There is more than what it seems when it comes to mobile apps.
This applies to Gojek, the ride-hailing app from Indonesia, the brainchild of Nadiem Makarim, the 'decacorn' that wants to be a multi-functioning 'super app'.
After expanding beyond ride-hailing by the inclusion of GoFood, GoSend, GoShop, GoMassage, GoBox, and many other 'Go's', Gojek introduces another service it calls 'GoPlay', an on-demand-service for "movie/series streaming and download service".
It has two plans: the first costs Rp89,000 a month ($6.27), and the second costs Rp99,000 ($6.99), which is a bit more expensive, but provides subscribers with access to GoFood delivery vouchers.
To make GoPlay possible, Gojek has partnered with an array of exclusive movies and TV shows, including Indonesia‘s 2019 Academy Awards nominee Memories of My Body which was co-financed via an in-house studio the company started in 2018.
GoPlay is launched initially limited to Indonesia.
According to Gojek co-founder Kevin Aluwi:
"Films in Indonesia are getting better in quality at each coming year, but are still unable to compete with international films because the means of screening and platforms are lacking in Indonesia. GoPlay can be a solution to make Indonesian films more accessible, because filmmakers can now distribute their work on the Gojek platform."
In other words, Gojek hopes that with GoPlay, the film industry in Indonesia can have more viewers beyond traditional cinemas, theaters and TVs.
And not only that GoPlay can benefit the audience and the industry, Gojek in becoming a super app by following China's WeChat's strategy, is sure to be positive for its brand.
This is not surprising given that Gojek is heavily competing with Grab, which took over Uber's operations in 2018.
Gojek began its life in 2010 as a ride-hailing service.
But since then, it has become a one-stop shop by introducing a wide array of features. From bill payments, logistics, financial services, cleaners, food and grocery delivery, ticketing, electronic repairs, purchasing prescriptions and many more.
Earlier, it has also tapped into the wellness sector by launching GoFitness, in collaboration between Gojek and fitness startup DOOgether. With it, users can join exercise and yoga classes in hundreds of fitness studios across the Greater Jakarta.
And as for its GoPlay service, the company is putting itself in the market that is already occupied by Netflix, and also Iflix, Hooq, among others.
Gojek which is backed by Alphabet Inc’s Google and Tencent Holdings (which also owns WeChat), is already a decacorn valued at over $10 billion.
By having originated in Indonesia, the country with about 270 million people in population, Gojek is taking advantage of that huge market, to propel itself forward and deeper into this fastest growing economy in Asia.