How to ensure the popularity of a taxi company, reach a sufficient number of customers and increase profits? Marketing is great for this!
The head of each taxi company is puzzled by how to increase the popularity and, accordingly, the profitability of his company, while obtaining real opportunities for development. Can disparate actions and decisions improve the situation in the organization? Of course, they can, but it is short-term and not effective enough. A complex approach, aimed at promoting the company in the passenger transportation market, will be much more effective. Thus, to achieve the best result, it is necessary to turn to marketing, whose task is to develop strategies that help position the organization in a particular sector of this business.
Primary development stage marketing strategy– market research to identify niches within which it would be possible to create taxi services that are beneficial to the consumer. Moscow, which has more than one airport, for example, still needs to expand taxi offers in the field of delivering passengers to airport terminals that would satisfy the needs various categories citizens. If we take this aspect into account, then when drawing up a plan, it is necessary to study not only consumer preferences, but also a sound approach to assessing potential competitors. In short, you must answer the following question: why should a client choose your company?
Often, the owners of taxi organizations do not understand the importance of branding their services and neglect the development of symbols, slogans, logos and appropriate vehicle design. single color Vehicle and logos located on them with telephone numbers of the dispatch service - lovely way gain recognition, which will only play into your hands, since this factor provokes the emergence of unconscious trust in the name of the organization. Wherever a taxi goes on a call - to Butovo or Arbat, the client will recognize him from afar.
Next, an effective price policy, a direction of activity, which, among other things, can be unique. So, for example, narrow specializations of taxi companies have gained their popularity: taxis for women, children's taxis, taxis for pregnant women, etc. Such services allow you to concentrate on a specific client base and work in this direction, developing it and making it more and more attractive for potential passengers of your taxi.
Marketer at Yandex.Taxidirect employer" Yandex" is looking for an employee for a vacant position in his organization for a position " Marketer at Yandex.Taxi". Mandatory requirement of the employer to the work experience of the desired employee A: more than 6 years. Type of employment at the vacant place of work " Marketer at Yandex.Taxi"in a company (firm, organization, individual entrepreneur)" Yandex" : Full employment, full day. Marketer at Yandex.Taxi"refers to the industry "Marketing, advertising, PR" → "Marketing management" . Vacancy number 2143920 for the position " Marketer at Yandex.Taxi" added to the database of the site on work and employment Electronic Service of Employment in Sunday, 26 January 2020 of the year and after publication by the moderator of the web portal for job seekers is available for viewing by all registered unemployed. Date of updating the questionnaire of vacancy No. 2143920 for the position " Marketer at Yandex.Taxi"On the website of the Electronic Service of Employment of the Population: Friday, February 14, 2020 Vacancy No. 2143920 with a job offer Marketer at Yandex.Taxi read by job seekers - 18 times; Company (organization, firm, individual entrepreneur) " Yandex offered a job in the city Moscow. Job vacancy in the company Yandex"is located on address: Moscow, Paveletskaya, Paveletskaya, Sadovnicheskaya street, 82с2. Employer "Yandex" will offer wages according to the results of the interview with the job seeker. The dynamic Yandex.Taxi marketing team is looking for an ambitious marketer with experience in developing and implementing communication strategies and brand management experience. We need a person who is ready to quickly get involved in the work, who will be able to lead several projects at the same time, propose and implement experiments, move mountains. What you have to do:
Job requirements for the position Marketer at Yandex.Taxi"provided by the employer" Yandex" in the town Moscow, the following:
Employer's company logo Yandex": Company (firm, organization) of the employer " Yandex"Works in the following areas: Information Technology, system integration, internet;. To obtain a contact phone number (or other contact information) to contact the employer " Yandex"from the city (region) Moscow, You first need to send a letter from our Electronic Employment Service with your resume file attached to it or indicate in the text of the message to the employer a link to your resume on another site for job seekers. Employer " Yandex"will review your CV and provide his contact details (phone number, e-mail, fax, Skype, ICQ), where he can be contacted for an interview in order to take a vacant job" Marketer at Yandex.Taxi". "in different cities (regions) of Russia and the CIS, including in the region (city, village, village, settlement)" Moscow", on our Electronic Employment Service: |
To advertise your service, it is not necessary to contact an agency; you can attract customers yourself. In order for the ad to work, you need to plan all the actions. We will tell you how to properly launch a taxi ad.
