Page 44 - XL Axiata Integrated Anual Report 2020 ENG

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2020 Integrated Annual Report
MANAGEMENT DISCUSSION & ANALYSIS
• The number of XL Axiata subscribers grew to 57.9 million in 2020, rose by 35.75% over the last five years.
• Blended ARPU rose to
Rp36,000 from Rp35,000
ARPU XL AXIATA (thousand rupiah)
prepaid
postpaid
Blended
36
2020
in 2020.
SMARTPHONE PENETRATION
35 34 32 35
2016 2017 2018 2019
72% 63%
2016 2017
STRATEGIC OBJECTIVES
2018
2019 2020
In regards to the dual brand (XL and AXIS) strategy implementation, the Company made sure the brands stayed relevant in the face of new challenges in 2020, including the need to adapt to a new normal. One of the Company’s strategies to this end and to realize operational excellence was to accelerate the digital transformation of its business processes and operations
in serving both internal
and external customers: XL Axiata’s marketing and sales departments; XL customers in the white and blue collar segments; AXIS’ Youth customers; and the Enterprise segment.
To maintain seamless product and service distribution
Undeterred by the COVID-19 pandemic, XL Axiata continued providing its range of services to customers across all segments. The unprecedented challenge motivated the Company to ramp up its service quality and meet customers’ expectations, as well as to mobilize sales. To identify and map customers’ demands in every segment, the Company utilized digital omnichannel customer value management (CVM). Introduced in 2018, this innovative platform gives the Company an edge in product and service development, ensuring that each new offering fits the distinct characteristics of every customer segment.
amid the large-scale social restrictions (PSBB) caused by the pandemic, the Company adapted, among other ways, by focusing the sales of starter packs and data plans on online retail outlets (ROs) and on online platforms, and by bundling some offers with free-of-charge delivery under certain terms and conditions.
The Company also closely observed and mapped product availability and optimized cash management in traditional ROs to further mitigate the impacts of COVID-19.
Finally, the Company expedited the implementation of its long-term distribution strategy underpinned by the philosophy that “anyone can sell” and by
PT. XL AXIATA TBK
TRANSFORM FASTER TO EMERGE STRONGER – GIVING BACK TO THE NATION
86% 80%
89%
• Smartphone penetration among subscribers increased by 89% in 2020, up 250 basis points over the last five years.
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