Exploratory Study of Metaverse in Business in Indonesia Using Scenario Planning Approach (Metaverse Case Study in Digital Business & Technology Division PT Telkom Indonesia)

Abstract

The Metaverse, as the next step after the internet (Web1) and Social Media (Web2), gained attention after Facebook rebranded to Meta in 2021, signaling a focus on its development. While still in its early stages, with limited business applications beyond marketing, this research explores potential metaverse scenarios in Indonesia through PT Telkom’s Digital Business & Technology Division. Using the TAIDA method and a qualitative approach with primary interviews and secondary data, the study highlights Indonesia’s strong potential for metaverse growth, driven by internet adoption, VR/AR technology, cryptocurrency, and government support. Key uncertainties include low adoption, early-stage development, and unclear regulations. Four business scenarios are analyzed, focusing on promotion inefficiency, digital gaming interest, cybersecurity concerns, and potential platform discontinuation. Business scenarios encompass a booming metaverse, metaverse as a game, metaverse as a virtual world threat, and social media dominance. Scenario 1 analysis reveals PT Telkom’s focus on developing metaverse with risks related to promotional inefficiency. Scenario 2 involves developing metaverse’s digital game with the risk of low public interest. Scenario 3 emphasizes cybersecurity with risks related to societal disinterest. Scenario 4 envisions discontinuing metaverse with risks tied to customer misunderstanding. The primary objectives target awareness, cybersecurity, and customer understanding while ensuring platform reliability and regulatory guidance.