PT. Excelcomindo Pratama, Tbk.
Susanna S. R (3094002)
Eka Darmadi (3094802)
Levina Rolanda (3094804)
Gerry Geraldo (3094806)
Christopher Tongku (3094809)
May Eka (3094814)
Didi S. (3094816)
Faculty of Business and Economics
University of Surabaya
INTRODUCTION AND HISTORY OF THE COMPANY
PT. XL. Axiata Tbk. (XL) was established in 1989 with its name PT. Grahametropolitan
Lestari. Telecommunication was not the main business at that time as its business was in
trading and general services. This company is owned by Axiata Group Berhad (86.5%), one
of the largest cellular players in the Asia Pacific region, Emirates Telecommunications
Corporation Ltd. International Indonesia (13.3%), Middle East and Africa largest cellular
provider, and the public (0.2%). Starting commercial operations in 1996, XL is currently one
of the leading and highest-growing mobile and cellular services providers in Indonesia,
serving 31.4 million subscribers across the country by the end of 2009. XL has continuously
proved itself to be a pioneer in delivering cutting-edge technologies to the
telecommunications market in the country, launching the first and highest speed 3G-HSDPA
(High Speed Downlink Packet Access) and more recently, through its various ground-
breaking BlackBerry packages and applications. To better serve the international market, XL
has also developed strong partnerships with more than 357 international providers in over
140 countries. Through its corporate values : Integrity, Teamwork and Service Excellence,
XL is committed to continuously enhance its capabilities, in efforts to be the preferred
telecommunications provider in Indonesia, providing extensive coverage and quality, anytime
Obtained GSM 900 operating license and commercially launched its GSM
services with focus on Jakarta, Bandung and Surabaya.
1997 Established an integrated microcell network in Jakartaʼs Golden Triangle area.
1998 Launched proXL, its prepaid cellular service brand.
1999 Entered Sumatera and Batam markets.
Received a DCS 1800 spectrum allocation and finalized its fiber optic
backbone. Launched M-banking and M-fun services.
Expanded its network coverage to Kalimantan and Sulawesi. Launched leased
line and IP (Internet Protocol) services.
Revitalized the XL logo and individually marketed its prepaid and postpaid
brands: jempol (prepaid), bebas(prepaid) and Xplor (postpaid).
Became TM Group subsidiary company and enlisted in Indonesia Stock
Exchange (previously known as JSE) under EXCL stock code.
2006 Launching XL's "The First Broadest & Fastest" 3G services.
Introduced its Rp1/minute tariff. ETISALAT became a shareholder.
ETISALAT is the second largest telecommunications company in the Middle
East. Started to consolidate brands under XL prepaid and XL postpaid.
TM Group completed its demerger of TM International Berhad (TMI),
whereby Indocel Holding Sdn. Bhd, a subsidiary of TMI, acquired all XL
shares owned by Khazanah Nasional Berhad, increasing Indocel Holding Sdn.
Bhd.ʼs stake in XL to 83.8%.
OVERALL INDUSTRIAL AND MARKET FORM AND STRUCTURE CONDITION
XL has now taken the lead in the industry as the cellular telecommunications provider with
extensive coverage throughout Indonesia. It provides services for retail customers and offers
business solutions for corporate customers, including voice, data and other value-added
mobile telecommunications services. XL operates its network with GSM 900/DCS 1800 and
IMT-2000/3G technologies. XL also holds a Closed Regular Network License, Internet
Service Provider (ISP) License, Voice over Internet Protocol (VoIP) License and Internet
Interconnection Services License (NAP).
Xl has enter the oligopoly market form which many company also selling the same product
and it is generally such a branded product. To enter this market, we have to face many
barriers and also we have to make the promotion and the marketing of our product stronger
than before. This market form creates such interdependence with your company and your
competitor. Somehow you cannot just rely with your own pricing and investment decision but
the firm has to adjust their pricing and output to other firm which will create a likely reaction
in order to take consumer attention.
As we all know that the market structure which is usually seen from the increasing number of
participants and market share will determine the company’s market conduct or behavior,
which can ultimately affect firm performance. Usually it started with the increasing number
of sellers then the competition will increase, so that profits will decline. Meanwhile, the
degree of product differentiation, knowledge sellers and buyers about its products and the
existence of barriers to market entry also affect the strength of the seller in the market. XL as
one of the telecommunication service providers has faced into a competitive
telecommunication market which it has to struggle to face every action that the competitors
took. And as one of the GSM service provider, it knows the competitors which provide the
same type of product and give fierce move against us.
The structure condition of the market according with the same type of product to offered.
