Is this the end of Uber as we know it in South-East Asia? Isn’t Grab going to maintain a dual brand strategy?
As you already know Uber has decided to sell its business in South-East Asia to Grab.
We have received an email from Uber via an email at 11.19 am 26/3/2018 (Myanmar Time) about the transition. See email below:
We want to share some news with you – Uber will be combining our operations with Grab to lead you in the next chapter of ridesharing in Singapore and across Southeast Asia.
What this means for you: we will be transitioning our services over to the Grab platform by April 8, 2018, so all requests after that date should be made from the Grab app. However, you can still use the Uber app in more than 80 countries around the world.
What you should do:
1. Download the Grab app here
2. Create an account
3. For new Grab riders, apply promo code GRAB4W and take your first Grab rideFor more information on this transition, please visit Uber or Grab.
Thank you, and we look forward to continuing to serve your city with Grab.
Regards,
Uber.
Looks like the transition is happening quickly as it is 8th April 2018 is only 14 days from today. Grab spokesman said that “To minimise disruption, Grab and Uber are working together to promptly migrate Uber drivers and riders, Uber Eats customers, merchant partners and delivery partners to the Grab platform.”
So if you are a Uber driver or customer in Myanmar please do remember to download your Grab apps by this date.
What is going to happen to the Uber brand as we know it in South-East Asia is unclear at the moment. Grab has no experience in managing a dual brand business like some FMCG companies e.g. P&G’s Pantene and Head & Shoulders brand of shampoo which compete in the same shampoo category but targeting different users with different benefits. Will Grab be able to handle the integration and subsequently the growth of the 2 brands successfully? Or are they going to smother one in order to reduce competition?
Author: Andrew Tan – Managing Director, Consult-Myanmar Co Ltd
Source: Consult-Myanmar Co Ltd
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