'Super menu' in a technology car app

The ride-hailing market recently has not only been racing to "burn money" to keep customers, but has also shifted to the game of technology, drivers and experiences with a "super menu": from booking a car, delivering goods, buying insurance or hiring a maid with just one touch.

Technology apps are now not only for transporting passengers, but also for daily "assistants" of many people from delivery, travel to other life services - Photo: QUANG DINH

It is noted that users open ride-hailing apps not only to book a motorbike or car, platforms such as Grab, Be and Xanh SM have significantly expanded their service portfolio, meeting many different needs, from economical ride-hailing, quick call, pre-booking, ride-sharing, hiring a driver, bulky delivery, to booking airline tickets, buying insurance, and even hourly housekeeping services.

From calling a car to... calling a maid

Every time he goes to work or takes his children to school, Mr. Truong Duy (Binh Thanh Ward, Ho Chi Minh City) opens all three apps Grab, Be and Xanh SM to compare. "Some days Xanh SM is 10,000 - 15,000 VND cheaper but the wait is long, so I choose Grab. Sometimes Be has a promotion so the price is the best. Booking a car is like going to the market, you have to compare to choose the most suitable one," said Mr. Duy.

For many housewives, ride-hailing apps have also become a powerful "assistant" on weekends. Ms. Thuy Duong (Duc Nhuan Ward, Ho Chi Minh City) often uses Be to order beGiếp dụng services instead of calling a car or food delivery.

This application allows you to choose a package according to time and area: 2 hours maximum 55m², 3 hours maximum 85m², 4 hours maximum 105m², with options for cooking, ironing, cleaning fans, refrigerators. Market prices range from 70,000 - 100,000 VND/hour depending on the job and area, with be Maid the minimum price is about 222,000 VND/time.

"Order on the app, choose a time slot, and within a few minutes, someone will pick up. They arrive on time and work professionally. Before, finding an hourly maid was very difficult, now it only takes a few clicks," said Ms. Duong.

Frequent air travelers also benefit from Grab and Xanh SM’s airport car booking feature. One customer shared that before arriving at the airport, he often worried about not having a car or being overcharged.

Now book in advance, the car is waiting. Although the price is sometimes higher, the initiative is worth it. In addition, the economical ride-hailing services, although using older cars and longer waiting times, but the price is 5-10% cheaper, are also attracting a large number of users.

According to records, Grab has launched the Grab Saver program for GrabBike and GrabCar with prices 5-10% lower than regular services, while adding features such as pre-booking airport cars, "cheap shared shipping" and solutions for businesses such as Grab for Business, GrabAds, GrabGifts, GrabMaps.

Be offers 12 services, half of which are not directly related to transportation, including BeBike, BeCar Plus, be Dichung 4, food delivery, airline tickets, insurance, and notably beGọt Vật, a service that allows hourly cleaning appointments, as convenient as calling a car.

Meanwhile, Xanh SM, under the leadership of billionaire Pham Nhat Vuong, builds a "green mobility" ecosystem with cars, electric motorbikes, delivery, Xanh Tour and Xanh Ngon food service.

Apps to increase support for electric vehicle conversion

Speaking with Tuoi Tre, representatives of many ride-hailing apps admitted that competition in the ride-hailing technology market is becoming increasingly fierce, but the biggest upcoming pressure will not come from technological innovation but from driver partner resources.

Among them, Xanh SM is gaining an advantage by applying a strategy to attract drivers by providing cars and electric motorbikes or attracting them to participate in driving and sharing commissions. In contrast, Grab and Be still maintain the model of considering drivers as independent partners, providing their own vehicles.

With the roadmap to replace 400,000 gasoline motorbikes of technology drivers with electric vehicles from the beginning of 2026 applied by Ho Chi Minh City, if they do not quickly convert, the apps will face many difficulties when the number of partners decreases or market share decreases because most of the app partners drive gasoline vehicles.

According to some technology experts, in the next 6-12 months, Xanh SM has the opportunity to strengthen its position in major cities thanks to its electric vehicle coverage and green message, as long as it solves the problem of battery costs and charging infrastructure.

Talking to us, Mr. Nguyen Van Thanh, Global General Director of Green SM, affirmed that Green SM not only carries passengers but also promotes green mobility, contributing to reducing carbon emissions.

