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Smartfren

Smartfren is an telecommunications brand operated by PT XLSmart Telecom Sejahtera Tbk, specializing in mobile cellular, broadband internet, and (ICT) services for retail and corporate customers. The company was founded on December 16, 2002, and is headquartered in ; it initially operated as a CDMA-based provider before transitioning to advanced networks. It became publicly listed on the (IDX) on November 29, 2006, under the former FREN. Smartfren gained prominence as a in Indonesia's mobile data sector, launching the country's first commercial LTE services in 2015, which included innovative unlimited data plans and devices like the Andromax series. The company expanded its LTE-Advanced (4.5G) network starting in August 2015, initially in and later across 22 major cities, supported by partnerships with technology providers such as . By 2016, its coverage reached 85 cities, emphasizing high-speed and data-centric offerings in a competitive market dominated by larger operators. Smartfren also ventured into enterprise solutions, including , private networks, and energy management systems through collaborations like its 2025 strategic partnership with . In a significant development amid industry consolidation, Smartfren merged with in December 2024, forming XLSmart—a giant valued at IDR 104 trillion (approximately USD 6.5 billion)—with the transaction completing in early 2025. Under XLSmart (ticker: EXCL), Smartfren continues to operate as a distinct brand alongside and , with ownership split 72% to Group and 28% to Group, targeting diverse market segments with projected pro forma revenues of IDR 45.8 trillion for 2024 and an EBITDA of IDR 22.5 trillion. This merger positions XLSmart as Indonesia's third-largest , enhancing infrastructure and service capabilities in a market facing financial and competitive pressures.

History

Founding as Mobile-8 Telecom

PT Mobile-8 Telecom Tbk was incorporated on December 16, 2002, in , , as a specializing in 1x mobile services. The company was formed by the Bimantara Group through the acquisition of three existing analog AMPS-based operators—PT Komunikasi Selular Indonesia (Komselindo), PT Telepon Selular Indonesia (Telesera), and PT Metropolitan Selular Indonesia (Metrosel)—which held licenses from the Indonesian government for mobile cellular operations. This move allowed Mobile-8 to transition these licenses to digital CDMA technology, positioning it as one of the early entrants in Indonesia's CDMA market. The company's initial focus was on delivering affordable mobile voice and data services via CDMA technology, targeting densely populated urban centers to capitalize on growing demand for wireless communication. Commercial operations commenced on December 8, 2003, under the "Fren" brand (standing for Fast, Reliable, Enjoyable Network), with initial network rollout in key areas such as and surrounding regions. This launch emphasized prepaid services to attract cost-conscious consumers, differentiating from the dominant offerings by leveraging CDMA's efficiency for voice and emerging data applications. Early milestones highlighted rapid adoption in the competitive landscape. By the end of 2004, Mobile-8 aimed for and approached one million subscribers through aggressive infrastructure investments, achieving over one million by 2005 amid strong prepaid uptake. Subscriber numbers continued to expand, reaching approximately 1.8 million by 2006, establishing it as a significant CDMA player. On November 29, 2006, the company listed on the (IDX: M8IP) via an , raising funds primarily for network expansion across , , and other islands. Despite this growth, Mobile-8 faced key challenges, including fierce competition from established operators like PT Telkomsel and PT Indosat, which held larger market shares and broader coverage. The company's network was initially confined to urban areas, limiting penetration in rural and exposing it to bottlenecks during . These factors underscored the need for ongoing capital investments to enhance capacity and extend reach beyond metropolitan hubs.

Merger with Smart Telecom

PT Smart Telecom, a of PT Smart Telekomunikasi Tbk and part of the Group, was established in 2006 through the merger of PT Primasel and PT Wireless Indonesia, holding a CDMA license to provide cellular services primarily in urban areas of . The company launched its "SMART" brand for CDMA operations in September 2007, targeting competitive positioning in the fixed-wireless and mobile market. The merger between PT Mobile-8 Telecom Tbk and PT Smart Telecom was announced in March 2010 as a strategic brand tie-up to strengthen their position in Indonesia's competitive CDMA sector. approval for the acquisition was obtained in December 2010, with the transaction funded through a of approximately IDR 3.7 trillion ($413 million at the time). The deal was completed with Mobile-8 acquiring Smart Telecom on January 18, 2011, marking the formal integration, though full operational consolidation extended into May 2011. The strategic rationale centered on consolidation within the CDMA market to realize , reduce operational redundancies, and enhance competitiveness against larger operators. The combined entity aimed for a subscriber base exceeding 10 million by the end of 2011, starting from approximately 6.8 million in early 2011 (3.6 million from Smart Telecom and 3.2 million from Mobile-8), which would provide greater leverage in upcoming spectrum auctions for network expansion. This scale was intended to support investments in and prepare for evolving demands, including potential transitions. Regulatory approvals were secured from Indonesia's antitrust authority, the Commission for the Supervision of Business Competition (KPPU), alongside shareholder votes in early 2011, ensuring compliance with merger regulations without triggering mandatory tender offers due to the structure. The merger paved the way for subsequent rebranding to Smartfren Telecom in April 2011.

