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London Gets Another Ride-Sharing Option – eMarketer


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In its latest stab at using data to create more efficient mass transit, transport app Citymapper is teaming with taxi-hailing app Gett to let travelers in London carpool using the city’s iconic black cabs.

Starting on September 25, Project Black Bus will let users hire black cabs for carpooled rides that travel along a fixed route during rush hour for a flat fee. Unlike with a traditional bus service, passengers can get on and off anywhere along the route.

The Gett partnership is Citymapper’s second effort in London this year aimed at offering alternative transit options to areas determined by the company to be underserved by existing mass transit. In May, it tested a pop-up bus route in the city that was based on user data. That resulted in the debut this month of an officially sanctioned commercial bus service running in East London on weekend nights.

Transport for London’s (TfL)’s imprimatur should give Citymapper’s services a much smoother ride than ride-hailing app Taxify experienced when it attempted to launch in London on September 5. Taxify’s rollout was derailed days later when TfL revoked the Estonia-based company’s operating license. (TfL’s decision is currently under appeal.)

Taxify is attempting to squeeze into a market already crowded by the likes of Uber, Gett and mytaxi (formerly Hailo). Nonetheless, rising usage of transport-related apps seems enough of a lure for companies to overlook the difficulties rivals like Uber have encountered when going up against entrenched taxi sector interests.

According to Office for National Statistics (ONS) – UK data from April 2017, nearly a quarter of consumers in Great Britain had used a digital platform like Uber for transportation services in the preceding 12 months.

Consumers in Great Britain Who Have Used Select Sharing Economy Services, by Demographic, April 2017 (% of respondents in each group)

In a sprawling city like London, where personal car ownership is relatively low, it’s not unrealistic to think usage rates for transport apps are even higher than the 22% average across Great Britain.

Citymapper’s wasn’t the only effort with the goal of modernizing London’s mass transit system in some way that was announced this week. Transport ticket and shopping receipt advertising firm Ticketmedia signed a deal with Verifone Media, which supplies card machines to more than 10,000 taxis in London. That agreement would create taxi receipt advertising—a first for the city, and a way for the TfL to drive the adoption of card payment technology by all official black cabs plying London’s streets.

—Cliff Annicelli

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