Ever since disrupting the taxiing scene in several African countries in 2013, Uber continues to display its impressive expansionary and development skills in the set mission to provide convenient rides for its customers everywhere. A working metered system, reliability, usually affordable prices, and good customer service, amongst other features remind people why Uber remains the number one player in the ride-hailing application industry.
However maintaining this position has not been without the emergence of new entrants and other challenges. Notable ‘anti-Uber’ incidents, both past and recent, have shown that Uber’s only ‘true friends’ in Africa are its customers who still prefer its services despite certain downsides.
Cab-hailing services in Nigeria, Kenya, South Africa, Morocco, and Egypt where Uber operates are doubling their efforts to gain prominence amongst taxi users with their products and services, by promising to employ fresh approaches in the areas where Uber is said to be lacking. These include adequate compensation for the cab drivers and a more ‘local touch’ in dealing with customers.
Presently, the other prominent ride-hailing services that aim to compete with Uber in Africa are Taxify, Afro, Oga Taxi, Maramoja, and Mondo Ride. For Saudi Arabia-based Mondo Ride, the plan is to incorporate ‘boda bodas’ (motorcycle taxis popular in East Africa) and avoid surge pricing – an Uber policy where prices are multiplied to meet high demand in certain areas at particular times – which tends to discourage taxi users.
Kenya’s Maramoja plans to connect on a more social level with its riders, amongst other benefits, Nigeria’s Oga Taxi already prides itself on its security measures, and Afro wants to introduce price haggling, a proudly African market practice, while South Africa’s Taxify is all about making its drivers the happiest.
While the efforts of the aforementioned competitors are completely in line with adding more value to transportation on the continent, it still remains to be seen how many can step up to Uber’s ever-improving levels, both technologically and socioeconomically. This is particularly in light of the fact that potential customers who have attempted to procure the services of some have not exactly been pleased. Uber launched in Uganda today, and is currently offering free rides within Kampala – it’s 1oth African city. Tanzania and Ghana are next on the list for this year.
Globally, Uber rivals, some of which are doing well for themselves, have even gone to the extent of teaming up in their bid to topple the ride-hailing giant. Their alliance highlights the aim to offer the delivery of a satisfaction from every ride that is enjoyed by their drivers as well as the riders.