Rebranding to Smartfren

In June 2011, PT Mobile-8 Telecom Tbk announced the full of the merged entity to PT Smartfren Telecom Tbk, unifying the operations of Mobile-8 and its acquired subsidiary PT Smart Telecom under the "Smartfren" brand, which combined elements of "Smart" from Smart Telecom and "Fren" from Mobile-8's existing service. The formal name change had occurred earlier on March 28, 2011, via Notarial Deed No. 90, approved by the Minister of Justice on April 4, 2011 (Decision No. AHU-16947.AH.01.02.Year 2011), to facilitate synergies across network infrastructure, operations, distribution channels, and customer services. This positioned Smartfren as a consolidated CDMA operator targeting Indonesia's competitive market, with a focus on affordable prepaid plans and youth-oriented marketing campaigns to drive accessibility and adoption. Operational unification followed the acquisition of 99.944% of PT Smart Telecom on January 18, 2011, which increased to 99.968% by November 11, 2011, through the issuance of 32,500,000,000 Series B shares. Integration efforts included integrating customer bases from its subsidiaries Komselindo, Metrosel, and Telesera (merged into Mobile-8 in 2007), along with the acquisition of Smart Telecom effective January 1, 2011, resulting in goodwill from the subsidiary mergers of Rp155,460,457,538, alongside Rp746,304,673,812 from the Smart Telecom deal due to excess acquisition costs over . Networks were streamlined for nationwide CDMA coverage under a unified granted June 15, 2007, while billing systems and were consolidated to support seamless delivery, including the launch of the USB Modem AC682 in June 2011 and CDMA EV-DO Rev. B technology by year-end for enhanced speeds. The company's shares, previously listed under Mobile-8, continued trading on the (IDX) as FREN without delisting, reflecting the seamless corporate transition. The rebranding boosted market positioning, enabling the launch of unified CDMA voice and data services with an emphasis on cost-effective prepaid options to attract younger demographics amid rising mobile penetration. Subscriber numbers grew to approximately 11 million by the end of 2012, up from pre-merger bases, driven by these initiatives and expanded coverage. Leadership during this period was led by President Director Rodolfo Paguia Pantoja, appointed in March 2011, under the oversight of PT Wireless Indonesia, an affiliate of the Group, which held controlling interest through strategic investments.

Transition to 4G LTE

In early 2015, Smartfren announced plans to launch its services, initiating the rollout in select cities including and using the 2300 MHz TD-LTE spectrum band. By mid-2015, the network had expanded to 14 cities, marking a strategic pivot from legacy CDMA infrastructure to a data-focused model. In August 2015, Smartfren commercially launched LTE-Advanced services across 22 major cities, becoming the first operator in to deploy this technology, combining TDD 2300 MHz and FDD 850 MHz spectrum for enhanced speeds and capacity. This rollout supported seamless integration of both TDD and FDD standards, providing users with improved multimedia and data experiences. As part of the transition, Smartfren initiated the migration of its over 11 million CDMA subscribers to the network starting in 2015, with the full shutdown of the CDMA infrastructure completed by late 2017 to refarm spectrum for use. This shift positioned Smartfren as a -only , focusing on high-speed services amid declining CDMA demand. To facilitate the network buildout, Smartfren allocated approximately IDR 10 trillion over three years for infrastructure, deploying around 11,000 base stations by 2016 in partnership with vendors including for equipment and optimization. Coverage expanded rapidly to 85 cities by early 2016, emphasizing urban and regional connectivity. The subscriber impact included the introduction of Voice over LTE (VoLTE) in February 2016, enabling high-definition voice calls over the network and supporting data-centric prepaid plans without fallback to legacy systems. By 2017, subscribers had grown to around 10 million, reflecting successful adoption of unlimited data offerings and device subsidies.

