This should have been the plan from the get go. GET launched in Thailand in March 2019 as the local child of Indonesia’s super app, Gojek.
Gojek needs no introduction. It launched in Indonesia back in 2009 as a motobike hailing app and from then on spanned into delivery, finance and recently even content streaming. As of June 2020, it has about 170 million users throughout Southeast Asia.
GET launched in Thailand as a part of Gojek’s regional strategy but it’s been a challenging road with existing players Grab and Line dominating the delivery services market.
Yesterday, it was announced that GET will change its name to Gojek, whilst retaining existing management.
GoViet in Vietnam will also consolidate itself into Gojek’s brand.
This will give customers some benefits. By the time we can all travel again, the consolidation means that Gojek users in Thailand will be able to use the same app in Singapore, Vietnam and Indonesia, therefore creating a much easier customer experience.
What else? The consolidation also means Gojek is committing to its local branches in Southeast Asia, and going under the super app’s umbrella will mean an extension of services and resources. By having a single holistic platform across all markets, it brings Gojek’s strategy in Southeast Asia closer to its rival Grab.