Page 91 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Top 50 BRAND PROFILES
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COMPANY XL Axiata Tbk PT BRAND VALUE US$ 1,032 million HEADQUARTERS Jakarta INDUSTRY Telecom Providers YEAR FORMED 1996
Phone network in fresh push for business customers
Mobile network relaunches with ‘can do’ approach
Mobile network provider XL is the second-largest provider
of SIM cards in Indonesia and recently rebranded under the slogan Sekarang Bisa, ”Now We Can”, with a new logo and cross-platform advertising campaign focused on its new 4G service. Its television commercials and digital storytelling, #4Goodness, highlight the emotional beneits of having a 4G phone service, freeing up time to do other things. XL bought out smaller rival Axis last year, which has also been given a brand overhaul since then.
XL Axiata made headlines earlier this year when it named Dian Siswarini its irst female CEO. XL is part of Axiata, which owns Celcom in Malaysia, M1 Singapore and SIM Thailand. XL posted a irst-quarter loss in 2015 despite steady revenue, due to a weakening rupiah and costs associated with the purchase of Axis. The company is listed on the Indonesia Stock Exchange, and is 67 percent owned by Axiata Group and 33 percent owned by the public.
Indosat is one of Indonesia's largest telecommunications networks and services providers, ofering pre-and post-paid mobile services, ixed line phone lines and internet. It is priced to appeal to a wide audience – it is pitched between the economy and premium alternatives,
and regularly receives industry awards for innovation and customer service. Its mobile services under the IM3 brand have strong appeal among
the young, and generate most of Indosat’s revenue, while Matrix and Mentari cater to a smaller number of high-end customers. In partnership
with Hong Kong’s PCCW, the company launched its own Android app store, i-Aplikazone, in May 2015, ofering exclusive access to a range of apps.
It has launched new phone and airtime bundles aimed
at business customers, and is collaborating with Facebook on
the Free Internet for All project Internet.org, to give wide access to basic internet services such
as news, education, and health information. Marketing activity includes the Indosat Community Festival, which brings together people with diverse interests in zones dedicated to such things as sports, creativity, gadgets, and automotive.
The company started out as
a foreign-owned company, and in 1980 became the irst international company wholly acquired by the Indonesian Government. The Indonesian government retains a stake in Indosat, but the majority of shares are now held by Qatari company Ooredoo, and the remainder of the company is owned by the public. Indosat is listed on the Indonesia Stock Exchange and the New York Stock Exchange.
COMPANY Indosat Tbk PT BRAND VALUE US$ 1,012 million HEADQUARTERS Jakarta INDUSTRY Telecom Providers YEAR FORMED 1967