Telkomsel, Indonesia’s leading mobile operator with over 200 million subscribers, struggled to connect with 12–25 year-olds, who perceived its services as complex and inaccessible. With regulatory openings for Mobile Virtual Network Operators (MVNOs), the company saw an opportunity to launch a digital challenger brand targeting youth, emphasising convenience, flexibility, simplicity, and value.
We conducted audits of regional MVNOs and qualitative research with young consumers, uncovering a desire for choice, personalisation, and self-expression. This insight shaped the brand promise: “Take Control, Create Your World.” The name by.U encapsulates “Build Your Own” while drawing from the Indonesian word Bayu(wind), evoking freedom and independence. The visual identity communicates fun, energy, humour, and collectability, creating a cohesive and engaging experience across sign-up, customisation, and activation touchpoints.
Launched in November 2019, by.U became Indonesia’s first fully digital prepaid cellular service designed for Gen-Z. The brand delivers an end-to-end digital experience for telecom needs, with subscribers steadily increasing as the service expands nationwide.
The identity and proposition successfully positioned Telkomsel as a relevant, youthful, and digitally native challenger, making mobile connectivity more accessible, flexible, and expressive for Indonesia’s next generation.