Page 45 - XL Axiata Integrated Anual Report 2020 ENG

2020 Integrated Annual Report
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unlimited distribution. Without any certainty as
to when the pandemic will subside, the Company strengthened this strategy and its various aspects, from the sales force and sales channels, to the integration of sales partners with digital platforms.
PERFORMANCE SUMMARY
To respond to the pandemic and heightened competition, the Company’s consistent dual brand strategy and agility ensured that its commercial performance remained solid in 2020. The increases in subscribers, average revenue per user (ARPU), and smartphone penetration affirmed the effectiveness of that strategy.
To stay ahead of competitors in the prepaid
XL’s white collar and blue collar segments, the Company has decided to focus on digitization
as a point of differentiation. Consistent with this strategy, efforts were made to enhance and relaunch our MyXL App in order to develop a unique differentiator focussed around customer experience. The app now gives its users the
best offers, exclusive products and an optimized customer through a brand new user interface. With the new MyXL, Monthly Active Users (MAU) rose by 102.3% and consumer engagement in social media increased by 38.7% in 2020.
In response to the challenges of the “New
Normal” XL also introduced a series of new products to better serve our customers. The
Xtra Unlimited Turbo proposition was introduced to help customers stay connected during these unique times. This first of its kind unlimited
feature ensured that our customers continued to stay connected to the apps most important to them after they run out of main quota in cluding, Whatsapp, Gojek, Facebook, Instagram & Youtube. With initiatives like this, XL Axiata managed to increase its growth of Subscriber with Events (SWE) by 13.5% from January to October 2020.
Consumer engagement
in social media increased by 38.7% in 2020 and
the new MyXL, Monthly Active Users (MAU) rose by 102.3%.
Furthermore new products specifically designed to cater to new behaviors from Working and Schooling from Home also garnered strong traction with 200,000 transactions per month.
New sachet products were also implemented
to address the demand from the market. The product was warmly welcomed by its target market, as evident from its adoption by 2.5 million subscribers.
For XL Prioritas subscribers, to support home connectivity during the pandemic the Company introduced PRIO Flex, which enables subscribers to top up balance to purchase additional data or a data booster when the main data is used up. The Company also set up a WhatsApp Business number, 0818-8000-55, which is reachable every day 7 AM – 11 PM, and the Booster PRIO Bekerja&Belajar 30GB. The latter enables subscribers to access the Work from Home and Study from Home (WFH & SFH) apps for 30 days for just Rp50,000 and a first purchase of only Rp10.
Moreover, the Company launched the myPRIO
X Unlimited (Basic Monthly Plan) and the New myPRIO DEAL (Device Bundling Plan) to meet greater data demand during WFH & SFH. Customers can choose between several myPRIO X Unlimited plans to suit their needs: the Silver X and Gold X offer high data volumes and unlimited access to certain apps, unlimited voice service
to XL or AXIS numbers, and unlimited SMS to
all telco operators. Meanwhile, the Platinum X, Diamond X, and Ultima X offer unlimited data plans on all networks, free voice service to XL or AXIS numbers and free SMS to all operators, as well as roaming pass cashback and attractive quotas for calls to other operators. The myPRIO X Unlimited plan starts at Rp100,000 for Silver X and goes to Rp150,000 for Gold X, Rp250,000 for Platinum X, Rp450,000 for Diamond X, and Rp888,000 for Ultima X.
Customers can also choose the myPRIO DEAL package bundled with a gadget or smartphone with the benefits of high data volumes across networks, bonus data, smartphones worth up to Rp12 million, unlimited calls and SMS to XL/ AXIS numbers, unlimited WhatsApp and LINE chat, and higher calls and SMS quotas to other operators. Additionally, subscribers get to enjoy
TRANSFORM FASTER TO EMERGE STRONGER – GIVING BACK TO THE NATION PT. XL AXIATA TBK