The battle between Grab and Uber

1. STUDY ABOUT SHARING ECONOMY
SERVICES IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
June, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about consumer behavior toward
sharing economy services such as Grab, Uber in Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days (12/06/2016 to 15/06/2016)
 Sample size: N = 700
 Geography: Nationwide

3. 2
KEY FINDINGS
• Grab is the most well-known brand in Vietnam (87%)
• Facebook is an effective marketing channels to leverage brand awareness
• GrabTaxi is leading the new taxi service in Vietnam with 39% share
• 49% consumers choose the new taxi service because of its price
• 56% use this service to move immediately
• 18% unhappy because the error of their taxi app
• 62% spend $2.501 - $7.5 each time using this taxi service
• Grab giao hàng (delivery service) is also a well-known sharing economy service
• 43% users intend to share their current resources to earn more and 65% of them
intend to share bike or motorbike

4. 3
N = 700
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
5%
3%
4%
6%
8%
8%
26%
42%
Others
Factory Worker
Housewife
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Student
Office staff
26%
28%
43%
2%
Over 30
26-30
18-25
Under 18
29%
71%
Male
Female
28%
72%
Hà Nội
Hồ Chí Minh

5. 4
6%
79%
87%
I don't know any
taxi services
Uber
Grab
Total
6%
79%
88%
Hồ Chí Minh
6%
77%
84%
Hà Nội
GRAB IS THE MOST WELL-KNOWN NEW TAXI SERVICE BRAND
(KINDS OF SHARING ECONOMY) IN VIETNAM
Do you know any sharing economy services listed below?
N = 700 N = 506 N = 194

6. 5
2%
31%
34%
35%
37%
41%
41%
41%
46%
53%
61%
Others
TV ads
Out of homes
News/ Magazines
Through blog, facebook… of KOLs
Website/ Forum ads
Through smartphone other apps
See brands on app store of smartphone
People around me talk about these services
Friends/ relatives recommendation
Facebook
Total
3%
29%
33%
35%
36%
39%
41%
42%
47%
55%
63%
Hồ Chí Minh
2%
37%
35%
35%
40%
45%
39%
39%
42%
46%
57%
Hà Nội
FACEBOOK IS AN EFFECTIVE CHANNEL TO LAVERAGE BRAND
AWARENESS
How do you know these taxi services? (by city)
N = 661 N = 478 N = 183

7. 6
2%
31%
34%
35%
37%
41%
41%
41%
46%
53%
61%
Others
TV ads
Out of homes
News/ Magazines
Through blog, facebook… of KOLs
Website/ Forum ads
Through smartphone other apps
See brands on app store of smartphone
People around me talk about these services
Friends/ relatives recommendation
Facebook
Total
1%
31%
35%
35%
36%
43%
41%
41%
43%
46%
66%
Under 18-25
5%
33%
38%
35%
45%
44%
42%
42%
46%
57%
62%
26-30
1%
27%
27%
34%
30%
33%
38%
41%
49%
61%
52%
Over 30
AGAIN, FACEBOOK IS THE MOST EFFECTIVE CHANNEL TO GAIN
BRAND AWARENESS ACROSS ALL AGE GROUPS
How do you know these taxi services? (by age)
N = 661 N = 305 N = 191 N = 165

8. 7
4%
3%
3%
9%
7%
19%
37%
Under 18-25
17%
2%
2%
7%
10%
18%
44%
26-30
21%
2%
2%
12%
18%
10%
35%
Over 30
GRABTAXI IS USED THE MOST AMONG NEW SHARING ECONOMY
SERVICES
If you are using these taxi services, which taxi service do you use
the most frequently? (by age)
N = 661 N = 305 N = 191 N = 165
UberX is preferred by over 30 group
20%
2%
3%
9%
11%
16%
39%
I don't know
any of them
UberMOTO
UberBLACK
GrabCar
UberX
GrabBike
GrabTaxi
Total
I don’t use any

9. 8
19%
2%
3%
10%
13%
20%
33%
Hồ Chí Minh
23%
3%
4%
5%
4%
8%
52%
Hà Nội
HANOIAN PREFERS TO USE GRABTAXI MORE SAIGONESE
N = 661 N = 478 N = 183
If you are using these taxi services, which taxi service do you use
the most frequently? (by city)
20%
2%
3%
9%
11%
16%
39%
I don't know
any of them
UberMOTO
UberBLACK
GrabCar
UberX
GrabBike
GrabTaxi
Total
I don’t use any