How to advertise a taxi: a plan of action
Prepare a service if you are a beginner
1. Analyze the market of competitors. Identify strengths and weak sides other services in the city, formulate your own advantages and disadvantages. Determine what niches in transportation services are not yet filled with offers and what you can do to fill them.
2. Formulate a unique selling proposition (USP). It should reflect the main benefit for the client: why he should order from you. For example, “the first kilometer of the journey is free” or “air conditioning in every car.”
3. If you open a dispatch service, then make sure that the phone number of the service is memorable and easy to pronounce. Buy a "beautiful" landline phone number.
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4. Consider a service name. It should be concise, easy to remember, sound beautiful, and contain the message you want to convey to the audience. For example, the name of the service "Drive" is consonant with the idea of movement, it is short and sonorous, from this name customers can create an image of a fast, modern and professional service. However, this name is no longer unique; people will remember the slightly outrageous name “Fly” much faster.
Define the purpose of the campaign
You need to establish what specific result you want to achieve with the help of advertising. different materials within one advertising campaign can work for different purposes.
For one promotional material such a formulation of the goal as “attracting more orders” is not suitable. A good wording would be “increase the number of orders from the application”, “attract a new segment of customers to the service”, “get more orders by phone”, or “increase the number of long-distance trips in the service”.
Define target audience
For example, if you place an ad on pizza boxes, many people will see it, but only a few of them will order a car, because the target audience of this ad is people who decide to stay at home and have a bite. You will spend money on advertising that will not attract customers. But if you place an ad in a shopping center or on a hotel website, it will be seen by people who need to get from one place to another - this is the target audience of the service. Such advertising will attract new orders.
Taxi advertisement in the mall
Each service has its own target audience, and it can still be divided into narrower groups. To identify them, swipe marketing research. In a simplified version, you must answer a few basic questions about your customers.
Who is my client: how old is he, how much does he earn, what does he work for, what status does he have in society, does he have children?
What interests my clients, what do they aspire to, how do they behave in society?
What does the client expect from the trip and from the ordering process?
How, in what situations do customers place an order?
Where do clients learn about my service, where do they see information more often?
Select distribution channels
Advertising can be placed on billboards and banners on the street or indoors, on leaflets and business cards, on TV and radio, on the Internet, on product packaging, in newspapers, in SMS-mailing. Place specific advertising messages only in those sources that your target audience uses and that meet the advertising goals.
Create promotional message
The advertising message should be different for each distribution channel. The text written for a leaflet is not suitable for radio advertising, a picture prepared for a newspaper will not fit into the social media feed.
But in any case, remember a few principles for perceiving advertising text.
Do not use a lot of text - people are willing to spend no more than 10 seconds reading ads.
Always let the viewer/listener know exactly what they need to do. It should be clear to the audience from the very beginning what action you expect from it.
Always indicate the phone number or the QR code of the application - it should be clear where to apply for the service.
It is already more difficult to create an image for advertising on your own. You need to have design skills or have artistic taste, be able to work in different graphic editors. It's easier to have the images created by a professional, but it's up to you to decide which ad you want to see - keep a few tips in mind.
The background should be contrasting with the text.
In most cases, it's best to use a sans-serif font for text in an image.
When creating a picture or video sequence, be guided by the emotions that you want to evoke in the viewer. Create an image that your client wants to approach.
It is good to use images where people perform the action that you expect from your customers. For example, they order a car, drive, pay with a card, go to the airport.