Company Product type
Indosat IM3, MENTARI, MATRIX
Telkomsel SimPATI, KartuAS, KartuHALO
MARKETING STRATEGIC OVERVIEW
Product Type Target Market
XL Prepaid Teenagers
XL Postpaid Business people
Excelcomindo position its brand into few segment. Such as its prepaid product which is
targeted to middle to lower economic as well as the teenagers. The latest offer for this prepaid
product such as just one minute call and you will get so many bonuses like a thousand sms, a
hundred minutes free call, a free 1 MB internet access obviously reflect its segmentation. And
for the postpaid product which offers not just the call activity but also internet banking and
information facilities such as price of gold, foreign currency, etc that reflects what the
businessmen and young professionals need is for nowadays.
1. Cheaper Call also SMS rate than other
2. Have lot of content in “XL Life”
3. The Largest Blackberry user
4. Steady Growing Customer Base
5. 3G Coverage Area
1. Signal issue that state XL can’t reach all region of Indonesia
2. The Internet bandwidth overload
3. Lack in system to backup the new process
4. Lack of skilled employee
5. Lack of network when they busy
1. Can be the first provider in all “Young” Heart
2. Expand the business for 4G technology
3. Increasing 3G network in Indonesia
4. Mobile Internet Expansion
5. Research and development for new technology
1. Other Provider can also give cheaper price for call and sms
2. Economic condition of Indonesia
3. Government regulation
4. Every phone will bundling with other provider
5. The wheatear broken the telecommunication line
1. Strong financial performance
2. First provider to introduce 3.5G Internet speed up to 7,5Mbps
3. Have million of loyal customer in Indonesia
4. The signal can reach until the small town in Indonesia
5. Have lot of tender and bundling phone using Telkomsel
1. The price is higher than usual
2. Customer Service is very busy and customer must wait for long time
3. Limit of the company product
4. Lack of skilled employee
5. Can’t reach bigger market in young and teenagers
1. Get partnership with apple (iPhone)
2. Future technology by 4G Network
3. R&D For the next market
4. Get partnership with Blackberry
1. The weather damage to antenna and transmission line
2. VoIP directly competes with other wireless business
3. Other competitor has partnership with big company like Apple
4. Economic condition in Indonesia
Bundling Product (-) & Package (-) Bundling Product (-) & Package (+)
Reliable Network (+) & Valuable Cust.Service (-) Reliable Network (+) & Valuable Cust.Service (-)
Reliable Network (-) & Valuable Cust.Service (-) Reliable Network (-) & Valuable Cust.Service (+)
Internet Service (+) & Blackberry Service (-) Internet Service (+) & Blackberry Service (+)
Internet Service (-) & Blackberry Service (-) Internet Service (+) & Blackberry Service (-)
XL Prepaid is a telecommunication service paid based on direct payment system. The
benefit of XL Prepaid:
1. Text messaging more munificent.
2. Have variety promotional programs (call package, text messaging
package, Internet package and BlackBerry package adjusted with your
3. Communicate with relative in abroad more easy and affordable (3
minutes and you get 2 minutes free to 5 countries).
4. Can make and receive phone calls (voice roaming) while in the
countries that have cooperated in this service.
XL Postpaid is a telecommunication service paid based on XL billing payment
system. The benefit of XL Postpaid:
1. Pay 3 seconds for 3 seconds call.
2. LANGSUNG KRING registration – Fast Registration Process.
3. Credit Limit – You are able to arrange your credit limit in using XL
Post Paid (only valid for National Coverage and exclude monthly cost and
4. Free No Cantik – Based on customers’ desire.
5. Check Online Billing Anytime – Type *108 OK/YES.
6. E-Billing Facility – Post Paid Billing facility through email/web, more
updated and can be used anytime.
7. International Roaming Facility in more than 300 Roaming Partner
8. BlackBerry Facility – The first operator on Asia to apply daily
9. Free National Roaming.
10. 3G/HSDPA data access without registration.
XL has spread out its coverage around Indonesia except Maluku which is on the
process to create the network there.
XL has done some promotion like advertising and public relation. XL always follow
the latest trend which happening in global trend such now on when the world is giving
its biggest attention to the World Cup 2010, XL advertisement adopt that trend to be
their theme for their promotion which is successfully reach public attention.