10. 9
3%
9%
10%
11%
26%
28%
30%
30%
32%
33%
36%
41%
44%
44%
45%
49%
Others
Drivers drive carefully, observe the law
Roadmap can be foreseen clearly
Want to prove my class
Faster moving than traditional taxi
Want to experience the new service
Friends/ relatives' introducing
High quality and modern vehicles
Can use service in any places
Easy account registration
There are many promotions
Staffs/ drivers are friendly, devoted
Transparent & reasonable price policy
Fast and convenient form of payment
Call taxi quickly
Competitive price than other brands
Total
PRICE IS THE MAIN REASON FOR USING NEW SHARING ECONOMY
SERVICE
N = 529
If you are using these type of sharing economy, why do
you choose that service?

11. 10
3%
9%
10%
11%
26%
28%
30%
30%
32%
33%
36%
41%
44%
44%
45%
49%
Others
Drivers drive carefully, observe the law
Roadmap can be foreseen clearly
Want to prove my class
Faster moving than traditional taxi
Want to experience the new service
Friends/ relatives' introducing
High quality and modern vehicles
Can use service in any places
Easy account registration
There are many promotions
Staffs/ drivers are friendly, devoted
Transparent & reasonable price policy
Fast and convenient form of payment
Call taxi quickly
Competitive price than other brands
Total
3%
11%
9%
7%
21%
26%
29%
13%
39%
31%
41%
49%
55%
39%
49%
55%
GrabBike
0%
19%
13%
13%
44%
6%
25%
31%
13%
19%
31%
25%
31%
31%
19%
38%
UberMOTO (*)
GRABBIKE = COMPETITIVE PRICE + TRANSPARENT PRICE POLICY
Why do you choose that taxi service (chosen in Q6)?
N = 529 N = 108 N = 16*
(*) small sample size just for reference

12. 11
3%
9%
10%
11%
26%
28%
30%
30%
32%
33%
36%
41%
44%
44%
45%
49%
Others
Drivers drive carefully, observe the law
Roadmap can be foreseen clearly
Want to prove my class
Faster moving than traditional taxi
Want to experience the new service
Friends/ relatives' introducing
High quality and modern vehicles
Can use service in any places
Easy account registration
There are many promotions
Staffs/ drivers are friendly, devoted
Transparent & reasonable price policy
Fast and convenient form of payment
Call taxi quickly
Competitive price than other brands
Total
4%
10%
12%
12%
29%
32%
35%
33%
32%
36%
38%
39%
42%
47%
44%
48%
GrabTaxi
1%
7%
7%
11%
27%
26%
27%
43%
33%
30%
31%
44%
40%
46%
47%
46%
UberX
0%
5%
0%
29%
29%
24%
10%
33%
14%
24%
33%
33%
29%
43%
43%
38%
UberBLACK (*)
0%
5%
10%
8%
14%
24%
24%
34%
31%
36%
25%
37%
46%
47%
46%
51%
GrabCar
GRABTAXI / GRABCAR = COMPETITIVE PRICE + CONVENIENT PAYMENT
UBERX = CALL TAXI QUICKLY
Why do you choose that taxi service ?
N = 529 N = 255 N = 70 N = 59 N = 21*
(*) small sample size just for reference

13. 12
4%
24%
29%
34%
42%
56%
Others
Daily go to school/work
Business purposes
For long trip
Go to luxury party
When I want to move immediately
Total
3%
32%
24%
26%
16%
59%
GrabBike
0%
50%
31%
38%
31%
56%
UberMOTO (*)
MOVING IMMEDIATELY IS THE MAIN PURPOSE OF CHOOSING
BIKE TAXI SERVICES
What are your main purposes when choosing that taxi service?
N = 529 N = 108 N = 16*
Bike taxi service is also used to go to work daily
(*) small sample size just for reference

14. 13
4%
24%
29%
34%
42%
56%
Others
Daily go to school/work
Business purposes
For long trip
Go to luxury party
When I want to move immediately
Total
5%
22%
30%
39%
49%
55%
GrabTaxi
1%
17%
30%
33%
46%
59%
UberX
0%
24%
52%
24%
57%
33%
UberBLACK (*)
5%
22%
29%
32%
54%
58%
GrabCar
AGAIN, MOVING IMMEDIATELY IS THE MAIN PURPOSE OF
CHOOSING CAR/TAXI SERVICES
What are your main purposes when choosing that taxi service?
Beside that taxi service is also used to go to party
N = 529 N = 255 N = 70 N = 59 N = 21*
(*) small sample size just for reference

