The on-going price war between taxi booking apps has intensified in the run up to Christmas, after London-based black cab app Get Taxi rolled out a new aggressive price strategy.
The move, which will see the company charge just £5 to travel up to six miles in designated parts of London - with the app making up the remainder of the fare - follows the news that controversial app Uber has reduced its fares by up to half.
The usual fare from Get Taxi costs around £30.
UK chief executive, Remo Gerber, told Sky News Get Taxi is hoping to stand out in the increasingly competitve marketplace.
"There's a lot of competition over the app makers and to a certain degree you need to think of things that you can do to stand out from the crowd," he said.
Hailo, Kabbee, Taxibeat and Maaxi are just some of the other taxi apps jostling to gain market share in the UK.
Last month Hailo co-founder and chairman Ron Zeghibe said the ongoing taxi war between black cabs and transport apps has meant it has “become a mug’s game to play fair" in London.