Jorge Pilo is co-CEO of Easy Taxi, the e-hailing app that has seven million users in 30 countries.
Founded in 2011, the service currently has 155,000 taxi drivers on its books, 50,000 of which are based in Brazil alone.
In fact, most of the business is focussed in Latin America, where Easy Taxi holds the dominant position as a safe and reliable tool to hail a cab.
“Supply is plentiful in Latin America,” Pilo says. “There are enough taxis in Lima, in Mexico City, in Sao Paulo. So the question is, how do you pick the best? The solution we’re bringing people is: we give you a taxi fast, which is safe and which you can trust. And you can pay with a credit card. It’s all about safety and convenience.”
Users can also monitor where their taxi is and check that it has been dispatched.
The service benefits the drivers too. They can take safer passengers, work less hours and get more rides.
“No-one becomes a driver in Latin America without going to Easy Taxi and registering,” Pilo claims. “And they come to us for a good reason. We’ve managed to get them to work 30 per cent less and make 30 per cent more. So, for the driver, the benefit is marvellous. He doesn’t have to be sitting by the road waiting for somebody to show up or driving around empty looking for a fare.
“They might start the day going to their spot where they’ll pick up their first passenger. Most of the time, they never come back [to their spot]. They just drop the first passenger off, and turn on the app. We call this the ‘eternal ride’.”
The app also gives them the chance to handle company accounts that have largely gone to local taxi firms in the past.
“A big percentage of rides are paid by companies…There were a bunch of taxis that didn’t have access to those rides. Now we have an agreement with these companies and [they can access] our entire base of taxis. So taxis now have access to more demand.”
The key to Easy Taxi’s success is its ability to diversify itself to local markets.
“Taxi is not a country business; it’s a city business. So Abuja is going to be different from Riyadh, which is going to be different from Sao Paulo, which is going to be different from Lima. What we’ve been capable of is localising our business… It’s a process that we’ve been able hone and improve and learn from every city.
“One of the things we’ve done particularly well is allowing cash payments in our ecosystem. Because of the regions we are in, cash payments are still very, very relevant. Credit card penetration is not there yet, so you have to allow people to request taxis and pay in cash. That’s the only way you can massify the business.”
Easy Taxi is now available in 300 cities, but you won’t find it in Ireland any time soon.
“In terms of Latin America, we’re really focusing on strengthening our position. We are already in a very large region, so we’re focussing on getting all the supple. We are now in all of the capitals and most of the second tier cities in all of the countries — in Brazil we’ve even gone to third tier cities — so I think the expansion will come from maximising those cities. The penetration of e-hailing is still limited. there is still a huge potential. The process now is getting the word out and convincing more people to stop hailing off the street and instead going through the app.”