Place an advertisment
You can independently distribute advertising on leaflets, business cards and on the Internet - in social networks and search engines. Print flyers and business cards in any printing house and put them in mailboxes, distribute them on the street or lay them out in shops and shopping centers by agreement. To place ads on the Internet, create advertising accounts on VKontakte, Facebook, myTarget, Yandex and Google. Customize ads to your target audience using keywords and characteristics, while narrowing their number as much as possible, select the frequency of ads. (Below we will tell you more about the benefits and features of advertising on the Internet).
If you show ads long enough and often enough, there will be a better chance that the target audience will see the ad, remember it and take the action you need. The main thing is to prepare the service for an increase in the number of orders and provide customers with quality service. If a client attracted by advertising is disappointed with the service, he will lose confidence in your service and will tell 9 more friends about it. Word of mouth is much more effective than advertising, so you can lose 10 customers at once due to one mistake. However, if the client likes the service, the same word of mouth will play in your favor, and you will be able to attract even more customers than you planned.
Rate results
There is no way to know if an ad has worked just by increasing or decreasing orders in the service - this may be due to completely different factors. Also, if you track order indicators during an advertising campaign, you can quickly adjust some ads and increase their effectiveness. It is necessary to analyze how many customers were attracted by the ad on each placement site.
Advertising on the Internet is the easiest to analyze and allows you to get the most accurate performance indicators - advertising cabinets automatically count the number of unique user contacts with advertising.
To analyze advertising on other sites, it is necessary to use markers, for example, code words or coupons that customers will present when ordering. By their number, you can estimate how many customers came from a particular advertisement, but in this case, you will have to calculate the indicators manually. If you place print ads with different markers in different districts and microdistricts of the city, then you can also determine the effectiveness of the campaign by territory.
A coupon by which the service will be able to determine exactly where the passenger who presented it saw the advertisement
You can also see an increase in orders from anywhere in the city if your service uses software package Taxi Master. , a web service for analyzing the operation of the service, you can see on the map how many orders were received from a particular area before and after advertising was placed there.
If you are dissatisfied with the result, you should once again analyze how correctly you acted at all previous stages, and most importantly, check the quality of the work of operators and drivers in your own service.
Taxi advertising on the Internet: why it is profitable to advertise on the Internet
1. Concentration target audience
The audience Russian Internet is 90 million people. This is 73% of the population of our country. Half of them use mobile Internet. All communication is moving online, because people like to communicate in social networks, it is convenient to search and buy goods and services on the Internet, to have fun and learn. Active Internet users are people aged 22 to 35, that is, the solvent part of the population and potential clients. If you want to grab their attention, it's more efficient to show them ads online. Advertising on leaflets, TV and radio will not work - this audience simply will not see it.
2. Accurate result
For radio, TV, billboard, flyer, and print advertising, it's hard to predict exactly who will see it. You can customize the display of advertising on the Internet for specific users and cover only your target audience.
The effectiveness of advertising on the Internet is also easier to evaluate. Special services such as AppMetrica, Google Analytics and Yandex.Metrica will count the number of unique user contacts with advertising. As soon as the user clicks on a button, link or banner, the services will automatically record it.
3. Savings on the cost of each attracted client
In online advertising, you can only pay for clicks and clicks on links in the ad. Then you spend the budget only on those ads that work. And due to the fact that the most interested users will see the advertisement, the quality of attracted customers will be maximum, and the costs for the service will be minimal.
4. Immediate target action
When a person sees an advertisement on the street, on TV, in a newspaper or hears it on the radio, there are still many actions that separate him from creating an order. He needs to get his phone, dial a number or enter the name of the service in the application search. But if a person sees an ad on the Internet, and more often through a mobile device, then he only has to click on the ad, and he will be taken to the page for downloading the application, or the phone number of the service will be dialed on his device.
Where and how to advertise on the Internet
Set the city where your service is located.
