Going up against Uber, Hailo, Kabbee and even Addison Lee does not seem to be deterring Gerber. Despite Uber having a “colossal amount of money”, the CEO does not believe it will be the only company in the world doing delivery services. The challenge he and his team are facing when it comes to new cities is summed up by the chicken and egg analogy. It is hard to sign up drivers if there are no customers, but likewise hard to get customers interested if there is nobody to give them a lift. By working with black taxis though, Gett is circumventing some of the challenges Uber is facing all around the world. All black taxis are checked and vetted by local councils, meaning Gett knows it can rely on them for safety and standards. It’s offering also seems to be far more relevant outside of London, where Uber doesn’t have its tentacles and in cities needing both short and long distance ride platform. Read more about the taxi app war:
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The name change Gett went though saw it drop the word taxi, but keep an extra “t” as a nod to its taxi upbringing. Gett will now work as a brand the world over, also allowing it to add new products and services that aren’t about requesting a ride from A to B. “We want to be the market leader in the on-demand space, making use of our technology to create that same user experience,” he added. Since setting up in 2010, Gett has facilitated 30m rides around the world, with overseas operations being found in New York, Moscow and Tel Aviv. According to Gerber, it is on track to have 10,000 licensed cab drivers on the app this summer, and is bringing more than 1500 new drivers onto the platform each month. First seen as a taxi app, consumers will soon be able to access food, health and beauty products, home maintenance and dry cleaning. By Hunter Ruthven
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