TEMPO.CO, Jakarta-Chairman of the Commission for the Supervision of Business Competition (KPPU) Muhammad Syarkawi Rauf has his say on advertising campaign of PT Indosat Tbk cell phone operator that attacks its competitor PT Telkomsel.
In the advertisement, nine women were holding banners and posters bearing the words, among others, “I have proved it; I have made a call to Telkomsel for Rp1/second” and “Only by IM3 Ooredoo you can make a call for Rp1/second. Telkomsel? Impossible.”
Syarkawi said that he will view the advertisement campaign on two aspects, namely the unhealthy competition and consumer protection.
In relation to unhealthy competition, he said that his office will study the possibility of a predatory pricing, a pricing strategy where a product or service is set at a very low price, intending to drive competitors out of the market.
Furthermore on consumer protection, Syarkawi said that he will see whether or not the advertisement has harmed consumers. “Some kind of misleading advertisement,” he said. He went on to say that such an advertisement suggests low tariffs of phone call which was not true.
On the advertisement campaign KPPU admitted it has not received complaints from any party. However, it will soon take a closer look on the issue. “We will see, I’ll have it studied,” Syarkawi said.
Earlier, President Director of PT Indosat Tbk Alexander Rusli has called on his employees to fight for better condition of the industry. He also called on his employees to provide the best service for customers despite monopolistic practice of buying all Indosat products up and threat against Indosat outlets from operating.
Whereas Vice President Corporate Communications PT Telekomunikasi Seluler (Telkomsel) Adita Irawati has declined to make any comment on the image of Indosat attacking Telkomsel products. She said that her side will have to confirm the authenticity of the image.
BAGUS PRASETIYO