15. 14
5%2% 1% 1% 0%
14%19% 20% 20%
18% 19%
10%
13%
60% 56% 58% 64%
69%
48%
56%
19% 23% 20% 19%
10%
24%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
79% SATISFIED WITH THEIR CURRENT TAXI BRAND
How do you feel with your current taxi brand?
N = 529 N = 70 N = 255 N = 108 N = 59 N = 21* N = 16*

16. 15
3%
6%
7%
8%
8%
10%
10%
11%
13%
13%
17%
18%
Others
Complicated form of payment
Untransparent and unreasonable price policy
Drivers drive carelessly
Roadmap is often protracted, time-consuming
Vehicle quality is not good
Unfriendly attitude of driver
Personal information is unsercured
Taxi booking process via application is complicated
Complex account registration procedures
Taxi waiting time is usually very long
Applications frequently fail that I cannot book a ride
Total
18% UNHAPPY BECAUSE THEIR APP FREQUENTLY FAILS SO THEY
CANNOT BOOK A RIDE
N = 529
Is there anything makes you unhappy about this taxi brand?

17. 16
3%
6%
7%
8%
8%
10%
10%
11%
13%
13%
17%
18%
Others
Complicated form of payment
Untransparent and unreasonable price policy
Drivers drive carelessly
Roadmap is often protracted, time-consuming
Vehicle quality is not good
Unfriendly attitude of driver
Personal information is unsercured
Taxi booking process via application is complicated
Complex account registration procedures
Taxi waiting time is usually very long
Applications frequently fail that I cannot book a ride
Total
1%
5%
6%
7%
6%
15%
8%
7%
15%
9%
20%
19%
GrabBike
6%
19%
13%
6%
6%
6%
0%
19%
25%
13%
19%
13%
UberMOTO (*)
GRABBIKE = LONG WAITING TIME + APP ERROR +
NOT GOOD VEHICLE
Is there anything makes you unhappy about this taxi brand?
N = 529 N = 108 N = 16*
(*) small sample size just for reference

18. 17
3%
6%
7%
8%
8%
10%
10%
11%
13%
13%
17%
18%
Others
Complicated form of payment
Untransparent and unreasonable price…
Drivers drive carelessly
Roadmap is often protracted, time-…
Vehicle quality is not good
Unfriendly attitude of driver
Personal information is unsercured
Taxi booking process via application is…
Complex account registration procedures
Taxi waiting time is usually very long
Applications frequently fail that I cannot…
Total
5%
8%
7%
8%
9%
10%
11%
12%
14%
15%
18%
22%
GrabTaxi
0%
1%
9%
7%
6%
7%
16%
16%
9%
16%
13%
13%
UberX
0%
10%
10%
19%
10%
5%
5%
0%
0%
10%
14%
5%
UberBLACK (*)
0%
5%
7%
2%
7%
5%
7%
10%
12%
12%
15%
12%
GrabCar
GRABTAXI / GRAB CAR = APP ERROR + LONG WAITING TIME
UBERX = COMPLEX REGISTRATION PROCEDURE + UNFRIENDLY STAFF
Is there anything makes you unhappy about this taxi brand?
N = 529 N = 255 N = 70 N = 59 N = 21*
(*) small sample size just for reference

19. 18
13% 14%
8%
17%
12%
15%
12%
5%
14%
15%
9%
18%
24%
23%
22%
29%
15%
13%
17%
17%
16% 14%
25%
9%
6% 7% 8% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
More than 3 times/week
2-3 times/week
Once/week
2-3 times/month
Once/month
2-3 months/once
More 3 months/once
75% USE THESE NEW SERVICES AT LEAST ONCE PER MONTH
How often do you use this taxi service?
N = 529 N = 240 N = 159 N = 130