XL always tries to offer the lower price than the other competitor. It offers a method
like you do a call activity for a few minutes than you will get a several minutes free
from charges. Also the latest promo from XL which if you are using a minute for a
phone call then you will get so many benefits, there are 1000 free sms, 100 minutes
free call, 10 MB free internet access. In the last press conference in February 19th
Director President of XL, Hasnul Suhaemi said,” Three years ago with 40 thousand
rupiah per month people may did phone call activity for about 29 minutes but now
with only 36 thousand rupiah per month people may do phone call activity for about
279 minutes. Xl will keep developing its policies and its service quality to get
OBSTACLES AND PROBLEMS FACED DURING THE MARKETING STRATEGY
Every company must face what it is called obstacles or problems which are create
barrier between what the company want to offer to the consumer. There are some problems
that ever occurred in PT. EXCELCOMINDO PRATAMA Tbk.
The last product which XL ever launched to the market, Jempol which is more
emphasizing in lower rate for short message service has left behind from another XL
prepaid product, Bebas. Then XL compiled it to be one product as XL prepaid that
has Bebas’s good factor that has a lower rate in voice conversation and also Jempol’s
good factor in lower rate of short message service.
The true challenge for XL internet service provider, cable-based internet
provider such as, First Media and Speedy from Telkomsel. But we definitely offer the
lower rate once again with unlimited quota to be offered to the consumer. With this
way, we may easily penetrate internet provider market.
To face CDMA operator that provide very low price in call activity, XL with
the full consideration also launch its CDMA product with 72 rupiah per minute while
the other competitor of CDMA set about 80 rupiah per minute.
HOW COMPANY FIGHTS ITS WAR ON MARKET COMPETITION AND ITS
Here are some financial data which XL is going through from the last 5 years.
Financial Data 2005 2006 2007 2008 2009
4.302 6.466 8.365 12.156 13.880
570 1.028 1.760 1.753 2.464
In billion rupiahs
Operational Data 2005 2006 2007 2008 2009
6.978 9.528 15.469 26.016 31.438
Prepaid 6.802 9.141 14.988 25.599 31.101
Postpaid 176 387 481 417 337
Total Employees 1.854 2.042 2.136 2.097 2.038
Ratio of Efficiency3
3.764 4.666 7.242 12.406 15.426
Total Employees/Total Subscribers
As we can see from the data above that show the development of XL from 2005 to 2009, we
know that XL has done a great business strategy to keep struggling in the oligopoly market.
Actually, in the previous 5 years before year 2005 (2000-2004), XL also did a good
performance, but we will just emphasizing the latest development.
Eventhough XL has been known for the third biggest for leading mobile telecommunication
service provider in Indonesia, XL has always implementing such a good management in the
company to keep them move one step forward than before.
To explain the strategy in brief within period 2007-2009, we can see the picture below.
The XL strategy in 2007 was building coverage, XL covered 90% of population. By knowing
what its best for their consumer and what they really need that they don’t need the low rate of
telecommunication service but super low rate, XL could drive their consumers by
encouraging them to use more minutes and increase traffic with XL’s super low rate offering.
These strategies were really effective and efficient, operating income, profit, and total
subscribers were increased a lot. The ratio of efficiency was also increased in 2006.
In 2008, XL’s operating income has increased a lot from 2007, but actually the profit was
barely constant because that was the time that XL was doing a very big business expansion,
which the implementation of the “minute factory” strategy in 2008 has made XL as a pioneer
in affordable rates. Therefore they had their operating income increased a lot but the profit is
still constant. It was very good investment by PT XL Aviata Tbk.
The “Minute factory” strategy was very successful and can generate a lot of advancement in
2009. In 2009 the XL’s strategy was “Driving Value” with the name of “Value Beyond
Price”, in order to make the consumer satisfied, XL is improving quality until now. XL
doesn’t want to only give the consumers with cheap price, but also giving high quality of
services. Therefore XL was having the larger profit, profit increased a lot, from 1.753 billions
rupiah in 2008 to 2.464 billions rupiah in 2009. With the Operating income increased from
12.156 billions rupiah in 2008 to 13.880 billions rupiah in 2009.
1. “The challenge for us is to remain innovative in order to grow our revenue and
subscriber base. There are opportunities in Indonesia, and we will continue to extend
our services through new businesses,” says Daniel Kristanto, manager of technical
services in XL’s ERP department.
2. Aggressive promotion campaigns and relentless effort to retain its customers.
It means making sure that they get consistently high quality of services.
3. Affordable price with a choice of products and services interesting and
provide more value for customers.
4. Improve the customer experience.
5. Ensure adequate management of the network load
and maximize the capacity and quality.
6. Maintain profitability by continuously improving market share in line with
efforts to keep maintain a lean organization and management in careful cost.
7. Using opportunities in data services and Value Added Services.
8. Improving efficiency in the distribution system for produce distributor
network with the performance tall, loyal, and productive.
9. Strengthen the brand attributes.
10. Know your costumer, know your competitor, know your company, and give
costumer what they want better than competitor.