Microsoft will be investing in ride-hailing firm, Grab

Tech giant Microsoft said that it will invest an undisclosed sum into Singapore-based ride-hailing company Grab, as part of a strategic partnership.

The two companies will also collaborate on technology projects in areas such as big data and artificial intelligence, while Grab will now use a number of Microsoft products, including the Azure cloud computing service, according to a joint statement.

“We’re fascinated with the companies that are emerging from Southeast Asia,” Peggy Johnson, executive vice president at Microsoft, told CNBC in an interview. “It’s been amazing to watch what they have done with technology, in the way that they’ve applied it to solving problems for their customers.”

Microsoft and Grab declined to disclose the amount of the strategic investment.

Grab President Ming Maa explained that Grab will use the investment from Microsoft to improve user safety and experience.

Big data, AI and machine learning

• To help improve passenger and driver safety and security, Grab will work with Microsoft to explore new authentication mechanisms such as mobile facial recognition with built-in AI for drivers and customers who opt in, as a replacement for checking IDs, that help match both driver and passenger identities to the reservation.
• Grab will explore utilizing Microsoft Azure’s data analytics and fraud detection services to better predict and prevent fraudulent transactions on Grab’s platform.
• The companies plan to leverage Microsoft’s natural language processing capabilities to provide customers with contextualized real-time translations and create an AI chatbot so Grab users can engage in interactive experiences.
• Microsoft’s machine learning and AI capabilities will be used to power Grab’s advanced “recommendation engine” that analyzes user data and behavior to provide personalized services and content recommendations through the Grab application.
• Grab also plans to work with Microsoft to explore image recognition and computer vision technologies that will improve the user and driver pickup experience. For example, passengers will be able to take a photo of their current location and have it translated into an actual address for the driver.
• To improve map creation and quality, Grab plans to tap into the power of Microsoft’s machine learning capabilities.

Other areas of collaboration

• Microsoft Outlook integration. Grab will provide on-demand transportation booking options to Outlook users so they can seamlessly book rides directly in the application and be alerted with calendar reminders.
• Microsoft Kaizala. Grab will pilot Microsoft’s Kaizala, a mobile app and service for large group communications and work management, to improve the efficiency and effectiveness of Grab’s Customer Service teams.
• In-car solutions. The companies will collaborate on the deployment of in-car entertainment and productivity solutions across Southeast Asia.
• Rewards integration. Microsoft will explore integrating Microsoft Rewards Gift Cards into the Grab Rewards loyalty program.

Nominate Malaysia’s Best Marketers

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Held for the first time in Malaysia, the Chief Marketing Officer (CMO) Awards is here to reward the best in the business of marketing.

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For further details on the awards visit: www.marketingmagazine.com.my/cmo2018/awards

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