New Product Launching Strategy

Abstract

PT. Ericsson Indonesia has been given the first opportunity to launch R190, the dual mode handset that can be used as a satellite-phone as well as GSM-phone. In order to "make it all happen", Ericsson has an agreement with PT. Pasifik Satelit Nusantara up until the end of year 2001. PT. PSN has the responsibility to provide the ACeS satellite network through Garuda I satellite which is deployed over the Asia Paficic region. R190 offers a solution for users who face a coverage problem. This product can be used anytime, anywhere, even in the middle of ocean. The calling cost is very competitive with a fixed rate that is much cheaper than the ordinary satellite phone and users will get benefit if using R190 to make an international call compared to GSM. In addition, R190 has also other facilities such as internet, facsimile, and e-mail that will enable people to communicate better.