JAKARTA: Indonesia’s home-grown ride hailing app Go-Jek is to begin creating online video content through its own studios, funded by a subscription service, further compounding the app’s status as a WeChat-style ‘super app’.
The firm will open up Go-Play as a subscription platform with a range of payment plans, SVP acquisitions and development Michy Gustavia told the Nikkei Asian Review.
In addition to hosting, the company is also planning to produce its own video content with a focus on Indonesia. “There is a lot of content and that is why brands matter more than ever. That is where Go-Jek brand comes into play. Consumers have trust [in Go-Jek] especially in Indonesia,” said Gustavia. “Our approach is more toward original Indonesian voices as opposed to overseas.”
The firm will leverage its proprietary consumer data in order to tell stories that pertain directly to it. Speaking at the Asia-Pacific Video Operators’ Summit, she shared details of a project that arose from the high cancellation rate when users saw that the driver was a woman. With that issue clear through the company’s data, it then produced a documentary about the issue.
Users, she explained, “cancel because these were women drivers, they felt women could not drive motor cycles or were not smart enough. And the cancellation rate would directly affect livelihoods, these women are single mothers. The end product is powerful, pretty good [and one] that we submitted to several international film festivals.”
A feature of this effort will also see the company create Go-Studios to produce feature films, long- and short-form video. “Everything will be for Go-Play. Content we produce and co-produce will be exclusively for Go-Play. So it will be like 95% Indonesian focused,” she added.
Further reporting by Marketing Interactive found that Go-Jek is also working on a “pilot slate” of original content with VICE, following previous work on the theme of underdogs and upstarts. Christopher Smith, SVP of content and distribution for Go-Jek, told the magazine that a project with the director Joko Anwar sought to create bold and innovative stories. It also neatly mirrors the company’s own history.
Becoming Indonesia’s first ‘unicorn’, Go-Jek’s original motor-bike taxi-hailing service’s huge potential led to the firm acquiring fintech capabilities. In a similar way to Tencent’s WeChat, which functions as an ‘everything app’ that serves a number of consumer needs, Go-Jek has also added to its original proposition of motorbikes, cars, on-demand food and shopping services, as well as payment platforms.
Sourced from Nikkei Asian Review, Marketing Interactive, WARC