The Closure Of Six GoLife Services Is Considered To Make Gojek More Focused

Mitra Gojek. (Irfan Meidianto / VOI)

JAKARTA - Gojek's decision to focus GoLife services into two services, namely GoClean and GoMassage, is considered the right step considering the company's need to ensure its business continues to grow.

Deputy Head of the Demographic Institute of the Faculty of Economics and Business from the University of Indonesia (LD FEB UI) Paksi Walandouw said Gojek's steps reflected part of the superapp's long-term strategy. Paksi also underlined that GoJek's policy can be seen as a healthy business process.

"Of course Gojek's strategy to evaluate a number of its services is solely to be more focused and make it more competitive. Gojek as the superapp is aware of this, so they carry out continuous monitoring and evaluation," said Paksi in a statement received by VOI, Thursday, December 19.

Regarding the handling of GoLife partners who were affected by this step, Paksi expressed its appreciation because Gojek has developed a serious approach by providing opportunities for partners from closed services to join other service lines within Gojek, such as GoRide services which have a very high demand.

"This is very good, because the partners are not employees but Gojek wants to direct and provide access to other ecosystems," said Paksi.

M. Naufal, one of GoGlam's partners, revealed that he accepted GoJek's decision even though he felt sad because Naufal had been GoGlam's partner for four years. But on the one hand, Naufal understands that after all Gojek's decision is a company strategy to focus more on service lines that are of interest to the market.

However, he appreciated GoJek's step in providing direction as well as access to partners to choose other suits in the GoJek ecosystem. "Most of us turn to GoMassage because our skills will be used there," added Naufal.

Gojek management has also carried out various initiatives to ensure affected partners have the option to earn additional income. Several initiatives include providing opportunities for partners to register for other services in the Gojek ecosystem, from joining as GoRide and GoCourrier partners, GoPay and GoTix business partners, to Established Business partners.

In addition, Gojek opens opportunities to enter other similar online service platforms in the market. This is done by facilitating partners to attend the Independent Job Fair organized by the Ministry of Manpower.

Previously, Gojek planned to stop several services from the GoLife platform. This policy was made after seeing most of the stagnant business performance of GoLife's services. At least five GoLife services will be closed, namely GoGlam, GoFix, GoAuto, GoDaily, GoLaundry and Service Marketplace.