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Indonesia 2015 | Brand Profiles | 15 | XL

Company: XL Axiata Tbk PT

Brand value: US$1,032 million

Headquarter city: Jakarta

Industry: Telecom Providers

Year formed: 1996

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 benefits 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 first female CEO. XL is part of Axiata, which owns Celcom in Malaysia, M1 Singapore and SIM Thailand. XL posted a first-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 Bursa Efek Indonesia, and is 67 percent owned by Axiata Group and 33 percent owned by the public.