How Telkomsel Rewrote the Rules on Engagement at Scale

When Millions Rely on an App Every Day, Every Interaction Counts

Managing daily digital needs – from data and payments to content and rewards – is easier with the Telkomsel app, trusted by millions of Indonesians every day. At this scale and frequency, every interaction is an opportunity for Telkomsel to show up with the right message, at the right moment.

That’s a commitment Telkomsel takes seriously. With a deeper understanding of what users actually need, Telkomsel has been raising the bar on how it connects with its customers – making every notification, offer, and update feel less like noise and more like something intentional and genuinely useful.

Industry Context

Telkomsel operates in Indonesia’s telecommunications sector, serving one of the world’s largest and most mobile-first digital populations. As the country’s largest mobile network operator, Telkomsel sits at the intersection of connectivity and daily digital life for millions of subscribers, in a market defined by rapid smartphone adoption, price-sensitive data consumption, and a fast-growing appetite for lifestyle and entertainment bundles. In a region where telco brands increasingly compete on app-based engagement rather than network reach alone, the MyTelkomsel app anchors this shift, positioning Telkomsel within Southeast Asia’s broader move toward digital-first customer experience.

MyTelkomsel had already earned its place as the front door to Indonesia’s largest mobile network – millions of users opened it every day to top up data, track rewards, and manage their account. That scale cut both ways. Any change to something as visible as an in-app banner had to hold up across a user base this large without disrupting the day-to-day experience millions of people had come to rely on – there was little room to experiment on a feature already carrying that much daily traffic.

The bigger limitation sat underneath. Audience segments were built from lists pulled on a fixed cycle, so a user’s data top-up, quiz completion, or reward redemption from that morning wouldn’t shape what they saw until the next refresh. By then, the moment – and often the relevance – had passed. Two users at completely different points in their journey could still land on the same static list and see the same banner.

Reaching more people carried its own risk, too. Scaling a flagship campaign like ‘Saranghae Korea’ to a subscriber base in the tens of millions meant more banners and more nudges arriving on the same phone in the same week. Without a way to pace and personalise that volume, Telkomsel risked doing the one thing it was trying hardest to avoid: turning a helpful nudge into the kind of noise a user learns to swipe past.

The Approach: Focusing on the Right Way to Engage

Telkomsel partnered with Netcore to reimagine what customer engagement could look like – not just refining what already existed, but opening doors to possibilities that hadn’t been achievable before. The result was a structured, three-phase approach designed to deliver real impact from day one, while laying the groundwork for engagement that could grow and evolve alongside the needs of millions of users.

1. Maintaining Seamless Operations.

The first priority was making sure everyday interactions stayed seamless. By tapping into Netcore’s Product Experience capabilities, Telkomsel enhanced its in-app pop-up banners with smarter, more dynamic Promotional Nudges – creating moments that feel engaging rather than intrusive, without compromising the consistent experience that millions of users rely on.

2. Replace lists with customer intelligence.

Rather than relying on fixed audience lists built from weeks-old data, Telkomsel moved to a smarter, more responsive approach. Segmentation became dynamic – shaped by real-time activity and richer persona profiles spanning interests like Lifestyle, Rewards, Commerce, and Fintech. This meant campaigns could reflect what users are actually doing in the moment, making every touchpoint feel far more relevant and timely.

3. Orchestrate, not blast.

Reaching millions of users is one thing- doing so without overwhelming them is another. By scaling Netcore’s Product Experience capabilities thoughtfully, Telkomsel introduced a progressive, session-based logic that kept each interaction feeling fresh and intentional. The result was a communication experience that respected users’ attention, ensuring every message landed as meaningful rather than intrusive.

The Q4 results for Telkomsel became a proof point of the Netcore-Telkomsel partnership –

Telkomsel established a new engagement operating model – one where segmentation is dynamic, frequency is intentional, and every session is designed to be relevant rather than just present.

With Netcore’s PX capabilities as the foundation, Telkomsel is now equipped to scale while maintaining precision. As Indonesia’s digital landscape continues to grow, so does the system built to support it.

The shift from broad-based messaging to more orchestrated engagement was a strategic move – and the results clearly reflect that.