Grab is leaving no stone unturned in its efforts to create an ‘everyday super app’ and the company is delving deep into the customer data that could help it to provide ‘hyper-personal’ services to its customers, according to a report by ZDNet. In simple words, it means that the app will be able to provide services and content that are dependent on the consumer’s location, preferences, and behavioral patterns.
The company was christened as GrabTaxi when it was launched in 2012 and began its operations as a ride-sharing service. The company later rebranded itself to Grab in January 2016 and since then it has added many more services to its portfolio. Later in July 2018, it introduced GrabPlatform offering a suite of APIs to enable third-party providers to integrate their services with its app.
It has been an ever-evolving journey for Grab which has scaled new heights in a short span of time. Today, besides transport, Grab has diversified into many fields like food, parcel, and grocery delivery services. It also has in-app mobile payment and micro-lending services.
As per the report, the company has also announced its plans to extend its offerings to include hotel bookings and online healthcare services through partnerships with Booking.com and China’s Ping An Good Doctor.
As of now, the app has clocked more than 138 million downloads and is operational in 336 cities across eight Southeast Asian markets.
Speaking about the ‘everyday app’ Jerald Singh told ZDNet the company hoped to address consumers’ daily needs as well as create new opportunities of income for micro-entrepreneurs. Singh further added that the company was trying to better use the customers’ data so that it can be used in a more meaningful way to serve individual users and the company can provide the right recommendations and highlight services meaningful to each user.
The app was updated last year with a home screen containing “tiles”, from which consumers could choose the service and content they wanted. Singh noted that Grab Daily also took into account information such as the consumer’s location as well as the time of the day to highlight content relevant to the user.
Singh emphasized the fact that the company collected “only data that is necessary” to facilitate the delivery of services to its users.