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Company: XL Axiata Tbk PT 
Brand value: US$1,011 million
Year on year change: -2%
Headquarter city: Jakarta 
Industry: Telecom Provider 
Year formed: 1996 
XL is one of the biggest mobile SIM providers in the country and in the past year has been implementing a transformation strategy, “3R – Revamp, Rise & Reinvent” to improve profitability. It has been focusing on its more lucrative post-paid SIM card users, who tend to not only spend more but are also more loyal to the brand, and has launched the XL Prioritas service to better cater to these customers. The business has benefited from this sharper business focus, from growing demand for data and from growth in the number of consumers with a data-enabled handset.
In the past year, the company has extended its 4G coverage and is sharing the 4G network with Indosat Ooredoo in several cities so that high-speed services can be rolled out quickly to more parts of the country. XL is working on several mobile-based initiatives to improve people’s lives through connectivity, including M-Fish, to help fishermen and improve the efficiency of the maritime sector. Community projects include XL Future Leaders, now in its fourth year, a telecoms-focused development program for students, and XL e-Learn, which provides digital access to leadership-development resources.
XL’s advertising usually depicts ordinary people in everyday situations, though model and actor Dian Sastrowardoyo has become an ambassador for the brand. XL is part of Axiata, which owns Celcom in Malaysia, M1 Singapore and SIM Thailand. The company is listed on the Bursa Efek Indonesia, and is 67 percent owned by Axiata Group and 33 percent owned by the public.