2 Mobile network promotes quality service and extensive network
COMPANY Telekomunikasi Indonesia Persero Tbk PT
BRAND VALUE US$ 8,583 million
YEAR ON YEAR CHANGE 27%
INDUSTRY Telecom Providers
YEAR FORMED 1995
Telkomsel is the country’s leading mobile phone network provider. Its services tend to be among the most expensive, but it promotes itself as a premium service offering unrivalled quality and coverage. This brand promise is expressed in the current #MenjadiYangTerbaik (#BeTheBest) campaign, which describes Telkomsel as providing the fastest and most stable connections, and at the same time encourages consumers to be the best they can be. Ads feature everyday people doing respected jobs, such as doctors or band managers. Young actor and martial arts specialist Joe Taslim is an ambassador for the brand. In April 2016, Telkomsel launched two drones equipped with cameras and sent one east and the other west; each drone sent a live feed, and the company encouraged consumers to live stream the footage to track their progress, underlining the strength of the service over a wide geographical area. The brand positions itself as a digital innovator; it is expanding 4G coverage and has begun a rollout of 4.5G connections in nine major cities. In late 2016 it linked with HOOQ and VIU to provide premium video on demand via a new service called VideoMax. Other communications campaigns have focused on Halo Kick, a new post-paid SIM deal. Telekomunikasi Indonesia Persero is jointly owned by Telkom, which holds a 65 percent stake, and SingTel. Telkom is listed on the Indonesia Stock Exchange; the majority of its shares are owned by the Indonesian government, with the remaining 47 percent owned by the public. Shares in Telkom are also traded on the New York Stock Exchange, and are publicly offered without listing in Japan.