MiCab says it won’t impose surge pricing

By Denise A. Valdez
NEWLY-ACCREDITED transportation network company (TNC) MiCab Systems Corp. said it will not charge booking fees or implement surge pricing, unlike other taxi-hailing companies.

Eddie F. Ybañez, company chief executive officer and cofounder, said the MiCab application guarantees passengers will only have to pay fares according to the taxi meter, unlike other ride-hailing services that hike fares depending on demand.
“What you see on the meter is what you pay. So you are able to travel in a clean, comfortable, modern cab at a fraction of the cost of traditional ride-hailing solutions,” he said in an e-mail interview.
MiCab is a TNC founded in Cebu by Mr. Ybañez and Kenneth Baylosis. It said it currently has 6,000 drivers servicing 4,300 cabs in Metro Manila, Baguio, Cebu, Bacolod and Iloilo. The Land Transportation Franchising and Regulatory Board (LTFRB) issued a Certificate of Accreditation to MiCab last April 30.
Similar to dominant player Grab Philippines, MiCab offers incentives to its drivers to motivate them to provide good service.
“Based on a combination of two key metrics — acceptance rating and rider rating — we award our top drivers with gift certificates. They are also recognized as one of our top drivers on our in-cab tablets,” Mr. Ybañez said.
He added said MiCab generates revenues through a business-to-business (B2B) advertising model.
“We offer advertising space on our taxi toppers as well as our in-cab tablets. Having a B2B model ensures that a clean, efficient, and comfortable ride will always be affordable for passengers,” Mr. Ybañez said.
MiCab continues to expand its driver base by partnering with top taxi companies and through word-of-mouth,” he said.
Mr. Ybañez said the company does not tolerate rude taxi drivers, and takes passenger complaints very seriously. Aside from being “hands-on” in addressing complaints, MiCab uses its data to ensure drivers are kind and polite.
“Based on our data, we have found that our rating system has produced a virtuous cycle with all our drivers: Good drivers are encouraged to maintain their positive demeanor, and drivers who need to improve find out where they need to do so until they become as highly rated as their peers,” he said.