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Jakarta Post

Going against the grain in adapting to digital economy

For the app-based company Go-Jek, steering away from the main path and armed with unusual ideas, have tapped into fresh innovations that cater to millions of people in adapting to a growing digital landscape.

Liza Yosephine (The Jakarta Post)
Jakarta
Fri, November 16, 2018

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Going against the grain in adapting to digital economy Go-Jek founder and CEO Nadiem Makarim (right) and Narasi founder Najwa Shihab (left) speak about breaking old paradigms through digital transformation at GDP Venture's conference ICON2018 titled "Transform Now" in Jakarta recently. (The Jakarta Post/Donny Fernando)

N

o one foresaw the immense value and the potential of ojek (motorcycle taxi) services in Indonesia, 34-year-old Go-Jek founder and CEO Nadiem Makarim told a conference audience recently.

For the app-based company, steering away from the main path and armed with unusual ideas have evidently led to fresh innovations that cater to millions of people in adapting to  growing digital infrastructure and development.

"With the mobile informal sector, of which the magnitude is extraordinary in Indonesia, no one had thought of the potential [of ojek drivers]," Nadiem said during a panel discussion at the recent ICON 2018 conference on digital economy titled "Transform Now" in Jakarta.

Nadiem said Go-Jek first considered the transportation segment eight years ago in response to daily frustrations over unacceptable traffic and commuting conditions, which he claimed were due to structural inefficiency. 

"It began simply as how to get from point A to point B as fast as possible and as easy as possible," Nadiem said.

The Harvard-graduate has since transformed the ojek-usage landscape, drawing customers who wanted to overcome traffic congestion in the capital. 

Cracking the transportation problems in Jakarta and seeing the potential in ojek drivers, as it turns out, led to infinite possibilities, Nadiem said.

Growing beyond an online ride-hailing app, Go-Jek has also developed an array of services, including food delivery and courier, shopping and beauty services, as well as its financial platform Go-Pay.

Since it became a tech company as an app in 2015, Go-Jek has catapulted to success and is currently one of Indonesia's four unicorn startups, valued at over US$1 billion. It has also entered the regional market, as it started operations in Vietnam in September. 

"The problem with innovation is when you keep listening to people who say 'it's impossible'. Whatever we do in this world, for sure, the majority of people will say it's impossible. That's actually where you have the opportunity," Nadiem said.

Read also: Right mindset, innovation drive digital economy: Experts

Meanwhile, journalist Najwa Shihab also took a sudden turn when last year she resigned from MetroTV after 17 years at the television news station. The seasoned reporter earlier this year founded online TV platform Narasi, which she said had helped her realize her strong desire to diversify into the digital sector.

Najwa said she decided to move to an online platform from traditional media to break through to new audiences, especially the young generation. 

"The way people consume news has changed, so content must adapt to that change," Najwa said, also speaking at the event. 

Sticking to her journalistic principles as a core, Narasi built upon the values of anti-corruption, fostering tolerance and encouraging participation. 

The company has created 12 programs, or "content", Najwa said, including her signature show Mata Najwa (Najwa's Eyes), which is produced in collaboration with TV station TransTV.

The content is spread across multiple platforms to maximize exposure and ensure engagement, including on YouTube, Narasi.tv website and social media accounts. 

"Whatever the content, it must be packaged according to the platforms," Najwa said. 

Ten months since its initiation, Najwa said Narasi was set to officially launch later this month, with celebrations taking place at an event titled "Narasi Play Fest" in Jakarta on Nov. 24 and 25. (kes)

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