The dominance of digital wallet applications and online banking services has indeed changed consumer transaction behavior. Today, buying mobile credit (pulsa) or data packages no longer requires customers to step out of their homes to a physical outlet. However, this phenomenon has not necessarily driven mobile credit booths out of business.
On the ground, particularly in the Jatinegara and Cipinang areas of East Jakarta, these micro-entrepreneurs are proving their resilience. Candra, the owner of Ultra Cell, revealed that the elderly customer segment, who are not yet familiar with digital payment instruments, remains the main pillar of his operations. For him, physical accessibility remains a solution for those constrained by technological literacy.
Recognizing the shift in market trends, booth operators are now creatively diversifying their services. The 'mini ATM' strategy has become a popular choice, where booths no longer just sell credit or accessories, but also serve electronic money (e-wallet) top-ups, utility bill payments (electricity, water), and even cash withdrawal services.
Echoing Candra, Farah, a shopkeeper in the Cipinang area, agreed that their main income is now largely supported by digital balance top-up services and bank transfers. This service innovation has proven to be the key for booth owners to remain relevant and keep the wheels of business turning amidst the onslaught of economic digitalization.