2025 merger with

On December 11, 2024, and Smartfren announced a definitive agreement for their merger, valued at IDR 104 trillion (approximately USD 6.5 billion), aimed at creating a stronger entity in . The merger process advanced through key milestones, including shareholder approvals from , Smartfren Telecom, and subsidiary PT Smart Telecom on March 25, 2025, during extraordinary general meetings. It also secured regulatory approvals from the (KPPU) and the (OJK), with the effective date set as April 16, 2025. Under the merger structure, Smartfren Telecom and PT Smart Telecom were absorbed into as the surviving entity, resulting in the formation of PT XLSMART Telecom Sejahtera Tbk, listed on the under the ticker EXCL. The equity value split followed a 72:28 ratio favoring , with post-merger ownership balanced such that Group and each held 34.8% stakes as joint controlling shareholders. The merger positioned XLSMART as Indonesia's third-largest operator, combining a subscriber base of approximately 94.5 million and capturing about 27% of the mobile market share. It preserved the Smartfren brand for its services to maintain targeted market segments alongside XL and Axis brands.

Ownership and corporate structure

Pre-merger ownership

Prior to the 2025 merger, PT Smartfren Telecom Tbk (Smartfren) was controlled by the Group, an Indonesian conglomerate, through a series of acquisitions and a key merger that solidified its majority ownership. Founded in 2002 as PT Mobile-8 Telecom Tbk, the company was initially backed by a mix of local and international investors, including firms and financial institutions, amid Indonesia's early CDMA market expansion. In November 2009, acquired a 19% stake in Mobile-8 for IDR 211.4 billion (approximately USD 22.5 million at the time), marking its entry into the telecom sector as part of a broader diversification from pulp, paper, and into digital infrastructure. This stake provided with significant influence, setting the stage for further consolidation. The pivotal shift occurred with the merger of Mobile-8 and PT Smart Telecom, announced in late 2008 and completed in 2010, valued at IDR 3.7 trillion (about USD 413 million) through a , combining the two entities' subscriber bases and spectrum assets, leading to the rebranding as Smartfren in 2011. PT Smart Telecom was a CDMA operator fully owned by since its establishment in 1996 as PT Wireless Indonesia. Post-merger, emerged as the controlling shareholder, with no major foreign investors involved, reflecting the group's strategy to build a national 4G-focused operator without significant external capital dependencies. This structure emphasized domestic control, aligning with 's regulatory preferences for local ownership in strategic sectors. From 2011 to 2024, Smartfren's ownership remained stable under , with the group holding approximately 77.5% of shares through affiliates such as PT Bali Media Telekomunikasi (40.94%), PT Global Nusa Data (16.48%), PT Wahana Inti Nusantara (9.92%), and PT Gerbangmas Tunggal Sejahtera (9.38%), while the public float accounted for about 22.5% on the (IDX). PT Indonesia, as a key Sinar Mas affiliate, played a foundational role in the portfolio before the merger. Governance was closely tied to the , with the and commissioners featuring executives from Sinar Mas entities, including past members like Yopie Widjaja, underscoring family-led oversight and strategic alignment with group interests as detailed in annual reports. This pre-merger setup transitioned into the 2025 joint venture with , diluting Sinar Mas's exclusive control.

Post-merger integration

Following the merger between and Smartfren, effective April 16, 2025, the combined entity operates as PT XLSMART Telecom Sejahtera Tbk (XLSMART), with serving as the surviving legal entity renamed accordingly. Under this structure, Smartfren functions as a key brand and operational division within XLSMART, retaining its presence while integrating into the broader corporate framework. Ownership of XLSMART is evenly split between Group Berhad () and Group (), with each holding a 34.8% stake as joint controlling shareholders exercising equal influence over strategic decisions; the remaining approximately 30.4% comprises public shares traded on the . Key integration steps included the of Smartfren Telecom Tbk and its PT Smart Telecom as separate legal entities by upon merger completion in mid-2025, transferring all assets, liabilities, and operations into XLSMART without proceedings. A unified was established with representatives from both parent groups, ensuring balanced governance; as of August 2025, the board comprises figures such as President Director & CEO Rajeev Sethi, Director & CFO Antony Susilo, and others nominated jointly. The strategic board, led by CEO Rajeev Sethi from the executive lineage, emphasizes synergies such as shared research and development initiatives and regional international expansion to position XLSMART as a leading digital telecommunications provider in .

