The Dilemma of Private Ride-Sharing

Uber has been launched in many West African countries for over a year now but the issues surrounding the business suggests deep forms of marginalization where drivers have to over work themselves in order to settle their car owners and the company and leave something for their families. In Nigeria, this is not peculiar to Uber drivers alone not also Taxify the only difference is Taxify takes 15% from their drivers while Uber takes 25%.

Frederick Aguinede an unemployed university graduate who was recruited by a private car owner to be an Uber driver explains his predicament with the business. He lamented that the poor nature of his take home wage has worsened since the company decided to cut its price by 40% so as to stay competitive, yet he has to satisfy the car owner and the Uber “If I had kids, it would be impossible”, he added. Though Uber had serious challenges last year, it says the price slash is necessary however, drivers who work hard are qualified for a top up at the end of the day but drivers dispute any top up talks saying the conditions for top up are too much to be met.

Another company, Taxify  that saw the crisis as an opportunity came into the business and is competing very well new marketing strategies and drivers are encouraging each other to leave Uber for Taxify. Muktar Lamidi who has been with uber for over a year said he left for Taxify when Uber could not offer him better explanation as to why there was a sudden drop in price. Terver Bendega, brand manager for Taxify in Nigeria says Taxify recognises and respects the needs of drivers. Whichever ride-sharing app one is using has often up making the marginalizing the driver.

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