Page 32 - XL Axiata Integrated Anual Report 2020 ENG

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2020 Integrated Annual Report
MANAGEMENT REPORTS
accessed via smartphones. According to the APJII survey, 73.2% of respondents rely on smartphones, and cellular operators have become the primary choice to get connected for 97.1% of respondents. This data also showed growth opportunities in markets outside Java. It is in line with a statement from the Indonesian Telematics Society (MASTEL) that indicated more than 70 million Indonesians are without internet access, with some of them outside of Java. Also, there are opportunities to expand the coverage of fixed broadband services and increase smartphone penetration.
Considering the conditions mentioned above, the Company chose to remain optimistic amid these challenging situations and focus on the various opportunities that exist, both new opportunities and opportunities to improve the services we already have. We are ready to support the development of a digital society as the Strong #2 cellular operator while continuing our journey to become a fully converged industry player. We also continue to support the Indonesian people in this trying time while preparing the organization to welcome a new future after the pandemic.
STRATEGIC OBJECTIVES
In the long term, our main strategy is to achieve operational excellence to become the first fully Converged Digital Player in the Indonesian telecommunications industry. To achieve this vision, we set short- and medium-term goals that include digitalizing the mobile business
and increasing our broadband presence. The realization of the first goal means digitizing our brand, namely XL, including Prioritas and Axis. We offered a digital distribution model, increased the utilization of digital advertising, and digitalized customer service. The Company’s digitalization strategy is in line with the needs of today’s society. Consumer behavior and preferences in interacting with various types of services have changed drastically because of Covid-19. We believe this change will last even after the outbreak ends. In terms of our presence in areas outside Java, our attention to the ex-Java market started in 2016. We are confident that we will continue to record growth outside Java, thanks to the Company’s infrastructure readiness.
Furthermore, to expand our market share by better meeting customers’ needs, we carried out various programs throughout 2020. Under
the XL brand, we launched the XTRA Unlimited Turbo in March 2020. This package was designed for prepaid customers and aimed to help them stay connected at high speed to the leading applications after the main quota runs out. We also offered educational and video conference packages to support work and study from home at affordable prices starting from Rp1,000. As well as a response to prepaid customers’ needs for more cost-friendly products, we provided a range of products with shorter validity periods.
For XL PRIORITAS customers, in early 2020,
we launched our latest innovation, PRIO Flex, a top-up balance feature that enables customers
to buy booster packages and pay service usage bills. Then, in April, we launched a special booster package for PRIORITAS customers, PRIO Booster Bekerja & Belajar (Work & Study), which aimed
to accommodate the needs of families to do activities from home. In September, we again strengthened our main PRIORITAS product and launched myPRIO X Unlimited, a monthly package, and the New myPRIO Deal, which is bundled with the purchase of a device.
Meanwhile, the AXIS brand continued to strengthen and refine its proposition to be a leading brand for Indonesia’s youth. AXIS’s focus on digital services and its customer-focused policies have made AXIS a reliable operator among young people. To support students’ educational needs, AXIS launched data packages specifically for educational purposes. Also, committed to ensuring continuous connectivity, we launched the economical Warnet (Internet Café) packages that have a validity period of one hour to enable young people to keep accessing the data services they need. AXIS also expanded its partnerships and now has more than 80 partners from the content and gaming provider industry. These partnerships have allowed AXIS to complement its portfolio
of services for targeted segments. Furthermore, AXIS’s digital campaign “Kompak Walau Berjarak” (Remain Solid Despite the Distance), which organized activities such as online campuses, e-sport tournaments, and digital music events,
was considered one of the most successful digital campaigns in the industry.
We also expanded partnerships with content providers, such as Vidio.com and Netflix, for XL HOME customers. For the Enterprise segment, we strengthened collaboration services, Cloud Services, and the Internet of Things to answer
PT. XL AXIATA TBK TRANSFORM FASTER TO EMERGE STRONGER – GIVING BACK TO THE NATION