The business model development of e-money services in Indonesia

In order to create “less cash society”, since 2014 Bank Indonesia has launched Non-Cash National Movement (Gerakan Nasional Non-Tunai) to increase people's awareness in using non-cash payment instruments. Currently, only around one-third Indonesian own bank account which was relatively low compared to cellular phone penetration that reached 123.1% in 2014. Based on this fact, Telkomsel launched its mobile money, T-Cash Tap, so that customers can do financial transactions using mobile phones. However, in its implementation, mobile money in Indonesia still has some issues, such as awareness, regulations, and low rate of industry attractiveness. The research was conducted to understand the business environment of T-Cash in Indonesia and to develop a business model for T-Cash Tap. Qualitative approach is used in this research through secondary data which taken from relevant reports, journals, and articles regarding mobile money. To support the qualitative data, a survey was conducted using questionnaires sent by mail to 130 Telkomsel's subscribers consist of 79 male and 51 female. Following the survey result analysis, a business model is proposed to be implemented by Telkomsel in aim to increase its mobile money usage.