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In 2015, entrepreneur Jarold Ong looked at how companies in the urban mobility sector, such as Uber, Grab, or Gojek, had created a gap in Southeast Asia to fill the gap. Although OLF saw an opportunity in the sector, it had a different business model.
“At the end of 2015, I met Arthur Chuan, who started looking at urban mobility. We decided to work together on a solution for responsive driving,” Ong said. CASIA
OLF had no experience in the mobility market. Vicki decided to quit his job as a video-on-demand (VD) engineer to start with Goldhua Group CEO, a company that still rents and distributes commercial and industrial vehicles. The two mobile-as-a-service (MaaS) company Swat Mobility was launched in February 2016.
“Voluntary bus sharing service is available to the public. We have an account line: Prices are like buses, taxis are fast, ”said OLF.
During the first six months, the Singapore-based company focused on developing a fast-track algorithm for multiple destinations in a particular area. The Swift algorithm calculates the most efficient ways to quickly capture users’ needs and to pick and drop passengers, Ong said. Compared to Google Maps or Waz, it provides better access for drivers to avoid congested roads, and saves on gasoline costs. Passengers can, instead, set their pick-up and drop-off location on the app based on the algorithms provided, as well as check the real-time arrival times of buses.
Swat Mobility works with service providers in certain areas to provide the service, as the company does not own the vehicle from other Ride Sharing services such as Uber or DD.
Based on the algorithm, the company launched the B2C Riding Sharing Bus Service in 2016 in Singapore. To join the service, users must purchase a monthly subscription and request shipping routes through the Swat Mobility app. However, the service was discontinued in early 2019 as Swat decided to change its business direction to B2B and B2G.
B2B and B2G pole
Ong and his team thought the company could work with government projects to improve Singapore’s public transportation system. A.D. In September 2018, the Singapore Land Transport Authority (LTA) won a six-month pilot bid for public bus service, a program that allows passengers to request and drop off at any bus stop in certain areas. However, the Singapore government has canceled the project. It is not cost-effective to upgrade after the May 2019 trial period.
However, Swat Mobilization won another B2G deal for the required public transport service in New South Wales, Australia.Solve the first mile / last mile problem for residents, ”Ong said. Passengers traveling in the same direction will be picked up on the shuttle bus as instructed in the Swat Mobility app. Unlike regular buses that follow a regular route, regardless of traffic conditions. Swat buses operate on an algorithm-defined variable route, which automatically updates to accommodate new passengers.
“We will help interested public transportation services or smart city planning plan more cost-effective public transportation options,” Ong said. He added that passengers no longer need to use various means of transportation, such as buses, trains and bicycles.
After two years in the B2C and B2G sectors, Ong saw that private companies could use his technology. “For companies in remote areas, they have difficulty hiring and retaining employees due to poor transportation with long travel times,” he said.
Although some companies provide transportation for workers, there are still pain points to deal with. “It can be very difficult to set up transportation and change shift times manually for complex roads. Many companies do not have a system to monitor and analyze the driving and use of vehicles. It has led to overcharging for inefficient services, ”Ong explained.
The company entered the B2B sector in 2019, becoming the first customer in Singapore to be part of the Coastal and Coastal Engineering Team. Swat Mobility provides pick-up and drop-off services for more than 1,000 Sembarkp Marine employees. In July 2020, KMC Solutions, a partner and employee rental company, also registered for the same service in the Philippines.
“This is because our algorithm integrates all staff and generates bus lanes that are convenient for transportation,” Ong said.
Since 2019, Swat Mobility has only been operating in the B2B and B2G markets. “We have a mix of B2B and B2G customers.
Great luck in Japan
Swat Mobility currently focuses on three major markets – Japan, Singapore and the Philippines – in Indonesia, Thailand, Vietnam and Australia. He said the company has made 1 million annual trips since its inception.
Japan offers special challenges and opportunities, Ong said 2021. Demographic changes are also hurting the country’s mobility. For most seniors, especially those living in rural areas, driving without proper public transportation is the preferred mode of transportation, Ong said. However, by 2020, Japan will have had a number of fatal road accidents involving elderly drivers.
“Older people, especially in rural Japan, need new roads,” Ong added.
As part of the “Smart Mobility Test,” it is conducting a bus service test for Shimomachi residents in Niigata, Japan. It is held by the Ministry of Trade, Economy and Industry of Japan and the Ministry of Land, Infrastructure, Transport and Tourism.
Swat Mobility has partnered with Japan Teleco Jupiter Telecommunication, J: COM, to provide transportation services for sales staff. J: Com sellers can book on buses on demand buses through the Swat mobile app in Nerima, Tokyo and Sakai in Osaka State.
“As a passenger, rather than drivers, you can prepare for the meeting on time and arrive on time, without having to worry about driving and parking,” Ong said.
The company’s operations in Japan are supported by a variety of local investors, including Global Bren, Tokyo Age Capital Partners University, iGlobe Platinum Fund II Pte. Ltd., and LKJ Capital Japan. “Of course, they play a role in the decision to enter the Japanese market, but most importantly, we see many opportunities for our solutions to significantly improve mobility services for travelers and residents in Japan,” he said.
Although Ong declined to comment, the company reportedly has an IPO in Japan. After an undisclosed fundraiser in February 2021, Swat plans to increase its coverage in Japan and increase its coverage from seven to 20 public buses and commercial vehicles. The company plans to operate 100 vehicles in Japan by the end of the year.
To understand the “complex roads and traffic rules in Japan”, Ong said that the current problem of algorithm training is also being addressed. He said Japan has more narrow roads and complex traffic rules compared to Southeast Asia compared to many one-way roads and curfew. “Our solutions require detailed infrastructure information on Japanese roads, which may not be easy to obtain.”
In the long run, Swat aims to branch out with other constants such as logistics. In March, he shared with UglyFood Online Grocery in Singapore. UglyFood presentation drivers help Swat algorithm calculate the shortest way to save time and fuel. “We plan to increase our productivity and capacity to deploy and run a large number of projects in our markets and to expand our operations to new and existing ones,” Ong said.
This article is part of KrASIA’s “Beginning Stories” series, where KrASIA writers talk to the founders of technology companies in South and Southeast Asia.
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