he named his company gojek, a play on the word ojek.e discussed the motivation in a television interview. >> so why did you decide to start a motorbike taxi business. >> living in jakarta, i was frustrated with the constant traffic jams. with regular taxis, i was often regularly late for businesses. that's why i'm a user of motorbike taxis. however, they were also inconvenient. it was a struggle the find an available motorbike on the street. this also means that efficiency is poor for the drivers. they consider themselves lucky to pick up three or four passengers in a 14-hour shift. that's why they try to make a lot of money off of a single ride and set high prices. >> he requires the drivers to wear helmets and jackets marked with the company logo and ensures they charge passengers according to the distance traveled. originally, customers would telephone a call center to order a taxi but this meant they had to wait for at least 20 minutes. however, he was soon able to take advantage of a major change sweeping across indonesian society.