Recently, I had the privilege of having a dinner meeting with Pak Arief Yahya, former Minister of Tourism of Indonesia, CEO of Telkom and a renowned business leader. The conversation was filled with valuable insights, strategic perspectives, and leadership lessons that are highly relevant in today’s rapidly evolving business landscape.
Strategic Thinking and Digital Transformation
Pak Arief emphasized the importance of strategic thinking in navigating industries undergoing transformation. Drawing from his experience in revitalizing Indonesia’s tourism sector, he shared how digital transformation was a crucial element in making Indonesia a globally competitive destination. His approach focused on leveraging technology, data analytics, and digital marketing to drive growth—principles that align closely with the initiatives we are implementing at Pos Indonesia Digital. This discussion reinforced my understanding of strategic thinking frameworks, including Strategy Situation Analysis, Strategic Formulation, Strategic Implementation, and Strategic Evaluation Control, which are part of his legacy during his tenure at Telkom.
The Power of Branding and Positioning
One of the key takeaways from our discussion was the significance of strong branding and positioning. Pak Arief explained how "Wonderful Indonesia" became a globally recognized tourism brand through a well-executed digital campaign. He highlighted that any business, regardless of industry, needs a clear and compelling narrative to differentiate itself. This lesson resonated deeply, as we continue strengthening Pospay’s positioning as a leading digital payment solution in Indonesia. His insights also aligned with my learnings on stakeholder management—how mapping, tailored communication, and strategic networking contribute to building a powerful brand presence.
Leadership in a Disruptive Era
Leadership was another focal point of our conversation. Pak Arief shared his perspective on the qualities leaders must possess to thrive in disruptive environments: agility, innovation, and a customer-centric mindset. He underscored the importance of staying ahead of industry trends, being open to change, and fostering a culture of continuous learning within an organization. These insights resonated with my previous studies on decision-making—where structured approaches, objective analysis, and strict adherence to protocols play a vital role in effective leadership during uncertainty.
Transformation at Telkom: The End of Flexi and the Birth of Wifi.ID
One of the most compelling leadership stories Pak Arief shared was his tenure as CEO of Telkom Indonesia, where he had to make a difficult yet strategic decision to shut down Flexi, Telkom’s CDMA service. At the time, this move was controversial, as it not only marked the end of a business unit but also impacted employees who had grown comfortable in their roles. The decision, however, was necessary to pivot Telkom’s focus toward a more sustainable and forward-looking business model—wireless broadband. This led to the birth of Wifi.ID, a key pillar in Indonesia’s digital infrastructure today. Pak Arief reflected on the challenges of being perceived as an "enemy" by those affected by the restructuring, but he emphasized that leadership requires making tough decisions for long-term growth, even when they are unpopular in the short term.
Inorganic Growth as a Driver of Success
Another fascinating topic we discussed was the role of inorganic growth in driving a company’s success. Pak Arief explained that businesses should not only rely on organic expansion but also explore strategic partnerships and acquisitions to accelerate growth. He categorized inorganic growth into three key stages:
- Co-Marketing – Establishing brand collaborations and joint marketing efforts to expand reach and enhance brand value.
- Co-Operation – Engaging in deeper business synergies such as technology sharing, service integration, or operational alliances to optimize efficiency and market expansion.
- Co-Investment – Taking strategic equity stakes or mergers and acquisitions to strengthen competitive advantage and achieve scalability.
This approach resonated strongly with my leadership role at Pos Indonesia Digital, where we continuously explore partnership-driven growth strategies to enhance our digital payment, channel aggregation, and digital solutions portfolios. It reinforced the idea that sustainable business growth often comes from a balanced combination of organic and inorganic strategies.
Collaboration and Ecosystem Development
Another crucial insight was the role of collaboration in achieving sustainable growth. Pak Arief stressed that businesses should not operate in silos but rather build strategic partnerships to expand their ecosystem. This aligns with our vision at Pos Indonesia Digital, where we actively seek partnerships to enhance our digital solutions portfolio. His perspective also echoed the lessons I gained from my mentoring session with Pak Hexana T Sasongko, where we discussed the importance of stakeholder engagement and ecosystem synergy in driving business success.
Pak Arief also expressed his expectation that Pos Indonesia Digital (formerly PT Pos Finansial Indonesia) should establish a strategic partnership with a major player such as Telkom or Telkomsel before going public (IPO). Such a collaboration would not only strengthen our market positioning but also provide a solid foundation for long-term sustainability and competitive advantage in the rapidly evolving digital landscape.
Oligopoly in the Media Industry
During our discussion, we also touched upon the changing landscape of the media industry, particularly the increasing dominance of a few key players. Pak Arief highlighted how the Indonesian television sector is evolving into an oligopoly, where only two major players—MNC and Emtek—are expected to dominate the market. This trend reflects the broader consolidation happening across industries, where digitalization, content ownership, and market power are becoming concentrated in fewer hands. As businesses navigate this shift, understanding the implications of media control and its impact on advertising, audience reach, and public perception will be crucial for any organization aiming to build a strong digital presence.
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