Write different versions of ad texts.
Write down keywords, by which users search for a service in the city. Try to narrow the list of these words as much as possible, this will affect the cost of advertising.
Specify rates - for what price you are ready to place this ad. The less your competitors have set up their ads for the same keywords, the lower your ad impression cost will be. For example, many services have set up their advertising on the words "order a taxi in Omsk" - such advertising will be expensive. To reduce the cost of advertising, you can focus on separate view services and set up ads for words, such as "taxi to the airport."
Taxi ads on Google mobile search
Create pages of your service in all popular social networks. Attract subscribers with the help of contests and prizes, so you will gain an audience interested in your services and be able to show them ads for free.
One of the conditions of the contests, in addition to subscribing to the page, be sure to do some target action: confirmation that the client orders a car from you. For example, let users attach a screenshot of an SMS notification with the cost of a trip to a repost. This will cut off users who just love prize draws.
Once you have attracted followers, keep your page active to keep them. Publish several times a week not only advertising posts, but also entertaining and informational ones, arrange polls, respond to comments.
Promotional posts on the taxi service profile on Instagram
Also, for advertising in social networks for current customers, you can use the retargeting mechanism. You can upload phone numbers of the entire customer base to any advertising account. The system will find users who are registered with these numbers on the social network and will show them ads. You no longer have to set up ads for them according to their characteristics. It is only necessary that the database contains more than 1000 numbers.
Taxi service advertisement on VKontakte, created by the Taxi-Master promotion team
You can post videos on all social networks and on Youtube. Ads will automatically play in the news feed of social networks or before the start of the video on Youtube. You can set the settings for their display according to the same scheme in advertising accounts of social networks and in advertising office Google for Youtube.
Video ads on the Internet should be short - no more than 30 seconds. Make it dynamic and interesting so that the user wants to watch it to the end. Be sure to add subtitles - many ads are muted.
In general, video content is becoming more and more popular: in social networks, the format of short videos - stories - receives the most responses. You can set up your ads for this format as well.
Post image videos on your social media pages. For example, shoot customer reviews, interviews with drivers, show your service from the inside. The video does not have to be shot on a good camera - shooting on a smartphone is also suitable, but it is better that the video lasts no more than a minute, the image does not tremble, it was shot horizontally, the sound was legible. Such videos will not be shown as advertisements, but will play a positive role in promoting the service.
You can agree on the placement of your advertising with partners.
With popular pages and groups of city publics in social networks.
With well-known bloggers and public figures in the city.
With websites of hotels, restaurants, bars, clinics, airports, shopping centers- and all company websites where there are users who may need a transfer.
How to do it right
To understand which ad attracts more customers, which settings allow you to show ads at the lowest price, you need to conduct tests. Run several ads at once on different sites on the Internet, monitor their effectiveness in the analytics service, compare and disable less effective ads.
It is almost impossible to set up advertising on the Internet on your own, so that it will cost you inexpensively and bring a lot of customers, the first time is almost impossible, but this skill will come with experience. You can always turn to professionals.
Taxi advertising: examples and methods
The slogan is a short affirmative expression, which contains the whole essence of the advertising message. It should be emotional, easy to remember, can be rhymed. You can include your USP there.
Advertising slogan for a taxi
2. Focus on one feature
The audience will quickly perceive and understand advertising if it contains only one simple thought - one feature of the service will be revealed. You can create several versions of an advertising message, where each will focus on only one of your benefits, and distribute it to different groups target audience. This will increase the effectiveness of advertising.
Advertising transfer service in the service
3. Refer to the opinion of the "winners"
Use phrases like: “All our customers have already seen that the Strizh taxi is the fastest”, “Our customers are practical people. They appreciate us good quality and affordable prices.
Collaborate with celebrities, public people of the city - use their positive image.
