IT has been two years since Cicylia Novela first used an application called Go-Jek on her cell phone. As a multimedia freelancer, Cecylia has been using online ojek (motorcycle taxi) as her mode of transportation, whether it is for her job or for any other activity in the midst of Jakarta's traffic jam.

She uses the same application to buy food through Go-Food. Sometimes she uses a service to send packages called Go-Send. "Considering time efficie