Product details

In 2016, Safaricom, Kenya's biggest company in terms of market value entered into the taxi hailing space by launching its taxi hailing company 'Little Cab'. The telecom major also introduced 'Little Cabs' app, in association with a local software firm Craft Silicon. The taxi hailing app was offered on Android, iOS and Windows devices. The company was also planning to extend its service to the non-smartphone users as well. 'Little Cab' offered convenient payment options to its customers including cards, cash and the popular M-Pesa platform. Soon after its launch, Little Cab lowered its tariffs and had triggered a fierce price war with its key rivals Uber and Mondo Ride. The 'Lady Bug' option in 'Little Cabs' app offered security to the women passengers by facilitating the ride through its professional women drivers. However, rivals of 'Little Cab' were also throwing stiff competition to the company by offering cheaper fares to the customers. In addition to this, an array of taxi hailing services was emerging in Kenya including MARAMOJA, Taxify, Sendy, Pewin Cabs, etc. Being a late entrant and with little brand recognition, would Safaricom's 'Little Cab' succeed in the booming taxing hailing market of Kenya overcoming the burgeoning competition?