Indosat, Indonesia’s second largest telco, today announced that the company is changing its name to Indosat Ooredoo to reflect the new identity that its parent company, Ooredoo Group –previously Qtel– has been implementing since 2013. The change will affect Indosat’s branding across all of its products. It also unveiled a three-year plan to become the country’s premiere digital connectivity provider.
The change from Indosat to Indosat Ooredoo has been two years in the making since the company first floated the idea to introduce a new identity incorporating the new name of its principal owner.
The name was chosen following a survey of 15,000 respondents from various backgrounds. The survey found that consumers still strongly relate to the Indosat brand which meant that it was in the best interest of the company to retain the name Indosat in its new identity. This makes it the only one of eight companies in the Ooredoo Group that retains its original name following a brand update.
The new brand incorporates Indosat’s trademark yellow and Ooredoo’s red as its corporate colors with the new logo consisting of the two brands positioned vertically. Retaining its own color also allows the company to still be referred to as “the yellow one” among consumers, with Telkomsel as “red” and XL Axiata as “blue”.
Aside from the company logo, the product logos and names were given an update to match the new identity. Gone are the standalone brand visuals for IM3, Matrix, and Mentari, replaced by a more uniform look. While the brand names are being retained, their offerings are being adjusted to match the company’s new direction as the company is transforming from a traditional mobile network to a digital provider.
Indosat Ooredoo President Director and CEO Alexander Rusli said at the launch that the change is part of the company’s transition to becoming a digitally oriented business. “We want digital to be the DNA of the company. Right now half of our subscribers are using data, this is what we want to continually improve.”
The company this year managed to climb back to second place leapfrogging XL Axiata which had held the position until recently. Indosat Ooredoo recorded 155% increase in the number of data subscribers over the same period last year, 69 million subscribers at the end of Q3 2015, and 19 million monthly active Facebook users. “Our target in the next three years is to be number one in digital revenue, number one in digital experience, and the number one consumer choice for digital brand,” he continued. “We want digital to be more than just connectivity. The digital world has to be friendly, simple and easy to access so everyone can do many things digitally.”
Indosat Ooredoo also took the opportunity to launch its LTE Advanced network with download speeds of up to 112 Mbps alongside a range of new consumer products that take advantage of the high speed connection from live streaming football matches to movies. “With that speed we are launching new products. 4G connection with 3G prices and service bundles in which consumers can choose the content that they like.”
Ooredoo Asia Pte. Ltd, which is a subsidiary of Qatar’s Ooredoo Group, owns 65% of Indosat Ooredoo following two rounds of stock acquisitions in 2002 and 2008. The Government of Indonesia holds 14.29% ownership of the company while 15.3% is in the public hands through Indonesia Stock Exchange. Skagen AS owns 5.41% share.