Background

by.U is Indonesia’s first digital telco, launched by leading telecom and digital company, Telkomsel. 
by.U is designed to address the younger generation’s pain points with typical legacy telecom providers, such as having to pay for quotas they don’t use, one-size-fits-all packages, rewards, and promotions, and the inconvenience of having to resolve issues only through physical retail outlets. 

Approach

After a series of workshops, competitive analysis and consumer research, we arrived at a proposition for By.U - to be the antidote misleading promises common in the telco industry. With by.U, what you see is what you get. No more hidden fees. No more unusable quota. All with just one tap, all is within your control. A provider that lets you have it your way, by.U connects you to the people and things you love, on your own terms. 

We developed the name by.U to encapsulate this vision sense of customisation and freedom, with a brand identity that also felt personalised and put the control back in the hands of consumers.

Results

by.U was officially launched in October 2019 as the first digital prepaid cellular service in Indonesia developed specifically for the Gen Z segment and designed to provide an end-to-end digital experience for all their telecommunications needs.  It has quickly grown market share and a fiercely loyal audience, also garnering the Youth Choice Award in 2020 for #1 Digital provider for Gen Z audiences.