Those travelling in London will be able to download the MyTaxi app from today (13 March), while Hailo’s branding is being replaced in cabs across the capital with MyTaxi’s not dissimilar yellow and black marketing collateral.
Hailo users will be directed into their app store in order to download MyTaxi, and will not need to reenter personal or payment deals.
The new company structure is formed around the German-based Daimler Group, which is a 65% shareholder. Former Hailo shareholders will now account for 35% of the business.
The deal took place in July 2016 as part of Daimler’s ‘continued investment in innovative mobility services’. MyTaxi is currently available in more than 50 European cities across nine countries, and will soon launch in Greece following the acquisition of Taxibeat last month.
The joining of forces will no doubt prick the ears of Uber, which has had to fight the rise of the alternative driving apps – as well as the traditional minicab and Hackney Carriage firms – since its European launch in 2012.
As part of the announcement MyTaxi is highlighting its differentiating features, such as ‘Favourite driver’ and ‘Share journey’, which allows users to share their estimated time of arrival with loved ones. The team has promised new features will launch in the next few months.
Gary Bramall, chief marketing officer of Hailo, has taken up the same position in the new venture, as has David Llewellyn, head of marketing EMEA.
Andrew Pinnington, chief executive of MyTaxi, said: “We are delighted to be able to bring MyTaxi’s market leading technology to London, where the iconic black cab is an inextricable part of the city’s heritage. We look to work in harmony with our drivers, and the cities and countries in which we operate to facilitate better movement in challenging and congested urban environments.”
Andy Jones, MyTaxi’s general manager for the UK, added: “We’re thrilled that, following a lot of hard work over the last few months to migrate drivers and passengers across from the Hailo app, MyTaxi has now officially launched in London.
“The result, the latest technology matched with the best in taxi driver expertise, will provide Londoners with a black cab with just one tap.”