Indra Djokosoetono
    Category: Next Gen By : Yessar Rosendar Read : 5759 Date : Thursday, October 13, 2016 - 10:33:02

    Ahmad Zamroni / Forbes Indonesia

    If New York is known for its yellow taxis, then Jakarta is known for its blue ones—as in Blue Bird. PT Blue Bird is the country’s largest taxi operator, and has been around for more than 40 years. As of the end of last year, Blue Bird had a combined fleet of almost 30,000 vehicles in 15 cities and revenue of Rp 4.7 trillion. However, Blue Bird is facing disruption from ride hailing startups such as Uber, Grab and Go-Jek. Indra Priawan Djokosoetono, 24, the youngest of the Djokosoetono clan that founded the company, now aims to help make Blue Bird more appealing to a younger crowd, the tech savvy millennials. “I want millennials to know Blue Bird not only as a conventional taxi, but that we will catch up with competitors and stay hip,” Indra says.

    Blue Bird, ironically, was actually the first company in Indonesia to launch an online taxi-booking app back in 2011; it was available for Android and Blackberry smartphones. Recently the company rebranded its app, giving it new features similar to its competitors such as point-to-point location and online payment options. The app now is also available for iOS users. “The current competitors have very advanced tech, we have a catch-up game to play,” Indra says.

    Indra, who just got a masters in international business from Hult International School of Business, is the youngest son of the late Chandra Suharto, the oldest son of the company founder, the late Mutiara Fatimah Djokosoetono. Originally Fatimah started the company with a taxi without a meter called Chandra Taxi, named after her son. Now Indra is a commissioner at Blue Bird Group Holding, the family’s holding company, and an operational manager at PT Blue Bird. He has led multiple teams in operations, marketing, IT, and business development. He also led the implementation of lean operation and improvement of the company’s taxi mobile application.

    The company also had developed a separate app for its drivers and has started distributing smartphones to its drivers. Currently the app only manages a few functions for the driver such as bidding for a taxi order and managing e-payments. In the future, Indra aims that the app will further enhance driver productivity and assist them if in trouble. “In the future, the app will help drivers find the nearest repair shop if their taxi breaks down on the road or show them the fastest route to drive so they are more efficient and productive,” Indra says. The company also wants to put more payment options and a loyalty program for its customers through its apps. Indra aims to help Blue Bird catch up in e-marketing and also in using social media. “With improved tech and a new spirit to compete in a global world, I hope I can help the company head in the right direction,” Indra says.

    Read full version of the article