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18 XL


Company: XL Axiata Tbk PT

Brand Value: US $891 million

Headquarters: Jakarta

Year On Year Change: 11%

Industry: Telecom Providers

Year Formed: 1996

XL is one of the biggest mobile networks in the country; XL’s 4G-LTE service now spans close to 100 cities and districts across Indonesia, and the network had 38.3 million smartphone subscribers at the end of 2017 – an increase of 32 percent in the past year. The business has a total of 53.5 million subscribers. It has been investing in new transmitters over the past year, and its data services are now accessible by 93 percent of the Indonesian population. The brand has been working to make technology more accessible to young people, through a range of programs including its 7th Future Leaders program for students, the XL Axiata Youth Leadership Camp, and online training for teachers. Last year, XL launched a program through which customers could donate their unused data allowance each month to schools across the country, and through a partnership with the Directorate of Elementary and Secondary Education now connects more than 400,000 students to high-speed internet. The brand targets young consumers, presenting aspirational celebrities, often in humorous scenarios. New ambassadors to join the brand in the past year include actress Tara Basro and singer-songwriter Maudy Ayunda. The TV presenter Hamish Daud is another famous face for the brand. Through its AXIS brand, acquired in 2013, the business is the main sponsor of the mobile gaming festival KASKUS Battleground, and XL has won a range of PR and marketing awards this year. XL is working with YouTube and tech producer Evercoss on a new smartphone aimed at the youth market. There is also a range of new packages, including the “Super Ngobrol Baru” pack, featuring unlimited calls, texts and internet access, and five new package options for post-paid XL Prioritas subscribers, so users can select the combination of benefits that best meets their needs.