GRAB on March 13 launched GrabShare in Indonesia, making it the fourth Asean country to offer the service after Singapore, Malaysia, and the Philippines. It was launched in the three countries in December 2016.
GrabShare will pair two different passenger orders with similar routes in a single trip. This feature allows for a maximum two stops and each passenger may only bring one person with them. There will then be four people in one car and drivers will wait up to three minutes for each passenger at pick-up points.
“We seek the chance to optimise the use of cars to address Indonesia’s heavy traffic congestion. After it was launched in Singapore, Malaysia, and the Philippines, GrabShare has been effective in attracting more new riders to the Grab platform. We tailored GrabShare to suit drivers and passengers’ needs and made it a seamless and responsive experiences,” says Grab Indonesia managing director Ridzki Kramadibrata.
Conceptualised, designed and engineered across Grab’s three research and development centres in Singapore, Seattle and Beijing, GrabShare’s matching algorithm ensures that passengers get to their destinations in the shortest possible time.
The algorithm calculates and determines a match by factoring in the closest available drivers, travel time, overlap of trip routes, detour distance and current traffic conditions before intuitively sequencing pick-ups and drop-offs.
“Commuters in Jakarta indicated that they are open to carpooling as it offers a more pocket-friendly fare and enables them to socialise with new friends. Drivers had the same feedback and wanted the option of taking short breaks between trips,” adds Ridzki.
This launch in Indonesia will impact Grab users and drivers. For drivers, GrabShare has the potential to double their income since they will earn the fare for two trips at one go as well as saving on costs and time.
For passengers, GrabShare will be priced up to 50% cheaper than GrabCar Economy fares and users can bring a friend on the rides at no additional cost, as long as both share the same pick-up and drop-off locations. Grab also provides insurance for drivers and users.
Local market strategy
Every city’s traffic conditions and transportation patterns are different. Grab came up with a strategy where all their features have to provide specific solutions for particular cities.
“At Grab, we embrace and implement a hyperlocal approach to every single aspect of our business. We value the genuine meaning behind local Indonesian words therefore the name of our service, GrabShare, comes from careful consideration as the word ‘share’ holds a deep cultural meaning for Indonesians.
“Indonesians are known to be very sociable and friendly with smiley greetings and mutual assistance as part of their core values and identity, as well as common etiquette. Through this campaign, we want to rejuvenate this cultural value and evoke the simple joy of sharing stories as well as rides with others,” explains Grab Indonesia marketing director Mediko Azwar.
GrabShare is currently available in Jakarta, Bogor, Depok, Tangerang and Bekasi.