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Smart Phone Apps Impact on Full Service Taxi Fleets and Model Regulations. Presented to IATR, Washington, DC November 16, 2012. Agenda. Taxi Magic is a Market Leader/ Innovator Across 50 Cities—More Similarities than Differences Full Service Taxi Fleets are Important Public Utility

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smart phone apps impact on full service taxi fleets and model regulations

Smart Phone Apps Impact on Full Service Taxi Fleets and Model Regulations

Presented to IATR, Washington, DC

November 16, 2012

agenda
Agenda
  • Taxi Magic is a Market Leader/Innovator
  • Across 50 Cities—More Similarities than Differences
  • Full Service Taxi Fleets are Important Public Utility
  • Transportation Apps should support fleets or in geographies where the App Company uses individual drivers, they should be a regulated fleet

www.taximagic.com

about ridecharge inc
About RideCharge Inc.

About

  • Reach
    • Offices in Alexandria VA (HQ), Boston, New York, Los Angeles, San Francisco, Chicago
  • High Growth
    • 60 Employees (up from 15 employees in 2010)
  • VC Funded
    • Concur(AMEX) + Private Investors
  • Traction
    • 200+ Fleet Customers in 75+ Cities networking 25,000 vehicles – 4 million app downloads – 10,000+ Passenger Information Monitors

www.taximagic.com

taxi magic products
Taxi Magic Products

Products and PIM

Advanced Booking and Payment Technology

Mobile app

(iPhone & Android)

SMS/Text booking

Web booking

(via fleet sites)

Dispatch Notifications

Passenger Information Monitor (PIM) & Driver Information Monitor (DIM)

Credit card payment & entertainment

(Partnership with Samsung)

  • Taxi Magic products are:
  • Customer-focused
  • Fleet/Regulator Friendly

www.taximagic.com

apple consistent store promotions
Apple Consistent Store Promotions

First page of “New & Noteworthy”

Featured in “App Starter Kit”

Featured in Apple’s “Our favorites” in “Great Free App” Category

app store credentials
App Store Credentials:

High ranking #13 in “Free Travel Apps”

First app in app search for “Taxi”

full service fleets have lead the industry
Full Service Fleets have lead the industry
  • Safety, Customer Service, Support
    • Driver Training, Call Center/Dispatcher Training
    • Quality Insurance Coverage
  • Technology Investment
    • Towers, Bandwidth and Radios (Call CtrPhones/Car Radios)
    • Computers (Tools for Call Takers, Dispatchers)
    • MDT’s (Drivers get electronic orders, GPS efficiency)
    • Billing Systems for Driver Mgmt and Account Billing
  • Fleets Source Riders
    • Corporate Accounts Selling
    • Advertising: Print, Radio, TV, Networks: 800-Taxi, Taxi Magic
    • Obtain Exclusive Cab Stand Rights

www.taximagic.com

fleets who invested gained market share
Fleets who Invested, Gained Market Share
  • Regulators favored Dispatching Fleets and awarded more permits
  • Drivers Paid More Rent for Technology and Rides
  • Fleets won accounts with 3rd party payers because they can dispatch and then prove the rides
  • Riders called larger fleets for greater chance of service
  • Having Rides to Dispatch = Higher Rent Revenue = Incentive to Invest in Fleet Operations

www.taximagic.com

full service fleet dispatch
Full Service Fleet= Dispatch

Full Service Fleets

Simple Street Hail Fleets

Rent Basic Services

Drivers on their own for rides

Work the Airport, Transit

Work Cabstands:

Work Other Hotels, High Rises

~½ Weekly Rent Cost

  • Rent BasicServices
    • Dispatch Rides to Drivers
    • Significant Call Center Operations
    • Buy Exclusives at Hotels/High Rises
    • Fleet Marketing/Advertising
    • Dispatch Rides to Public
    • Low Income Riders
    • Elderly Population
    • Responsible Drinking Alternative
    • Gov’t Programs
  • Higher Weekly Rents

www.taximagic.com

our view of booking tech evolution
Our View of Booking Tech Evolution
  • Radio Dispatch
  • Digital Dispatch
  • Automated Call Taking (IVR) – UDI
  • Automated Booking (Web, Text, App) – Taxi Magic ‘08
  • Tracking and Payment (App) – Taxi Magic ’09
  • Direct to Driver Apps – Uber, Hailo, MyTaxi, GetTaxi
  • Dispatch Vendor Apps – DDS, Mobile Know, MTData
  • Taxi Magic “Plus” – TM Integration + GPS

www.taximagic.com

drivers market view
Drivers Market View
  • Work Smarter (Faster, better dispatches)
  • Make More Money (More rides, better tips, fewer fees)
  • Like to Pick and Choose Rides by time of weekday
    • Hail vs. Radio vs. Airport
  • Worst part of Radio work is No Shows
  • Fleets need to Improve their Game

www.taximagic.com

the new minimum bar on user experience
The New Minimum Bar on User Experience
  • RideConditions—The user must know in advance of a booking what to expect in terms of availability
  • RidePromise—If an order is accepted via an app, the rider must have no doubt that the ride is coming.
  • Ride Transparency—The rider must see the car approaching their destination with near-constant GPS-based location and progressing ETA estimates.
  • Payment Simplicity—The rider must be able to pay with clarity and completely no hassle from the driver.
  • Scarcity Management—The rider must have options when driver availability gets tight.

www.taximagic.com

age of rider focus
Age of Rider Focus
  • Because Riders will choose how they get around
  • Fleets that recognize shift consumer demands can win
  • Regulations won’t protect Mobility (Ground) from Mobility (SmartPhone)
  • Driver Apps WIN, when Fleets fail to embrace Smart Phone Booking, or the Fleets don’t prioritize dispatch services

www.taximagic.com

migrate drivers riders to virtual fleets
Migrate Drivers/Riders to “Virtual Fleets” ???
  • Drivers start to “augment” their current book of business
  • Consumers get premium service regardless of the cabs fleet
  • When driver gets enough NE business, he doesn’t need the fleet
    • Driver can leave his full service fleet for the cheapest “Hail-Only” fleet that can lease him a car/permit.
  • Big loser is the full service fleet, and it’s already happening.

www.taximagic.com

regulatory answers
Regulatory Answers
  • Technology is inevitable
  • Full Service Fleets are Important to the Community
  • Regulations should require Apps to work through Fleets or Be a Fleet

www.taximagic.com

conclusions
Conclusions
  • Taxi Magic is a market leader with a Fleet Focus
  • We work within all existing regulations
  • Direct to Driver, Virtual Fleet Business models will destroy Full Service Fleets

www.taximagic.com