Grab ecosystem and What’s Next?
Hi guys! Tonight I receive an unexpected (bad news) grade on a major subject. Not really good mood, So this post is a way to find my mood when taking and summarizing my favorite analysis about some fragmented knowledge.
Super App
So now, let’s come with the first question. What is a super app?
With clear definition from google, a super app is a platform developed by a company offering various services under one umbrella.
Is it ended up and this post is well prepared? No no, I don’t wanna get your brawn (LOL). To be from my perspective, the super app is more and more. I did try many excellent apps that have good UX and UI. Through time, price-based-costing is very popular to be used and approached when releasing the product in a sensitive market. But in term of service, price is not all of things, I think the key competition is customer experience.Maybe, Customer-centric is the go-to option for the super app to acquire new users and retain current users. Let’s take some remarkable examples:
GRAB
Yeah, we are using Grab services with a refined improvement day-by-day. Grab currently operates in ride-hailing, food delivery, express, and grab pay (or financial service). Here is as follow:
From these services, we can draw a long journey that comes with fully Grab offers.
You want to have a vacation, ok it’s easy, Grab has a collaboration with KLOOK — a tour service, and Agoda — a motel booking (owned by Booking.com). In the morning, you arrive at the airport, Grab Bike and Grab Car are here to take you to your booking hotel, at lunch, grab food won’t let you hungry. If you want to make some shipments for your friends, Grab will be available for you. And all of these things are paid for by Grab Pay.
After a long journey
Feeling comfortable, not disrupted, and smooth journey. Now, this is the time to realize that you are being around Grab services. Sometimes, You don’t remember and make sense of what you did through a series of activities.
To operate complex tasks and activities, There are huge expenses and efforts. But it’s worth a try for Grab to achieve their growth.
And the reward is: Grab not only know what happened but also make sense of why it happened through your journey. (Better data through the journey, better decision to convert you to a loyal user).
So now, Let’s zoom out to understand the underlying action above. When first inviting you to use the Grab app, there is a huge discount (or cost) to be attractive to a new user. But, remain this user and maximize their customer value time is a tougher story. On average, the cost to acquire a new user is 3 times the cost to remain a user. And, Grab knew it and this is the reason why it has a huge ecosystem, with a key Grab Pay to enhance the customer experience. All of the Grab services are around Grab Pay.
“Acquire a new user and retain current user is a strategy of Grab to gain growth”.
Look back to the first initial launch, Grab Bike and Grab Car is a key for Grab to acquire users, then it released Grab Food to remain a current user of Ride-Hailing and acquire new users from a huge potential demand of Food Delivery.
But what is the purpose of Grab? Does Grab stop with its current model?
I think Grab is on the way to pursue the success of Alibaba.
Alibaba launched E-commerce, then it expanded to Alipay and Ant Financial Services Group.
Just searching on Ant Financial valuation, you might find an empire and this is a jewel of Jack Ma.
