jawa, Infokom, Kapanlagi, Elasitas

• Ring Back Tone is a US $ 200 million/year

• Mobile Channel is popular in Indonesia:

– More than 220,000,000 SMS traffic/day

– More than 150,000 MMS traffic/day

– More than 32,000,000 mobile content download/day

Call for action from a Billboard or Print Ads :• Audience can send SMS to get

more information about the product

• Can be enhanced with short quiz (questions related to product knowledge) and data mining

Case Study :Nutrifood – HiLo Campaign

Who have higher risk to get Osteoporosis? Audrey, the secretary? Or Felly, the air stewardess? Audience can answer via SMS.

Most audience answered that Audrey will have higher chance of osteoporosis by stereotyping that secretary are mostly sitting in desk and answer telephones, while stewardess will live an active live by serving in the airplane. While actually, air stewardess have higher chance of osteoporosis due to the exposure to air pressure in higher altitude.

Cwex Corner

A cross media communication campaign combining TV, Web & Mobile to built community and loyalty of Kotex customers.

Activities initiated , includes :- SMS Quiz- SMS Voting- SMS Club (Subscription / News Alert)- SMS Tips / Horoscope- Mobile content download (ringtone/wallpaper/games., etc.)

Customer Loyalty & Retention Program

Low ValueContent

High ValueContent

Mobile Content Transition

QuizSMS subscription

CommunityMusic

Gamesetc.

Games & Animation

Ragnarok was a major trend in MMORPG.In Indonesia, published by LYTO.

Audition is the leading games, published by Megaxus in Indonesia.

Advertising

source: Bullit Sesariza

Arcade Game

source: Bullit Sesariza

Outsourcing

source: Bullit Sesariza

PC Game

Mythic Perspective Indonesia focus on developing Inspirit Arena as MMOG with their own 3D engine.

Mobile

source: Bullit Sesariza

Castle animation's newest 3D animation project is : Grandpa Jake. The 11 minute TV series is based on a successful children book published by Aurora, Switzerland. In this project Castle is working together with an award winning director Robert Fernandez and a senior 3D animation director Phil Brathen.

Television

Sing to the Dawn started as an award winning books and adapted into Computer Graphic Animated Feature Film by Infinite Frameworks that is a joint collaboration between Indonesia and Singapore.

The story is happened when a girl wins a scholarship competition, a young Thai village girl faces the hostility of her brother who places second and her father who feels the city school is no place for a girl.

CreativeEducation & Community

Creative Industry School in Indonesia

Graphic Design 60 schools, 12 thousand studentsProduct Design 30 schools, 2 thousand studentsInterior 30 schools, 3 thousand studentsArchitecture 180 schools, 23 thousand studentsInformation Technology 900 schools, 200 thousand students

Source: Ministry of Education

Students Portfolio

Source: Herman Pratomo – FGD

Foto: Rico Halim – FGD

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Thank YouAndi S. BoedimanCreative Industry Evangelistandisboediman@gmail.com

www.ideonomics.com