Telkom SLI 007 is one of PT Telkom Indonesia product to make an international call directly. This product is facing its decline phase according to product life cycle process. People start to leave SLI and even do not know this product. However, this product can still give revenue for PT Telkom. But, that revenue shows declining trend from over previous years. Innovation is needed to create more value for SLI 007 and extend the life of this product.
Aim of this research is to identify the factors that can influence the decline of SLI 007 and determine the innovations that are suitable and can be done for this product. This research uses qualitative and quantitative method. Qualitative data is collected from interview with Manager Regional Wholesale Service Telkom Regional 3 and observation in PT Telkom. Quantitative data is collected through questionnaire from 70 respondents. Secondary data is collected from annual reports, journals, and books that support the research. Frameworks that used in this research are product life cycle framework and synergic innovation management model.
Decline of SLI 007 is caused by several factors. First is because the product has entered its mature stage. Second cause is less intensive marketing process from PT Telkom for this product. Third is caused by the characteristic of customers. Low switching cost and niche market makes this product has little sales. Last factor is caused by other products that use newer technology for their products, for example the usage of internet. Innovations that are proposed for SLI 007 are change the packaging of SLI 007 and create attractive user interface for this product, partnering with VoIP (Voice ove Internet Protocol) provider to create better service, and sell SLI 007 in bundle with other Telkom services.