Ride-hailing Uber is having a hard time, but that doesn't stop it from trying to become better.
To better strengthen its grip to Asia, Uber announces its first president for its business in Indonesia, Southeast Asia’s largest economy, an archipelago country regarded as the fourth most populous in the world.
Starting January 2018, Monika Rudijono takes the role in the company, joining from advertising and marketing firm Grey where she had been presidential director.
According to Uber Asia Pacific chief business officer Brooks Entwistle in a statement, Rudijono had two decades of experience in building brands in the advertising and marketing sector.
"We are excited to see Monika step into this critical role to lead the next stage of Uber’s growth in one of the largest ridesharing markets in the world," said Brooks.
Indonesia, as one of the largest country in Asia, is a big market for Uber. With Jakarta and its suburbans cities becoming more crowded, it's estimated that the country will account for more than 40 percent of Southeast Asia’s ride-hailing industry.
"Ride-sharing is changing the way Indonesian cities move, and bringing economic opportunities to millions," said Rudijono in a statement. "I'm thrilled to be part of this movement, and lead the next transformative chapter of Uber’s growth story in a country I am proud to call home.”
With a population of more than 250 million people, Indonesia is an attractive market for online businesses, but Uber has faced stiff competition from Indonesia’s GO-JEK and Singapore-based Grab. There has also been regulatory uncertainty and protests by local taxi drivers against those online apps that have at certain times become violent.
Competing against both Grab and GO-JEK, which are two of Uber's main rival across Southeast Asia, should be difficult. But here Uber is hoping to close in by providing its own high-level lead.
Uber has seen a number of high-level problems since former CEO and co-founder Travis Kalanick was forced out of the company due controversies. What's more, Uber also fought numerous regulatory battles in multiple U.S. states and around the world.
The company has also been reviewing its Asia operations after notifying U.S. authorities about payments made by staff to police officers in Indonesia