Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk (TLK): Marketing Mix Analysis [Dec-2025 Updated]

You're looking for a clear-eyed view of Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk's market position right now, and honestly, it's all about convergence and infrastructure monetization. After two decades watching this space, I can tell you the late-2025 story hinges on bundling mobile and fixed services with Telkomsel One, while aiming to add up to 1 million new IndiHome customers this year. We'll dive deep into the 4Ps, from their disciplined promotion spend of just Rp1.5tn in 1H25 to their strategic focus on value, reflected in the Rp41,800 mobile ARPU, so you see the precise levers driving their performance.

Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk (TLK) - Marketing Mix: Product

The product element for Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk centers on a converged, digital-first portfolio spanning mobile, fixed broadband, and enterprise solutions. The offering is designed to capture value across the entire digital lifestyle spectrum of Indonesian consumers and businesses.

Fixed Mobile Convergence (FMC) via Telkomsel One

The integration of mobile and fixed broadband services under the Fixed Mobile Convergence (FMC) strategy is a core product focus, primarily executed through the Telkomsel One bundle. This bundling aims to deepen household engagement and drive customer lifetime value. As of the first half of 2025 (1H25), the convergence penetration for IndiHome B2C stood stable at 55%.

The Telkomsel One product itself offers tiered packages, for instance, the Complete 1P plan has been listed with a monthly subscription of Rp405,000, offering 50 Mbps speed, a bundled quota of 15GB shared across 6 members, plus an additional Orbit quota of 20GB, and on-net voice/SMS benefits.

Mobile Services Under Telkomsel

Telkomsel's mobile product strategy emphasizes capturing high-value customers (HVC) over maximizing sheer subscriber volume, a move supported by starter pack rationalization efforts. In the first half of 2025, the total mobile subscriber base was reported at 158.4 million.

The focus on value is reflected in the Average Revenue Per User (ARPU) for mobile customers, which reached Rp 41,800 per person in 1H25. Even with a slight sequential decline in the total mobile subscriber base to 157.6 million in early October 2025, revenue for Telkomsel in 1H25 grew sequentially by 3.4% QoQ to Rp27.5tn, supported by this ARPU expansion.

The product portfolio under Telkomsel also includes specialized brands like Telkomsel Lite and by.U, catering to specific market segments.

Fixed Broadband Through IndiHome

IndiHome remains a critical pillar for the consumer segment, leveraging the FMC strategy to drive growth. As of 1H25, IndiHome B2C subscribers grew by approximately 449K net additions in the first half, reaching a total of 10.1 million residential customers. When including B2B, the total IndiHome customer base reached 11.3 million in 1H25, growing 7.1% YoY.

Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk is actively targeting further expansion, with a stated goal for 2025 to add between 800,000-1 million new IndiHome customers throughout the year, often achieved through cross-selling with cellular services.

Digital Enterprise Solutions

The Enterprise segment centers on robust digital infrastructure products, notably through the Data Center Co and B2B Digital IT Services pillars. NeutraDC, the data center subsidiary, is a key product line in this area.

Data Center and Cloud services revenue reached Rp921 billion in 1H25. As of 1H25, Telkom operated a total of 35 data centers with a combined capacity of 44 MW, including 4 domestic and 3 international locations managed by NeutraDC, alongside 19 neuCentrIX edge data centers.

NeutraDC is also developing a major hyperscale data center in Batam, planned to start with an initial IT load of around 5 MW in 2025, with an ultimate capacity target of 51 MW IT load. ICT services like Astinet fall under the Enterprise Connectivity offerings.

Here's a quick look at the scale of the core consumer and infrastructure products as of mid-2025:

Digital Platforms and Value-Added Services (VAS)

Digital platforms and VAS are integral to driving digital lifestyle adoption, with the Digital Business segment contributing 90.6% of mobile revenue in 1H25. This indicates that the majority of mobile revenue is now derived from data and digital services rather than traditional voice/SMS.

