XLSMART debuts new look, sets bold vision for digital Indonesia

Indonesia's telecommunications landscape enters a new era as XLSMART, the newly consolidated entity of XL Axiata and Smartfren, makes its debut—complete with a new corporate identity that symbolises ambition, unity, and limitless connectivity.

The launch of XLSMART, formally known as XLSMART Telecom Sejahtera, follows the legal merger of XL Axiata, Smartfren Telecom, and Smart Telecom. With over 94 million customers and a 25% share of the market, the company promises to be more than a combined force—it intends to be the driving pulse of Indonesia's digital transformation.

"The establishment of XLSMART is a defining step toward realising our purpose: to connect every Indonesian for a better life," said XLSMART president director and CEO Rajeev Sethi in a release. "We bring together the complementary strengths of XL Axiata and Smartfren under a unified leadership and shared vision—setting the pace for Indonesia's digital progress."

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Central to this new chapter is the unveiling of XLSMART's fresh visual identity. At the heart of it lies the Infinity World logogram—a symbol that represents boundless possibilities and the promise of always-on connectivity, the company said.

"Our new identity reflects not just who we are, but what we aim to build—an Indonesia that thrives in the digital age," said Sethi. "The Infinity World logogram captures our belief in progress without limits."

Accompanied by the tagline "Bersama, Melaju Tanpa Batas" ("Go Beyond, Together"), the brand's identity is designed to be more than aesthetic—it's a call to action. The message: XLSMART isn't just a telco; it's a collaborative platform, an enabler of digital ambitions, and a partner in progress.

Beyond logos and language, XLSMART is making structural moves that speak to a deeper transformation. A newly appointed leadership team draws from the talent of both legacy businesses, signalling a blend of continuity and innovation. Sethi will be backed by a leadership team of nine directors and nine commissioners, drawn from both XL Axiata and Smartfren.

The company will continue to operate its consumer and enterprise brands—XL, AXIS, Smartfren, and XLSMART for Business—while pushing for smarter service delivery, deeper coverage, and integrated customer experiences. 

"This isn't just a merger. It's a leap forward for Indonesia's digital ecosystem," Sethi emphasised. "With our new structure and identity, we are set to empower communities, businesses, and institutions across the country."

The company's ambition is underscored by bold metrics: a projected IDR 45.8 trillion (US$2.7 billion) in proforma revenue, and the aspiration to become "the most loved company in Indonesia by 2027." 

"Our focus remains crystal clear: our customers," said Sethi. "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."

This launch follows the earlier approval granted during extraordinary general meetings of shareholders held on 25 March. Prior to that, on 28 January, the companies formalised their agreements in a signing ceremony attended by Malaysian Prime Minister Dato' Seri Anwar Ibrahim and Indonesian President Prabowo Subianto.

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