Mutant picks up Smartcom account as telco tech firm enters Indonesia

As mission-critical communication provider Smartcom launches operations in Indonesia, the company has appointed Mutant Communications to steer its public relations efforts - a win that adds a complex, highly specialised technology brief to the agency's growing portfolio in Southeast Asia.

The Singapore-based PR agency will lead Smartcom's communications strategy as the telco-grade Push-to-Talk (PTT) provider enters one of Asia's most operationally demanding markets. For Mutant, the account is not only a business win but a creative challenge.

"Winning the Smartcom account for their PR launch in Indonesia would not only enhance Mutant's portfolio, but also expand Mutant's capabilities and network in a very specific industry such as technology and telecommunication infrastructure," Tanya Tresnasari, Indonesia country manager at Mutant Communications, told MARKETING-INTERACTIVE. "A company like Smartcom, which is targeting a specific industry, may have complex communication needs that push Mutant to adapt its strategies, which can be great for the Mutant Indonesia team's creative and professional growth."

Don't miss: #IWD2025: How Tanya Tresnasari is nurturing young talent at Mutant

Smartcom, which integrates ATEX-certified rugged hardware with ETSI/3GPP-certified TASSTA software, is targeting strategic sectors such as energy, transport, and public safety. Its solutions - already tested in Singapore's Ion Orchard, Takashimaya, and Marriott properties - offer high-performance PTT tools designed for field use across extreme and remote Indonesian terrains.

The company has already piloted its systems with Indonesia's national traffic police (Korlantas) and Kereta Api Indonesia (KAI), proving both resilience and adaptability in high-risk and high-scale settings.

Its competitive edge lies in priority access to Telkomsel's network infrastructure, real-time GPS tracking, and enterprise-grade security protocols - essential in a sector where communication failures can have critical consequences, from oil rigs to railway lines.

Smartcom's localisation push is equally strategic. The firm has built a Jakarta-based team led by telecom veterans, ensuring deep familiarity with Indonesia's regulatory and infrastructural landscape. Interfaces are being redesigned - not just translated - while 24/7 support in Bahasa Indonesia and English is already in place.

"Our local team doesn't just translate - we redesign the core interface to match how work gets done in Indonesia," said Asri Ariani Fauziah, Smartcom Indonesia's business development lead. "For example, our port logistics solution now includes local shipping terminology and compliance flows that are easy to follow even for experienced operators."

The company's commercial model - a subscription-based system - aims to lower barriers to adoption by removing upfront capital expenditure. With intelligent network switching that picks the best signal across carriers, and planned integrations with drone and video-push capabilities, Smartcom is positioning itself as an upgrade over legacy radio systems.

Smartcom is targeting 10,000 users in Indonesia over the next 12 months before expanding to Malaysia and Vietnam in 2026. Strategic partnerships with Indonesian system integrators are currently underway to accelerate local deployment.

"After our implementation with Korlantas and KAI, we've proven that certified MCPTT technology can transform operations in some of Indonesia's most challenging environments," added Fauziah. "What sets us apart is our commitment to meeting global standards while adapting to local needs."

Related articles:
Mutant makes foray into Thailand, names new country manager
MAXMEDIALAB wins APAC remit for Haus Labs by Lady Gaga
Team Lewis wins Shangri-La Australia PR and influencer brief