The document discusses innovations in NYC taxis since 1937. It notes that while the taxi medallion system and yellow paint scheme were introduced in 1937 and 1967 respectively, there has been incremental rather than radical innovation since. Recent innovations include installing driver/passenger monitors, testing a Nissan vehicle to replace the Ford Crown Victoria, redesigning cab decals, using hybrid vehicles and piloting a Nissan Leaf taxi. The document suggests there may be room for further innovation by better understanding customer needs and expectations.

1. NYC T AXI
Erin E. Dora | SERV 724 | Prof Bau | Spring 2012

2. Nothing truly
innovative has
happened since
1937...

3. Nothing truly Since the
innovative has introduction of
happened since official taxi licenses
1937... and the medallion
system that made
taxi what we know
today.

4. In 1967, all
“medallion taxis”
were painted
yellow.

5. The Taxi and
Limousine
In 1967, all Commission (TLC)
“medallion taxis” was established
were painted in 1971 with
yellow. jurisdiction over
the city’s medallion
taxicabs.

6. Consistent change
of car styles -
Chevrolet Caprice,
the Ford Crown
Victoria

7. In 2007, all of the
yellow cab decals
were redesigned.

8. “Taxi for Tomorrow”
competition.
Redesigning inside
and out.
Nissan NV200 (2012)

9. Service Innovation Matrix
Strategic Plat- Service Concept Service Delivery Service Branding
form System & Marketing
Nothing truly Taxi and Limousine
Committee (TLC)
Medallions (1937)
innovative has
Medallions (1937)
Radical
happened since
1937. Incremental New York Taxi Workers
Alliance
Driver Information Monitor
Passenger Information
Monitor
Nissan to replace Ford (2013)
Cab Decal Redesign
Car as Advertising
Flat Rates Lost and
Found Postings Hybrid Cars
Nissan Leaf pilot study (2012)
Reserve a Car
ADA Cab Design (2011)
Car used for Advertising
Website
ADA Cab Design (2011) Phone Apps - “CabSense”
(2010), “Report A Taxi “(2011)
Replace 3 Light System (2011)

10. Service Innovation Matrix
Strategic Plat- Service Concept Service Delivery Service Branding
form System & Marketing
Nothing truly Taxi and Limousine
Committee (TLC)
Medallions (1937)
innovative has
Medallions (1937)
Radical
happened since
1937. Incremental New York Taxi Workers
Alliance
Driver Information Monitor
Passenger Information
Monitor
Nissan to replace Ford (2013)
Cab Decal Redesign
Car as Advertising
Flat Rates Lost and
Found Postings Hybrid Cars
Nissan Leaf pilot study (2012)
Reserve a Car
ADA Cab Design (2011)
Car used for Advertising
Website
ADA Cab Design (2011) Phone Apps - “CabSense”
(2010), “Report A Taxi “(2011)
Replace 3 Light System (2011)

11. Why has Taxi been
so incremental
over the years?

12. Product Leadership
They offer
their service to
everyone.
Operational Excellence Customer Intimacy
Strategic Choice

13. Operational
Excellence
• Large volumes, low margins, low prices
• Cost-focused
• High Standardization

14. Is there room for
innovation?

15. Identified Gaps
Word-of-Mouth,
Personal Needs, Past
Experiences
Expected Service
Research Perceived Service
shows potential External
in unfulfilled Service Delivery communications to
consumers
customer needs. Translation of
perceptions into
service quality specs.
Consumer
Mgmt perceptions Service Provider
of consumer
expectations
The Knowledge Gap:
There is a gap between the management and the
consumers expectations.
Management currently applies a “one size fits all”
to consumer expectations and may be unaware of
unfulfilled consumer needs.

16. Product Leadership
Shift to meet
expectations.
Operational Excellence Customer Intimacy
Strategic Choice

17. What is it that
customers need?

18. Fact:
Many NYer’s do not own cars.
Need for transportation.

19. Trend:
“Living Alone is the New Norm”
Known that individuals move
more often and that they focus
more on themselves.
Need for more products.

20. More people by themselves = more stuff
The more stuff in the system
the more buying, selling,
trading, and disposing...

21. ?
What does How could a
this have service like
to do with Taxi address
Taxi? these issues?

