Is taxi-hailing software experiencing a “new life”?
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The Ministry of Transport recently officially issued the "Notice on Promoting the Orderly Development of Taxi Calling Services Such as Mobile Phone Calling Software" (hereinafter referred to as the "Notice"), which includes taxi-hailing software under unified management. This also means that the country has established the legal status of taxi-hailing software at the central policy level for the first time. Will taxi-hailing software usher in a new life? Taxi-hailing software does face some problems in its development. For example, the taxi management regulations clearly stipulate that drivers cannot bargain or refuse to pick up passengers. Passengers need to pay drivers an additional fare when using taxi-hailing software to take a taxi, which gives drivers the opportunity to bargain. At the same time, in order to obtain additional fare income, drivers will use taxi-hailing software to "grab orders", resulting in the phenomenon that drivers refuse to pick up ordinary passengers. All of these need to be regulated at the policy level. The Ministry of Transport issued the "Notice" to include taxi-hailing software under unified management, indicating that at the regulatory level, the government has formed a mature and stable view on taxi-hailing software. At the same time, for all parties such as taxi-hailing software companies, taxi companies, taxi drivers and passengers, the use of taxi-hailing software is "legal to follow", which is conducive to further standardization of the industry. 1. The value of taxi-hailing software is unquestionable. In first-tier cities such as Beijing and Shanghai, the problem of difficulty in hailing a taxi is common. During rush hour, taxis are often hard to get, and some taxi drivers even refuse to pick up passengers. Taxi drivers also complain that taxis are empty. Data shows that the empty rate of 67,000 taxis in Beijing is as high as 30%. Taxi-hailing apps have established a communication and interaction channel between taxi drivers and passengers through technological means, which is conducive to eliminating the information asymmetry between the two parties, allowing passengers to wait less and allowing drivers to operate vehicles more efficiently. The evaluation mechanism of taxi-hailing apps is conducive to urging taxi drivers to improve their service level, and the problems of random charges, refusal to pick up passengers, and poor service attitude of drivers in the taxi industry can be improved. In the process of supervising taxi-hailing apps, the government's attitude towards taxi-hailing apps is generally encouraging their development. During this year's two sessions, Yang Chuantang, Minister of Transport, said that call-in service is a service method commonly used by the taxi industry in developed countries abroad, and calling a car through a mobile phone is more convenient and efficient. The Ministry of Transport generally supports and encourages the development of mobile phone call-in software, but some existing problems need to be gradually adjusted and standardized. The "Notice" issued this time also made it clear for the first time that taxi call-in services include manual phone call-in, mobile phone software call-in, online car-hailing and other service methods. Among them, mobile phone software for calling a taxi can provide passengers with efficient and convenient travel services, which is conducive to improving service efficiency and service level. 2. Local governments have different practices At present, local governments have introduced different measures and requirements for the supervision of taxi-hailing software, forming three supervision models: the first is the Beijing model, which incorporates taxi-hailing software into the unified call-in platform, and all orders are filed, but the government only supervises and does not dispatch, and supervises after the event; the second is the Shanghai model, which prohibits the use of taxi-hailing software during peak hours in the morning and evening; the third is the Suzhou model, which explicitly prohibits taxi drivers from using taxi-hailing software. The most controversial of these is that the Suzhou Passenger Management Office explicitly prohibits Suzhou taxi drivers from using social taxi-hailing software such as "Didi Dache". The competent department of the city believes that the bargaining function of taxi-hailing software will disrupt the entire taxi fare system, and at the same time provide a lot of living space for some black cars and cloned taxis. It is required that taxi-hailing software must join the official call-in platform. However, taxi-hailing software companies believe that if they connect to the Suzhou call-in platform, all orders must be dispatched by the platform to traditional vehicle terminals, and they must pay access fees. Software companies believe that this deprives them of their dispatching rights. It can be seen that there is still a game of bargaining between taxi-hailing apps and local governments. The "Notice" issued this time stated that for mobile phone software taxi-hailing information service providers that fail to access the city taxi service management information system as required, fail to fully and synchronously realize information sharing, fail to accept unified access management, illegally issue driver terminal software, provide illegal price increase and bargaining functions on the software, and other behaviors that disrupt the market order, the transportation authorities of various places should urge mobile phone software taxi-hailing information service providers to make timely rectifications. For those who fail to make rectifications, the use of the mobile phone taxi-hailing software in the taxi market may be suspended. If rectifications are refused, they will be ordered to withdraw from the taxi market. The "Notice" provides a legal basis for local government supervision, and taxi-hailing apps need to make certain concessions to enter the local taxi-hailing market. From this perspective, the game space between taxi-hailing apps and local governments has become smaller. 3. The challenge of taxi-hailing apps is not just about supervision. As a new service, taxi-hailing apps have encouraged passengers to use it through large-scale subsidies in the early stage, and have developed a user group of initial size. The achievements are undoubtedly obvious. However, there are many challenges, and supervision is only one aspect of it. Operators of taxi-hailing apps need to improve the user experience of taxi-hailing apps and solve the problems encountered by passengers when using taxi-hailing apps, such as not being able to hail a taxi, the system being stuck and unable to pay, etc. Only in this way can we cultivate users' stable usage habits, improve user stickiness, and gain the ability to achieve sustainable development. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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