[PRESS RELEASE] GO-LIFE: Utilizing the Digital Technology for Service Industry Development in Indonesia
Fri, 04 May 2018 || By Admin CfDS

Yogyakarta, May 3, 2018 - The significance of digital innovation has been incorporated into some aspects of our lives, and the service sector industry is also included to feel the impact of the digital innovation. GO-LIFE, which is formerly a variant product from PT. GO-JEK Indonesia has been developed as an online mobile application booking platform for that offers easy and quick access in ordering various services. Center for Digital Society UGM presented Digitalk #16 with the theme of 'GO-LIFE: Easier Life or Lazier Life?'. Dayu Dara Permata, who serves as the current head of GO-LIFE, served as the main speaker in the event which was held at Convention Hall FISIPOL UGM.

The presence of the digital era that gave birth to a variety of digital technologies is characterized by the exchange process of information goods and services that occurs through the medium of technology. Dayu Dara said that the service industry becomes one significant aspect of the Indonesian economy as the data from Worldbank shows that 46% of Indonesia's gross domestic product come from the service sector industry. This fact is in line with the vision of GO-LIFE, who wants to empower the service sector industry through technology.

Discussing GO-LIFE itself, this ordering-services application is seceding itself from the GO-JEK main application in January 2017. Four kinds of services (GO-AUTO, GO-MASSAGE, GO-GLAM, GO-CLEAN) are currently available on GO-LIFE, and it makes GO-LIFE as the largest ordering-services application in Southeast Asia. “We will prepare a new four kind of services shortly”, said Dayu Dara.

The quick steps taken by the GO-LIFE’s management are certainly a response to the high level of internet penetration in Indonesia, and also the growing number of smartphone users in Indonesia that reached 150 million users, according to Indonesia Penetration Internet & Internal Smartphone Research conducted in 2016. The phenomenon is also followed by today’s customer behavior that wants any kind of goods or services to be accessible on a real-time basis.

Dayu Dara explained the three main impacts of digital technology for service sector industry players, namely: the rise of technological literacy and the high level of participation from the service industry player in the products of the online-based service provider; the expansion of resources and the increasing level of work flexibility; the rise of work productivity.

Despite the positive factors, consumers and service sector industry players are still being asked to use those digital innovations wisely. Especially for those who want to start a business in this digital era, Dayu Dara emphasized the importance to understand the fundamental things, and also to have accuracy in picking up a business scale. “It's okay to start on a small scale, so if you lose, you lose small,” said Dayu Dara. Culture is also one of the aspects of the society that cannot be eroded by the existence of digital innovation, as Dayu Dara said, "Technologies are existing to supplement what we need, not to get rid of our culture."

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Reporter: Raka Wicaksono