I never thought having a child would help me deal with driving a taxi. But the shrieking of an infant reminds me of those impatient cab drivers who use their horns to communicate …
A few weeks ago, I’m lining up on Market Street waiting for the Orpheum to break.
Several cabs have already queued. I pull behind an unmarked SUV with its hazards on. I don’t know if it’s an Uber, so I keep my distance. A Flywheel cab gets behind me and starts blowing his horn. Several taps at first, but then he really lays on it.
Is he honking at me? I wonder. And if so, why?
Finally, the guy gets out walks to the front of my cab. He starts gesturing at the space between the SUV and me. In broken English, he tells me to pull up. I try to explain that I don’t know what the SUV is going to do and want to avoid getting stuck. But he keeps shouting at me, so I just move up grudgingly.
He bellyaches all the way back to his cab.
A few minutes later, the show lets out, and people start getting in cabs.
The Flywheel driver, who doesn’t seem to know how to work the theaters, starts blowing his horn again and trying to get around me on the left. I see people get into the taxis in front of the SUV, which, predictably, doesn’t move. As a couple heads for my cab, the Flywheel is angled on my left so that when a lady tries to get into his cab, he’s too far away and she gets into the Fog City behind him.
I hit reverse to move around the SUV to escape the melee.
When it comes to an 8-month-old, screaming pretty much gets the desired result. According to baby experts, she doesn’t understand “No!” yet and, well, we really don’t want our neighbors to hate us too much. For taxi drivers who use their horns to communicate, though, it doesn’t always pay…
Read the rest here.
My biggest gripe with Flywheel (the app, not the taxi company, formerly called DeSoto, who tried to promote the Flywheel app by changing their name and color scheme) is that, instead of focusing on getting users through marketing, the company put all their energy in TaxiOS, a backend system to replace the current hardwired taximeter.
The obvious reason for doing this was to sell out. Which they did. To a company called Cabconnect. When I met the CEO of Cabconnect a few months ago, the first thing I asked was how he planned to handle marketing.
He had several ideas about incorporating paratransit into the app, as well as unique ways to hails a cab from hospitals and bars, but he didn’t have many ideas about WHY people would want to use the app to get a taxi.
Shortly thereafter, these ads popped up on Flywheel’s Twitter account:
Beyond emphasizing that taxi drivers are properly vetted and trained, and that taxi rates don’t go up depending upon demand, these ads don’t really explain what makes taxis a better option.
Most users don’t care about the issue of training, insurance and background checks. And many users are more than willing to pay surge pricing.
Figuring out the answer to that question compelled me to write the column “Disrupt the Disruptors,” but as the taxi industry continues to crumble, even the greatest marketing campaign ever conceived on Madison Ave hardly seems to stand a chance against the PR damage that’s been done…
This week’s column for the S.F. Examiner is about the recent decision to give the money in the Driver Fund to the cab drivers, app-based transportation and marketing…
It’s hard not to feel like my taxi driving days are numbered. Hell, the entire industry seems doomed. As things continue to go from bad to worse, Green Cab started a GoFundMe campaign this week to crowdfund the $30,000 they need to stay in business, while the SFMTA plans to divvy up $4.7 million among 5,000 cab drivers to the tune of $400 to $900 each, based on seniority.
So what am I going to do with my “windfall?” Pay off my backbook at National? Buy a couple cartons of cigarettes? Wipe my ass with four crisp $100 bills?
Not to be rude, but using the Taxi Driver Fund as a retirement package is shortsighted and stupid. Even if I were to get the same share as a 30-year veteran, my rent is $1,700 a month. It’ll take more than a few hundred dollars to offset my financial problems.
When they mail the checks, they should write in the memo line, “Thanks for nothing, chump!”
Personally, I voted to spend the Driver Fund on advertising. Which may seem just as stupid, since taxis are repeatedly called a “legacy” industry, as if they’re already obsolete. But the only difference between an Uber/Lyft vehicle and a taxi is a color scheme and a phone number painted on the side. Oh, and centralized dispatch.
Uber and Lyft didn’t disrupt taxis, they disrupted the taxi companies that resisted centralized dispatch and made no effort to provide consistently good customer service. Brag about fingerprinting all you want, but if you can’t prevent a driver from kicking an old lady to the curb because she wants to use a credit card, you’re going to lose your customers once a better option is available.
Read the rest here.
I stopped by Buster’s the other day to get a burger the other day and saw this taped to the front windows: