Telkomsel’s Bold Leap into Gen Z Telecom Telkomsel, Indonesia’s telecom powerhouse, launched by.U in 2019 as its first fully digital prepaid brand, targeting the 44 million Gen Z users craving more than rigid data plans. Born from 2018 nationwide research by a dedicated innovation team, by.U addressed youth frustrations with category-locked quotas and impersonal services, pioneering a zero-touch app for seamless signup, top-ups, and management. This user-first approach disrupted the market, blending Telkomsel’s robust network with agile, youth-centric innovation.​ Unpacking “Semuanya Semaunya” The slogan “Semuanya Semaunya” (Everything Your Way) crystallized by.U’s ethos of total empowerment, rejecting one-size-fits-all packages for a “toppings” system where users customize quotas like TikTok, YouTube, or Zoom add-ons, much like building a personal pizza. Rooted in research revealing diverse digital habits, it promises affordable flexibility without contracts, stores, or hassle, fostering emotional loyalty among users who value control and convenience in their phone-only world.​ Sustaining Growth Through User Evolution “Semuanya Semaunya” drives by.U’s ongoing iteration, with data-informed updates adding new toppings, cashless features, and packages as habits shift, ensuring the service grows alongside its users. This mantra positions by.U as a disruptor, making fast decisions in days and redefining connectivity as fun, adaptive, and future-proof in Indonesia’s booming digital landscape.   References https://www.mckinsey.com/capabilities/tech-and-ai/our-insights/giving-gen-z-customers-what-they-want-a-conversation-with-byu https://www.idnfinancials.com/archive/news/29298/Telkomsel-launches-byU-for-Gen-Z https://www.telkomsel.com/byU https://inspiredbyu.medium.com/kenapa-by-u-itu-ada-b8b569751520   Written by Ayusita Naura Apsari Management 2025, Public Relations The 19th IMOTION