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Vonage > Case Studies > Grab Enhances User Experience with Vonage's SMS and Voice APIs
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Grab Enhances User Experience with Vonage's SMS and Voice APIs

Technology Category
  • Analytics & Modeling - Real Time Analytics
  • Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
  • Telecommunications
  • Transportation
Applicable Functions
  • Logistics & Transportation
  • Quality Assurance
Use Cases
  • Real-Time Location System (RTLS)
  • Speech Recognition
Services
  • System Integration
The Challenge
Grab, the leading ride-hailing platform in Southeast Asia, faced a significant challenge in scaling its user communications and user verification process. The company operates in a region where carrier infrastructure is often unreliable, leading to undelivered text messages and calls. This issue disrupted the customer sign-up process, hindering the company's growth and user experience. The challenge was to find a solution that could ensure reliable and real-time communication with users, regardless of their location, and improve the user verification process.
About The Customer
Grab is the leading ride-hailing platform in Southeast Asia, providing transportation solutions for 620 million people across 34 cities. The company offers a wide range of services through their mobile app, including GrabTaxi, GrabCar, GrabBike, GrabHitch, GrabExpress, and GrabFood. Grab's mission is to create the safest, most accessible transportation platform possible. To achieve this, the company needed a reliable way to scale its user communications and user verification process, especially considering the unreliable carrier infrastructure in many of its target geographies.
The Solution
To overcome these challenges, Grab partnered with Vonage to leverage its global cloud communications platform. By integrating Vonage's SMS API and Voice API, Grab was able to tap into Vonage's worldwide carrier network and its adaptive routing algorithm. This ensured that messages were delivered in real-time, regardless of the user's location. Grab implemented a phone number-based verification process for new drivers and passengers using Vonage's SMS API. When a new user registered an account, they received an activation code via SMS. Upon entering the activation code in the app, the user was automatically verified and could fully access the app. Furthermore, Grab used Vonage's SMS API to roll out transactional and operational notifications, including booking, cancellation, and route change updates.
Operational Impact
  • The integration of Vonage's SMS and Voice APIs significantly improved Grab's user experience. The new phone number-based verification process streamlined the sign-up process, reducing disruptions and enhancing user satisfaction. The real-time, reliable delivery of transactional and operational notifications improved communication with users, making the booking process smoother. The use of SMS for localized mobile marketing campaigns also helped increase user retention and engagement. Furthermore, the per-second billing feature of Vonage's services led to significant cost savings for Grab, as they no longer had to pay for unused partial minutes.
Quantitative Benefit
  • Low latency and high deliverability for SMS and voice messages
  • Password-less login for users
  • Transactional and operational notifications for users via SMS

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