Telkomsel's fintech firm launches digital payment platform LinkAja

Telkomsel's fintech company PT Fintek Karya Nusantara (Finarya) has launched a digital payment platform called LinkAja. The state-owned digital payment platform carries the goal, "From and for Indonesia."

LinkAja comes with cross border online payment function, allowing transactions in several countries. In a statement to Marketing Interactive, a LinkAja spokesperson said the services are currently available in Indonesia and its features will be expanded to Singapore, Thailand and other markets through cross-border functions.

According to the spokesperson, LinkAja offers online transaction facilities from merchant and bill payment, money transfer, to financial, entertainment, and donations features. Targeting the mass market and the upper mass market, LinkAja will be promoting its offerings through an integrated marketing strategy. The company currently works with Isobar and Mirum in the Indonesia market.

During the launch event on Monday, hashtags #PakeLinkAja #LaunchingLinkAja were running on social media for participants and users to share their experiences.  Local media outlets such as The Jakarta Post and reported that the focus for LinkAja will be on the public and private transportation sector, as well as on the remittance business and online payment capabilities.  It is also eyeing the markets of Hong Kong and Taiwan. The digital payment platform also looks to financial inclusion in villages in Indonesia.

Danu Wicaksana, CEO of Finarya said in the article that LinkAja will offer a variety of services in the retail segment for food and beverages and other lifestyle needs.