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25. NYC T OW
A Tr a n s p o r t o f Wo r l d s

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A Tr a n s p o r t o f Wo r l d s

27. NYC T OW
Value Proposition For For the occasional time
Who when a NY’er finds they need help moving a number of
items or simply relocating a large piece across the city
Our nyc TOW offers it’s trailer to the transportation of your
We do this by possessions.
Unlike Unlike the hassle of a moving company or finding a rental
truck too large for your particular situation
We Provide we provide on-call and scheduled service, like our normal
efficient taxi, but with the added benefits of appropriately
scaled storage and the convenience of removing and
donating any unwanted items.
Because By taking this extra last step we put into action our belief
of transporting potential benefit to others and generating
a new story where another left off.

28. NYC T OW
Core Service
Facilitating Services: Enhancing Services:
TOW: Taxi with Trailer
Driver/Mover Help
Taxi Cabs for transportation of small Reusable Packing Supplies
Trailer
moves or relocations (Delivery and Pick Up Service)
Driver and Movers
Dispatch System
“My Story” Second Life Tags
Warehouse Second Life Donation: Non-Profit Exposure
Website
A service for
Non-Profit Partners
unwanted items

29. NYC T OW
Brand Identity Brand Origins
I was born of NYC Taxi and the TLC and Brand Offerings
in 2012 was launched shortly after My Taxi trailer service offers relocation and
the induction of the new Nissan Taxi removal of items within and around Manhattan
model. as well as reusable packing supplies and labor
for your medium to small move. I also take your
unwanted items off your hands and give them
Brand Vision a second life by delivering your donations to
I want to ultimately achieve a service that customer specified non-profits.
is not only know for my superior quality
but more for my standards and values.
Brand Audience
My service is provided to NYer’s who
need transportation of items that are
too large for a typical car but too small
T
for a large moving service.
Brand Mission on Earth I appeal to the socially and
I exist to “bring awareness” to my sustainability conscientious customer
fellow NY’ers, “give goods to people as well as those concerned with time,
who need them”, and ultimately make quality, and money.
a profit through my core service so I
can continue to do so.
Brand Benefits
I take the hassle out of, and give ease, to
the moving experience by providing a
friendly, knowledgeable, well trained staff
to meet the needs and concerns of our
Brand Value and Belief diverse customers.
I believe in the bigger picture and Brand Personality I spread the word for non-profits,
“making a difference in this world” while I am young and casual yet efficient and providing a “vehicle” for marketing. My
simultaneously focusing and reliable. You can always count on me to be benefit to you is in moving goods as well
satisfying the detailed needs of my there and lend a helping hand. as communication and awareness.
immediate customers. “Donating makes me feel good.” Especially
when it helps my local NYer’s.

30. NYC T OW
Brand Identity Brand Origins
I was born of NYC Taxi and the TLC and Brand Offerings
in 2012 was launched shortly after My Taxi trailer service offers relocation and
the induction of the new Nissan Taxi removal of items within and around Manhattan
model. as well as reusable packing supplies and labor
for your medium to small move. I also take your
unwanted items off your hands and give them
Brand Vision a second life by delivering your donations to
I want to ultimately achieve a service that customer specified non-profits.
is not only know for my superior quality
but more for my standards and values.
Brand Audience
My service is provided to NYer’s who
need transportation of items that are
too large for a typical car but too small
for a large moving service.
Brand Mission on Earth I appeal to the socially and
I exist to “bring awareness” to my sustainability conscientious customer
fellow NY’ers, “give goods to people as well as those concerned with time,
who need them”, and ultimately make quality, and money.
a profit through my core service so I
can continue to do so.
Brand Benefits
I take the hassle out of, and give ease, to
the moving experience by providing a
friendly, knowledgeable, well trained staff
to meet the needs and concerns of our
Brand Value and Belief diverse customers.
I believe in the bigger picture and Brand Personality I spread the word for non-profits,
“making a difference in this world” while I am young and casual yet efficient and providing a “vehicle” for marketing. My
simultaneously focusing and reliable. You can always count on me to be benefit to you is in moving goods as well
satisfying the detailed needs of my there and lend a helping hand. as communication and awareness.
immediate customers. “Donating makes me feel good.” Especially
when it helps my local NYer’s.

