Uber ri­val Tax­ify launches service in East­ern Cape

CityPress - - Business - LUBABALO NGCUKANA busi­ness@city­press.co.za

Uber com­peti­tor Tax­ify is mak­ing in­roads in the East­ern Cape as part of its plans to build a na­tional foot­print.

The in­ter­na­tional e-hail­ing trans­port service com­pany launched op­er­a­tions in Port El­iz­a­beth this week and has plans to do the same in East London, Bloem­fontein and Polok­wane soon.

Its service is already avail­able in Cape Town, Dur­ban and Jo­han­nes­burg.

Linda Mahloko, Tax­ify South Africa op­er­a­tions man­ager, said the de­ci­sion to launch in the East­ern Cape, par­tic­u­larly in the Nel­son Man­dela Bay metro, came af­ter ex­ten­sive mar­ket re­search was con­ducted, in­di­cat­ing that there was po­ten­tial to build the brand in that prov­ince.

“There is a young and vi­brant mar­ket in Port El­iz­a­beth, and this de­mo­graphic fits the Tax­ify cul­ture per­fectly,” he said.

“We try to fo­cus on where the mar­ket need is, and plan ac­cord­ingly.”

There were also some in­ter­est­ing in­cen­tives on of­fer, added Mahloko.

“Apart from our value-added price pro­mo­tion, we also fo­cus on keep­ing our drivers and riders safe in the current po­lit­i­cal cli­mate of South Africa. This is achieved by part­ner­ing strate­gi­cally with var­i­ous key com­pa­nies to aid both driver and rider to al­ways feel safe when us­ing Tax­ify.”

Drivers can ex­pect to earn at least 14% more with Tax­ify than they would work­ing for a com­peti­tor.

In ad­di­tion, Tax­ify is launch­ing at a rate of R3.60 per kilo­me­tre, which is far more favourable than the gen­eral mar­ket rate of R6 per kilo­me­tre.

Tax­ify takes only 15% com­mis­sion from its drivers, which is lower than the pre­vail­ing rate – re­sult­ing in more take-home pay for drivers and lower rates for riders.

Mahloko said Tax­ify had been do­ing dou­ble-digit growth ev­ery month since it launched in South Africa in April last year.

“We have an ex­ten­sive num­ber of drivers across the coun­try and have com­pleted mil­lions of rides since we launched,” he said.

Tax­ify, founded in Es­to­nia by Markus Vil­lig in 2013, is an in­ter­na­tional ur­ban ride-hail­ing plat­form that cur­rently op­er­ates in 20 coun­tries across Eu­rope, the Mid­dle East, Africa and Cen­tral Amer­ica. It has a global team of more than 300 em­ploy­ees, many of whom have pre­vi­ously worked at Skype, fin­tech start-up Trans­fer­Wise and Google.

In deal­ing with the vi­o­lence that has over­whelmed the in­dus­try – such as the ri­valry be­tween Uber and me­tered taxis drivers, par­tic­u­larly in and around Jo­han­nes­burg – Wilken said Tax­ify put strict pro­ce­dures in place and did monthly or semi-an­nual checks on drivers and ve­hi­cles, de­pend­ing on com­plaints, to en­sure the safety of both driver and rider.

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.