Services and operations

Mobile telecommunications

Smartfren provides mobile telecommunications services primarily through prepaid and postpaid options, focusing on voice, , and data connectivity over its 4G network. Prepaid services include flexible plans such as SmartPlan, NOW, and NOW+, which offer customizable data bundles with validity periods ranging from 24 hours to 30 days. For instance, the SmartPlan prepaid package provides 1 GB of 24-hour quota for Rp 50,000, while NOW+ offers 6 GB including 2.5 GB for daytime use and 3.5 GB for midnight quota, along with 10 minutes of calls to other operators. Postpaid contracts, such as Smartfren Elite, cater to users seeking stable, high-volume access with benefits like large data allowances—up to 100 GB monthly or more—and unlimited calls within the network. These plans support (VoLTE) technology, which Smartfren introduced in in , enabling high-definition voice calls over without switching to . Additional features across both prepaid and postpaid include unlimited calls to fellow Smartfren, , and users post-merger, as well as international packages for destinations like the , with tariffs starting from competitive rates for calls and . Pricing emphasizes affordability, with data-focused bundles starting from 35,000 for 9 GB distributed over 6 months, often bundled with perks such as free access to apps like and LINE up to 5 GB. These services target younger demographics through promotions highlighting social media integration and flexible top-ups via the mySF app, while also offering enterprise solutions for business connectivity needs. Prior to the 2025 merger with , Smartfren served over 36 million subscribers, predominantly users, with post-merger integration under XLSMART driving growth to a combined base of approximately 82.6 million mobile customers as of Q2 2025, enhanced by unified prepaid and postpaid offerings across brands.

Broadband and data services

Smartfren's broadband services primarily revolve around access using technology, enabling home and small office connectivity through dedicated routers. Key offerings include the AndroMax series of portable home routers, which provide stable, shareable across multiple devices with full nationwide coverage. These routers support bundling with data packages tailored for residential use, emphasizing ease of setup and reliable performance for digital needs such as streaming and . Specialized data packages enhance the experience, including the Kuota Malam option, which offers unlimited data usage exclusively from 01:00 to 05:00 WIB to cater to nighttime and downloads without depleting quotas. Standard packages feature volume-based options like Kuota 100, providing 25 GB of main quota plus 75 GB of local quota (totaling 100 GB) valid for 30 days, priced at approximately IDR 100,000, while higher-tier plans such as Kuota 200 deliver up to 200 GB for around IDR 200,000. Post-2020 developments introduced shared family plans with zonal local quotas usable across up to 234 cities, allowing multiple users to access the same bundle. Innovations in these services include integration with over-the-top () applications, such as unlimited access to and select platforms in premium packages, alongside 4G LTE Advanced (4.5G) capabilities supporting download speeds up to 300 Mbps in optimal conditions. For enterprise users, Smartfren provides dedicated broadband and data solutions through its business division, including private networks and cyber security features that incorporate virtual private network (VPN) functionalities for secure, encrypted connectivity. These services support business applications like cloud integration, IoT deployments, and big data analytics, with customizable packages ensuring high availability and scalability. Following the 2025 merger with XL Axiata to form XLSMART, the company has intensified rural expansion efforts, deploying over 209,000 base transceiver stations (BTS) by the first half of 2025—a 28% year-over-year increase—to extend broadband access to underserved areas and boost digital inclusion nationwide, with continued growth to more than 209,000 sites as of Q3 2025.

Network and technology

Infrastructure and spectrum

Smartfren's spectrum holdings primarily consist of 30 MHz in the 2300 MHz band for TD-LTE, acquired through a 2012 auction conducted by Indonesia's Ministry of Communication and Informatics. Additionally, the company holds 20 MHz in the FDD 800/900 MHz bands, with the 800 MHz portion acquired from PT Bakrie Telecom in 2014 and transferred to its subsidiary PT Smart Telecom in 2022. These allocations support the deployment of LTE-Advanced services, enabling higher capacity and compatibility with both TDD and FDD technologies. The company's infrastructure features over 46,000 base transceiver stations () as of the end of 2023, utilizing multiple-input multiple-output () antennas and to achieve LTE-Advanced speeds. By mid-2025, following the merger with to form XLSMART, the integrated network expanded to more than 200,000 , incorporating Smartfren's assets for enhanced LTE-A performance across urban and suburban areas. Smartfren has established key partnerships with equipment vendors including , , and for network deployment and maintenance. provided core support for initial LTE rollouts and ongoing modernizations, while contributed to LTE-A infrastructure under multi-year agreements. has been involved in post-merger and optimization efforts. The VoLTE core network was commercially launched in 2016, marking Indonesia's first implementation and enabling voice services over the LTE platform. Network upgrades included pre-5G trials conducted with in 2017, focusing on in the 2300 MHz band to test evolution toward next-generation capabilities. Post-merger in 2025, XLSMART initiated rollout in select cities, supported by strategic agreements with for accelerated deployment and infrastructure enhancements. As of late 2025, services remain urban-focused with ongoing expansion efforts amid and cost challenges.

