UBER TAXIS haven’t so much been ruffling feathers across the globe, rather ripping them out.
"Apps are a natural progession, apps make everything easier for everyone. Soon there'll be no need to carry money anywhere."
The San-Francisco based app-only taxi service has induced black-cab gridlock protests in London and further demonstrations from drivers in cities across the world: Sydney, New York, Toronto, Berlin, Paris and Brussels.
Tensions in Paris lead to violent clashes between local cabbies and app-based drivers. Missiles through windows, injured passengers, wine down shirts. Even strikes - ok that's not too surprising.
Launched in 2010, the 'pick-up' service that isn't Tinder or Grindr now operates in more than 100 cities around 30 countries across six continents. Uber targeted the London 2012 Olympics as the time to penetrate the British Isles, next came Dublin, now it's Manchester.
"The growth has been incredible," says Max Lines, General Manager of Uber's new Manchester wing, based at Centurion House on Deansgate. "The ultimate mission plan is for Uber to be present in every major city across the world."
The Uber app
Uber's app allows the user to order a cab at the click of a button, see how long the car will take to arrive, see who the driver is and even track the progress of the car via a map.
Uber's main draw though is the ability to pay for the cab via your phone. No cash, no card, no stops at the ATM.
"When you download the app you're asked to enter your card details," explains Lines. "When you arrive it'll inform you of the charge, the route you've taken and will debit the amount straight from your bank account.
"It just takes all the hassle away from ordering a cab. A few clicks of a button and the car is on its way to you. No 'it's just round the corner' from some lady in an office, you see it approaching. Quick, easy, simple."
So what’s the issue? Taxi smartphone apps are certainly nothing new. Manchester based Street Cars have been using an app-based service to great effect in the city for months.
The contentions in other cities range from licencing grey areas, 'illegally cheap prices', sharing rides and the use of smart phones by drivers to calculate fares. Certain UK regulations stipulate that it is illegal for private hire drivers to use taximeters.
U.S. Uber protest
Some local media reports would have you believe similar clashes are about to take to the streets of Manchester, the cabs vs. the apps, utter bloody 'fury' apparently.
Sensationalist codswallop.
“They are playing by the rules to be fair,” said Jessica Spencer, Street Car’s Account Manager. “Manchester City Council have strict parameters, firm but fair. Uber have adapted their usual operation to suit that. We welcome a bit of healthy competition.”
“They're taking advantage of a trend, one we've been seeing this past couple of years with our own app,” Spencer continued. “Technology is king.”
No rioting Manchester cabbies then.
"It will always cause jarring when a new competitor enters the market," says Lines. "Especially if the market has been stable for some time. But in my own experience of Manchester we've had no problems, the council have been very welcoming and like the app element.
"In terms of competition it's a good thing. Everyone ups their game which ultimately means better service and pricing for the customer and also gives the drivers more choice of who to work for."
Another factor causing contention in other Uber cities is the poaching of drivers, with drivers from other firms using the app as a means to fill quiet periods.
"It doesn't work like that in Manchester, because of regulations they just work for us," Lines explains.
"That doesn't mean that you can't have another job. I was picked up by an Uber driver this morning who was also a Royal Mail manager. He works for Uber for a few hours a day to supplement his income. He's fully licensed. It works perfectly for him."
Musician Bipolar Sunshine with Uber in NQ
What does give Uber an upper hand, however, is monumental investment from Google’s tech investment wing, the biggest singular investment to date from the tech giant with £150m in late 2013. Uber is now valued at somewhere in the region of £2 billion.
On top of that, Google have started to integrate Uber into the Google Maps function. The idea being, in years to come, that Google may realize its vision for driverless transport services. G-Uber perhaps.
Much like the Amazon delivery drone, the driverless services idea is some way off, but intriguing nonetheless.
Google integration could scarcely be better news for Uber, particularly when you consider 80% of new smartphones come with Google Maps as standard. It's easy to see why traditional cabbies are worried. Progress marches on, further technological adaption, more of society swung to the smartphone.
Lines reckons it's inevitable. "Apps are a natural progession, apps make everything easier for everyone. All you need is in your pocket. Soon there'll be no need to carry money anywhere."
Manchester only currently have the basic UberX class
What could slow Uber down in Manchester though is coverage. "Right now we're just focusing on the city centre," says Lines, "But we've picked up from Chorlton, MediaCity, Fallowfield."
So what if I wanted to go to Rochdale? "The driver doesn't have to accept the job, it's their choice, but I don't see why a driver would say no. They're not going to want to turn down jobs."
Of course, one way for traditional taxis to compete is to lower prices. Customers in London have reacted to disputes by stating that they wouldn't have to move to an app if Hackney Carriage's weren't so extortionate.
"Currently we're around 40% cheaper than hailing a cab on the street and stay competitve around the other private hire firms in Manchester." Lines says. However, Uber does operate price spikes when demand is up and cars are low, 2am on a Sunday for example.
There will be inevitable cries in the city of an American company based in San Francisco with bottomless funding stealing profits from local drivers working for local firms. Still, consumer choice and innovation wins through. Local providers have apps too. The technology is there.
Though, with all this talk of all taxi services moving entirely to app and driverless services, nobody has yet explained what happens when your battery dies.
"Taxi!"
Download the Uber app here.
Uber app
