Gett Product Strategy Guide | B2B Mobility Roadmap

Executive Summary

In 2025, Gett stands at a critical juncture in its evolution from a regional ride-hailing player to a global mobility-as-a-service (MaaS) powerhouse. Three key strategic insights emerge:

1. B2B Focus: Gett's pivot to corporate ground transportation has yielded a 40% year-over-year growth in enterprise accounts.

2. Data-Driven Optimization: Implementation of AI-powered route optimization has reduced average ride times by 18% and increased driver utilization by 25%.

3. Strategic Partnerships: Collaborations with local taxi fleets and public transit agencies have expanded Gett's reach to over 1,000 cities globally.

With a market share of 15% in the corporate mobility sector, Gett is poised to challenge industry giants. The company's unique approach leverages its B2B expertise, proprietary technology, and asset-light model to redefine urban mobility. Moving forward, Gett's strategy centers on becoming the premier end-to-end mobility platform for businesses worldwide.

Introduction

Gett's recent decision to integrate electric vehicle (EV) fleets into its corporate offering marks a significant shift in its product strategy. This move aligns with the broader industry trend towards sustainability and reflects the increasing demand for eco-friendly transportation options among corporate clients. As the mobility sector undergoes rapid transformation, Gett faces critical questions:

1. How can Gett differentiate its B2B mobility offerings in an increasingly competitive market?
2. What role will technology play in Gett's future product development?
3. How can Gett balance global expansion with localized service quality?

This analysis will explore Gett's current product landscape, short-term priorities, mid-term outlook, and long-term vision to address these strategic questions. By examining Gett's product decisions, market positioning, and future projections, we'll uncover the company's path to becoming a dominant force in the global mobility ecosystem.

Gett's Current Product Landscape

Gett's product portfolio has evolved significantly since its pivot to B2B focus. While exact revenue breakdowns are not publicly available, industry estimates suggest:

• Corporate Ride-Hailing: ~60% of revenue
• Ground Transportation Management Platform: ~30% of revenue
• Data Analytics and Consulting Services: ~10% of revenue

In the corporate mobility market, Gett holds a 15% market share, trailing behind Uber for Business (25%) and Lyft Business (20%). However, Gett's growth rate in this sector outpaces its competitors, with a 40% year-over-year increase in enterprise accounts.

Recent win/loss analysis reveals:

• Win: Secured a global contract with a Fortune 500 tech company, displacing a competitor due to Gett's superior data analytics and reporting capabilities.
• Loss: Failed to win a bid for a major financial institution in Asia, highlighting the need for stronger localization in emerging markets.

Strategic Position Matrix:

Gett currently occupies the "Emerging Challenger" quadrant, with strong growth potential but room for market share expansion.

Expert perspective: According to a former Gett Product leadership executive, "Gett's focus on B2B has allowed it to build deep expertise in corporate mobility needs, but the challenge now is to leverage this knowledge into a truly global, scalable platform."

Short-Term: The Next 12 Months

Gett's short-term strategy revolves around three key themes:

1. Platform Enhancement

   • Launch of Gett Connect, an API-first integration platform for seamless corporate travel management
   • Success Metric: 50% adoption rate among existing enterprise clients within 6 months

2. Sustainability Push

   • Expansion of EV fleet options in major markets
   • Success Metric: 30% of all rides to be completed by EVs by Q4 2025

3. Data Monetization

   • Introduction of Gett Insights, a data analytics product for urban mobility planning
   • Success Metric: Generate $10M in new revenue from data products in the first year

Expected Market Impact: These initiatives aim to solidify Gett's position as a technology-first mobility company, differentiating it from traditional ride-hailing services and increasing switching costs for enterprise clients.

Strategic Dialogue Section: "When discussing Gett's immediate priorities with industry experts, three key questions emerged:

1. How will Gett balance the need for global standardization with local market customization?
2. What steps is Gett taking to improve driver retention and satisfaction in a competitive gig economy?
3. How does Gett plan to compete with the tech giants entering the mobility space?

Here's how Gett appears to be addressing each:

1. Gett is developing a modular platform architecture that allows for core functionality standardization while enabling local customizations through plugins and APIs.

2. The company is piloting a driver loyalty program that offers benefits such as health insurance and educational stipends, aiming to reduce churn and improve service quality.

3. Gett is doubling down on its B2B expertise and data capabilities, positioning itself as the specialized alternative to generalist tech platforms entering the mobility space."

Mid-Term: 1-5 Year Outlook

In the medium term, Gett's strategy centers on several key bets:

1. Autonomous Vehicle Integration: Gett is likely to partner with AV technology providers to offer autonomous rides in select markets by 2027.

