The ride-sharing companies are also rapidly adding partnerships with recognizable global brands and attracting hefty investments.
A $1 billion cash Grab
That arguably puts Grab ahead of mainstream transit payments and travel ticketing as a way to change consumers' habits in how they pay. Transit payments have long drawn attention because they are a closed system where the processes and fees are tightly controlled; introducing new technology in those settings can be more straightforward than trying to get someone to download a mobile wallet for impulse purchases.
From ride hailing to 'super apps'
"This is all tied to the greater trend toward super apps," said Michelle Evans, global head of digital consumer research at Euromonitor International, adding these apps combine all aspects of a consumer's world into a single platform. "Consumers, especially those in Asia Pacific, have embraced these all-in-one apps because they offer a contextualized and cohesive experience."