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Indonesian Super App Gojek: Focusing on Business Model, Growth Process and Growth Factors

인도네시아 슈퍼앱 Gojek : 비즈니스모델, 성장과정 그리고 성장요인을 중심으로

  • 고윤승 (서울사이버대학교 온라인커머스전공)
  • Received : 2023.01.27
  • Accepted : 2023.02.20
  • Published : 2023.02.28

Abstract

The purpose of this study is to examine the business model, growth process, and success factors of the successful super app Gojek in the Southeast Asian and Indonesian markets. Gojek's business model analysis focused on the business canvas (9 blocks) that many companies have used to establish business models. Gojek's growth process was analyzed based on timeline. Gojek 1.0 is from the start of the ride hailing service. Gojek 2.0 is a leap forward into a life-friendly platform. Gojek 3.0 is a process of expanding and diversifying domestic and foreign businesses. Gojek 4.0 is a stage of changing to GoTo through mergers with Tokopedia, and setting a higher leap forward. Based on this, the success factors of Gojek are ① Hyperlocalization ② First mobile ③ A company that is loved through mission execution ④ Provide financial inclusion ⑤ Business expansion and diversification through mergers and acquisitions and partnerships ⑥ Entry into overseas markets ⑦ Attracting various partners and investment ⑧ Lock-in effect and hyperpersonalization. The implications obtained through this study and the limitations and direction of the study were discussed.

본 연구는 동남아시아와 인도네시아 시장에서 성공적인 슈퍼앱 Gojek의 비즈니스 모델, 성장과정 그리고 성공요인에 대해서 살펴보는 데 목적이 있다. Gojek의 비즈니스 모델 분석은 많은 기업들이 비즈니스 모델 수립에 활용하여 온 비즈니스 캔버스(9 Block)를 중심으로 살펴보았다. Gojek의 성장 과정은 Timeline을 기반으로 구성하였다. Gojek 1.0 단계는 차량호출 서비스를 시작하는 시기부터, Gojek 2.0은 생활밀착형 플랫폼으로 도약하는 단계, Gojek 3.0은 국내외 사업 확장과 다각화 과정, Gojek 4.0은 Tokopedia와 합병을 통한 GoTo 로 변화하며 더 높은 도약을 설정하는 단계로 살펴보았다. 이를 토대로 Gojek의 성공요인을 ① Hyperlocalization ② 퍼스트 모바일 ③ 미션 실천을 통한 사랑받는 기업 ④ 금융의 포용성 제공 ⑤ 인수합병와 파트너십을 통한 사업 확장 및 다각화⑥ 해외시장 진입 ⑦ 다양한 파트너와 투자유치 ⑧ Lock-in효과와 초 개인화로 나타내었다. 본 연구를 통해 얻은 시사점과 연구의 한계와 방향성을 논하였다.

Keywords

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