Question

1. Discuss whether Didi Australia uses social and mobile commerce to support its business process. Provide 1 example in which Didi Australia use each of social and mobile commerce. 150 words limit.
2. Explain 2 advantages and 2 disadvantages of location-based features incorporated in Didi’s mobile app. Suggest possible way(s) to overcome each disadvantage you have identified. 150 words limit.  
3. Using contextual marketing principle, propose and justify 3 marketing initiatives as to how Didi can respond to changing customer behaviour as a result of the current pandemic situation.

Answer 1

DiDi Australia is an app using for car-hailing ,pick-up services etc. DiDi uses both social and mobile commerce to support it's business. here are some example of social and mobile commerce using by DiDi.

Social commerce is two-way communication. this allowe customers to not only engage with your business but it also gives them the opportunity to use social media as an efficient customer service channle. example of social commerce include customer rating and reviews, user recommendations and referrals, social advertising. DiDi uses social commerce to support it's business ,in DiDi app they have in-app rating and review options which can be used by customer to rate and review the ride. they can rate it they also can write their reviews about how's their ride? also Didi doing it's advertisment to social media so everybody get to know about didi app.

mobile commerce is also knows as mcommerce. mcommerce is the use of wireless handheld device like cellphone and tablets to conduct commercial transaction online. inlcuding purchase or sales of producs, online banking and paying bills. Didi app also using mcommerce to support it's business. customers can book their ride by just using the app or by calling, they can even choose their drivers and also they can do payments online as well. it increases the cashless payments.some of it's examples are in-app purchasing, mobile banking, virtual market place app etc.

Didi app is the largest using app by public. didi has a big numbers of customers. a highly rated app. but there are some advantage or disadvantage in this app. this app has a feature called 'location based feature'. this feature was not added to this app earlier but then some for safety purpose they will have to add this feature. this feature simply gives you the information about your location. this is app based visual guidance feauture helps riders seamlessly navigate through large buildings to reach a pickup location. this feature has it's own advantage or disadvantage. let's check the advantage of this feature.

first advantage of this feauture is it can save our time. it helps to navigate the right pickup location for the drivers. or the customer can also navigate their path. customers will get the knowledge that where he/she is right now. this feauture can saves both driver or customer to get confuse with the location or place. it's guide to reach the right location. we can find our nearby taxi immediately.

there are some disadvantage also. in this app we have this location based feature but sometime this feature missused by some drivers, which leads to a major incidents. some times by filling wrong navigation information drivers can misguide to customers. in may 2018 or August 2018 two female pessangers were reported to get raped and murderd by their drivers. after that didi was suspended. but Didi come with a fresh start again. then didi app has added some more features to the location based feature with the safety. more disadvantages like driver Don't need any character certificate anyone can apply with some documents upload. no qualifications or skills required for this job so sometimes it leads a very dangerous thing.

we can overcome with these disadvantages. set some basic rules like minimum qualifications or skills requirement or a character certification for drivers. in app safety center, blocking function for restrict service from certain drivers or calling function, location tracking .

we can take some marketing initiative for how to respond changing behaviour of customers in this pandemic situation. as we all know this pandemic situation change all the things for human being. so we think in this situation didi should take initiative like first of all the safety measurements. solve the safety issue for customers first. by providing them mask and fully sanitization of taxy, second the regular checkup or temperature checkup for drivers and the each pessanger who hiring the taxi, price for hiring taxi increased by this pandemic situation so some relaxation in payments will be the good initiative because in this pandemic situation everyone going through from so many financial problems. so this will be a good initiative.