‍Op-ed by Shahzad Jamal, General Manager - Emerging Markets and Product Development at Hala

Photo credit: Supplied

Once a common trait across the world, we are seeing less and less passengers flagging down taxis on busy streets — technological advancements and evolving customer preferences have transformed the taxi and e-hailing industry.

Now, passengers can quickly and easily secure a ride through e-hailing apps such as Uber, Careem, as well as through smartphone applications like WhatsApp. 

From real-time GPS tracking to predictive analytics, and enhanced driver communication tools, these innovations are transforming how people move around our cities.

Transportation and mobility are no longer linear. They’ve become diverse, dynamic, and highly interconnected. 

The UAE, for example, is rapidly embracing shared mobility services, with Dubai and Abu Dhabi ranking sixth globally for shared mobility penetration. 

According to Statista Market Forecast, it is projected that 62% of the total revenue generated in the Shared Mobility market will be generated from online sales by 2029. 

Tech-powered e-hailing platforms like Hala, a joint venture between Careem and the RTA, have set the blueprint for urban mobility in the UAE by altering commuter habits and providing first and last-mile connectivity solutions for Dubai residents and tourists. 

By extending transportation options, commuters see shared mobility services as a tech-enabled convenient alternative to traditional transport methods. 

Hala has been at the forefront of the e-hail revolution by implementing technology at every layer of the customer’s journey. In this piece, we look at five new technology enhancements that have shaped the e-hail industry and how people move around the city, making commuting more efficient for everyone.

Data Insights

Data is king when it comes to understanding customer behavior. By analyzing vast amounts of data such as booking patterns, trip frequencies, seasonalities, popular destinations, and more, taxi companies can gain valuable insights into rider behaviors and preferences. 

This data-driven approach allows them to anticipate demand more accurately and adjust their fleet distribution in real time. Data analysis helps platforms serve customers with a tailored approach while addressing transportation needs on a larger scale. 

Additionally, understanding customer preferences enables personalized service improvements, such as special promotions, requests, or offers. Platforms that leverage this data will help meet customer expectations and enhance satisfaction.

Live Tracking Rides

Live tracking rides are a crucial technology feature that affords passengers peace of mind, allowing them to monitor their ride in real time via mobile apps, providing updates on the vehicle's location, estimated arrival time, route progress, mode of payment, and the option to share trip details. 

The added benefit of direct messaging services between the customer and driver helps facilitate better communication with passengers, minimizing the chances of missed pick-ups and enhancing overall operational efficiency. 

By offering transparency and real-time updates, live tracking transforms the taxi journey into a more reliable and user-friendly experience.

Heat Maps and High-Density Location Solutions

These solutions have been game-changers for taxi companies looking to manage fleet distribution. Heat maps visualize data on passenger pick-up and drop-off locations, highlighting high-demand areas to reduce wait times and improve service efficiency. 

High-density location solutions take this a step further by identifying specific zones within these hotspots where demand peaks at different times of the day. 

These tools provide detailed insights enabling a marketplace balance in the city, whereby supply matches more accurately with demand, ensuring optimal coverage for passengers and a more responsive, customer-focused transportation network.

Entertainment for Enhanced User Experience 

As a platform’s user base grows and expands its offerings, it is important to continue evolving the customer journey experience upon every interaction. 

Technology innovations like digital screens, similar to in-flight entertainment, have transformed the taxi ride experience for Hala taxis in Dubai. These screens offer passengers a range of content, from news and weather updates to movies and music, making the journey more enjoyable and engaging. 

This added layer of entertainment and information enhances the overall ride experience, making each trip more pleasant and informative for passengers. 

Alternative Booking Channels

Technology is meant to make life simpler, create an impact, and add value. Beyond app-based bookings, taxi companies are looking at alternative platforms such as social media and features like voice-activated assistants for customers to request rides. 

These channels cater to diverse user preferences and enhance accessibility, allowing passengers to book a taxi seamlessly from wherever they are. 

At Hala, for example, passengers can conveniently book rides through WhatsApp in addition to the Careem App. This is especially useful for Dubai’s tourists making it much more convenient and accessible for them to get around the city. 

By embracing technology and leveraging data, e-hail platforms have reoriented customer services and enhanced the customer journey experience. 

Taxi apps have revolutionized urban transportation, providing convenience, efficiency and innovation. 

E-hailing platforms emerged in the UAE around five years ago, but have evolved into a highly engaged transport solution powered by cutting-edge technology. 

The use of technology must go beyond basic app updates. Businesses should harness digital tools to create engaging, comprehensive experiences that meet the ever-changing needs of customers. To drive meaningful change, collaboration with partners and consumers is essential, ensuring a continuous flow of innovations and services that enhance daily life. 

These systems have thrived thanks to the widespread adoption of smartphones and the growing demand for user-friendly, real-time solutions.

Shahzad Jamal is the General Manager - Emerging Markets and Product Development at Hala