Advertising in Yekaterinburg with a well-known TV and radio presenter in the city
4. Show benefits in contrast
Use the “before” and “after” principle, it can be especially clearly demonstrated on the video, for example: at first the character of the video is late for the party and gets upset, but then he orders a car and happily arrives at the party.
Show customers how your service is better than others. For example, if your USP is clean cars, use this: “Waiting for a taxi, not a piece of dirt? Our cars are always clean! Crew Service.
The method of contrast in advertising
5. Get close to the audience
The image of “one’s own” inspires more confidence in the audience. Show that you are on their side.
Use images of people as close as possible to your target audience.
Use words and phrases that are used within target audience groups.
Answer tricky questions. For example, “Does rain make prices swell? Just not in Fast and Furious. We have fixed rates in the city. Is always".
6. Remind kindness
Use images and words that have an unequivocal positive meaning or are associated with universal human values.
Advertising with a focus on the value of family, motherhood and children
Funny situations and characters that do not cause hostility are always liked by people and are remembered faster.
In just a few years, mobile technology has revolutionized the taxi niche, intensifying competition to the breaking point. This greatly facilitated the life of passengers: the time of car delivery was reduced several times, trips became much cheaper.
Taxi market size
The democratization of taxi prices led to the growth of the market, which by 2015 amounted to $ 9 billion (this is a November estimate of the analytical company Merku). Oksana Serebryakova, board member of the Taxi Dispatch Services Association, does not agree with this figure. According to her calculations, the market size is no more than $6 billion, or about 420 billion in rubles. Due to the crisis, the number of orders for different carriers has fallen by 40-50%, Serebryakova is convinced, and this year it will definitely not grow.
“The size of the market is very difficult to calculate,” admits Mikhail Vinogradov, founder of Taxilet. - In our calculations, we are guided by 1 trip per day for 10 residents of million-plus cities. That is, in Moscow we can talk about a million movements per day.”
None of the players wants to share data about their volumes. The market for the most part consists of illegal and unrecorded traffic and participants. From our experience in the regions, we have derived a formula: usually the daily traffic volume is 10% of the city's population. The average check depends on the standard of living and the presence of a network operator in the city (a large network of dispatchers - ed.). In millionaires it is 100-150 rubles, in small towns - 60-80 rubles. Therefore, we take 15 million trips around the country per day, multiply them by 100 rubles of the average check and get 1.5 billion rubles of turnover per day. Approximately 20% of this amount is received by dispatchers, approximately 1% - by taxi software providers. These are very rough numbers, but they can serve as a basis for understanding a market that cannot be accurately estimated.
The founder of the Gett taxi service, Shahar Waiser, predicted that in the next 3-4 years the Russian taxi market will grow to $15-20 billion, and this will happen due to online services. Another market participant is convinced that this figure does not reflect the current realities and was announced by Gett specifically for investors to show the potential and attract the next round.
And the head of Cat Taxi, Gennady Kotov, considers it incorrect to evaluate the Russian taxi market in dollars due to exchange rate fluctuations and the fact that the cost of transportation is absolutely not tied to the currency. At the same time, he notes that the fall of the ruble is extremely beneficial for Gett and Uber: external investments give them additional opportunities for dumping in Russia.
Number of taxi drivers
In October 2015, more than 180,000 taxis were officially operating in Russia (Rusbase's interlocutors suggest that this figure covers only legal drivers). In Moscow alone, according to the city's transport department, there are about 55,000 licensed taxi drivers. Moreover, many drivers cooperate with several services at once.
According to the founder of "Taxilet" Mikhail Vinogradov, about 100,000 more taxis operate in the capital without licenses, operating under charter agreements. this is when the aggregator instructs a private driver to transport a passenger for money (moreover, the contract can be oral)- and that's not counting those who come from the area. “The number of illegal taxis, depending on the situation in the country, may tend to the number of all cars,” says Vitaly Makhinov, founder of the Russian Taxi Exchange.
