Ride-hailing apps compete on speed, not just price

The ride-hailing landscape in Vietnam is undergoing a significant transformation, moving beyond the era of deep discounts and vouchers that once defined the competition. As users like Ms. Lan and Ms. Ha increasingly prioritize prompt service and reliability over mere price reductions, ride-hailing apps are compelled to innovate in their core operations. This shift underscores a maturing market where customer loyalty is earned through efficient service delivery, not just promotional offers.

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Now I don't dare to open just one app. Waiting 15-30 minutes after the holiday was normal.

Leading this new charge are giants like Green SM, which has captured a dominant market share by standardizing its electric vehicle fleet, offering a consistent and environmentally conscious service. In contrast, Grab is leveraging technology, particularly artificial intelligence and real-time data, to enhance the experience for both drivers and passengers. Their new "Electric Vehicle Utilities" feature, which helps drivers manage charging times and locations, directly addresses a critical pain point, aiming to reduce wait times and improve driver income.

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I open whichever app has the nearest car to book. Discounts are good, but waiting 15-20 minutes in the sun isn't worth it.

This evolution highlights a deeper, behind-the-scenes competition focused on operational efficiency, data analytics, and driver management. While consumers may not directly see the algorithms or charging infrastructure, these elements are now the true battlegrounds. The future of ride-hailing in Vietnam hinges on these technological advancements and operational strategies, promising a more streamlined and reliable service for the growing number of users.

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It takes a whole hour just to charge, which means missing out on several trips.