Depok-The Creative Business study program, Vocational Education Program, Universitas Indonesia (UI), held a public lecture themed “Adapting to Thrive: Blue Bird Group’s Strategy in Society 5.0” on September 5, 2024. Present as speakers, Dr. (H.C). Noni Purnomo, B.Eng., MBA., President of the Board of Commissioners of Blue Bird Group Holding and Former CEO. The public lecture aims to provide students with insight into the creative, innovative, and sustainable strategies implemented by the Blue Bird Group in maintaining its position as a leader in the transportation industry in Indonesia in the Society 5.0 era.
On that occasion, Noni conveyed the history of the establishment of PT Blue Bird Group Tbk. until its consistency until now. Noni said, “Integrity is the main point in instilling values in Blue Bird. As one of the businesses in the service sector, we focus on service excellence that prioritizes customers, quality, excellence, and resources. Finally, the growth mindset also makes Blue Bird remain agile, steadfast, hard working, and innovative.”
(Photo: Noni explains the strategy implemented by Blue Bird as a transportation service industry in Indonesia)
Since its inception, Blue Bird has strived to be a pioneer in providing a new standard level in the field of transportation. In 1972-1980, Blue Bird had an advantage in terms of service and technology by being the first taxi to use a meter-based fare system, having a call center, inaugurating the first pool in Kemayoran, the first taxi to use AC, and adding a bus service to pick up and drop off students at the Jakarta Intercultural School. In 1990-2007, it launched an executive taxi, known as the Silver Bird taxi, introduced a computer system for call center services and inaugurated the first executive taxi in Indonesia using a Mercedez Benz.
Amid the growing online transportation industry, Blue Bird collaborated with Go-Jek to expand service options for customers in 2017. Then, Blue Bird also made history in the Indonesian transportation sector by inaugurating a new fleet for Blue Bird and Silver Bird services with electric power in 2019.
New challenges occurred during the Covid-19 pandemic in 2020 which resulted in a 75% decrease in revenue. “Some of the strategic steps we took during the pandemic were the B2B system by launching a delivery service and collaborating with logistics companies and hospitals, where there are many active medical personnel. In addition, we also reduced the stock of spare parts and regular services that were less needed, but maintained the number of workers without laying off employees,” explained Noni.
(Photo: Group photo of Noni with public lecture participants)
In 2022 until now, Blue Bird continues to develop with the 3M strategy, namely Multi-Channel, Multi-Payment, and Multi-Product. The 3M strategy lies in five technological pillars that support and build Blue Bird’s future, such as location intelligence using IoT, mobility app, big data analytics, AI technology, and data security.
Deni Danial Kesa, Ph.D, Vice Director of Education, Research, and Student Affairs, said that students can absorb the knowledge provided. “The strategies and steps taken by Blue Bird can be used as learning materials for students, especially those who want to build a company. For example, the adaptation of technology in improving marketing that can be done as time goes by. I am sure this knowledge will be a concrete and useful provision in the future,” concluded Deni.
