In the domestic taxi-hailing market, small to medium-sized mobility companies are targeting niche markets to compete against Kakao Mobility, which holds a 95% market share. Attention is drawn to whether new competitive dynamics will emerge with specialized services aimed at underserved transportation areas, foreign tourists, infants, and passengers with pets.
◇ IM, launches 'Everyone's taxi' specialized for underserved transportation areas
According to industry sources on the 1st, IM Mobility, a subsidiary of the navigation company THINKWARE, has upgraded its existing taxi-hailing service 'IM' and introduced 'Everyone's Taxi'. This service features a differentiated strategy aimed at solving the transportation shortages in local areas and the limitations of digital accessibility for seniors.
An official from IM Mobility said, "While the previously operated 'IM' focused on basic call functions, it was insufficient to reflect the needs of local characteristics and transportation-vulnerable groups," adding, "The newly launched 'Everyone's Taxi' is designed to improve the call method and service accessibility, allowing residents in public transportation blind spots to use it conveniently."
'Everyone's Taxi' combines call taxi and digital call methods. To assist seniors who are not adept at using smartphones, it offers a phone connection feature within the app and introduces a differentiated approach compared to existing call apps. Furthermore, through a computerized system, fare settlement between local governments and taxi drivers is transparently managed, preventing issues of fraudulent claims in advance and enhancing trust.
An official from IM Mobility stated, "It’s not just a change of service name; through substantial upgrades, we have significantly enhanced user convenience," and added, "Everyone's Taxi is currently operational in 8 regions, including Yeoju, and is set to expand to more municipalities in the future."
◇ Market penetration through customer segmentation and tailored services
Currently, Kakao Mobility holds a monopolistic position in the domestic taxi-hailing market. Kakao Mobility's Kakao T has absorbed virtually all demand for hailing, establishing itself as a dominant platform. In this structure, mobility companies are striving hard to provide new options to consumers and create fractures in the market structure.
The global mobility company Uber is recently targeting niche markets focused on foreign tourists and business clients while strengthening consumer marketing and franchise operations. It has enhanced user experience with premium services such as 'speed call' to assist with quick dispatch and 'Uber Black,' its luxury taxi lineup.
In particular, Uber Black is Uber's premium taxi lineup that offers high-end vehicles and services differentiated from standard services. Mainly, luxury sedans or SUVs such as Mercedes-Benz, BMW, and Genesis are assigned, and vehicle ages are managed to meet certain standards (generally within 3 to 5 years) to provide a comfortable riding environment. It offers tailored services reflecting detailed requests like vehicle temperature, music, and conversation preferences, primarily targeting business clients and VIP passengers.
Tada has recently focused on family-friendly mobility services as a core strategy. To this end, it launched tailored services targeting passengers with infants and those traveling with pets in December of last year.
'Tada with car seats' is a lineup for families with young children, featuring an all-in-one rotating car seat that can be used from newborns to 12 years old, maximizing convenience during travel. 'Tada with pets' allows passengers to travel with their pets in cages, with drivers trained in pet-friendly education assigned to enhance customer satisfaction. Recently, a promotion for pregnant passengers called 'Expecting Mother Tada' has also been launched.
Jin Mobility, which operates IM Taxi, is focusing on service differentiation to increase customer re-use intention. The newly introduced 'Genie Don't Meet Again' feature prevents users from being matched with drivers who were unfriendly or drove aggressively. This function allows users to select after giving star ratings, aiming to enhance service satisfaction.
A mobility industry official noted, "While the taxi-hailing market appears saturated on the surface, there are still many niches to target when delving deeper," adding, "If we segment customers and provide tailored services or improve the inconveniences of the existing hailing market, there is a high possibility of creating new demand."