In order not to be left behind, a large-scale ride-hailing app in Vietnam said it is working hard to build many programs for drivers to participate in the conversion. In the immediate future, the apps will cooperate with financial institutions, banks and car suppliers to connect and help drivers borrow capital and rent cars at suitable fees.

For example, Grab is collaborating with a Chinese electric car company to support GrabCar drivers in switching to electric cars, with a series of initial incentives such as a committed income of up to 25 million VND/month when participating in the GrabCar Plus service, along with an 8-year or 500,000km battery warranty policy.

For electric motorbikes, the app connects with electric motorbike businesses such as DatBike, Selex... to introduce to drivers. Talking to us, Mr. Ma Tuan Trong, CEO of Grab Vietnam, emphasized that Grab's advantage is the super app ecosystem, optimizing costs, operating effectively and taking advantage of the mutual strength between the segments.

Mr. Hoang Cong Huan, Business Development Director of Be application, said that taking advantage of understanding the domestic market to develop life services. "Customers can call a car and then book insurance, train tickets, hire a maid... all in one application," Mr. Huan said.

Customers open ride-hailing apps that are filled with delivery and car booking services... to meet their needs - Photo: Q.DINH

* More new entrants join the market

In addition to the "trio" Grab, Be and Xanh SM that are dominating the large market share, the Vietnamese ride-hailing and delivery market has begun to see more newcomers. Lalamove has expanded from delivery to passenger transport; TADA (no commission) and Maxim are trying to expand their areas but their scale is still modest.

Most notably, Bolt - a European giant with a revenue of more than 2 billion USD last year - has also arrived in Ho Chi Minh City with the advantage of artificial intelligence (AI) to optimize routes and forecast demand in real time. According to experts, the presence of new applications will make the game more fierce, and users will benefit because they have more choices.

However, new entrants who want to stay must prove their ability to adapt to local conditions, from small alley infrastructure, rush hours to "urgent booking" habits, which are problems that Grab, Be and Xanh SM have had to solve for many years.

* Quality, price, speed, safety and green

In addition to expanding the "super menu" in the app, businesses also take into account that users increasingly install multiple apps, compare prices, waiting times, convenience and choose according to the situation. Customers will not use one app but are still willing to stick with it many times if the app's ecosystem is seamless and secure enough, and the price is affordable...

Grab said it will leverage technology, B2B, and family packages to retain corporate and household customers, reducing dependence on incentives. Be leverages local advantages, optimizing specific touchpoints such as alleys, markets, hospitals, and schools, while using lifestyle services as a "net" to retain customers.

According to experts, the upcoming competition will revolve around quality, price, speed, safety and greenness.

Many apps still "burn money" to expand market share

According to technology experts, the platforms are increasingly similar in terms of core services, but the way they assemble the pieces is different. Grab focuses on the "super app" ecosystem, not only serving individuals but also expanding to business and family customers, with a Grab for the whole family package to lock in a seamless experience.

Xanh SM chose the "green mobility" positioning as a strategy for developing electric vehicles. Meanwhile, Be pursued the "local super app" model, taking advantage of its understanding of Vietnamese habits to expand from transportation to lifestyle services. Although the apps are competing fiercely, many customers said that the incentives between the apps are "reversing".

Instead of implementing many attractive incentive programs like before, Grab tends to reduce promotions, focusing on efficiency and profit. On the contrary, Xanh SM and Be still spend heavily, even "burn money" to expand market share. However, the apps believe that adjusting promotions is appropriate for each stage and development direction.

No longer having abundant incentives, ride-hailing apps have built stronger service networks, even increasing the number of combined trips to have reasonable prices to attract customers and drivers. Mr. Ngoc Minh, a BeCar driver in Thu Duc City, said that thanks to Be expanding its delivery service, his income has become more stable. "At noon, when there are few customers, I accept delivery orders. Some days, I both carry customers and deliver food, and my income increases by 20-30% compared to before."

Another GrabBike driver also commented that having many service packages gives him more flexibility. If customers choose to save, he still drives as usual, with more orders but less waiting time.

Back to topic

TRUST

Source: https://tuoitre.vn/sieu-menu-trong-mot-chiec-app-xe-cong-nghe-20250921222604702.htm