XLSmart – the Indonesian operator created by the merger of XL Axiata, Smartfren Telecom and Smart Telecom – has officially kicked off operations under its new corporate identity as it looks to compete as a stronger, customer-focused third player in the telco space.
The combined entity launched as XLSmart on Thursday as its new directors and board of commissioners assumed office. XLSmart is jointly owned by Axiata Group and Sinar Mas, who each hold a 34.8% stake.
XLSmart said it is starting life with a combined market share of 25%, projected pro forma revenue of IDR45.8 trillion (US$2.7 billion) and a customer base of over 94.5 million as of the end of 2024.
“We will continue to operate our beloved brands to serve our mobile cellular and home broadband customers through XL, AXIS, and Smartfren, as well as SMEs and corporate customers with XLSmart for Business, while enhancing service quality, expanding coverage, and introducing smarter, more integrated digital experiences,” said XLSmart president director and CEO Rajeev Sethi in a statement. “This isn’t just a merger. It’s a leap forward for Indonesia’s digital ecosystem.”
Sethi added that XLSmart will compete largely on innovation and elevated customer experiences, and aims to be Indonesia’s “most loved company” by 2027.
“Our focus remains crystal clear: our customers,” he said. “We’re building a company that listens better, moves faster, and serves smarter. Whether in big cities or rural areas, XLSmart is here to ensure that every Indonesian has access to the tools, networks, and experiences that matter.”
Third-ranked XL Axiata and fourth-ranked Smartfren Telecom officially agreed to merge their operations in December 2024 in a deal valued at IDR104 trillion (US$6.5 billion). Shareholders in both telcos, as well as Axiata Group, voted to approve the plan last month.
The resulting entity is expected to give market leaders Telkomsel and Indosat Ooredoo Hutchison more competition in the mobile, fixed broadband and digital services space.
XLSmart also launched its new corporate tagline, “Bersama, Melaju Tanpa Batas” (“Go Beyond, Together”), which it says captures the spirit of the merger.