Coverage and expansion

Smartfren began its 4G LTE rollout in 2015, initially covering 22 major cities across as part of its transition from CDMA networks. By 2025, following significant investments, the company had expanded its network to all 38 provinces, achieving nationwide presence and serving over 82.6 million users through the merged XLSmart entity. This growth marked a shift from urban-focused deployment to broader geographic reach, including previously underserved areas such as , , and . Post-2020, Smartfren allocated substantial capital expenditures to support network densification and expansion. The 2025 merger with enhanced these efforts through synergies, integrating XL's existing sites to enable hybrid coverage models that combined legacy infrastructure with Smartfren's backbone. This integration added access to 11,000 sites, extending service to 156 additional cities and bringing total coverage to 475 cities nationwide. Capital expenditures are projected at IDR 12-13 trillion annually for 2025-2026. In terms of performance metrics, Smartfren achieved the highest availability in , maintaining connections 98% of the time for users as of late 2024, outperforming competitors in both and rural areas. While specific regional breakdowns vary, national availability exceeded 90% across major islands, with stronger performance in densely populated compared to outer islands. Internationally, Smartfren supports through partnerships with over 30 operators in countries including (), (), and the (Bell, ), enabling seamless data and voice services for travelers. Expansion faced challenges, including spectrum refarming from legacy CDMA bands (such as 800 MHz and 1900 MHz) to LTE allocations like 1800 MHz, which required compensatory spectrum swaps and posed technical migration hurdles. Additionally, regulatory requirements under Indonesia's Obligation (USO) framework mandated contributions from operators like Smartfren to fund connectivity in remote areas, aligning with national goals for digital inclusion but adding compliance costs.

Products

Andromax devices

The Andromax line of devices, developed exclusively for Smartfren's network, was introduced in to provide affordable CDMA-compatible smartphones and modems tailored for users, with later models supporting from 2015 onward. Initial models included the Andromax C, G, I, U, V, and Z, targeting various market segments with Android-based operating systems and specifications optimized for EV-DO Rev. B connectivity. These devices featured value-for-money designs, such as compact displays and basic multitasking capabilities, to encourage widespread adoption of data services on Smartfren's TD- spectrum. In 2014, the series expanded with models like the Andromax , I3, I3s, U3, V3s, and , alongside the introduction of the Mini Router M1 for portable broadband. The series, including the G2 Qwerty and G2 Limited Edition, stood out with a 5-inch LCD and enhanced build quality for mid-range users, while the V3s became notable as Indonesia's first with an LED dual for improved low-light photography. Budget-oriented M series devices, such as the later M3Z modem, focused on portable hotspots with support for up to 32 simultaneous connections, complementing the smartphone lineup. Key later models included the Andromax Prime, a launched in 2017 with a 2.4-inch , 512 , 4 internal storage, radio, and support for apps like and over , priced at IDR 349,000 to appeal to entry-level users. Devices in the line were manufactured in partnership with companies like (for models such as the M3Z) and (for the Prime, model F17A1H), ensuring compatibility with Smartfren's TD-LTE bands and pre-installation of carrier-specific apps for seamless network integration. By the end of 2014, over 2.5 million Andromax handsets had been activated, doubling the previous year's figure and reflecting strong market uptake driven by subsidized pricing and bundled unlimited data promotions. This growth underscored the line's role in accelerating adoption, with entry-level models often available for under IDR 1 million to lower barriers for first-time users in rural and urban areas. The series also extended briefly to routers like the , supporting home and mobile internet sharing on Smartfren's network. The Andromax line was active until approximately 2018, after which Smartfren shifted focus to hardware under the Smartfren and brands, continuing post-merger with XLSmart.

