Thursday, March 28, 2024

InDrive collaborates with Gardu House to promote freedom to choose through art

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Ride hailing apps InDrive is collaborating with Gardu House to promote the concept of humanizing technology through art with the hashtag #SentuhanManusia. The effort is to promote back the concept of freedom to choose. The mural work is displayed at the Jl. Kendal underpass in Central Jakarta.

Established in 2012 in Yakutsk, Russia, under the name of InDriver, the company changed its name to InDrive in October 2022. InDrive is a global transportation service provider based in California, the United States, with more than 2,400 employees. The service is currently available in 47 countries in the US, Asia, the Middle East, Africa and the Commonwealth of Independent States (CIS) or former Soviet Republics. The company, which entered the Indonesian market in 2019 in more than 50 cities, is valued at US$1.23 billion. It received a unicorn status in 2021 and currently has US$150 million in investment from Insight Partners, General Catalyst, and bond capital.

Symbolizing freedom through art 

The collaboration between InDrive and Gardu House, displaying the mural arts from six local artists, represents the symbolization of freedom.

Creative Team Lead of InDrive APAC Adrian Ho told a press briefing in Jakarta on December 20, 2022, that the mural arts were the latest campaign that depicts fairness and transparency for both drivers and consumers in their online application. The mural arts depict the company’s principles with the concept of “People Driven”, or a system driven by the community. This concept is available in the InDrive platform application, which gives flexibility to users to negotiate directly.

“What we want to present is a rebranding from previously inDriver to now inDrive to remind people of the importance of freedom, and humanize humans,” Ho said. He added that the murals were a picture of expression and emotion through arts so that the people could feel the message.

The main mission of the company now is to bring in technology so that it can become a space for interaction with the InDrive application. The murals depict the freedom to choose a driver and choose a fair price for both parties, so that they are not governed by an algorithm. In this application, users and drivers can interact to make fair bargains for both parties.

“Semiotically, the image displayed on the mural is in the form of technology depicted with robotic hands, each artist has his own style, so they put out their own style while also giving a message to let go for a moment and taking back control from the humans, not the technology taking control,” artist Kenli explained.

According to Bima Chris, Gardu House Art Director, the six murals took around 3 days before they were ready for display to the public.

Risks in ride-hailing services

Despite the increasing demand for ride-hailing services, however, it has also raised several concerns about safety due to heterogeneity in the driver population. 

Head of Advocacy and Community Affairs at MTI (Indonesian Transportation Society) Center, Djoko Setijowarno, said on October 9, 2022, that it was necessary to limit the number of online motorcycle taxi drivers so that their income could increase again. Currently, the average income of a driver is under IDR 3.5 million per month with a working time of 8-12 hours a day.

Meanwhile, Chairman of the Indonesian Two-Wheeled Association (Garda) Igun Wicaksono said in 2019 that the number of drivers already exceeded 2.5 million nationwide, and half of them operated in the Greater Jakarta (Jabodetabek) area.

A recent research by Huiying Mao et. al (2020) concluded that through an evaluation of crash risk factors – that includes their driving history and ride-hailing operational characteristics from a sample of 189,815 drivers demonstrated through crash history – the percentage of long-shift bookings, driving distance, operations during peak hours, years of being a ride-hailing driver, and passenger rating are associated with crash risk. 

The results of the research methods showed passenger average rating, total driving distance, and crash history are leading factors in crash risk. 

In addition, according to Muhammad Irvansyah (2019), the results of an analysis study on community risk in ride-hailing services demonstrates several certainty risks experienced by application users, including time, convenience, cost, and security. These factors show the reflection of modernity on every problem faced by public transportation in urban areas.

On the other hand, Ulrich Beck in Irvansyah (2019) reveals that drivers has uncertainties such as fictitious orders, discrepancies in rating services, and comments from users, which can be a boomerang effect to the application owner.

Journalist IBP

Journalist

yan

Editor

 

Interview

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