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Determining Business Model for Indonesia Mobile Operators to Reach The Growing Emerging Market in Internet Prepaid Card User

The objective with the research at hand is to provide mobile operators with a business model proposal for mobile internet in emerging markets. To achieve this goal we have carried out an end user analysis on the consumer needs and demands in emerging markets. Here we have mapped out the requirements that end users have to mobile internet. Next, we have conducted a marketing analysis to identify the marketing aspects of mobile internet for mobile operators. The findings from our end user analysis and marketing analysis have been combined into our business model discussion. Our analysis shows that we basically see two different user segments in emerging markets. The first segment can only afford a basic handset with browser access, while the other middle class segment has higher income power and an IT literacy level necessary to smartphones. In the business model proposal, we suggest IT learning activities for the lower segment to beat the IT literacy lack. We also suggest services to be tailored to local contexts.