The Future and The War of Disruption
Succeeding at being a ‘disruptor’ requires intense resiliency.
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28 May
The Future and The War of Disruption
Written by Kreatiklan
Tagged as
Business and Brands
Previously, we’ve been guided you through the example of brands and ads that disruptive to the list. We also brought you the simpler way to be ‘disruptor’. It is challenging indeed but we feel it create the gap since we haven’t dip into case studies. The rapid growth from millennial who cling to technology demand disruption process more than any generation before. Many brands and businesses are thriving to try something new and out of their cage. They aren’t afraid to do something new and make a ‘bang’. Companies everywhere are trying to figure out how to innovating faster than their competition, hiring the most creative people, and doing something that’s never been done before. It is overwhelming and seemingly impossible to prioritize ideas. Succeeding at being a ‘disruptor’ requires intense resiliency. Timing is the common enemy.
In the previous episode, we talked about Kulina and GoJek which gain their reputation in Indonesian heart. As the middlemen they connect the customer and the industry. They build their apps conveniently so the customer and user can use it to contact their driver or their catering person to order. This apps benefit both two person behind their each control. Through Kulina’s apps customer able to contact people who can cook for large portion and they can have their meal prepared by nutritionist and delivered in front their home or workplace. This also applies at Gojek system. GoJek aligned themselves as the connector between ‘mitra GoJek’ (the person who directly under contract with the company) and the customer. At first, GoJek offers a hail cab on the go by apps and use GPS as their main tools. Now, GoJek offers a lot of service, include GoFood to order food, GoFix to order technician, GoBox to deliver package, GoShop to order home supplie and will expand in more service. As we can say what GoJek and Kulina is disrupting the market by significantly changed how we lived our life nowadays.
Being disruptor means you need to disrupt the current industry and competition and it will not always running smoothly. GoJek faced a lot of problem since Indonesia Government haven’t made an official obligations to control the company including the fixed rates for its driver. Many traditionalist driver, such as bajaj, ojek, and Kopaja are disrupted by GoJek. Their income are declined so rapidly since people think using GoJek are more convenient than the traditional-transportation. These situation led to protest rallies in several cities among driver on both industry. It is also make both company (in this case GoJek and Grab-although Grab is originally from Singapore) face a battle to dominate the ride-hailing market in Southeast Asia’s biggest economy. Then how the disrupted company escape the battle? Before GoJek exist, BlueBird is number one transportation taxi company in Indonesia, their stake also declined after GoJek also offer the car taxi other than bike taxi with a cheaper price. BlueBird brought a lot of innovation before they eventually build partnership with GoJek. Now, GoJek also offers the BlueBird service inside their apps. What we can learn to BlueBird and GoJek partnership is that we can make amends and understanding the trends by joining the competitor. It is more like the ancient proverb, the enemy of my enemy is my friend, which suggests that two opposing parties can or should work together against a common enemy.
Being a ‘disruptor’ is not easy as we also able to make another existed industry take the toll of what we’ve been invented. The advantage of creating disruptive technology can create new revenue streams through the enhancement of other’s disruptive innovations. People will adapt to newer product or service in a higher return based on brand recognition and the efficiency. The growth market, the busiest industry, the competitive price and rates will always changing. In the end, successful disruption requires not only a desire to challenge the market, a clear vision, comprehensive research, planning, and endless perseverance.
