XL Axiata started operations in the highly competitive Indonesian telecommunications industry in 1996. It had its vision on capturing market share by providing the best value to customers. It started with an aspiration to become the number 2 player in the market, with a clear realization that its employees were the key to success.

A highly involved Leadership team with a focus on simplifying communications, building an open culture, removing performance barriers and involving employees in driving innovation led to the company achieving its business goals and raising the bar even further.