Undoubtedly, the gadget of the moment is the Blackberry smartphone.
A walk through a packed food court at lunchtime in Jakarta proves the point. Most patrons are glued to their smartphones, available in a myriad of colours but covered nonetheless in decorative cases.
Incessant message alerts reverberate around the food hall amid the clatter of cutlery.
Internet guru Onno Purbo believes Indonesian fans see the Blackberry as the trendier, flashier gadget.
Smartphone fever
But it is not just professionals like Purbo who are caught up in the hype. High school students like 14-year-old Haryo Suryo Susilo are also using them to stay in touch with their friends.
When Haryo meets us in a hotel lobby in Jogjakarta, he has been playing on his white smartphone for half an hour, ignoring the fruit platter in front of him.
A certain smartphone is also popular with members of parliament |
"I've only had it three months and I love it," he says. His visibly annoyed mother, Sari Susilo, says he spends all his time on his new device.
Haryo's mother is a smartphone user herself and it is clear his love for his prize piece of technology runs in the family. His father even uses two smartphones to keep his supermarket business running and stay in touch with his family.
But why smartphones, rather than mobile phones? Because they're so much cooler, says Sari.
This kind of smartphone fever means Research In Motion, Blackberry's Canadian developers, needs hardly any advertising to lure in new customers or impress Indonesia's estimated three million existing users.
Despite this, there are high-profile marketing campaigns, most notably featuring the president's daughter-in-law.
New freaks
INDONESIA FACTS Population: 232 million Internet users: 30 million Facebook users: 37 million Twitter users: 5 million Blackberry users: 3 million Sources: BBC Indonesia Country Profile, Internet World Stats, Socialbakers, Penn Olson |
Marketing analysts say it is word of mouth that drives smartphone sales in Indonesia but how this all began is a mystery.
The market leader's features are little different to those of other smartphones available, although users can message each other for free. Somehow this lifestyle product has gained cult status in Indonesia.
"We are a nation of consumers, always on the lookout for the latest trends," says Purbo.
Self-declared trendsetters like radio DJ Tommy Prabowo echo Purbo's views.
"When I first got a Blackberry in 2008, very few people in Jakarta used them.
"But now I've just got to have it - 99 per cent of people I know use one," he says.
Over the last two years, Prabowo has changed his smartphone four times to keep up with the latest trends.
The phenomenon is similar to the explosion of mobile phones in Indonesia less than a decade ago, making it one of the biggest mobile phone markets in the world.
"You were not cool unless you had the latest Nokia. We're heading in the same direction now," says Prabowo.
The DJ describes himself and his friends as 'new freaks'.
"Some people really don't know how to use any Blackberry features apart from its messaging service. It is new and hip, and that's it."