Digitalization and disruptive technology are transforming society at an unprecedented scale and pace. They have also altered the way people interact with other people and as well as with businesses. Specifically, the opularity of internet based-services have benefited society through more efficient, innovative, and affordable means of communications. Over-the-Top (OTT) services, also known as Rich-Interactive-Application (RIA) (e.g. iMessage, Facebook, Twitter, KakaoTalk, LINE, Signal, Skype, Snapchat, Threema, Viber, WhatsApp and WeChat), are becoming increasingly popular, generating tremendous benefits for consumers, small and medium business owners, and content creators. Globally, a large number of homegrown applications have also emerged to cater to specific needs in local markets such as Hike and Ola in India, Jongla in Nigeria, Gojek, Infoesia, and Daily Social in Indonesia. In all these cases, RIAs offer opportunities for businesses and people by enabling a more productive society.