Bringg’s Mobile App Promises To Be The ‘Uber Of Everything’
Whatever it is, Bringg aims to take it to your door. But the question is: can it deliver?
Mobile startup Bringg is the latest entrant in the race to deliver takeout, groceries, car services, books, clothing, and just about everything else under the sun to app users. The New York/Tel Aviv-based company is beginning its existence in a market that is both emerging and already seeing potential competition from tech heavyweights like Amazon, whose CEO Jeff Bezos is plotting to find a business model for delivery-by-drone.
The tech world is currently rife with “the Uber of X” — new companies that will allow users to request and manage a particular service like floral delivery (BloomThat), laundry (Washio), wine and spirits (Minibar, Saucey), lawn-mowing (GreenPal), and even style and grooming right in your own home or office (Glamsquad).
So what makes Bringg CEO Ranaan Cohen think he can tie it all together?
The Israeli startup vet envisions a world where every on-demand business — from a floral shop to a moving company — can manage its deliveries of goods and services seamlessly, and users can track them in real time on mobile. And he’s betting that users will want a a “one-stop shop” for their insta-haircare, gardening, and, yes, placing takeout orders.
“The delivery world is changing, and when we say delivery it’s in the abstract manner,” Cohen says. “It’s not only delivery offered to packages — it’s everything. We believe that in a few years everyone will [be] like that. Someone will need to sell that technology part of that and this is where we’re aiming, to provide this element to the delivery world.”
‘Bringging’ In Business
How Bringg works is quite straightforward: Customers order goods or services from a business, and the request is then registered in both a participating business’ POS software and Bringg’s system using its API. An auto-dispatch feature simplifies the assignment process by giving the delivery to the nearest driver, and then it’s en route — with customers able to track the delivery in real time via a map link.
“We provide an off-the-shelf solution, meaning that in five minutes a business can go to bringg.com and have a working system,” Cohen says. “We want to make it easy for them to start [using Bringg].”
As more businesses get on board with Bringg, so will their competitors. And customers, Cohen predicts, will grow to expect to be able to track all deliveries. That ties in to a major consumer expectation today, too: transparency.
Like every startup, especially one in an emerging area like on-demand, mobile based delivery services, the large issue Bringg faces is how quickly — and if — it can scale its offering.
“We see the on-demand world heading in two directions,” says Cohen when asked his view of the competitive landscape. “The first is that businesses will outsource all their deliveries to one-to-two big delivery service providers. This will entail very high delivery costs and margins but will reduce the logistics. The second direction is that players such as Bringg will enable any businesses to easily manage the deliveries themselves, keep on using their own drivers and provide the same level of customer satisfaction provided by the service providers, while enjoying their own branding and independence. We believe that businesses will definitely choose the latter, in terms of ROI, branding and independence, that is why it is clear how scaling will easily be achieved in the very near future.”
The Need For Transparency
From getting users to allow an app access to location data to introducing beacon technology, transparency has been a major issue in the mobile world in the past year. Cohen feels that Bringg is a step in the right direction as it shows businesses and consumers how location mapping in the delivery process can benefit all parties.
“I think that Bring is something that will connect the offline world into the new delivery era,” Cohen posits. “In today’s world, customers expect transparency, businesses expect real time information and all this needs to be applied in a location based environment.
“Basically, it’s even more complicated than it sounds for businesses to have a simple delivery solution [using today’s technology]. It needs to be a comprehensive platform, and that’s what we aim to be and where we see ourselves in the market place.”
Two of Bringg’s early adopters include food delivery services 180 Eats and Zuppler, but Cohen seems primed for expansion into a variety of industries.
“Until now, providing customers with the ability to track the progress of a delivery was a service only well-funded tech startups could provide. Bringg’s cost-effective platform circumvents the need for businesses that lack the digital infrastructure to buy or build this themselves,” Cohen says. “We have a few [expansions and things] in the works that should be rolling out, that we hope to be able to talk about soon.”
The measure of Bringg’s staying power and scalability will ultimately depend on whether it can include offline, physical retailers in addition to gathering digital-only businesses. In turn, that will only happen if Bringg can demonstrate value to local businesses. In making its pitch to those marketers, Cohen makes a point of highlighting the platform’s geo-targeting capabilities to connect shops and services with nearby consumers.
“Bringg’s APIs allow the platform to be tied to a system where you can order goods or services that appear on your phone based on your location and see them delivered in real-time,” Cohen says. “For example, Bringg can be very helpful with location-based services through our ‘Find Me’ feature. Let’s say a business that uses Bringg wants to deliver to a customer. By using this feature, drivers know to navigate to the customer’s current location and allow them to keep on with their day.”