Lack of cooperation holds taxi app back

Wednesday 21 August 2019

'Goto' - an Uber-like taxi app which was due to launch in Guernsey - is struggling to get backing from local taxi drivers.

The app, which launched successfully in Jersey last year, was due to come to the island weeks ago but has not managed to get the following it needs.

"In order to launch successfully we need to ensure we have enough drivers using the platform to ensure a good level of service at peak times," said Ben Lewis from the company. "So far, although we've already had plenty of Guernsey users sign up, we haven't had anywhere near enough drivers register to use the service."

Although it operates in a similar way to Uber, 'Goto' works with local regulated taxi drivers. It uses location services to pair a customer with the nearest taxi, then calculates how much the route will cost.

Pictured: Designers Ben Lewis and Robbie Andrews. 

"As we're the only taxi platform on the market that doesn't charge a setup cost or ongoing weekly or monthly charges, it is free for a driver to try and see if it fits in with their business," Mr Lewis continued. "We hope that drivers will be able to see the benefits for themselves."

However, when the team hosted two Q&A sessions for local drivers, only two people out of 129 signed up, meaning the sessions had to be cancelled.

"Platforms like this operate all over the world successfully as they offer real benefits to everyone involved," Mr Lewis said. "There is no reason that a service like this can't work in Guernsey, but it requires the industry to want to adopt a new approach.

"As we have the ability to build custom features for each city we operate in, there are endless opportunities for new revenue streams for Guernsey drivers. For example, we'd love to add the option for tourists to book island tours through the app, where we could show previews of the route and popular tourist spots etc.

Pictured: Town taxi rank. 

"Particularly with business travel, the ability for companies to get consolidated invoices for all their employees is likely to lead to much higher use of taxis for short trips.

"Long term, we would like to launch in cities that Jersey and Guernsey frequently fly to, so users can get off their flight and immediately get a taxi using the same app they're already used to."

Currently, the app can only be used for 'ad-hoc' requests, but the team is planning on introducing a pre-booking service once enough drivers have signed up to the platform. This would automatically send a request to every driver in one go, making taxi booking easier and possibly reducing the issues some visitors have been facing recently when trying to book a taxi for early morning flights.

"We've passed every regulatory requirement with flying colours and have approval from the Environment and Infrastructure Committee," Mr Lewis added. "If we had enough drivers we could launch within hours.

Pictured: File image.

"A failed launch would set more of the industry against the technology, so we'd rather hold off until we're sure we'd be able to meet the demand upon launch, based on the current Guernsey users signed up.

"We're still really excited about the opportunities available in Guernsey, however at this point it's entirely reliant on getting the driver capacity we need to launch successfully."

'Goto' is encouraging people in Guernsey to speak with their taxi drivers about the app and express their interest in it.

Local drivers can visit the 'Goto' website to find out more or speak with the team directly by calling 01534 513141.

Pictured top: File image.