LinkAja Business Models Strategy Development Using BMC Approaches

Abstract

In the first quarter of 2019, there was an increase in the value and the volume transaction on
electronic money transactions in Indonesia. The development of electronic money is directly
proportional to the high competition of companies engaged in the field of mobile payment.
LinkAja is a mobile payment application product that is representative of collaboration
between Telkomsel and the number of State-Owned Enterprises (SOEs). One of the keys to
success in facing competition is to develop continuously. Therefore, it is necessary to develop
the right business model to determine the optimal strategy in developing the LinkAja
application business. The objectives of this research are formulating and developing LinkAja
business models strategy. This result of this study proposed business model in the form of
improvement for each element of its business model including: elements (1) Customer
segments: Adding target customers to e-marketplaces and e-commerce, (2) Customer
relationships: Developing cooperation with LinkAja competitors, (3) Value Proposition:
Developing customer consulting services by providing training for using the LinkAja
application, (4) Key Activities: Developing collaboration with partners and competitors, (5)
Key Partners: Collaborating with the competitors such as Gopay, OVO, FUND, etc., (6) Key
Resources: Using digital budget information systems to facilitate transparency of company
budgets, (7) Revenue streams: Upgrading fees for premium services, and (8) Cost Structure:
Research costs.