In strategy thinking, especially in network market, it is essential to gain critical mass and become a market dominant. For taxi-booking app, there is no standardization. For example, you can find GrabTaxi or EasyTaxi on Android, iOS and Window phone.
It is about changing human behaviors, to use technology to make their life more comfort and convenience. The question is how to change? When you start small, of course, few people know about your existence. To be recognized, it is better to form a strategic alliances with a strong reputation partner. In Ho Chi Minh, Vinasun and Mai Linh are the big taxi operators, yet the former has a bigger market share. Why would they prefer to form a partnership with a small taxi-booking app? They can operate more efficient and stay ahead from the market with the help of technology. More and more people own a smartphone with 3G connection. The digital age generation is the demanding and impatient customers who want to control time and get access to resources quickly. That is what a taxi-booking app can do because it connects customers with drivers just a click away. Everything is operated based on data and numbers, so it is easy and cost-saving to hand over the customer service job and operation job to a taxi-booking app. Both Vinasun and Mai Linh could focus their capital on investing in recruitment, training and buying new cars.
In addition, imagine that you can see taxi running around the city with logo either GrabTaxi or EasyTaxi on their doors, it makes the app become more visible and gradually increase awareness among users. The more you see and heard about something, the more you remember. It would be fun and curious to know about how frequent the logo of Grab or Easy appears on the cab’s door. Next time, when you want to a cab, you just remember whether it is a Grab or an Easy. Don’t have to remember a long list of phone number, for example 22.214.171.124 (Vinasun) and 38 38 38 38 (Mai Linh). On the top of that, an app is free to download and only Internet connection is required to do the booking, no more fee for calling.