Business was always faced with competition and changing. Competitive advantage was the key to success in responding to the challenges in doing business in order to survive and become in the foremost. The recent study mentioned that the competitive advantage in long-term oriented cannot be applied to tight competition conditions and rapid change. This study aimed at identifying the readiness and awareness of the company to face Transient Competitive Advantages (TCA). This study was conducted at PT. Telkomsel as the market leader in the Indonesia Telecommunication Industry. This study uses a qualitative study using Analytical Hierarchy Process (AHP) as a data analysis technique. This study used expert choice software to analyze the opinion from the experts and professionals through the variables of themes, arenas, customer experience, and systemic innovation. Telkomsel was dominant in a transient alternative condition rather than extending alternative condition so that it can be concluded that this business unit had been ready and aware as a company with transient advantage.