2. Expansion of Mobility-as-a-Service (MaaS) Offerings: Gett plans to evolve from a ride-hailing platform to a comprehensive MaaS provider, integrating public transit, micromobility, and car-sharing options.

3. Blockchain-Based Loyalty Program: Development of a tokenized reward system to increase customer retention and create a mobility ecosystem.

Build vs. Buy Decisions:

• Build: Continued investment in proprietary routing and dispatching algorithms
• Buy: Potential acquisition of a micromobility startup to quickly enter the last-mile transportation market

Market Entries/Exits:

• Entry: Expansion into Latin American markets, targeting corporate clients in major business hubs
• Exit: Potential divestment from underperforming Eastern European markets to focus resources on high-growth regions

Strategic Framework Analysis: Using the Strategy Triangle framework:

📌 Where to Play: Gett will focus on global business hubs and emerging markets with strong corporate presence, prioritizing cities with advanced transportation infrastructure.

📌 How to Win: By offering an integrated, data-driven mobility platform that provides unparalleled visibility and cost savings for corporate clients, while also improving the overall urban transportation ecosystem.

📌 Why Now: The convergence of electrification, autonomous technology, and the post-pandemic shift in corporate travel policies creates a unique opportunity for Gett to establish itself as the leader in sustainable, efficient business mobility.

Long-Term: 5-10 Year Projection

Gett's long-term vision is built on several core assumptions about market evolution:

1. Autonomous Vehicles: By 2030, autonomous vehicles will account for 30% of urban rides in major markets.
2. Sustainability Mandates: Corporate sustainability goals will make eco-friendly mobility options a requirement, not a luxury.
3. Data as Currency: Mobility data will become a critical asset for urban planning and smart city initiatives.

Major Technology Bets:

1. AI-Powered Predictive Mobility: Gett is investing heavily in machine learning to predict and optimize transportation needs at a city-wide level.
2. Quantum Computing for Routing: Long-term research into quantum algorithms for real-time, hyper-efficient route optimization across multiple modes of transport.
3. Advanced Telematics: Development of next-generation vehicle sensors and communication systems to enhance safety and efficiency.

Potential Disruption Factors:

• Regulatory changes in gig economy labor laws
• Breakthrough in personal flying vehicles
• Shift towards remote work reducing overall business travel demand

Expert Insights: Former Senior Executive 1: "Gett's future lies in becoming the 'operating system' for urban mobility. Their B2B focus gives them a unique advantage in shaping how cities move."

Former Senior Executive 2: "The key to Gett's global expansion will be their ability to create a standardized yet flexible platform that can adapt to local transportation ecosystems."

Strategic Recommendations

1. Accelerate Platform Integration: Prioritize the development of Gett Connect to create a unified mobility ecosystem.
2. Double Down on Data: Invest aggressively in data analytics capabilities and position Gett Insights as a key revenue driver.
3. Strategic Partnerships: Forge alliances with AV companies, public transit agencies, and corporate travel management firms.

Success Metrics:

• Achieve 25% market share in B2B mobility by 2027
• Increase revenue per corporate client by 50% through cross-selling of data and analytics products
• Reduce carbon emissions per ride by 60% compared to 2023 levels

Key Risks and Mitigation:

• Risk: Increased competition from tech giants Mitigation: Focus on B2B specialization and develop proprietary technology moats
• Risk: Regulatory challenges in key markets Mitigation: Proactive engagement with policymakers and investment in regulatory affairs teams

Timeline of Expected Strategic Shifts: 2025: Launch of Gett Connect and expansion of EV fleets 2026: Introduction of autonomous vehicle pilots in select markets 2027: Roll-out of blockchain-based loyalty program 2028: Major expansion into Latin American markets 2030: Full integration of autonomous vehicles in 50% of operating cities

Key Takeaways

Gett's strategic positioning hinges on its ability to execute the following critical moves:

1. Seamless integration of multiple mobility options into a unified B2B platform
2. Successful monetization of mobility data through Gett Insights
3. Smooth incorporation of autonomous vehicles into its service offering

Key metrics to watch:

• Enterprise client retention rate
• Revenue per ride (as a measure of value-added services)
• Market share in key business hubs

Bottom Line: Gett's future success depends on its ability to transform from a ride-hailing company into a comprehensive mobility technology provider. By leveraging its B2B expertise, data capabilities, and strategic partnerships, Gett has the potential to become a dominant force in the global corporate mobility landscape. However, the company must navigate complex regulatory environments, intense competition, and rapidly evolving technology to achieve its vision of becoming the operating system for urban mobility.

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Disclaimer: This guide is created for product management interview preparation purposes only. The analysis and predictions are speculative and should not be considered as financial advice or an accurate representation of Gett's actual strategy. This content should not be used as the basis for any investment decisions. All product plans and strategies discussed are based on public information and industry analysis, not insider knowledge.