2016 02 01 grab

The story begins:

Uber Technologies Inc.’s main rival in Southeast Asia wants people to know that it—like the San Francisco, Calif. startup—offers not just taxis, but private cars.

Singapore-based GrabTaxi Holdings Pte. Ltd. said Thursday it is shortening its name to simply Grab. The goal: to highlight that in addition to allowing users to book taxis in 28 cities across Singapore, Indonesia, Malaysia, Thailand, the Philippines and Vietnam, it also offers newer services like private cars—not to mention car pooling and even motorbike rides.

The re-branding comes as competition heats up for new users in the populous region. The U.S.’s Lyft Inc. in December said it was teaming up with GrabTaxi — er, make that Grab — and ANI Technologies Pvt. Ltd.’s Ola in India to permit users of each app to hail rides from drivers of the other apps while traveling abroad. That gives the alliance more leverage to compete against Uber, a global titan that has expanded its ride sharing platform, which includes private cars and taxis in some markets, to more than 370 cities across 68 countries since launching in the U.S. in 2010.