AirAsia pivots to digital business with superapp, aims to capture ASEAN market (The Jakarta Post)
Southeast Asia’s largest budget airline AirAsia Group is expanding its digital profile by launching a super app that provides a wide range of services from travel and lifestyle to logistics, in the hope of capturing the regional market despite the travel slump caused by the COVID-19 pandemic.
AirAsia Group CEO Tony Fernandes on Thursday said the mobile application would be aimed at the ASEAN market as a whole rather than individual countries.
“We’re nowhere near the size of Gojek or any other [companies]. But again, AirAsia is not about being dominant in one country but providing an ASEAN product,” he told The Jakarta Post during a virtual press conference, referring to regional ride-hailing firm Gojek.
To fit into Indonesia’s market, Fernandes said that AirAsia’s mobile application would serve cross-country commerce and transactions within the ASEAN region amid the domination by ride-hailing giants such as Gojek and Singapore-based Grab.
“We will serve the market for Indonesians who want to buy ASEAN products, and we want to build uniqueness that will be different from the big players in Indonesia,” he said.
The airline’s rebranded digital venture, dubbed “AirAsia Digital”, comprises three main business lines, namely venture builder, online education provider RedBeat Academy and a data center.
Its venture builder arm is currently developing five companies, including super app AirAsia.com, logistics provider Teleport, fintech solution BigPay, loyalty program application Biglife and restaurant franchise Santan.
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