Today marks an important milestone for Indonesian ride-hailing giant Go-Jek. Go-Viet, their Vietnam-base operations, has begun operating with apps available on Google Play and App Store. The operation is the first of Go-Jek to be available outside of Indonesia and services will be available in 12 districts in Ho Chi Minh City. It is being launched with first two services Go-Bike (passenger transportation) and Go-Send (express courier).
The momentum of Uber’s acquisition in Southeast Asia by Grab has encouraged Go-Jek to expand to the region. In addition to Vietnam, Go-Jek also plans to operate in Thailand, Singapore, and the Philippines.
In an interview, Go-Jek CEO Nadiem Makarim explained that the company’s strategy in entering new markets is by working with local teams. Led by CEO Vu Duc, the team is expected to transform the concept of Go-Jek into a localised version.
Apart from using a different name, Go-Jek also localises by using different colour scheme for Go-Viet. In Indonesia Go-Jek is known for the its green colour scheme on driver-partners’ jacket and helmet; in Vietnam, they opted for red instead. Go-Viet is ready to challenge Grab which has become a sole player in many Southeast Asian countries following the acquisition.
“To become a long-running and sustainable business, we need to become a platform. You need to have different sorts of services and they have to strengthen each other. [It’s all about] how to synergise from the point of view of supplies, retention strategy, and demand,” Makarim said in an interview with CNBC.
The article Go-Viet Resmi Beroperasi, Operasional Pertama Go-Jek di Luar Indonesia was written in Bahasa Indonesia by Prayogo Ryza for DailySocial. English translation and editing by e27.