Few months ago, we reported that 2015 will be a busy year for Cipika, as it’s the time when they start engaging themselves to their gadget and travel marketplace more seriously, including by partnering with Indosat through a number of bundled packages. This was taken seriously by Indosat. The telecommunication giant has decided to shift Cipika’s focus from snacks, food, and handicrafts to gadget.
As being cited from IndoTelko, Indosat’s Head of Digital Commerce Carlos Karo commented, “We’re going to be more focus on electronic products this year. We want to strengthen Indosat’s products and core business.”
Karo also stated that Cipika will not only sell Indosat’s bundling products, but also its competitors’ products as well.
This shift of focus is clearly visible. If you visit Cipika’s official website now, you will be welcomed by a list of available gadget, not food, snacks, nor handicrafts.
At the moment, most of the transaction at Cipika indeed still come from food, as it covers 80% of the total transaction. The rest, twenty percent come from gadget, travel, and lifestyle. Cipika still conducts aggressive ads campaigns up to today.
Considering the level of penetration mobile devices has made, especially the exceptionally popular smartphone, it’s just rational for Indosat to shift their market focus. Karo targeted that transaction on gadget will dominate this year’s total transaction. “We target 80% of our total transaction come from gadget,” he emphasized.
Aside from the smartphone penetration, the huge potential of online transaction growth in Indonesia becomes another factor that triggered the maneuver. While completed online transaction only covers 1,7% at the moment, the number is predicted to reach 7% by 2019. “We target around 17% to 20% of the total online transaction taking place in 2019,” he concluded.
