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GoViet to be rebranded as Gojek Vietnam as Indonesian firm unifies brands across 5 markets

Saturday, July 04, 2020, 13:15 GMT+7
GoViet to be rebranded as Gojek Vietnam as Indonesian firm unifies brands across 5 markets
A driver-partner wearing a Gojek Vietnam uniform holds hands with another in a GoViet jacket in this supplied photo illustration.

GoViet, the Vietnamese version of the Indonesian on-demand multi-service platform Gojek, on Friday announced that it will unite its app and brand under Gojek to become Gojek Vietnam.

Phung Duc Tuan, GoViet’s co-founder and chief operating officer, has been appointed as the general manager of Gojek Vietnam, according to GoViet’s announcement on Friday.

Under the new brand, GoViet promised to give Vietnamese users better experience with the app, with a simpler, cleaner interface and upgraded features.

Vietnamese users will also be able to use Gojek’s services in Indonesia, Singapore and Thailand using a single mobile app.

Gojek’s Thai brand – Get – will also come under the Gojek brand.

"Going forward, we can better serve the market and bring even greater business to each country by unifying tech and brands," Andrew Lee, head of international at Gojek, told the Nikkei Asian Review

"This has been in the making for many months. We started on the strategy to upgrade, to get to scale more efficiently, better serve the customers in these markets, since well into mid-last year."

Gojek is Southeast Asia’s leading technology group founded in Indonesia in 2009 and a pioneer of the integrated super app model connecting users to over two million registered driver-partners and 500,000 merchants in over 200 cities across five countries including its homeland, Vietnam, Singapore, Thailand, and the Philippines.

Since its launch in Vietnam in August 2018, the firm has been providing services including motorbike ride-hailing GoBike, logistics GoSend, and food delivery GoFood.

Both Gojek’s launches in Vietnam in 2018 and in Thailand one year later went under localized brand names – GoViet and Get, respectively – and used different apps, while the firm keeps its original brand identity in Singapore and the Philippines.

Nadiem Makarim, founder of Gojek and now Indonesia's education minister, said at the time of the Vietnam launch that Gojek did not want to impose a foreign brand, instead wanting the subsidiary to "determine its own identity."

This approach resulted in low interoperability between Gojek platforms, inflicting users to download separate apps when they traveled to the respective countries, the Nikkei Asian Review said. 

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