As part of its efforts to create an “everyday super app”, Grab increasingly is tapping customer data so it can be better predict consumer demands and offer services that are “hyper-personal”. This means the app will be able to push services and content that are dependent on the consumer’s location, preferences, and behavioural patterns.
Launched in 2012 as GrabTaxi, the Singapore-headquartered company began its operations as a ride-sharing operator before rebranding to Grab in January 2016, as it added more services to its portfolio. It introduced GrabPlatform in July 2018, offering a suite of APIs (application programming interfaces) to enable third-party providers to integrate their services with its app and further expand its services
Today, besides transport, Grab also offers food, parcel, and grocery delivery services as well as in-app mobile payment and micro-lending services. Following the introduction of its grocery delivery service GrabFresh last year, it unveiled plans to expand its offerings to include hotel bookings and online healthcare services through partnerships with Amsterdam-headquartered Booking.com and China’s Ping An Good Doctor. These were slated to go live later this year.