Gen Z Drives a digital Revolution in Cellular Services with by.U
Indonesia’s cellular landscape is undergoing a transformation, driven by teh unique demands of Generation Z. Recognizing this shift, Telkomsel launched by.U, a digitally-native operator designed to cater specifically to the preferences of this tech-savvy demographic. unlike traditional telecom companies, by.U offers a entirely digital subscription experience, from number selection adn SIM card purchase to package management and payment – all handled through a mobile application. SIM cards are delivered directly to the user’s home,eliminating the need for in-person queues and paperwork.
This approach mirrors the convenience of streaming services, offering flexibility, personalization, and ease of adjustment. According to VP brand & Marketing Communications at Telkomsel, Emir G. Surya, by.U’s core advantages are built upon four key pillars tailored to Gen Z: flexibility, affordability, simple and transparent services, digital entertainment, and Telkomsel’s robust network. Internet packages are customizable, even offering active periods of under 14 days – a feature particularly appealing to students - and are free of hidden conditions. Data quotas are valid for 24 hours, and the SIM card remains active provided that connected to the Telkomsel network.
“And the fourth pillar is Telkomsel’s number 1 network, where by.U relies on the widest and leading network to ensure Gen Z is always connected anytime, anywhere,” explained Emir.
Beyond connectivity,by.U integrates entertainment through its U-Tainment feature, offering access to music, videos, games, comics, and community features, alongside loyalty rewards and merchandise via U-Store. This aims to keep users engaged within their preferred digital ecosystems.
The communication strategy also diverges from traditional advertising. By.U focuses on building rapport through relatable language,meme culture,and collaborations with local communities,digital creators,and e-sports teams. Campaigns like “strange But True” highlight online behaviors common among Gen Z, such as extended livestreams and collaborative online gaming, emphasizing the importance of a fast and reliable signal.
Emir explained that this strategy reflects Gen Z’s character – a blend of spontaneity and progressiveness. They desire control over their data allowances but also require a consistently stable and accessible network. Packages like the “Super Kaget” offering 7 GB for IDR 15 thousand for 14 days exemplify this combination of affordability and quality.
As its user base expands, by.U is evolving beyond a simple data provider, becoming integrated into the digital lifestyles of young Indonesians.Further integration with entertainment platforms, e-wallets, student loyalty programs, and community features are planned to solidify its market position.
Ultimately,by.U is positioning itself as a “beyond connectivity” ecosystem, offering a complete digital experience encompassing music, gaming, community engagement, and exclusive benefits tailored to Indonesia’s vibrant youth culture.
With Gen Z continuing to dominate the national digital landscape, operators like by.U are poised to play a critically important role in the future of cellular services in Indonesia.
(asj/asj)
