Dutch GPS maker TomTom quietly launched in Amsterdam a new system for ordering taxis from restaurants, hotels, conference centers, etc.
The system works in two parts. First is the Taxi Butler, a small box with a single button to call a taxi that can be fit on any reception desk. On the receiving end are taxicabs using a new TomTom connected device called Taxi Assistant and in the middle fits a TomTom server that matches demand and supply based on their respective location.
Once a ride has been acccepted by the driver and the customer is onboard, the taxi pays back TomTom between €1-€1.5 per ride, explained TomTom project manager Steven Blom to the Dutch daily Der Telegraaf.
The Taxi Butler costs €39 excl VAT and its use is free for the local business and the Taxi Assistant is 149 excl. VAT, including a two years subscription to TomTom’s connected services.
TomTom is also looking at providing other means of ordering a taxi such as mobile apps, facebook app, website, etc...
The system works in two parts. First is the Taxi Butler, a small box with a single button to call a taxi that can be fit on any reception desk. On the receiving end are taxicabs using a new TomTom connected device called Taxi Assistant and in the middle fits a TomTom server that matches demand and supply based on their respective location.
Once a ride has been acccepted by the driver and the customer is onboard, the taxi pays back TomTom between €1-€1.5 per ride, explained TomTom project manager Steven Blom to the Dutch daily Der Telegraaf.
The Taxi Butler costs €39 excl VAT and its use is free for the local business and the Taxi Assistant is 149 excl. VAT, including a two years subscription to TomTom’s connected services.
TomTom is also looking at providing other means of ordering a taxi such as mobile apps, facebook app, website, etc...
The team behind TomTom Taxi seems to be Steven Blom and Otto Ruys, the two co-founders of an Amsterdam company called NewToast that has been developing web and mobile taxi ordering services since 2006. Thus far Tomtom has not officially confirmed the start-up acquisition.
Interestingly TomTom has so far restricted this launch to Amsterdam and not communicated about it to global media in order to keep it as much as possible as a beta test.
It seems however that this system could have a bright future all over the place, especially in Europe where a sizeable market share of taxi drivers do already use a TomTom device in their car. Linking navigation in a hardware device to customer leads do represent a strong differentiation against pure players that work only through smartphone apps to connect taxis and their potential customers.
Interestingly TomTom has so far restricted this launch to Amsterdam and not communicated about it to global media in order to keep it as much as possible as a beta test.
It seems however that this system could have a bright future all over the place, especially in Europe where a sizeable market share of taxi drivers do already use a TomTom device in their car. Linking navigation in a hardware device to customer leads do represent a strong differentiation against pure players that work only through smartphone apps to connect taxis and their potential customers.
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