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Modern technology is developing very rapidly. The impact of artificial intelligence on economic activity. This also happens in web-based applications. Rapid progress makes company competition increasingly tighter and more intense. The aim of this research is to see how entrepreneurship has increased in the current digital era and what opportunities and challenges are faced. The method in this research is library research using book literature, journals and other electronic records. Technology in this digital era is developing very rapidly, but there are challenges and opportunities in this digital era, namely the high level of competition among business opportunities entrepreneurs. The younger generation now has more opportunities to develop their entrepreneurial skills thanks to digital technology.

In the current era of digitalization and globalization, information and communication technology has become an integral part of human life. The rapidly growing use of technology has also influenced almost all aspects of life, including the world of work. Technology has made work easier, increased productivity, and opened up new opportunities for companies to develop faster. Information and communication technology has now become an important factor in changing the way companies operate. Companies that are successful in facing technological changes and can utilize them effectively will have a competitive advantage in the market. Therefore, Human Resource Management (HRM) has experienced many changes since the start of the digital era. The digital era has had a significant impact on the way companies recruit, train and motivate their employees. In the digital era, companies not only need to understand technology, but also need to understand how technology can help in their human resource management.

Competence in carrying out tasks, which are needed by aligning knowledge and expertise by communicating with developments in business and digital technology. as well as Competency training that suits the needs of the company as well as outreach to employees and outreach and training. Tool selling and monitoring the digital base are already aware of and have been executed in the field both in terms of product education and sales of digital products, have been socialized and understand Telkomsel's CSP 2023-2027. The research method that will be used in this research is a qualitative research method with a descriptive approach. The design used in this study is a case study design. The results of the research are 1. HR Competence in the Era of Industri 4.0 and Digital 5.0 Transformation to Increase Employee Work Productivity at PT Telkomsel Se-Priangan Timur, competency or capacity in carrying out tasks, in this case what is needed by aligning knowledge and expertise by communicating with technological developments business and digital. 2. Obstacles in HR Competence in the Era of Industri 4.0 and Digital 5.0 Transformation to Increase Employee Work Productivity At PT Telkomsel Se-Priangan Timur, not all Telkomsel employees already know Digital Culture in their daily work and mastery of existing Technology by the Network Department in New Mastery 5G Technology Network employees, HR who have high creativity are needed in the era of volatility, uncertainty, complexity, ambiguity (VUCA) to make Innovations that support Digital Business.3. Efforts in HR Competence in the Industri 4.0 and Digital 5.0 Transformation Era to Increase Employee Work Productivity at PT Telkomsel Se-Priangan Timur, Digital Culture training in daily work and mastery of existing Technology by the Network Department in Mastering New Technology 5G Network employees, trained HR those who have high creativity are needed in the era of volatility, uncertainty, complexity, ambiguity (VUCA) to make innovations that support Digital Business.