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GrabTaxi IT Project 2014

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Ramona Dass

on 9 November 2014

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Transcript of GrabTaxi IT Project 2014

1. Company Background
GrabTaxi is a smartphone-based taxi booking application.

It started in Kuala Lumpur but now operates in Singapore, Thailand, Philippines and Vietnam as well.

It has the
second largest
network of taxi drivers in Singapore.

one GrabTaxi booking
is made every
two seconds

in Southeast Asia.
We chose to do a study on GrabTaxi as the company has
the taxi booking industry in just
3 years
of its inception by:
1.1 Why GrabTaxi?
2. Business Model
2.5 Key Resources and Processes
Thank you for watching :)
By: Group

Information transfer through 3G technology, which is faster than the GPRS system used by other operators.

GPS helps to allocate passengers to drivers

Big data analytics translates to low query time

2.5 Key Resources and Processes

Rating system to ban bad drivers and passengers and highlight good drivers

"Share your Ride" function

2.5 Key Resources and Processes
2.2 Value Proposition
“Helping others and developing
a successful business are no longer
necessarily mutually exclusive.”

Speed and Certainty

2.3 Profit Model
1) Subscription Revenue Model

Pay a subscription fee to join the "fleet" to be able to receive bookings.
Either charge the drivers a flat commission fee per booking or a tiered percentage basis of the taxi fare
Serves as the advantage against competitors in traditional taxi businesses
2) Transaction Fee Model
Indirect competitors
1) Public transports

1) Innovatively making use of the Global Positioning System (GPS) in smartphones
2) Leveraging on the availability and ubiquity of smartphones and development of cellular network
-Anthony Chia, Founder & CEO of GrabTaxi
3. Marketing Model
3. Marketing Model
3. Marketing Model
4. Recommendations
4. Recommendations
5. Conclusion
2.1 Customer
2.3 Key Competitors
Direct competitors
GrabTaxi needs to obtain high customer loyalty

Other taxi booking apps have also introduced award systems
Passengers are now incentivized to switch between booking apps

Functionality and responsiveness of the app must remain effective and up to date

As a startup with humble beginnings, GrabTaxi has been a huge success story.

GrabTaxi might faces a challenge of adaptability:
Metcalfe’s Law

How well GrabTaxi retains its customer base and develops its systems and app determines its future growth and profitability.
1.2 How does the GrabTaxi App Work?
Invest in servers with higher processing power

Work with mobile manufacturers to improve smartphone GPS functions

Add customizable settings in their app

Speed and Certainty


GrabTaxi offers a large customer base

An alternative platform for drivers to receive booking jobs

1) Product Differentiation
4) Social Media
2) Cause-Related Marketing
3) Search Engine Marketing (SEM)
Search Engine Optimization (SEO)

1) Product Differentiation
Different strategies employed to differentiate itself from other taxi booking app in each of the countries it ventures to.
2) Cause-Related Marketing
Establish good reputation

Build up a socially aware and caring brand image
Promote their website
Increase their visibility in search engine results pages.
3) i) SEM
4) Social Media
ii) SEO
Adjust and rewrite website content to achieve a higher ranking in search engine results pages.
Platform to:
Respond to enquiries and feedback
Guide and update consumers about new features
Share special deals and promotions

"Share Grabtaxi" feature in the app.
GrabTaxi falls under the
(B2C) business category.

It has two types of customers:
1) The taxi drivers

The taxi drivers use GrabTaxi services to seek passengers.

2) The users of the GrabTaxi mobile app

The passengers use GrabTaxi services to seek for fast and available taxis.
1) Third party taxi booking apps

2) Traditional taxi companies with booking apps

An online marketplace

Leveraging on IT tool
Global Positioning System
(GPS) in smart phones

Focuses on 3 values:
Speed and Certainty
Poverty Alleviation

Few fixed cost

Operational cost is expected to decline
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