This research explores the use of mobile application in the leading transportation industry service in Indonesia. The purpose of study is to understand how the company delivers innovation with the mobile application to meet the needs of an ever-evolving market. According to James March, who launched the innovation theory, an organization can innovate through events that ultimately result in driven. This research was conducted qualitatively by interviewing parties who in charge in development in the taxi company being researched and 15 customers. The findings of this study are the theory of March and digital master applicable in the transportation business become one of the company’s drives from conventional to the technology mindset. The conclusion stated the reach event of the March was displayed in the organization studied through the right decision in technology disruption
