To stay competitive in a market held tight by Lyft and Uber, Taxi Magic has been re-branded as "Curb" and touts several features the mobile app maker hopes will revolutionize rideshare services.
First known as "RideCharge" in 2007 and then "Taxi Magic" in 2009, the thrice-born app will tap into a network of 35,000 taxis, 6,000 hired cars than spans more than 60 cities.
Patrick Lashinsky, incoming CEO of Curb, said the rideshare company had to reinvent to keep up with customer expectations. The industry has changed significantly over the past 12 to 24 months, Lashinsky stated.
"Curb will redefine how consumers experience reliable, safe rides from professional drivers spanning taxis and sedans," said Lashinsky. "We place game-changing software directly in your pocket that seamlessly guides the curb-to-curb experience of a ride - while providing drivers and providers with the tools to innovate, improve and flourish."
A new "lock out" system will be part of Curb's new appeal, according to Lashinsky. If a cab or car for hire fails to pick up a rider, the driver will be locked out of Curb's system for five hours, Lashinsky stated.
Another unique improvement the Curb app will deliver is a map system, which plots out the locations of available drivers and generates estimated times of arrival. Curb users will have options to pay with cash or credit and can even hail rides via a "touchless" payment system.
On the service side of things, Curb said it has been polishing system and testing the improvement in its Los Angeles network. The LA service has delivered faster pickup times and has benefited from "intensive driver training," according to Curb.
William J. Rouse, General Manager of Yellow Cab in Los Angeles, said his company's partnership with Curb has been fruitful for both parties.
"Partnering with Curb better positions us to compete with ridesharing services and innovate as the industry changes," said Rouse. "The gloves are off and we will continue to invest in providing the safest and best service to the people of Los Angeles. Curb helps us win this battle."
The first version of Curb, then called RideCharge, was an app that helped user gauge the cost of ground travel options. From RideCharge, Curb grew into Taxi Magic and created the backbone for its current rideshare network.
"All rides begin and end at the curb, and our technology improves the entire experience by eradicating underlying pain points and making ground travel seamless and hassle-free," stated Curb.
Curb appears have positioned itself to stay competitive in the evolving rideshare market. The inclusion of child safety seats in some of its vehicles, similar to Uber's move, could drive up ridership even more.
