Published on January 18, 2009
Creative Industry Perspective and Trend in INDONESIA Andi S. Boediman Creative Industry Evangelist email@example.com www.ideonomics.com
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
Source: Ministry of Trade Creative Industry in Indonesia
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 10 - 12 Internet Internet Cafe (Warnet) thousands 120 million Mobile Telco Telkomsel, Indosat, XL users 2.5 - 3 million Game Game Center 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.
Ring Back Tone Music Industry CD sales slump
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.
Not just Chicken! It’s Music Distribution KFC release KFC Music Hit List that is offered in all KFC Outlet. Juliette is one of the best selling music.
Indonesia Film Industry Source: Interview with Shanty - Jiffest Director
Blitz Megaplex is a new player targeting the higher end market 21 Cineplex is at 30 major cities and dominates imported film
some of the most successful film in Indonesia, with 1 - 4 million viewers
Mobile Graphics, Wallpaper, Rich Content Comics Advertising TV Series, film, Tv commercials comic, etc Real Estate Toys, Merchandise Animation & Architectural TV Series, film, Visualization comic, etc Content Industry NO POTENTIAL IP Commercialization IP Commercialization Movie Industrial Feature film Rapid Prototyping, Merchandise CAD Outsourcing Television CAD, games, TV Series Games TV Series Arcade, Java, Console, PC Game
Internet User Subscriber User (in thousands) Source: APJII
kaskus.us is community detik.com is a news portal kompas.com is a news portal kapanlagi.com is an entertainment portal the most visited site in Indonesia are community & news
Kaskus Ticket goods & community merchandising Friendster Facebook Book Retail US $5-8 Advertising as Ecommerce as Business Model Business Model million epayment platform Images, Kompas Kapanlagi Classified Music digital content news Detik Games
Source: Postel Mobile Phone User approximately 127 million subscribers 106 million GSM + 11 million CDMA
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
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. 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
Customer Loyalty & Retention Program 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.)
Mobile Content Transition Low Value High Value Content Content Community Quiz Music SMS subscription Games etc.
Games & Animation
Ragnarok was a major trend in MMORPG. Audition is the leading games, published In Indonesia, published by LYTO. 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
Television 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.
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.
Creative Education & Community
Creative Industry School in Indonesia Graphic Design 60 schools, 12 thousand students Product Design 30 schools, 2 thousand students Interior 30 schools, 3 thousand students Architecture 180 schools, 23 thousand students Information Technology 900 schools, 200 thousand students Source: Ministry of Education
Source: Herman Pratomo – FGD
Foto: Rico Halim – FGD
FGDexpo2009 INTRODUCE YOU... the FGDexpo2009 STORYTELLER
Thank You Andi S. Boediman Creative Industry Evangelist firstname.lastname@example.org www.ideonomics.com
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