Taxi Companies Compete With On-Demand Black Car Service
Hailing a cab is no longer the only option for a quick ride in Columbus. A change to the city charter allows black car rides to be available on-demand. Workers in the niche market say itâs what clients want. But some in the taxicab industry say it encroaches on their customers. Black car service used to mean pre-arrangements and hourly rates. But a change in state law no longer requires livery drivers to operate on an hourly basis. And in December, the city of Columbus followed suit to allow black car service to operate on-demand. Word began to spread around the city last fall about a new smartphone app that connects customers with local livery drivers. Before I even mentioned the appâs name Joe Dicesare said, "Uber.â?
I heard about it, this week, from some friends who were using it that night. So Iâve downloaded the app and waiting to use it.
Simply put, Uber is a middleman. It partners with existing livery drivers and links them with riders. Uber Columbus general manager James Ondrey explained how the app works. âYouâll be able to punch in an address or use your GPS, and the app will be able to tell you how many minutes away the closest driver is. And youâre able to push a button and within minutes that private driver will come to you," Ondrey said. "You get there in a very classy, safe and reliable ride.â? The service is more expensive than a cab. It costs about 50 percent more, depending on the trip. But Uber markets its convenience; its users donât pay the driver. Instead, fares are charged to a credit card stored on the app. Columbus officials are negotiating with another company that wants to bring on-demand ride-sharing to the city. But there are insurance and licensure kinks to work out first. Not everyone is happy about cityâs changing car-for-hire industry. Independent taxi drivers say itâs cutting into their business. Ahmed Aliwe is among a dozen or so taxi drivers waiting for customers at Port Columbus International Airport. âIâm driving Orange Cab, cab number 889.â? So far, Aliwe said he hasnât seen a decline in customers since Uber began operations in Columbus. But heâs convinced he will...in time. âItâs going to affect our business, and itâs going to maybe destroy our business," he said. The Independent Taxicab Association is a few miles away on Switzer Road. Habtay Ocbazghi is its president. Ocbazghi maintains pricing for Uber cars is unfair. Taxis are metered. They must charge the same rate no matter what. But Uber cars charge more during periods of high demand. The company uses an algorithm similar to the ones used by airlines to adjust the fares, and prices during very high demand periods could triple. Ocbazghi said itâs unfair taxi drivers cannot make more during peak periods. âWhat we like is fair competition, but the way I see Uber and the taxi industry is not the fair competition, not this time," Ocbazghi said. Unlike cabs, Columbus public safety spokeswoman Amanda Ford said Uber drivers cannot be hailed. âYou know, if youâre walking down High Street you can hail a cab. You canât hail [livery drivers] that way. Everything has to be done through the online app or through phone dispatch," Ford said. Taxis and Uber cars face similar licencing regulations. Drivers must undergo background checks, be insured and have their cars inspected. And Uber drivers pay the same fees as taxi drivers. The taxi industry is trying to keep up with the on-demand livery service. Columbus Yellow Cab dispatchers take taxi requests by phone, but the company also has a smartphone app with similar features to Uber. In fact, its president Jeff Kates said the app has been in place for two years. Itâs just not widely known. âThatâs where the taxicab industry has not done a very good job," Kates said. "Iâm not sure our customers know whether they need an account set up for their business, or they need to order online, or they text in an order or they want to use a smartphone app. These are all features that some of the more progressive taxi companies are doing.â? When asked if itâs time for independent taxi companies to consider new technology to keep up with competition, the Independent Taxicab Association's Ocbazghi said it is. âThatâs what competition brings. And also, I think it helps us," he said. "We just didnât think of it. It is [an] even better way to do it. Soon weâre going to be digital and having this system, too.â?