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How uber brand beats the generic taxi jose roberto martins

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Uber has to do with high standards of quality, services, respect and the strict supervision of consumers. As long as they keep such standards (positioning branding) more and more taxi drivers will have to combat their old-fashioned style by working well and provide a better service

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How uber brand beats the generic taxi jose roberto martins

  1. 1. UBER BRAND BEATS THE GENERIC TAXI ©2015 Jose Roberto Martins https://br.linkedin.com/in/jrmartinsglobalbrands
  2. 2. It does not take too much effort to accept that the first taxis were, in fact, horse carriages which responded for an “industry” chain which involved drivers and many other professionals such as farriers, vets, stable boys, blacksmiths, manure collectors among others.
  3. 3. Back to 21st century I've been using taxi services here and there long before the innovative Uber service. In Manhattan I use to feel like those promotional inflatable air dancer fan tubes, shaking my hand in the air praying to be seen by taxi drivers and, moreover, to meet English- speaking ones whose cabs are clean.
  4. 4. Since many licensed taxi companies choose to lease vehicles to independent contractors for the day or the week taxi drivers usually runs against the clock to pay their flat fees. Sometimes it looks that all other civilian cars and people in the streets are their nemesis.
  5. 5. So why not make their lives more stressful by stopping at crosswalks or close intersections a behavior repeated to exhaustion in NY, Miami and even in Tokyo, where many are non-English-speaking drivers which iconic white gloves combined with linings in seats are purely cosmetic as they also encroach into areas where pedestrians are.
  6. 6. In Paris, the good surprise to interact with educated taxi drivers who even got out helping with the bags, gentleness common in Lisbon and Santiago. Beware of taxis in Buenos Aires where I was lucky to be just scammed one or two times with the “no change” excuse.
  7. 7. In Rio, Salvador and São Paulo, where I live, we can find a plethora of bad examples which I presume summarizes taxi services in many other cities all over the world. Here many cabs also spikes dramatically during rush hour or in rainy days, do not stop when they are empty mostly because they are at lunch, or attending fixed customers elsewhere.
  8. 8. Many cars are not clean, smell the cigarette and, at best, drivers ask if we want them to turn on the air conditioning, so in summer. Not to mention the fear of taking a cloned taxi and being assaulted.
  9. 9. Many are usually conducted by untrained drivers, who do not know the city or pretend not to by driving us for unwanted city tours while listening to their favorite radio station. If eventually connected, we hopefully can count on Google Maps or Waze to monitor such evil behavior. But at the end most of them don’t care about our wellbeing anyway.
  10. 10. I believe that the main issue on poor taxi services is its aged business model where most of drivers are not the legal trained owners of their taxis. At least they could keep their entire fare, minus expenses.
  11. 11. But this is rare in big cities like Sao Paulo, NY, Hong Kong, Paris or LA where most untrained drivers leases their vehicles by paying a daily rate out of their incoming fares plus the cost of gas. From experience we learned that where businesses are in the care of its owners we can find a higher level of commitment to consumer’s contentment.
  12. 12. Taxi owners have a plenty of benefits in Brazil. To offer a medium to low quality important public service they can buy new cars with 30% discount, receive financing incentives and the exemption of the annual licensing tax which is due by every auto owner in Brazil. They can even have exclusive free parking in public spaces for customer`s waiting among other benefits which cost them irrelevant taxes.
  13. 13. On the other hand such generous system is not focused on monitoring and punishing basic issues such as illegal cars, not licensed drivers including potential ones with extensive criminal records, pending transit fines and so on. I pay taxes for rendering my consulting services but I`m not sure that all taxi drivers are paying theirs!
  14. 14. A taxi license (“medallion”) is a legal business elsewhere but in Brazil self-employed drivers cannot legally negotiate their licenses. But is well known that such unlawful deals occurs all around.
  15. 15. I’m sure I didn`t approach the exceptions all over the world where taxi drivers are rendering a valuable and significant service but, on average, I couldn`t meet them in enough data as to cause me a better impression.
  16. 16. I believe that Uber helped to improve taxi services and was not created to replace them. Most of professionals criticizes such innovative service but I see it as inevitable so its better to deal with all the challenges involved such as positioning, communication, branding, marketing strategy and so on.
  17. 17. After all Uber has to do with high standards of quality, services, respect and the strict supervision of consumers. As long as they keep such standards (positioning) more and more taxi drivers will have to combat their old-fashioned style by working well and provide a better service.

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