The underlying demand fueling these platforms is substantial. Data traffic (payload) on the network saw a significant increase of 20.1% year-on-year, reaching 11,715,570 TB in 1H25. This massive traffic volume underpins the need for enhanced digital lifestyle products and services.

The product strategy involves continuous enhancement of digital platforms, as seen by the launch of new enterprise-focused solutions by NeutraDC, such as:

• Neutra Compute: A GPU-as-a-Service platform for AI infrastructure access.
• Neutra Connect: Enhanced interconnection services for digital ecosystem collaboration.

These additions show a clear move to productize high-demand digital capabilities beyond basic connectivity.

Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk (TLK) - Marketing Mix: Place

The distribution strategy for Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk (TLK) centers on maximizing network reach and ensuring customer access through both physical and digital touchpoints.

Infrastructure backbone underpins this reach, evidenced by the extensive network assets managed, including those now partially within the InfraCo structure.

A significant structural move in late 2025 involved the strategic spin-off of the Wholesale Fiber Connectivity Business to PT Telkom Infrastruktur Indonesia (TIF), with an agreed valuation of Rp35,787,258,000,000. This transaction is targeted for completion in the fourth quarter of 2025.

Multi-channel distribution leverages digital platforms heavily for customer self-service and support.

• Digital self-service app, MyTSEL, served over 46 million Telkomsel customers as of July 2024.
• AI-powered customer service via Veronika handles 97 percent of customer inquiries made through the app.
• The MyTelkomsel app generated 2,299 user reviews scraped from the Google Play Store for the month of October 2025.

The data center footprint expansion is geared toward serving hyperscalers and regional markets, aligning with the broader strategy of the Data Center Co (NeutraDC).

International connectivity is managed through Telin, extending network reach across the ASEAN region and beyond.

• Telin reports a presence with 162 Global Point of Presence in 35 Countries.
• Telin manages 306,376 Kilometers of Subsea Cable.
• Telin is participating in more than 12 subsea cable systems to expand global connectivity.

Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk (TLK) - Marketing Mix: Promotion

The promotional activities for Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk (TLK) in late 2025 are heavily anchored in demonstrating tangible digital solutions and strategic partnerships, moving beyond simple connectivity messaging.

Core Brand Messaging and Campaign Recognition

Core brand messaging is centered on the ongoing #PastiAdaSolusi campaign, which has evolved through phases, including #PastiAdaSolusi Buat Langkah Berani and #PastiAdaSolusi Berani Jadi Lebih, designed to showcase a wide range of B2B solutions. This strategic communications approach, focused on practical, real-world solutions, earned Telkomsel Enterprise the Best PR Campaign: B2B award at the PR Awards 2025, held on April 11, 2025. The campaign continues to emphasize empowering businesses and individuals with digital tools. Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk's vision is to be a leading digital telco, a spirit carried from its legacy fixed line products through its current transformation.

The promotional efforts highlight specific B2B collaborations:

• Partnerships with major entities like Bank Rakyat Indonesia (BRI) to integrate connectivity into financial solutions for small and medium enterprises (SMEs).
• Collaboration with Gojek, featuring the Gojek Swadaya Package and CPaaS Number Masking to enhance driver partner communication and data privacy.
• Inclusion of other major enterprises like Samsung in showcasing successful digital adoption.

Financial Commitment to Promotion

Marketing expenses were managed with discipline through the first half of 2025. The financial data reflects a controlled approach to advertising spend relative to the top line.

These marketing expenses were relatively in-line with the company's historical annual average of 2-3%.

Digital Innovation and Customer Experience Focus

There is a clear strategic shift toward leveraging advanced technology to refine promotional targeting and customer interaction. This includes the integration of Artificial Intelligence (AI) to optimize advertising and enhance the customer experience. Specific AI-powered tools mentioned include:

• AI Customer Service, featuring Veronika & TED.
• IndiHome Smart AI features to boost commercial performance.

This focus on Digital Innovation with AI supports the broader goal of delivering a customer-centric experience.

