Indonesia’s data center industry is growing rapidly in line with the nation’s accelerating digital transformation.
But behind this impressive progress lies a serious challenge: the lack of qualified sales and marketing talent in the data center sector.
This issue was discussed in the Nusantara Academy Podcast, hosted by Karina Saridewi, Director of WeNetwork, featuring two key speakers:
- Edi Sugianto, Director & Chief Commercial Officer of AREA 31, and
- Muhammad Rofik, Executive Vice President of the Wholesale Service Division at Telkom Indonesia.
Together, they explored how the growth of Indonesia’s data center industry creates major opportunities — and equally big challenges — for developing digital talent, especially in building sales teams capable of understanding both technology and business solutions.
Data Center Growth: Insights from AREA 31 and Telkom
According to Edi Sugianto, Indonesia’s data center expansion is driven by the rapid rise of digital activity — from social media to online financial transactions.
AREA 31 plays a key role in strengthening national digital infrastructure, preparing Indonesia for a data-driven future.
Meanwhile, Telkom Indonesia has been transforming its wholesale service division to expand into the data center business.
The reasons behind this shift include:
- Indonesia’s digital market potential is massive.
- Data center business margins are higher than traditional telecom services.
- Demand from cloud and OTT (Over The Top) platforms is soaring.
Both speakers agreed that data centers are no longer just “server storage facilities,” but the foundation of Indonesia’s digital economy.
Data Center Services and Ancillary Revenue Opportunities
Edi explained that while colocation — renting rack and server space — remains the core service, long-term sustainability requires developing ancillary revenue streams, such as:
- Cloud and managed services
- Disaster Recovery Center (DRC) and Business Continuity Plan (BCP)
- Energy optimization and cooling efficiency
- Hybrid connectivity and virtual office support
He emphasized that sales professionals shouldn’t just sell “space and power.”
They must sell value — how a data center helps clients improve efficiency, security, and overall business performance.
Sales & Marketing Strategies in the Data Center Industry
Unlike retail products, selling data center services demands strong business logic and communication skills.
Muhammad Rofik highlighted that a successful data center salesperson must translate client needs into tailored technological solutions.
“A true salesperson doesn’t sell products — they sell solutions,” said Rofik.
Meanwhile, Edi added that understanding basic technical concepts is crucial for building credibility with clients.
Sales teams should be able to explain:
- Power requirements (in megawatts)
- Cooling systems
Energy efficiency metrics like PUE (Power Usage Effectiveness)
Key sales & marketing strategies include:
- Studying each target vertical (finance, manufacturing, oil & gas, cloud, etc.)
- Offering solution-based approaches instead of product-based pitches
- Building long-term relationships since contracts typically last 3–5 years
Untapped Potential and Innovation in the Data Center Sector
Indonesia’s data center market extends far beyond colocation. Emerging opportunities include:
- Edge data centers for faster connections and lower latency
- Partnerships with global cloud providers and CDN (Content Delivery Network) companies
- AI infrastructure and data analytics centers, which are rapidly growing
According to Rofik, companies offering end-to-end solutions — covering infrastructure, security, and data management — will dominate the market.
The future belongs to those who can innovate continuously and align with clients’ digital transformation needs.
Talent & Skill Gaps: Comparing Indonesia to Other Countries
Both Edi and Rofik agreed that while Indonesia’s infrastructure is catching up fast, there remains a significant competency and mindset gap in sales and marketing teams.
Common challenges include:
- Limited technical understanding among non-IT sales staff
- Lack of confidence when engaging with technical clients
- Insufficient structured training for technical sales readiness
Countries like Singapore and Japan have long established strong talent development systems, including certifications and cross-industry training.
Edi emphasized that Indonesia needs similar collaboration among industry players, universities, and training institutions to prepare more professionals for the data center world.
Conclusion
The scarcity of sales and marketing professionals in the data center industry doesn’t signal a lack of opportunity — quite the opposite.
With Indonesia’s digital market growing rapidly, the country needs more professionals who can bridge the gap between technology and business.
For young professionals, this is the perfect time to learn, adapt, and grow with an industry that’s becoming the backbone of the digital economy.
As Edi Sugianto put it:
“A true salesperson can sell anything. Once you understand the ecosystem, the data center world isn’t as intimidating as it looks.”
Indonesia’s Data Center Talent Shortage: Strategies to Build a Skilled Workforce [Learn How]
For more details, listen directly to the podcast on YouTube Nusantara Academy and don’t forget to register for training by contacting https://wa.me/6285176950083
