A Modern Vision for a New Generation Telkomsel had established itself as the market leader in Indonesia’s telecommunications industry, yet the company recognized significant opportunities to innovate further and create greater value for the next generation of users. In its 25th year, Telkomsel assembled a dedicated innovation team in 2019 that traveled across multiple regions to conduct research and gain a deeper understanding of what young people truly expected from their mobile provider. The insights gathered from this exploration became the groundwork for a new digital initiative known as by.U. Understanding What Young People Really Want Many young people are tired of data that’s split into different categories because it limits how they can actually use the internet. They also feel that the current options don’t match their needs since they aren’t given the freedom to personalize their plans. Digital habits vary a lot from person to person, and this is where the idea of toppings fits well. Just like choosing different pizza toppings to suit each person’s taste, users also want the freedom to mix and match their own data toppings. Some need a TikTok quota, others rely on Zoom, and some prefer YouTube add-ons. With such different preferences, one package simply can’t satisfy everyone. At the same time, there is a rising expectation for experiences that are smooth and fully digital. Young users want to handle everything from their phones, whether it’s buying data or managing their plan. Convenience and easy access have become essential in choosing a provider, making flexibility not just a preference but a necessity. Service Designed to Grow as You Grow Everything by.U creates will always be guided by research and shaped around what you truly want. And one thing that remains certain is that by.U will continue to grow alongside you. As your needs evolve, by.U will keep introducing new toppings and additional features designed to make your digital life even easier. by.U, Semuanya Semaunya!.   Sources: https://inspiredbyu.medium.com/kenapa-by-u-itu-ada-b8b569751520 https://www.telkomsel.com/byU   Written by Muhammad Kamil Iksir, Management 2025, Public Relations The 19th IMOTION