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Ride platform focuses on easy payment

Blue Bird

Company: PT Blue Bird Tbk

Brand value: US$245 million

Headquarter city: Jakarta

Year on year change: -39%

Industry: Transportation

Year formed: 1972


Blue Bird provides premium-quality taxi services from 61 centers across Indonesia, including Jakarta and most large cities. With a fleet of nearly 25,000 taxis, plus more than 6,000 luxury taxis and rental cars, the company has been at the forefront of innovation in the taxi sector; it was the first to install meters, radios for drivers, as well as air-conditioning in its vehicles. The taxi industry continues to adjust to the challenges posed by app-based rivals, such as Uber and Go-Jek, and Blue Bird is reported to have suffered a 38 percent fall in profits in the past year. In response, it has launched Go-Blue Bird, a partnership with Go-Jek, which allows customers to book Blue Bird cars through the Go-Jek app. The company also has its own app, My Blue Bird, which lets passengers pay by e-voucher and credit and debit cards. Cashless payment is at the heart of Blue Bird’s marketing this year, with YouTube ads showing how cashless payment helps resolve the common problem of not having the right money or change for a taxi fare. Through a partnership with Mastercard, Blue Bird has run a ticket give-away for the UEFA Champions League Final in Cardiff. The brand was the official transportation partner for the Mandiri Jakarta Marathon in 2016, and is listed on the Indonesia Stock Exchange.