Other hardware offerings

Smartfren provides a variety of supplementary hardware devices focused on connectivity solutions beyond its primary mobile devices, including 4G hotspots like the Andromax M2Y (launched 2015) and M5 (launched 2017) models, and home routers such as the Prolink PRT701 and Smartfren Home RE11 (launched 2024), to support its infrastructure. These offerings emphasize portability and home-based , enabling users to leverage Smartfren's infrastructure for data sharing without relying on smartphones. Key features of these devices include robust battery performance, with MiFi hotspots like the Andromax M series equipped with 3000mAh batteries providing up to 10 hours of usage (earlier models like M2Y with 2000mAh), and support for up to 32 simultaneous device connections on models such as the LTE Cat 4 Andromax MiFi. Home routers, including the Prolink PRT701 (up to 16 users) and Smartfren Home RE11 (up to 32 users), offer stable 24-hour connectivity, while advanced options like the Router Sahabat CAT6 (launched January 2025) provide dual-band at up to 1200Mbps with VPN support for secure remote access. Pricing starts from IDR 300,000 for basic MiFi units like the Andromax M2Y, with home routers such as the RE11 listed at IDR 499,000, making them accessible for users. Distribution of these hardware products occurs primarily through bundles with Smartfren's and plans, often including bonus quotas like 25GB upon for the RE11 router, and they are available at Smartfren galleries, official outlets, and major e-commerce platforms such as and for nationwide accessibility.

Marketing and branding

Brand evolution

Smartfren traces its branding origins to PT Mobile-8 Telecom, established in December 2002, which operated under the Fren brand targeting a youthful demographic with affordable CDMA services. The Fren identity emphasized accessibility and vibrancy for young users in Indonesia's emerging mobile market. In March 2011, following the acquisition of PT Smart Telecom, Mobile-8 rebranded to PT Smartfren Telecom Tbk, unifying operations under the Smartfren name to streamline infrastructure and expand market presence. This strategic shift introduced a new corporate symbolizing connectivity and energy, aligning with the company's focus on integrated services. Post-2015, Smartfren repositioned as a digital-first provider with the nationwide launch of LTE Advanced in August 2015, becoming Indonesia's first pure operator and emphasizing high-speed data for modern lifestyles. This rebrand highlighted a shift to LTE-only networks, phasing out legacy CDMA to prioritize innovation. In 2025, Smartfren integrated into following the merger of and Smartfren, approved in March 2025, while retaining the Smartfren sub-brand to maintain distinct identity in data services. This alignment supports 's unified digital ecosystem, with Smartfren operating as a separate consumer brand alongside and as of November 2025. Throughout its evolution, Smartfren has targeted and young professionals through social media platforms like and , leveraging key opinion creators for engagement. initiatives, such as the "100% Untuk " program, include Teman Pintar for training among , fostering and via 288 activities in 2023. These efforts, including Teman Kreasi collaborations with 109 creators, reinforce a fun, empowering brand strategy.

Slogans and campaigns

Smartfren's branding efforts trace back to its predecessor companies, where slogans emphasized affordability, connectivity, and . Under Mobile-8 , the Fren brand, launched in 2003, centered on a with the slogan "Ngobrol Terus Dengan Fren," promoting endless conversations at low costs to appeal to young users seeking social connections. In 2008, Mobile-8 introduced the Hepi brand for access, focusing on a motif through vibrant, uplifting messaging that positioned the service as a joyful enabler of home entertainment and daily life. Following the 2010 merger that formed Smartfren, the company adopted slogans reflecting a modern, tech-savvy lifestyle. As Smart Telecom prior to full integration, the tagline "Smart, Hebat, Hemat" (Smart, Great, Economical) from 2006 highlighted reliable, powerful, and cost-effective services, resonating with budget-conscious consumers in Indonesia's competitive market. By 2011, Smartfren unified under "Live Smart," a slogan that encouraged an intelligent, connected way of living through its evolving infrastructure, featured prominently in TV advertisements and promotional materials until 2018. A pivotal campaign was the 2011 "I Hate Slow" initiative, which captured youth frustration with sluggish and positioned Smartfren as the fast, no-nonsense alternative. This viral effort, including commercials and challenges, sparked a nationwide movement among young , significantly boosting and subscriber growth in a cluttered landscape. Subsequent promotions, such as the 2019 "Smartfren WOW" series, featured YouTuber in ads and events showcasing unlimited data perks and lifestyle integration to engage and Gen Z users. Singer performed in the 2020 Smartfren WOW Virtual Concert. In the post-merger era after the 2025 consolidation with to form XLSmart, Smartfren continues as a distinct sub-brand. The overarching XLSmart "Bersama, Melaju Tanpa Batas" (Together, Advancing Without Limits) underscores collaborative progress, featured in unified corporate campaigns that promote digital inclusion.

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