Value-Driven Campaigns and Customer Retention

Value-driven campaigns are essential for anchoring customer retention, particularly within the Fixed-Mobile Convergence (FMC) strategy. The effectiveness of upselling and cross-segment bundling initiatives is repeatedly affirmed in driving household value. The FMC structure, which involves the transfer of IndiHome to Telkomsel, has seen the Convergence Rate reach 55% as of the 2025 Investor Day presentation, representing an 18 percentage point year-over-year increase.

The IndiHome B2C segment revenue reflected this focus, growing by 0.5% YoY in 1H25, while the Fixed Broadband Customer Base grew by 10.0% YoY to 10.1 Million.

Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk (TLK) - Marketing Mix: Price

Price for Perusahaan Perseroan (Persero) PT Telekomunikasi Indonesia Tbk involves setting monetary values that reflect the company's strategic shift towards value realization across its core segments. This is not just about the sticker price; it's about the structure of payment and the perceived worth of the connectivity and digital services offered.

For the mobile segment, the Average Revenue Per User (ARPU) for the first quarter of 2025 (1Q25) was reported at Rp42,400 per user. This figure, which slid by 6.4% Quarter-over-Quarter (QoQ), is directly linked to the strategy of focusing on value. The management has been actively pursuing a more rational industry approach, which supports the recovery going forward. This focus is evident as Telkomsel's revenue grew 3.4% QoQ in 9M25, supported by ARPU expansion in the later part of the year. The mobile subscriber base stood at 157.6 million as of 9M25, showing a slight decline of 0.5% QoQ, partially attributed to the pricing adjustments. You see the impact of this strategy in the resulting profitability metrics.

The fixed broadband service, IndiHome, demonstrates a different pricing dynamic, even amidst reported price war risks in the segment. The IndiHome fixed broadband ARPU for the first half of 2025 (1H25) was Rp220,000, a decrease from Rp241,000 in 1H24. Despite this ARPU moderation, consolidated IndiHome revenue grew 2.2% Year-over-Year (YoY) in 1H25 to Rp13.3tn, showing that subscriber volume or service mix adjustments are helping to offset the lower per-user revenue. The company's overall consolidated revenue for 1H25 was Rp73.0tn.

The pricing strategy is heavily anchored in flexible, value-based bundling. This is exemplified by the integrated offerings designed to capture the full customer lifecycle. The mobile segment, where subscriber revenue is 95% derived from prepaid methods, is being streamlined through product simplification to better align offers with digital lifestyle needs. This bundling approach helps to increase the stickiness and overall spend per customer.

Industry-wide price rationalization is definitely unfolding, particularly in the prepaid space. The company has been adjusting starter pack prices as part of an initiative to improve ARPU trends. This move, while causing some rotational churners, is aimed at establishing a healthier business practice in the telco industry, focusing on sustainable subscriber productivity. The impact of these adjustments is seen in the 11.5% QoQ rise in Telkomsel's net income in the third quarter of 2025, with its Return on Equity (ROE) reaching 83.7%.

For the Enterprise segment, pricing for B2B digital services like Astinet utilizes customized, contract-based structures. This aligns with the nature of Enterprise Connectivity and Digital IT Service offerings, which require tailored solutions for corporate customers, including State-Owned Enterprises. The overall financial health supports this premium, customized approach, with the company projecting a 2025F ROAE at 15.6%.

Here is a quick look at some key financial indicators that frame the pricing environment:

The company's infrastructure scale also underpins its pricing power, as it manages extensive assets:

• Total BTS: Data not current for 2025, but infrastructure scale is vast.
• Data Center Capacity: 48 MW across 35 locations.
• Fiber Optic Backbone: Reaching over 180 thousand km.
• Total Liabilities (9M25): Rp136.9tn.

The enterprise segment relies on bespoke contracts, which means pricing is determined by the scope of service delivery, such as Enterprise Connectivity or Digital IT Service requirements. For instance, the company's overall Net Debt-to-EBITDA ratio remained low at 0.6x at the end of 9M25, providing financial flexibility to support competitive pricing where needed, while maintaining premium pricing for high-value B2B contracts.