Traditional vs. new taxi service: change or game over Find more at: http://www.di-onlinesurvey.com/

1. STUDY ABOUT NEW TAXI SERVICES IN
VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 As new kinds of taxi service – such as Uber or Grabtaxi – are
booming Vietnam’s market these days, we conduct this research
to find out usage and attitude of Vietnamese toward this new
service.
 Methodology: Online survey
 Fieldwork time: 3 days (22/05/2015 to 24/05/2015)
 Sample size: N = 1,085
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

3. 2
KEY FINDINGS
• More than 50% Vietnamese know and interested in new taxi
services like Grabtaxi or Uber
• Facebook ads is the most effective marketing channel (56%)
• 45% people have experienced this kind of services
• Grabtaxi is the most well-known and used brand in Vietnam
(58%), followed by Uber (21%) and Easytaxi (8%).
• “Cost and route are clearer than traditional taxi” is the most
chosen reason for using these services (58%)
• 63% people feel happy with these new services

4. 3
What is your age group?
N=1085
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
4%
48%
25%
23%
Under 18
18-25
26-30
Over 30
35%
65%
Male
Female
2%
2%
3%
16%
22%
55%
Can Tho
Hai Phong
Da Nang
Ha Noi
Other
Ho Chi Minh
4%
4%
5%
5%
8%
9%
33%
33%
Others
Housewife
Factory Worker
Job seeker/Retired
Self-employed
Engineer/Doctor/Teacher
Student
Officer

5. 4
MORE THAN 50% VIETNAMESE KNOW AND INTERESTED IN NEW
TAXI SERVICES LIKE GRABTAXI OR UBER
Have you ever heard about Uber, Grabtaxi, Grabbike, Easytaxi…?
6% 10%
5% 4%
9%
27%
26%
31%
24%
24%
52%
54% 52%
56% 48%
15% 10% 12% 16% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N= 1100
I know deeply about
these brands
I know and really
interested in those brands
I have heard about these
but I don't care
I haven't heard about
these before

6. 5
FACEBOOK ADS IS THE MOST EFFECTIVE MARKETING CHANNEL (56%)
How do you know these services?
17%
26%
30%
34%
35%
36%
36%
36%
37%
40%
56%
0% 10% 20% 30% 40% 50% 60%
Out of home ads
TV ads
I see their appplications on my app. stores
Friends/relatives' suggestion
I know through other applications (viber…)
I hear everyone around discussing about them
I read news mentioning about these brands
I know through blog/facebook of famous people
Other
Web, forum ads (webtretho, tinhte…)
Facebook ads
N= 1023
Vietnam has the highest increasing rate of the number of people using internet and
smart phone in Asia. That’s why online ads is the best marketing channel for such
types of new services.

7. 6
45% PEOPLE HAVE EXPERIENCED THIS KIND OF SERVICES
Have you ever experienced the services of any
brand above?
45%
55%
0% 20% 40% 60%
I have experienced
I haven't experienced before
N=1023
Grabtaxi is the most well-known and used brand in Vietnam (58%), followed by Uber
(21%) and Easytaxi (8%)
If you have used the services of these brands,
which are you using the most?
2%
3%
8%
8%
21%
58%
0% 20% 40% 60% 80%
I don't use these brands
Other
Grabbike
Easytaxi
Uber
Grabtaxi
N= 463

8. 7
Under 18 group uses this service because they would like to try new things while other
groups choose this services due to its economical factor
“TRANSPARENT COST AND ROUTE INFO THAN TRADITIONAL TAXI”
IS THE KEY USAGE FACTOR
Why do you use the services of this brand?
58%
35%
58%
55%
66%
53%
41%
52%
54%
56%
48%
53%
50%
44%
48%
43%
29%
46%
39%
42%
38% 36% 38%35%
32%
45%
36%
29%
36%
32%
24%
30% 31%
40%
10%
6% 6%
10%
20%
3% 4%
1%
6%
0%
10%
20%
30%
40%
50%
60%
70%
Grand Total Under 18 18-25 26-30 Over 30
N= 463
Cost and route are clearer than traditional taxi Less expensive than traditional taxi
Wanna experience new services Friends/relatives suggest me to try
Save time Other
Because of works Use modern car with good quality
Wanna prove myself I don't use these kind of services

