iPhone vs Blackberry in Indonesia (3)

I really want to analyze these products furthermore by using SWOT, Porter 5 Forces, and etc. but it seems the analysis will look too formal. So in this final case study article of iPhone vs BlackBerry Bold in Indonesia i want to give conclusions and suggestions. My conclusions are:
1. Those products are competing in different segments, iPhone's target customers are high to premium class segments who want to have stylish mobile phone that reflects his/her personalities, love to socialize, and need mobile phone that offers high internet speed and a lot bandwith, while Bold's target customers are medium to high class customers that want to have compact mobile phone that offers internet availability in cheap costs, safe and easy to use so that they can connect with corporate data & info and their colleagues in work.
2. Basically those products are not the most advanced PDA or mobile phone, because there are more mobile phones or PDAs that have better specification than those two products, e.g HTC, Nokia E Series, etc.
I have some suggestions for Telkomsel:
1. Telkomsel shall focus iPhone's marketing programs and IMC on high to premium class social networks such as social gathering of wives of government officials and company directors ("arisan ibu golongan atas"), golf clubs, artists and actors' organization (PARFI, PARSI, etc.) gathering, and etc.
2. Telkomsel shall educate that high to premium class segment by introducing iPhone as easy to use, stylish, high tech, and prestigious mobile phone. Customers in that segment in Indonesia often don't know well how to use high technology gadgets; they have high tech gadgets but doesnt have experiences in trying some of their gadgets' high tech features.
3. Telkomsel shall try to offer iPhone to corporates especially to directors and managers. Those leaders shall not worry because iPhone like other Apple's products are not so susceptible to security threats such as viruses, worms, and etc.
I also have some suggestions for Indosat and other BlackBerry's service provider:
1. They shall continue to offer the gadget to corporate and try to offer BlackBerry to governments, and college students.
2. They shall offer usable applications and services for BlackBerry's users.
3. They shall conduct cooperations with other private corporations to offer discounts for BlackBerry's users, such as 10% discounts in restaurant A, 15% discounts of B airways tickets, and etc.

iPhone vs Blackberry in Indonesia (2)

In this second part let's analyze pricing and bundled service strategy of those two products (iPhone 3G and BlackBerry Bold) in Indonesia. Bold, like any other Blackberry offered by Indosat in two kind of packages: Matrix BlackBerry Retail/Individual (BIS) and Matrix BlackBerry Corporate (BES). BIS package is offered to customers in the range of 190 thousand, 230 thousand, and 270 thousand Rupiahs (approx. 19 USD, 23 USD, and 27 USD) per month. If individual customers choose package 190 thousand Rupiahs then customers can get GPRS minimum package of 50 MB per month, 75 minutes call, and 75 free SMS. If customers choose package 230 thousand Rupiahs then customers can get broadband package 500 MB per month and any services that offered in package 190 thousand Rupiahs, while the package 270 thousand Rupiahs offered unlimited broadband package. Those individual/retail Indosat Matrix BlackBerry packages offer 5% sale discount for each BlackBerry devices. Those packages can be compared with iPhone package that offered by Telkomsel. Telkomsel offers iPhone device for as cheap as 2.622 million Rupiahs (approx. 262.2 USD), while the cheapest BlackBerry in Indonesia is 555.5 USD.That iPhone package is Turbo Premium Package which customers must pay 730 thousand Rupiahs (approx 73 USD) per month and customers then can get 6 hours free talk, 300 free SMS, 1GB free data package per month, and HALO SIM card. If customers choose package for SIMPATI SIM card then customers shall pay 9.605 millions Rupiahs just to get iPhone device. Packages of Matrix BlackBerry for corporate (BES) are offered in the range of 260 thousand Rupiahs (features are the same with 190 thousand Rupiahs BIS package), 300 thousand Rupiahs (features are the same with 230 thousand Rupiahs BIS package), and 310 thousand Rupiahs (features are the same with 270 thousand Rupiahs BIS package). If customers want to have better GPRS data package then customers can choose to get 100 MB (+25 thousand Rupiahs/months), 250 MB (+50 thousand Rupiahs/month), or 550 MB GPRS package (+150 thousand Rupiahs/month).

From the details of Indosat BlackBerry and Telkomsel iPhone pricing strategy above, i can conclude that Telkomsel iPhone's target customers are high to premium segments with high income and need: higher internet speed (3G vs BlackBerry's GPRS), a lot more bandwith (Telkomsel offers 500 MB to 1 GB per month, while Indosat offers minimum 50 MB and maximum 500 MB per month), and social facilitation such as free talk and free SMS.
Yellow table shows Telkomsel packages that are offered for iPhone's customers while blue tables show Indosat packages for BlackBerry's customers:

iPhone vs Blackberry in Indonesia (1)

Blackberry has been a booming trend in Indonesia lately. That device is becoming more popular and more people buy it. Blackberry was introduced several years ago but the booming trend of it was started few months ago (or was it a year or two years ago? i forget the details). In the contrary iPhone was introduced by one of the biggest providers in Indonesia (Telkomsel) in 23rd March 2009. Those two devices are predicted to have tough competition amongst them. Let's analyze product specification, pricing strategy, and bundled services of those two products in Indonesia. In this first part let's analyze specification of each those products (Apple's iPhone and RIM's Blackberry Bold 9000).
Size and weights: iPhone is narrower (2.4" vs 2.6"), longer(4.5" vs 4.48"), thinner (0.48" vs 0.59"), and slimmer than Bold (4.7 oz vs 4.8 oz).
Navigation: iPhone applies touch screen while Bold applies trackball and QWERTY keyboard
Display: iPhone's screen (3.5" screen) is larger than Bold's screen.
Features: iPhone 3G offers 3G support, GPS, camera 2.0 MP, push email (mobileMe & Microsoft Exchange ActiveSync), desktop class web browser, built-in accelerometer so that iPhone can respond in it's user motion, and widescreen iPod. Bold offers those features too plus video recording and corporate data access (i dont know for sure what this feature is, if this feature is about sending data through push email then i think this feature is offered by iPhone too).
Battery: iPhone's standby time is 300 hours (approx. 12.5 days), while Bold's standby time is 13 days.
Capacity: iPhone offers 8GB or 16GB flash drive while Bold offers 1GB with expandable memory supports for microSD card.
Security: Bold offers more security features than iPhone.
Network: iPhone applies these networks: UMTS/HSDPA, GSM/EDGE, Wi-Fi, and Bluetooth, while Bold only applies networks: Wi-Fi, GSM, and UMTS.
From those product specification comparison, it seems that Blackberry position itself as secure mobile phone for corporate customers, while iPhone 3G position itself as stylish 3 in 1 product that redefines what mobile phone can do-again.
Credit of this picture goes to iPhone Blog (http://media.shinyplastic.com/prodimg/blackberry-bold-iphone-comparison.jpg).