The digital revolution has made Indonesia as one of the countries with the highest number of smartphone users in the world. In fact, in terms of smartphone usage, Indonesia ranks sixth, after the United States, the People’s Republic of China, India, Brazil and Japan. There is no end in sight, as by 2018 the number of smartphone users in Indonesia is expected to climb to as many as 100 million people, or 40% of the country’s total population of 250 million.
According to the Virginia-based content analysis organization Media Research Center (MRC), the more developed a country, the greater the percentage of its population who use smartphones. In the Asian region, Singapore boasts the highest percentage of smartphone usage at 88%, followed by Korea at 83%, Hong Kong at 79%, Taiwan at 78%, Japan at 54%, and India at 33%.
The soaring use of smartphones is partially attributable to rising public expectations about service products that use smartphones as their vehicle. The proliferation of social media platforms, burgeoning number of application-based transportation services, as well as the emergence of financial technology (fintech) products are all testament to the efforts being made to meet these public expectations. In the race to capture the hearts and minds of consumers, it is inevitably the fastest, simplest, smartest, and safest products that emerge as the winners.
In light of this, on 11 August 2016, PT Bank Tabungan Pensiunan Nasional Tbk (BTPN) introduced Jenius, an application designed and developed to help people arrange their life finance in a simpler, smarter, and safer way through Android and iOS based smartphones.
“Our mission is to make your life finance simpler, smarter, and safer by means of sustainable innovations. This is just the beginning, as we are consistently evolving and revolutionizing,” enthused Jerry Ng, President Director of BTPN, at the launch event for Jenius.
The Jenius product came about after 18 months of comprehensive research on the needs of digital savvy people in Indonesia, digital technology developments, and the best digital banking services and products in the world. Living up to its name, Jenius (Genius) has truly proved to be an extremely smart and innovative product. For example, this unprecedented product is the first to use a customer’s name as their account number along with a $Cashtag.
This is not all however. Jenius also comes with various unique features such as Send It, for transferring money to bank accounts, cellphone numbers or email addresses – all in just three easy steps; Pay Me, for transferring money requests; Split Bill, for splitting bills with friends or family members; and Dream Saver, for helping to make your dreams come true by automatic daily savings.
Jenius is different to BTPN Wow!, which is more oriented towards the mass market and unbanked people in the framework of expanding financial inclusion. Jenius, rather, is aimed at digitally literate customers who require simplicity, speed and security in performing their smartphone-based banking transactions. "As a bank with a vision of changing the lives of millions of people throughout Indonesia, BTPN is seeking to address the needs of these customers through Jenius," Jerry explained.
To support Jenius, BPTN has teamed up in collaboration with a variety of partners, including GoJek, Spotify, BrightSpot, The Goods Dept, Indosat, XL, Telkomsel, elevenia, DinoMarket and Trafique Coffee. (*)