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XL is the poster child for Indonesian telecoms. In 1996 it became the first private mobile services operator in the country, growing at a breathtaking pace and reaching over 40 million customers in a decade.

Now part of Axiata, the largest telecommunications group in Asia, XL’s ambition is to redefine the notion of value by bringing the best in technology, connectivity and service under one goal: Advancing Asia.


We defined a new opportunity for the business: a new generation of customers who are exploratory in attitude, seeking to expand their world to make the most of life. The strategy Fuel your Potential is centred on the idea of XL as enabler, a new type of Indonesian business that uses technology to reveal the future full of possibilities, delivering tools to empower consumers to take control.

We have translated this strategy through an approach to simplified and personalised products as well as the brand identity and activations. 


Today XL continues to grow, expanding its offer into 4G and bundled services, enabling its now 60.5 million customers take control of their future.