Aggregators vs. classic taxis
There are two groups of players in the taxi market: taxi companies with their own fleet and taxi service aggregators. The latter enter into agreements with taxi companies (Yandex.Taxi) or with private drivers registered as individual entrepreneurs (Uber, Gett, Maxim, Leader, Saturn). According to some estimates, taxi services account for more than half of taxi traffic in Moscow.
There are no more than a thousand full-fledged taxi companies with their own fleet and economic base per country. As for aggregators, they are divided into pure online (without an office and a dispatcher - Gett, Uber, Yandex Taxi, etc.) and traditional dispatchers that have their own mobile applications (Maxim and others).
Aggregators consider themselves IT companies that help the driver and passenger find each other. Formally, they do not fall under the law "On Taxi" - it simply does not contain the concepts of "dispatching taxi service" or "information service". Traditional carriers accuse them of unfair competition: aggregators are not responsible for traffic accidents, passenger safety, late arrivals at the airport, and technical serviceability of the car. In addition, having already entered the database of the information service, the driver can close the IP in order not to pay taxes.
Yaroslav Shcherbinin,
Chairman of the Interregional Trade Union "Taxi Driver"
Applications create conditions for illegal activities by attracting illegal carriers. This is one of the main components of their success. There is no accounting and deduction of taxes for working drivers, there are no requirements for ensuring safety, responsibility to the passenger in case of emergency. Consumers are attracted by the price at the level of the cost of the trip. Most drivers do not understand the unprofitability of this type of activity and are drawn into this pyramid. It is difficult for traditional players to compete in such conditions.
Mikhail Vinogradov,
founder of taxi
Of course, the old taxi owners are offended. For decades they plowed, took risks, beat them, burned their cars, waited at the entrance, extorted money, choked them with taxes. They survived, endured it all, became leaders. And now their guys in sneakers are squeezing. But no matter how much the archers strike, they cannot oppose the submachine gunners.
Hidden Leaders
The media field is dominated by well-known metropolitan aggregators - Yandex.Taxi, Gett and Uber. But on a national scale, the top three federal control rooms are confidently leading - Rutaxi, Saturn and Maxim. They prefer to stay in the background, do not disclose indicators and practically do not communicate with journalists.
“These are the real market leaders, probably even the world ones,” says Mikhail Vinogradov. “In fact, these are Russian Ubers, moreover, they are efficient and live without third-party investments.” The real masters of the market so far remain the gray cardinals in the regions, agrees the head of Cat Taxi Gennady Kotov. According to him, there is an abyss between the federal troika and the rest of the market participants. According to rough estimates, in total Rutaxi, Saturn and Maxim make about 4 million transportations per day. Their shares in this volume are 40%, 35% and 25% respectively.
So they are not at all afraid of competition with well-known metropolitan services. Yandex.Taxi, Gett and Uber occupy an absolutely microscopic share of the Russian market, - a representative of one federal network shares on condition of anonymity. “Each of us makes more trips individually than all of us put together.”
Apps don't rule
According to experts, in Moscow the share of ordering a taxi through applications reaches 65-70% (including small players), in St. Petersburg - no more than 30%, in million-plus cities - no more than 8%, and in the outback - no more than 3%. The fact is that in the regions the population has much fewer smartphones than it seems from Moscow.
In addition, navigation is bad in the regions: Mobile Internet lame in settlements with a population of less than 200 thousand. This greatly complicates the work of applications - the driver simply cannot find the passenger. Taxi drivers in small towns work the old fashioned way, with walkie-talkies. And Maxim, Rutaxi and Saturn thrive thanks to well-developed dispatching and integration with telephony.
To create a full-fledged online service in the regions, you need to thoroughly invest in local cartography in order to refine maps countryside and improve navigation capabilities, says Oksana Serebryakova, member of the board of the Association of Taxi Dispatch Services. Now taxi services from the outback rely on local drivers who are well versed in their native lands. According to the head of Cat Taxi Gennady Kotov, online does not come to the outback not because of cartography, but because local taxis are in no hurry to make applications until they come strong competitor(networker).
