THE newly launched cALLme app will not give taxis the competitive boost they need against other e-hailing services unless the two main reasons that have driven customers away are addressed – pricing and service.

cALLme, a new e-hailing application for taxis and limousine drivers, was launched at the Kuala Lumpur International Airport this morning by Transport Minister Anthony Loke.

But users of e-hailing service Grab said it would take more than a new app to shift them back to traditional taxis and limousine services.

Lim Wei Qi, a regular Grab user, said pricing was the main factor in deciding if between a licensed cab and a ride from an e-hailing company.

“Taxis are really expensive compared with Grab, especially with promotion codes, but if the prices are reasonable and competitive, I am sure taxis can ‘grab’ the market,” said Lim, 24.

The launch of the cALLme app follows the Transport Ministry’s assurance that the government would help taxi drives level the playing field between their services and e-hailing companies.

Lim said if pricing was done right, taxis could reclaim many of the customers lost to e-hailing services as there would be an element of security in their services.

“I’ve heard of stories about e-hailing users being verbally harassed as the drivers aren’t regulated.

“This will give taxis an advantage, as they are safer, and on top of that, location services will be monitored,” Lim said.

Started as a collaboration between the National Cooperative Movement (Angkasa) and Malaysian Taxi Drivers, Limousine and Car Rental Operators Association (Petekma), the platform already has more than 1,600 registered drivers at KLIA.

Malaysian Taxi Union (GTSM) president Kamarudin Hussain said that while creating the app was a step in the right direction for taxi users, he urged the government to help ease operational costs borne by taxi drivers to allow them to charge lower fares.

“The other e-hailing apps do not have operation costs because it is borne by the drivers. If Grab offers cheaper fares than airport limos, the app cannot help taxi drivers,” he said.

Another e-hailing user, Tan Zhi Rong, said apart from pricing, the service quality would determine if a user chooses a taxi or Grab.

He said features, such as a driver’s ratings, should be introduced in the app as e-hailing users would want to self-monitor service quality.

“If ratings for things such as cleanliness and a driver’s attitude are included in overall ratings, it will be a success.

“Previously, there were cases of taxi drivers not willing to use the meter. Now, this app should standardise rates, which will be an advantage,” Tan said.

He said that even if users had to pay slightly more for the taxi rides, many would be willing to do so if the service was top notch.

“It may be a little more expensive, as taxis are regulated, licensed, maintained and now monitored through location services, but it will much safer than personal hires.” – December 15, 2018.