Hailo is a smartphone app that allows users to hail a taxi using their phone without calling a taxi service. It was founded in London in 2011 and is now available in over 20 cities, including Ireland where it entered the market in 2012. While it has over 500,000 downloads and 50% of Irish taxi drivers registered, research found low brand recognition and that it is missing its target market of students and young people. The research aimed to find how Hailo can increase its market share in Ireland by understanding competitors, customer insights, and improving brand communication.

2. WHAT IS HAILO?
COMPANY PROFILE
Hailo is a smartphone app that allows users
to hail a taxi
using just their phone
and without calling a taxi service.
Founded in London in 2011, it entered in the
Irish Market in 2012 and today is available in
over 20 cities.
WHERE IS HAILO?

3. WHY HAILO?
Arrive on time
Arrive safe
Arrive happy
Get more passengers
Take credit cards
Download for free
Passengers
Taxi drivers
COMPANY PROFILE

4. COMPANY PROFILE
CURRENT ISSUE IN IRELAND
Competition
Brand image &
awareness
Deregulation of taxi
industry
“I’ve never heard about Hailo”

5. RESEARCH QUESTION
RESEARCH QUESTION
How can Hailo increase its market share in the Irish market?
RESEARCH OBJECTIVES
1. Hailo’s biggest competitors
2. Customer insights and behaviour
3. Brand communication

6. METHODOLOGY
RESEARCH DESIGN
Explorative research
Secondary data Primary data
Qualitative data
Focus group Survey
Subject:
internal and external environment
Subject:
customers/users
Objective:
providing insights and understanding
Target: actual customers
millennials
Target:potential customers
business people
Depth interviews
Target: actual customers
Objective:
understanding the main issues
Objective:
finding the solution
Quantitative data

7. ANALYSIS OF SECONDARY DATA
Hailo in numbers (in Ireland)
500,000
50%
downloaded
registered users
of the Irish licenced taxi drivers are
registered to the service (total 9000)
to download
commission
400,000
Free
12%
First mover advantage
SECONDARY DATA

8. ANALYSIS OF SECONDARY DATA
SECONDARY DATA
of population access internet
of people own smartphone with high amount of engagement
Deregulation of the taxi industry
Digital revolution in Ireland
SPSVs grew from 3,913 to 21,177 from 2000-2008
No trading taxi licenses
More consumer spending means more demand and longer queues
80%
59%

9. PRIMARY QUALITATIVE DATA
Depth interviews with taxi drivers
PRIMARY DATA
2 taxi drivers
3 business people
Which opportunities for Hailo Hub?
From secondary
data: the
company is
launching in
Ireland a new
booking tool for
hotels,
restaurants and
businesses

10. PRIMARY DATA
DEPTH INTERVIEWS WITH TAXI DRIVERS
Being a part of Hailo
Competition
Relationship with the
passengers Hailo’s value Issues
Deregulation of the taxi
industry
- “There are too
many people in the
game”
- Differences
between the week
and the weekend
Security
- Women using the
app
- Hailo possesses
a lot of data
Social
- “It’s nice to call
them with their
name”
A fair system...
- “Hailo came along
at the right time for
me”
...that could be improved
- By doing more
rewards for the
drivers, for example
Communication
- Not a special
design for the
cars
Accessibility
- Traffic jam
Competition
- “The system is
gone out of
control”

11. PRIMARY DATA
DEPTH INTERVIEWS WITH BUSINESS PEOPLE
Taking a taxi for working reasons
Special needs Brands awareness Main issues Social aspects
Daily rides to the office
- arriving on time;
- arriving with a fresh
look, not wet;
Long distances
- wifi on board is a
must
- a city guided tour
could be interesting
“I would pay a premium
price”
-
“Good, but below Uber”
“I thought it was just a
technology, not a
company”
- paying with
personal credit card
(don’t trust)
- bad graphic. “It
looks like it is made
in the 90s. It is old
school”
- taxi is a “mass
service”.
- taxi is expensive.
- “I am not a
package to be
delivered! I am
not just a client”.
- I usually need
“tips”.
GPS Fast
Reliable
App
Easy
Bad graphic

12. PRIMARY QUANTITATIVE DATA
PRIMARY DATA
Focus Group: 6 participants, Irish UCC students, ages 18-23, smartphone users
• 1 person has used Hailo
• Use taxis when in groups
• Most prefer to walk (now live closer to City Centre)
Survey: Conducted Nov. 9-14; 110 completed
• 88% price sensitive
• Over 60% use taxis on nights out
• 65% likely to use app such as Hailo
• However, 61% have never used Hailo

13. MAIN FINDINGS
FINDINGS
• Missing target of student/young people
• Potential target of business people
• Low brand recognition
• Biggest competition is walking/rides from friends?
• Mainly use taxis when going out drinking

14. RECOMMENDATIONS
FINDINGS
• Advertisements in City Center, airport, and hotels
• Have reps present on UCC campus during freshers week
• Give out coupons/vouchers
• Put driver/passenger rating system back in place
• Reward drivers for receiving good ratings