20. 19
2% 3% 1% 3%
9% 7% 14% 8%
14%
10%
19%
15%
21%
20%
19%
26%
41%
46%
34% 38%
12% 15% 12% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Under $2.5
$2.501 - $5
$5.001 - $7.5
$7.501 - $10
More than $10.001
I do not remember
2% 4% 3% 3% 1%
9% 4% 6%
4%
19% 21%
14%
9%
12%
13%
19% 17%
21%
17%
20% 29%
21%
17%
41%
47%
44%
45%
27% 35%
12%
20%
15%
8% 11% 9%
Total Under $200 $201 –
$450
$451 -
$700
$701 –
$1000
$1001 and
over
62% SPEND $2.501 - $7.5 EACH TIME USING THIS NEW TAXI SERVICE
How much do you spend each time using this taxi service?
Higher income, higher spending on this taxi service
N = 529 N = 240 N = 159 N = 130 N = 529 N = 81 N = 147 N = 126 N = 73 N = 92

21. 20
15% 15%
21%
8%
51% 48%
50%
58%
27% 32%
23%
25%
5% 3% 4%
9%
2% 3% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
I will use traditional taxi only
I will prefer using traditional taxi in
priority
I will use this type of taxi parallel
with traditional taxi
I will prefer using this type of taxi in
priority
I will use this type of taxi only
TRADITIONAL TAXI SERVICES LOSE 15% MARKET SHARE TO
NEWS SHARING ECONOMY TAXI SERVICES
What is your usage intention towards this type of taxi in the future?
N = 529 N = 240 N = 159 N = 130

22. 21
15% 14% 16% 16%
16% 19%
10%
16%
69% 67%
74%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Reasonable (for easy car
identification...)
Unreasonable (cause of
reducing luxury...)
Attaching taxi roof sign/ brand
logo does not affect me
69% FEEL THAT ATTACHING TAXI ROOF SIGN OR BRAND LOGO ON
UBER AND GRAB TAXI IS REASONABLE
How do you feel about attaching taxi roof sign/ brand logo on Uber/Grab taxi?
N = 529 N = 240 N = 159 N = 130

23. 22
69% 71%
61%
75%
31% 29%
39%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Yes
No
Do you intend to be a driver of Uber/ Grab… services?
ONLY 31% INTEND TO BECOME A DRIVER OF UBER/ GRAB SERVICE
N = 661 N = 305 N = 191 N = 165

24. 23
7%
26%
27%
28%
31%
34%
38%
39%
42%
Others
Do have to take time to find customers
High income
Car loan supporting with preferential policies
Salary supporting in the initial stage
Fare calculation method is profitable for driver
Stable income
It's fun because I can meet many people
Make use of spare time to earn more
Total
3%
22%
17%
21%
25%
28%
37%
28%
38%
Under 18-25
12%
35%
45%
42%
42%
47%
49%
51%
50%
26-30
5%
17%
17%
20%
27%
22%
22%
41%
37%
Over 30
If you intend to be a driver of Uber/ Grab… services,
why do you want to work for this service?
42% INTEND TO BE A DRIVE OF UBER OR GRAB TO
MAKE USE OF SPARE TIME TO EARN MORE
26-30 and over 30 want to become Uber / Grab driver for fun, to meet many people
N = 204 N = 89 N = 74 N = 41

25. 24
18% 18% 16% 18%
35%
40%
32% 29%
19%
18%
12%
28%
16%
15%
18%
15%
13% 10%
21%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Totally agree
Agree
No comment
Disagree
Totally disagree
There is an opinion: " We should prohibit this type of these taxi services in Vietnam“
What do you think about this opinion?
53% DO NOT AGREE WITH THE OPINION THAT WE SHOULD
PROHIBIT THIS TYPE OF TAXI SERVICES IN VIETNAM
N = 529 N = 240 N = 159 N = 130

26. 25
39%
7%
8%
9%
9%
10%
15%
17%
43%
I don't know any service
Airbnb
Taske.me
Travelmob
Triip.me
Ahamove
Việc nhà
HomeAway
Grab giao hàng
Total
39%
7%
7%
8%
9%
11%
12%
15%
45%
Hồ Chí Minh
39%
6%
12%
10%
10%
8%
22%
21%
38%
Hà Nội
GRAB GIAO HÀNG (DELIVERY SERVICE) IS ALSO A WELL-KNOWN
SHARING ECONOMY SERVICE IN VIETNAM
Beside Uber, Grab… do you know these economy
sharing types listed below?
N = 700 N = 506 N = 194

