GrabTaxi: A game changer in the taxi industry

Just two years after being introduced in Cebu, GrabTaxi has revolutionized the way commuters hail taxi.

As many as 10 bookings are made every second in Cebu through this taxi booking and dispatching mobile application, said GrabTaxi sales and operations manager in Cebu Raymond Dejan.

“We are trying to change the taxi industry. We’re helping taxi drivers increase their income and at the same time offer taxi users safe and convenient rides,” he said.

A GrabTaxi driver makes as many as 30 bookings a day. At the same time, they are free to  pick up random passengers.

The app gives users access to about 2,000 taxi units from 38 operators in Cebu. It has been downloaded on over 5.5 million devices in six countries and 22 cities in Southeast Asia.

In the Philippines, the service is available in Manila, Cebu, Davao and Iloilo. The app is also being used in Malaysia, Singapore, Thailand, Vietnam and Indonesia.

Manila also has GrabCar, a fixed price car service. Dejan said their regional office in Malaysia is looking at introducing GrabCar in Cebu.

“I’m still thinking about it. But we don’t need it really because transportation here is not as difficult as it is in Manila,” Dejan said.

SELLING POINT
GrabTaxi’s selling point is providing safety and convenience to both the passenger and driver.

Passengers are safer because they can see the taxi driver’s name, license plate and contact number on his mobile phone. They can also track the driver through  GPS (global positioning system)  in the app.

Taxi drivers, on the other hand, can identify  the passenger’s name and contact number through the site, and know the exact drop-off destination of the passenger.

They are also able to save on gas because the app finds passengers for them.

“The passengers look for the taxis instead of the taxis going around, spending gas, looking for the passengers,” Dejan said in Cebuano.

Four people monitor the GPS from the GrabTaxi control room in Manila, Dejan said. They monitor all  movements for Cebu.

“If a driver doesn’t go to the destination set on GPS, he can easily be contacted by GrabTaxi. Passengers who cannot be contacted by drivers for whatever reason can also be contacted by GrabTaxi,” Dejan said.

HOW IT WORKS
The service is limited to Metro Cebu, up to Minglanilla in the south and Liloan in the north. Passengers pay a booking fee of P70 on top of the metered fare. They can also avail of promos to get fare discounts.

The GrabTaxi app is downloadable on multiple platforms and can be used on smartphones with wireless Internet.

On the home screen, users can select their pick-up and drop-off destinations. The application also gives them a list of suggested locations based on the embedded GPS and Google Maps.

From the home screen, users can gauge  the number of GrabTaxi drivers nearby. Unlike other e-hailing apps, GrabTaxi limits the scan of available drivers to a radius of 2 kilometers.

“This makes sure that we can deliver the promise of getting a driver in less time,” Dejan said.

After clicking “Next” at the bottom of the screen, users are directed to a second page which shows an estimate of the taxi fare  (sans booking fee), and how far the destination is.

Users can also text in  comments or “notes” for drivers, such as details of their specific location.  After confirming the booking,  users then wait for a driver to accept the assignment.

Once the app has found a driver, users can track the driver through GPS. They are also given an estimate of how long it will take the driver to reach the pick-up location, the driver’s name, picture, contact number and license plate.

Similarly, drivers are given the pick-up and drop-off location of their passenger, and his or her name and contact number.

REQUIREMENTS
Dejan said they conduct strict background checks of their drivers to ensure passenger safety and convenience.

Before they can join GrabTaxi,  drivers are required to undergo training and seminars on courtesy, how to use the mobile application, and GrabTaxi protocol.

Refusing to give passengers the discount stated in a promo code or ignoring business protocol can result to being removed as a GrabTaxi driver.

“We cannot afford to have taxi drivers who cannot abide by the rules. We always try to make sure our drivers are honest, kind and courteous,” Dejan said.

Driver Santiago Jayme, 45, was delisted  after losing his GrabTaxi phone.

As soon as he pays off the lost unit, he said he will buy a new smartphone so he can become a GrabTaxi driver again.

“If you drive to Lilo-an to drop off a passenger, you would have to spend time looking for passengers along the way back to Cebu City.

With Grab, you can find a nearby passenger and go to their location immediately,” he said in Cebuano.

Driver Junjun Amoy said the app allows him and other GrabTaxi drivers to decide whether to take a passenger or not.

He said the app has allowed him to get more passengers in a day.

Dejan said the drivers also tend to be more mindful of their conduct  because everything is monitored.

“GrabTaxi knows what’s happening in every taxi ride using the GrabTaxi app,” he said.

“With or without the promo, passengers who want a safe and convenient ride should go for Grab. We are 100 percent sure that our taxi drivers are safe, and will take you to your destination safely,” he added.

Kenth Eugene Cobacha, a customer service associate at Teleperformance, said he uses the service occasionally.

“GrabTaxi offers fast and reliable commute service to subscribers. No need for a manual call for taxis. However, not all subscribers are eligible for their  promos,” he said. /With PIT Intern Bianca I. Genosa