Player Portraits
And now it's time to talk a little about the leaders of the online taxi market. If you think that we have undeservedly forgotten someone, add to the list in the comments.
All-Russian leaders
Rutaxi- mobile app and a system for ordering a taxi service "Lucky" and "Leader". This federal network of dispatching offices operates in 90 cities of Russia and 3 cities of Kazakhstan (Almaty, Astana, Karaganda). According to experts, Rutaxi accounts for about 1.6 million transportations per day - this is the largest player in the Russian market. The network cooperates with both private taxi drivers and taxi companies, relieving them of the need to maintain their own dispatchers. The application for ordering a taxi from a Rutaxi smartphone, according to them, was launched in 2011. The percentage of the commission and the number of cars "Rutaxi" does not advertise.
In each city, the “Leader” has separate legal entities registered, their type of activity is formulated as “data processing”. According to the Unified State Register of Legal Entities, the founder of almost all divisions of the network (including Lider LLC and Vezet LLC) is Ufa businessman Vitaly Bezrukov (in some places together with partners). Apparently, it was he who founded the Leader taxi service in 2003. Bezrukov has not yet appeared in the field of view of the media. In 2012, he participated in the II All-Russian Congress of Taxi Drivers. His photo can be seen on the website of the Ufa Aviation Club:
"Saturn"
Entrepreneur Evgeny Lvov launched the Saturn taxi service in the city of Timashevsk (Krasnodar Territory) in 1998. Today the company has grown into a federal taxi network that operates in 43 cities across the country. Interlocutors of Rusbase calculated that it makes about 1.4 million shipments per day. Like its competitors, Saturn has a legal entity registered in every city, and Evgeny Lvov himself owns almost all of them. In 2012, the network launched the TapTaxi mobile application for ordering a car without the participation of a dispatcher.
In 2015, Evgeny Lvov, together with partners, launched the Fasten taxi app in the United States, which will compete with Uber itself. In September, the project was launched in Boston, and this year it will appear in Russia. Knowledgeable people they say that the founders of the project have very big plans that will significantly affect the taxi market.
The history of the company began in 2003 with a small taxi service in the city of Shadrinsk (Kurgan region). The service was launched by entrepreneur Maxim Belonogov.
Maxim Belonogov
Now the company operates in 114 cities of Russia and 11 more cities in Ukraine (Mariupol, Kharkov), Kazakhstan (Aktobe, Astana, Petropavlovsk, Uralsk), Georgia (Batumi, Tbilisi, Kutaisi, Rustavi) and Bulgaria (Sofia). Infoservice LLC (legal entity Maxim) makes about one million shipments per day. Judging by the data of the Unified State Register of Legal Entities, in each city, Maxim has registered entity. The founders of the regional divisions are Maxim Belonogov and Oleg Shlepanov.
"Maxim" works with private drivers, from whom it takes a commission of 10%. They work with a proprietary application and a dispatch service (90% of orders are received by phone). The average check for a trip in the network is 100 rubles. The company earns 10 million rubles a day, Sekret Firmy calculated in April. In 2011, an additional direction stood out from the company - a service for dispatching taxi companies Taxsee.
"Maxim" is the leader in the number of cities, but in many of them it is present only nominally, clarifies a critical Rusbase source.
Capital Leaders
Taxi service from Yandex entered the market in 2011. It was the initiative of the son of the founder of the corporation, Lev Volozh. The service works only with taxi companies - now Yandex.Taxi has 450 partners, which unite 30 thousand cars. In April 2015, they were processing 60,000 orders per day. Current estimates range from 100,000 to 200,000 trips per day. Today the service is available in 14 cities - Moscow, St. Petersburg, Yekaterinburg, Krasnodar, Sochi, Vladikavkaz, Novosibirsk, Omsk, Perm, Samara, Tula and Voronezh. Since 2016, Yandex.Taxi has been a separate company within the holding. CEO Tigran Khudaverdyan became Yandex.Taxi, who has been in charge of the service since 2014, and before that he was in charge of Yandex's mobile products.