31. NYC T OW After
Items
to Move
Before
Users/Personas Service Service
Carter’s Large Item
to Move
Journey
After Before
Receipt Scheduled
of Service Arrival Service Service
During Jenna’s
Service Journey
Pay Call for
Driver Immediate
Service
During
Relies on Taxi everyday so his Service
expectations are relatively high
Expects new TOW service to match
the original services efficiency
Doesn’t know what to expect.
“I hope it’s worth my money...”.
Carter Hudson Called the service after a
spontaneous purchase.
Age: 35
Occupation: Sales Manager for Herman Miller
Status: Girlfriend of 8 years
Home: Apartment in Brooklyn
Pets:
Transportation:
None
Subway, taxis, car, bike Jenna Shu
Habits: Attached to his ipad
Age: 27
Hobbies: Stock trading, die hard Knicks fan,
Occupation: Hair Stylist for York Salon
plays in a community basketball league
Status: Single
Taxi Use:
Home: Shared apartment on Lower East Side
End Goals: Get to business meeting on time
Pets: Cat
Experience Goals: A quick, efficient, no nonsense ride. Transportation: Subway, taxis, occasional rental car
Habits: Shoe addiction, social smoker
Hobbies: Blogging, pilates, jewelry making
Taxi Use:
End Goals: Meet friends at a restaurant across town
Experience Goals: A comfortable, relaxed ride

32. NYC T OW
Brand Design
Name
k
NYC Taxi Tow
ar
Co
dm
l
or
or
W
NYC T OW
T Identity
Shape
Symbol
N/A
Elements
N/A
Ty
po
N/A
n
lo
r
tte
gy
Other Pa

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Service Delivery
Website/App
Phone Assistance
Website/App
Item(s)
Customer Service to Move Advertisements
After Before
Stickers/Paraphernalia
Service Service Packing Crates
“Eco-Box”
Touch
Points
Pay Driver Set up
Appointment
During
Service
T
Cab Interior Taxi TOW
Trailer • TV Monitor
• Logo on Exterior • Water
• Padded interior Driver
• Ramp • Uniform
• Training
• Customer Service

34. NYC T OW Website/App
Service Delivery Website/App
Item(s)
Phone Assistance
Customer Service to Move Advertisements
After Before
Stickers/Paraphernalia
Service Service Packing Crates
“Eco-Box”
Touch
Points
Pay Driver Set up
Appointment
During
Service
Trailer Cab Interior
• Logo on Exterior • TV Monitor
• Padded interior Driver • Water
• Ramp • Uniform
• Training
• Customer Service

35. NYC T OW
Service Delivery
NYC T OW A Tr a
ns port
of W
orl ds
T Website/App
Phone Assistance
Website/App
Item(s)
Customer Service to Move Advertisements
After Before
Stickers/Paraphernalia
Service Service Packing Crates
“Eco-Box”
Touch
Points
Pay Driver Set up
Appointment
During
Service
Trailer Cab Interior
• Logo on Exterior • TV Monitor
• Padded interior Driver • Water
• Ramp • Uniform
• Training
• Customer Service

36. NYC
Offerings
Low
High
T OW
Strategy Map
Appropriate
Storage
Value Factors
Cost/Rate
Convenience
Customer Service/
Assistance
TOW
Flexibility
Taxi
Sustainability
Community
Moving Service
Involvement

37. NYC T OW
Brand Positioning Map
Large Amount of
Storage Space
Moving Service
T
Socially and
Not Involved Sustainability Involved
Taxi
No Storage Space

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A Tr a n s p o r t o f Wo r l d s

39. NYC T OW
Opportunities for Innovation
Service Innovation Matrix
Strategic Plat- Service Concept Service Delivery Service Branding
form System & Marketing
Taxi and Limousine Medallions
Committee (TLC)
Medallions
Radical
Second Life Service Taxi Moving Service Tow Trailers Additional Color
Driver Information Monitor
New York Taxi Workers Passenger Information Cab Decal Redesign
Alliance Monitor
Car as Advertising
Incremental
Nissan to replace Ford (2013)
Flat Rates Lost and
Found Postings Hybrid Cars
Nissan Leaf pilot study (2012)
Reserve a Car
ADA Cab Design (2011)
Car used for Advertising
Website
ADA Cab Design (2011) Phone Apps - “CabSense”
(2010), “Report A Taxi “(2011)
Replace 3 Light System (2011)

40. NYC T OW
Attributes and Benefits
Customer: Receives needed transportation of self and items. Driver: Gets compensated higher than a
Saves time and money normal taxi shift
Does not have to hassle with a rental or moving company
Schedule an appointment or call in for immediate need Owner: Radical Service/Offering and
Size of service fits size of need New Market Segment of a moving
You have a driver to maneuver streets and parking service and donation service
Through Second Life unwanted items are conveniently New Nissan Taxis are starting
removed and given to a charity of your choice where their around 30K. Feasible to add trailers
stories are passed on, adding value and benefiting others. and build upon the service.

41. NYC T OW
A Tr a n s p o r t o f Wo r l d s

42. T HANK
YOU.