Grab Philippines has marked the first anniversary of GrabTrike operations in Zamboanga with the local expansion of its flagship livelihood initiative, Grab Asenso: A Digital Diskarte Program. The initiative focuses on equipping traditional transport workers—particularly tricycle drivers—with digital tools and skills to improve their services and boost daily income.
Developed in partnership with the Department of Information and Communications Technology (DICT) and local government units, Grab Asenso aims to foster a more inclusive and competitive digital economy in the regions. In Zamboanga, the program targets the city’s long-standing tricycle sector, helping operators tap into tech-enabled transport solutions while maintaining their traditional street-hail services.
In its first year, GrabTrike has delivered promising results. According to Grab Philippines, active driver-partners have seen a twofold increase in completed rides and take-home earnings, with app-based bookings complementing their regular operations. The service currently operates in key areas including the city center, airport, and major routes across Zamboanga’s northern, western, and eastern barangays.
Grab Philippines country marketing head and director for cities J-anne Aruta underscored the program’s goal of enabling everyday entrepreneurs to thrive in the digital age. “Tricycles have long been the backbone of local transport in our communities. With Grab Asenso, we are ensuring that we equip them with tools, skills, and safeguards to succeed in today’s digital economy,” Aruta said.
To support this digital transition, Grab distributed brand-new smartphones to qualified drivers who were previously unable to onboard due to a lack of devices, as well as to active drivers with worn-out phones. The event also featured an Asenso Learning Session, covering training on road safety, passenger handling, and in-app safety tools like Share Your Ride, Trip Monitoring, and the Emergency SOS button.
DICT Region IX director Cheryl Ortega hailed the initiative as aligned with the national agenda of creating 8 million digital jobs under DICT Secretary Henry Aguda. “Grab’s support—especially in donating mobile phones—is crucial in empowering our drivers to work more effectively and safely in today’s digital economy,” Ortega said. “Sa digital bayanihan, walang Pilipino ang maiiwan sa Bagong Pilipinas.”
Zamboanga City mayor Khymer Adan Olaso, through his executive representative Rosendo Castillo, welcomed GrabTrike’s first-year milestone and highlighted the importance of digital tools in enhancing commuter safety and operational accountability. “Digitalization—through GrabTrike—solves many challenges for tricycles, the government, and the commuting public,” he said.
For many local drivers, the shift to app-based operations has been transformative. Pioneer GrabTrike driver Mark Anthony Balasabas noted a significant increase in trip volume depending on his online hours. Hermogenes Awid, a TODA leader and Grab driver-partner, added that the platform not only brings in more passengers but also helps ensure each ride is safer and more secure.
Grab is continuing to work closely with tricycle operators and drivers associations (TODAs) in the city to support a lasting transition toward digital mobility. With Grab Asenso in full swing, the company sees Zamboanga as a model for modernizing traditional transport sectors while improving livelihoods and commuter experience.