Tigran Khudaverdyan
You can pay for the trip in cash or bank card. The commission for taxi companies is 11% + VAT, average check trips in Moscow - 533 rubles. The aggregator also offers the market a professional software package for taxi services "Yandex. Taximeter", which includes a program for taxi companies and a mobile application for drivers. As stated on the product website, 1,000 companies and 200,000 cars across the country are connected to it. In January 2015, Yandex bought the Ros.Taxi service, which allows taxi companies to take orders, coordinate the work of drivers and keep records.
Israeli entrepreneur Shahar Waiser came to Russia with his GetTaxi service in 2012. Now Gett taxi (updated name) can be ordered in 10 cities of Russia - Moscow, St. Petersburg, Novosibirsk, Nizhny Novgorod, Sochi, Yekaterinburg, Krasnoyarsk, Samara, Rostov-on-Don and Krasnodar. In Moscow, the average check is 400-500 rubles, the Gett commission is 15%. This is more than Yandex, but Gett's functionality is wider - in addition to aggregation and user support, the company is engaged in hiring and training taxi drivers.
The service works with taxi companies and private drivers who have a license to Passenger Transportation. In total, about 20 thousand machines are available in the Gett system. The Russian division of the company is headed by Vitaly Krylov.
The famous American startup entered the Russian market at the end of 2013. He works with private drivers whose cars do not have taxi identification marks. A license is required to connect to the Uber system. As a matter of principle, Uber does not disclose data on the number of drivers and the commission charged from them.
The service was launched in 7 cities - in Moscow, St. Petersburg, Yekaterinburg, Kazan, Novosibirsk, Rostov-on-Don and Sochi. The Russian office of the scandalous unicorn is run by Dmitry Izmailov. “We are interested in all cities with a population of more than 100 thousand people,” he said in an interview with Rusbase.
City-Mobil LLC is one of the largest metropolitan carriers that works with private drivers. Entrepreneur Aram Arakelyan, together with partners, created the company in 2007. The Citymobil service was one of the first to introduce software for automated distribution of orders between the nearest cars, reducing the waiting time to 10 minutes. Now more than 20 thousand taxi drivers work with it, who pay a 15% commission to the service. Citymobil is a Yandex.Taxi partner, so service drivers accept orders from both systems. In 2014, Citymobil received 10% of Moscow's orders. The service also operates in Krasnodar, Rostov-on-Don and Kazan, and plans to conquer the CIS countries in the future.
"Russian Taxi Exchange"
In 2008, partners Vitaly Makhinov and Vladimir Chirkov launched Russia's first b2b taxi order aggregator for taxi companies and dispatch services - the Russian Taxi Exchange (RBT). The story began with 15 partners who were offered to exchange "uncomfortable" orders among themselves. On the this moment more than a thousand taxi fleets and dispatch services, as well as more than 50 thousand drivers, are connected to the RBT system. More than 10,000 orders a day go through RBT every day. RBT General Director - Ruslan Kalinov.
What will happen next?
Where is the Russian taxi market going? The market participants we interviewed agree that fierce competition is being replaced by cooperation based on innovation. Moreover, these changes are based on cost reduction. New players bring fresh ideas to the industry and pull passengers not from other taxis, but from public transport(helping unload it). They transfer to taxis those who could not afford it before.
Outsourcing and separation of roles optimize the costs of companies. Taxi fleets will be responsible for cars and drivers, flexible technology companies - for marketing, sales and logistics. In the regions, this will be implemented when there are enough smartphones. Taxi technologies and ideas come from related markets: cargo transportation, navigation and monitoring traffic. Technological cooperation will help overcome the crisis in the taxi industry, experts emphasize.