Mid- term Exam MMtech
Start-up and New Venture Management
Denny Arief Kurnia - Class 2- Batch 6 – MMTech PresUniv
AirAsia has revealed a new identity online as ASEAN super app to offer more than just
flight tickets. The AirAsia super app provide a simpler, faster and more convenient user
experience. Moreover, this renewed platform features 15 different products and
services under the three main categories including travel, e-commerce and fintech.
Why does AirAsia
build super app?
Since 2001, AirAsia has operated a
network of more than 140
destinations from 25 hubs in 22
markets. AirAsia has been bullish
on e-commerce and financial
technology over the last couple of
years. However, due to the Covid-
19 crisis, AirAsia’s revenue
fell to RM2.31 billion from RM2.73
billion previously. Hence, this
outbreak gave the management of
AirAsia some space to work
towards the super-app.
AirAsia Approach to Recognize
and Shaping Opportunity
Following the same tactic how
Tencent's WeChat and Alibaba's
Alipay became super apps in China,
the most practical approach Airasia
to shape a super app is to glue
together the multitude of services
available on each platform and
make it easier for users to try new
ones.
3Q21 Performance
& Outlook
Revenue increased 7%
YoY
airasia ride closed its first month with >40k
bookings. airasia ride achieved a daily peak
of 8k bookings on 16 Nov
Average MAU increased 40% QoQ driven
by food and ride offerings
Month-on-month showed 400% higher
transaction volume for Travel vertical in
September driven by Flights, Hotels and
SNAP
airasia superapp reported a negative
EBITDA of RM79.2 million for 3Q21, primarily
driven by Navitaire minimum guarantee
fee, investment cost to accelerate
expansion of our ecosystem including
food delivery platform and unified search
and additional cost from Gojek Thailand
acquisition
How airasia
managing the risk?
Looking at the way Airasia
has handled the Covid-19
situation recently, AirAsia
leadership team did to align
the company vision and
steer the business and
technology roadmaps
during the challenging
situations while keeping the
people’s morale high.
airasia Superapp
Product-Market fit Minimum Viable Product (MVP)
To fit into Indonesia’s market, Fernandes Airasia used MVP Method To avoid any
(Airasia CEO) said that AirAsia’s mobile “worthless” as early as possible. This could
application would serve cross-country save them a lot of time and money. As the
commerce and transactions within the ASEAN hypothesis testing can took a lot of time
region amid the domination by ride-hailing and money as there many point and
giants such as Gojek and Singapore-based criteria for such project. And Able to know
Grab. “We will serve the market for whether the ideas or hypotheses could be
Indonesians who want to buy ASEAN applicable or improved as with MVP
products, and we want to build uniqueness method they could see the flaw of such
that will be different from the big players in ideas/hypothesis .
Indonesia,” he said.
Key factor that Influence
Customer to adapt with
Airasia Superapp
• A one-stop shop for all travel & lifestyle
deals
• The more you spend, the more you actually
save
• Manage your trips conveniently wherever
you are
• Explore further with app-exclusive features
airasia Selling and Marketing Startegy
• airasia Super App aims to be the top application in Asean and expects its total users to grow
exponentially as we ramp up technological advancements to improve user-friendliness and
accessibility.
• For the Travel vertical, the app will add more domestic carriers as partners, as well as more
hotel partners to increase both flight and hotel bookings on the platform.
• For the Delivery vertical, airasia food targets expansion to the vicinity around Jakarta and
nationwide within 2022 and will emphasize selecting quality restaurants and supporting small
outlets by providing them sales channels at the lowest service charge possible.
• airasia xpress targets door-to-door deliveries within and between provinces, and will
emphasize rapid transport for convenience and cost-effectiveness for customers.
• airasia Super App Indonesia targets adding 1-2 services in the lifestyle, e-commerce, and
fintech categories each year.
airasia Has a Great Ecosystem
Lastly, despite being in the industry for close to two decades, the airline
still holds dear to its agile, “never stand still” culture with its 20,000
employees. Airasia have over 10 nationalities in a team, and 50% of the
leadership team consists of women. They are also a big believer of on-
boarding global digital talent, with digital and data engineering hubs in
Malaysia, Singapore, India and very soon in Vietnam. Across the ASEAN
region, its ecosystem offers both digital and offline channels.