9. 8
SURPRISINGLY, 82% FEEL HAPPY WITH THESE NEW SERVICES
Are you satisfied with the service of these brands?
19%
8%
19%
24%
13% 14%
63%
62%
68%
62%
66%
50%
17%
31%
11% 13%
20%
21%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Easytaxi Grabbike Grabtaxi Uber Other
N= 463
Totally not satisfied
Not satisfied
Neutral
Satisfied
Totally satisfied

10. 9
OVERALL, CONVENIENCE IS THE MOST CONCERNED FACTOR TO
VIETNAMESE WHEN TRYING NEW THINGS
What make you feel satisfied about the brand?
58%
65%
51%
46%
58% 54%
49% 46%50%
54%
51%
57%
51% 53%
44%
51%54%
45%
13%
41%45% 40%
44% 43%
36% 40%
41%
27%
36% 36% 36%
22%
2% 2% 0%
5%
0%
10%
20%
30%
40%
50%
60%
70%
Grabtaxi Uber Easytaxi Grabbike
N=463
The app. helps me use the service anywhere Route and cost are shown clearly
Friendly drivers, good serving attitude Competitive price
Frequent promotion programs Drivers obey the rule, make me feel safe
Modern means of transportation Online payment is convenient to me
I don't use these kind of services
While convenience and integrity are the strengths of Grabtaxi, Uber and Easytaxi,
Grabbike is highly appreciated because of its friendly drivers and competitive price
Frequent
promotion program
Friendly & good serving
attitude of drivers

11. 10
APPLICATION ERROR IS THE MOST UNSATISFACTORY FACTOR
Is there anything make you feel unhappy about this brand?
6%
7%
7%
7%
9%
10%
15%
16%
21%
22%
0% 5% 10% 15% 20% 25%
Unreasonable and unclear price
Drivers drive carelessly, make me feel scared
Payment method is complicated
Old-fashion means of transport
Bad attitude of the drivers
The route is often lengthen, waste my time
The process of booking taxi is too long
Personal information are not confidential
Time of waiting for taxi is too long
The application often have error
N= 463

12. 11
60% USE THIS SERVICE MORE THAN 2-3 TIMES/MONTH
AND SPEND FROM $2.5 - $7 FOR EACH TIME USING THIS SERVICE
How often do you use this service?
15%
11%
13%
22%
14%
16%
8%
0% 5% 10% 15% 20% 25%
Over 3 months/once
2-3 months/once
Once/month
2-3 times/month
Once/week
2-3 times/week
Over 3 times/week
N= 463
1%
3%
8%
14%
31%
30%
13%
0% 5% 10% 15% 20% 25% 30% 35%
I don't use this service
I don'r remember
More than $9.5
From $7 - $9.5
From $5 - $7
From $2.5 - $5
From $1 - $2.5
N= 463
How much do you often pay each time using this
service?

13. 12
MORE THAN 70% VIETNAMESE LOVE THE NEW TAXI SERVICES
In comparison with traditional taxi, which do you prefer?
Surprisingly, in contrast to the common opinion which claims that young people is
easier to adapt new things, the practical figures from the survey show that nearly 50%
people from under 18 to 25 still prefer traditional taxi
73%
65%
74%
69%
75%
18% 29%
17%
20%
15%
5% 0% 6%
5% 6%
4% 6% 3% 6% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N = 463
I don't know
I don't care
Traditional taxi
Booking taxi by phone
applications

14. 13
With the idea: we should prohibit this kind of
service in Vietnam, do you agree?
MORE THAN A HALF VIETNAMESE DISAGREE WITH THE IDEA OF
PROHIBITING THIS KIND OF SERVICE IN VIETNAM
45%
55%
0% 10% 20% 30% 40% 50% 60%
I have experienced
I haven't experienced before
N=1023
Have you ever experienced the services of
any brand above?
10% 9% 8%
17%
14%
6%
14% 16%
16%
20%
18%
21% 20%
16%
40%
59%
40% 44% 31%
16% 18% 16% 12%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N= 463
Totally disagree
Disagree
Neutral
Agree
Totally agree

15. 14
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

16. 15
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

17. 16