27. 26
39%
7%
8%
9%
9%
10%
15%
17%
43%
I don't know any
service
Airbnb
Taske.me
Travelmob
Triip.me
Ahamove
Việc nhà
HomeAway
Grab giao hàng
Total
36%
5%
9%
10%
8%
10%
14%
18%
40%
Under 18-25
37%
13%
13%
14%
15%
14%
18%
21%
49%
26-30
45%
3%
2%
2%
5%
5%
12%
9%
43%
Over 30
Beside Uber, Grab… do you know these economy
sharing types listed below?
GRAB GIAO HÀNG (DELIVERY SERVICE) IS ALSO A WEL-KNOWN
SHARING ECONOMY SERVICE IN VIETNAM ACROSS ALL AGE GROUPS
N = 700 N = 319 N = 196 N = 185

28. 27
4%
19%
21%
27%
27%
28%
29%
30%
30%
34%
44%
Others
Out of homes
TV ads
People around me talk about these services
News/ Magazines
See brands on app store of smartphone
Website/ Forum ads
Through blog, facebook… of KOLs
Through smartphone other apps
Friends/ relatives recommendation
Facebook
Total
4%
18%
18%
26%
25%
30%
28%
28%
28%
36%
43%
Hồ Chí Minh
5%
21%
29%
28%
32%
24%
31%
34%
34%
30%
46%
Hà Nội
FACEBOOK IS THE MAIN CHANNEL TO GAIN BRAND AWARENESS
If you know sharing economy services, how do you know these services?
N = 430 N = 311 N = 119

29. 28
4%
19%
21%
27%
27%
28%
29%
30%
30%
34%
44%
Others
Out of homes
TV ads
People around me talk about these services
News/ Magazines
See brands on app store of smartphone
Website/ Forum ads
Through blog, facebook… of KOLs
Through smartphone other apps
Friends/ relatives recommendation
Facebook
Total
3%
16%
19%
24%
24%
24%
27%
33%
24%
28%
46%
Under 18-25
9%
30%
31%
33%
30%
39%
37%
33%
37%
40%
47%
26-30
2%
12%
12%
25%
31%
24%
22%
21%
33%
40%
35%
Over 30
FACEBOOK IS THE MAIN CHANNEL TO GAIN BRAND AWARENESS
If you know sharing economy services, how do you know these services?
N = 430 N = 204 N = 124 N = 102

30. 29
49%
4%
6%
6%
8%
9%
9%
15%
30%
I don't use any service
Airbnb
Ahamove
Travelmob
Taske.me
Triip.me
Việc nhà
HomeAway
Grab giao hàng
Total
51%
4%
6%
5%
6%
7%
8%
12%
32%
Hồ Chí Minh
46%
5%
6%
9%
12%
14%
12%
21%
26%
Hà Nội
Do you actually use sharing economy services?
If yes, which services do you actually use?
30% USE SERVICE OF GRAB GIAO HÀNG
N = 700 N = 506 N = 194

31. 30
49%
4%
6%
6%
8%
9%
9%
15%
30%
I don't use any service
Airbnb
Ahamove
Travelmob
Taske.me
Triip.me
Việc nhà
HomeAway
Grab giao hàng
Total
49%
3%
4%
6%
8%
9%
8%
14%
Under 18-25
44%
8%
12%
12%
11%
14%
13%
21%
38%
26-30
56%
3%
3%
1%
2%
3%
8%
9%
27%
Over 30
Do you actually use sharing economy services?
If yes, which services do you actually use?
30% ACTUALLY USE SERVICE OF GRAB GIAO HÀNG
N = 700 N = 319 N = 196 N = 185

32. 31
Do you intend to share your current resources (house, car, time…) to earn more?
43% USER INTEND TO SHARE THEIR CURRENT RESOURCES
TO EARN MORE
57%
61%
44%
63%
43%
39%
56%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Yes
No
N = 700 N = 319 N = 196 N = 185

33. 32
7%
29%
35%
65%
Others
House
Car
Bike/ Motorbike
Total
2%
27%
22%
72%
Under 18-25
15%
37%
43%
64%
26-30
1%
22%
43%
55%
Over 30
If you intend to share your current resources, which resources do you intend to share?
65% INTEND TO SHARE BIKE OR MOTORBIKE
TO EARN MORE
N = 304 N = 126 N = 109 N = 69

34. 33
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

35. 34
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

36. 35