15/01/2018
In the ever-accelerating world of urban mobility, the leadership at the helm of prominent e-hailing services plays a crucial role in shaping how millions commute. For Ireland's leading taxi app, a significant figure has been guiding its journey through remarkable growth and transformative rebrands: Alan Fox. His appointment as General Manager for Ireland has marked a pivotal moment in the company's evolution, from its origins as Hailo, through its tenure as MyTaxi, and into its current iteration as the expansive FREE NOW.
This article delves into the strategic significance of Alan Fox's role, tracing the fascinating trajectory of what began as a simple taxi-hailing application and blossomed into a multi-faceted mobility provider. We'll explore the mergers, the rebrands, and the ambitious vision that positions FREE NOW not just as a taxi service, but as a comprehensive solution for urban transport needs across Europe.
Alan Fox: A Strategic Appointment for Growth
The appointment of Alan Fox as General Manager for Ireland, initially for MyTaxi and subsequently for FREE NOW, was a clear signal of the company's intent to solidify its market leadership and aggressively pursue expansion. Mr. Fox brings to the table a wealth of experience, boasting a career spanning two decades in the dynamic financial services and technology sectors. Prior to joining the e-hailing giant, his professional journey saw him hold senior positions at a number of well-respected organisations, including a five-year stint as Sales & Marketing Director at AA Ireland. His resume also features significant roles at Telefonica, Zurich Insurance, and Meteor Mobile, showcasing a diverse background in consumer-facing industries and strategic business development.
This broad and deep expertise was precisely what MyTaxi was seeking as it entered a period of intense focus on service expansion and a significant upgrade of its taxi fleet. Andy Batty, the Regional Manager with responsibility for Ireland at MyTaxi at the time, articulated this perfectly: “Alan joins MyTaxi at a time when we are really focused on expanding our services further and upgrading our taxi fleet to meet Ireland's growing demand for innovative mobility services.” He further emphasised that Mr. Fox's “diverse management, business development and marketing expertise in technology and consumer sectors is a strong fit as we push to build on our success in Ireland.” This strategic alignment between Mr. Fox’s proven capabilities and the company’s ambitious objectives laid a robust foundation for the remarkable growth that was to follow.
Mr. Fox himself expressed his enthusiasm for the role, acknowledging the vital place e-hailing had carved out in daily Irish life. He stated, “Taxi e-hailing is now very much part of day-to-day life in Ireland and I am really looking forward to working closely with the MyTaxi team and our drivers to build on the company’s incredible growth over the last year.” His commitment to continuous investment in service improvement was evident from the outset, aiming to ensure MyTaxi, and now FREE NOW, remains the undisputed leader in the Irish e-hailing market.
From Hailo to MyTaxi: A Journey of Incredible Growth
The story of MyTaxi in Ireland is one of remarkable evolution and significant market penetration. The company first established its presence in the Republic in 2012, operating under the familiar brand name of Hailo. Hailo quickly gained traction, becoming a household name for convenient and reliable taxi bookings, revolutionising the traditional street hail or phone call method of securing a cab. This initial success laid the groundwork for what would become an even larger enterprise.
A pivotal moment in this journey occurred in 2016 when Hailo merged with Daimler-owned MyTaxi. This strategic consolidation brought together two major players in the European e-hailing landscape, creating a more formidable entity. The following year, in 2017, the Irish operation officially rebranded from Hailo to MyTaxi, aligning itself with its new parent company’s global identity. This rebrand was not merely a change of name; it signified a deeper integration into a larger, more resource-rich organisation with broader ambitions.
The impact of this merger and subsequent rebranding was immediately evident in the company's performance. By the fourth quarter of 2017, MyTaxi reported an astounding figure: it had carried 3.8 million passengers in Ireland alone. This incredible growth underscored the increasing reliance of Irish consumers on e-hailing services and validated the strategic decisions made by the company’s leadership. The seamless transition from Hailo to MyTaxi, managed effectively, ensured that user loyalty was maintained, and the service continued to expand its reach and user base.
The Evolution to FREE NOW: A New Era of Mobility
The transformation didn't stop at MyTaxi. The mobility landscape is in a constant state of flux, driven by technological advancements, changing consumer habits, and strategic alliances between automotive giants. The next significant chapter in the company's history came with its rebranding to FREE NOW. This change was part of a much larger, ambitious initiative: joining the wider-mobility international “NOW” brand family, a collaborative venture stemming from the mobility merger of two titans of the automotive industry, BMW and Daimler.
The move to FREE NOW was announced as a strategic step to broaden the app’s offerings beyond traditional taxi services, positioning it as a comprehensive mobility provider. As Alan Fox, now General Manager for FREE NOW Ireland, explained, “FREE NOW is the first service from the BMW/Daimler joint venture and the NOW group that is live – and our plan now is to develop the app to become a broader mobility provider, offering multi-service solutions in one app into the future.” This statement clearly articulated the company's shift from a singular focus on taxis to a more integrated, multi-modal transport solution.
A key aspect of this rebranding was the seamless transition for existing users. Passengers were not required to download a completely new application; instead, a simple update to their existing MyTaxi app was all that was needed to access the new FREE NOW service. This user-friendly approach minimised disruption and ensured a smooth migration for its large customer base, maintaining continuity while signalling a significant strategic shift.
The FREE NOW app, upon its launch, immediately became operational in 100 cities across Europe, demonstrating the vast scale and ambition of the BMW/Daimler joint venture. This wide geographical reach highlights the potential for standardised, efficient mobility solutions across diverse urban environments.
FREE NOW's Vision: Beyond Taxis
The rebrand to FREE NOW marked a definitive step towards offering a diverse portfolio of mobility services within a single, convenient app. While taxis will always remain the core of the business, the company recognises the evolving demands of urban dwellers and the need to provide more flexible and sustainable transport options. This forward-thinking approach is exemplified by several new initiatives and planned expansions:
- Subscription Service Trial: FREE NOW began trialling a subscription service that allows passengers to pre-purchase time-limited plans for discounted journeys. This innovative model aims to provide greater value and predictability for frequent users, potentially encouraging more consistent use of the platform.
- 'Match' Technology: A significant development is the introduction of 'Match' technology. This smart solution is designed to better utilise FREE NOW’s fleet, particularly during peak hours, by offering passengers a taxi-sharing service. This not only provides a cheaper fare option for users but also contributes to a more environmentally-friendly transport solution by maximising vehicle occupancy. A pilot with Smart Dublin aimed to roll out FREE NOW 'Match' across more Dublin locations and eventually nationwide, demonstrating a commitment to scalable, efficient, and sustainable transport.
- E-Scooter Exploration: Looking to the future, FREE NOW is actively exploring the possibility of introducing an e-scooter service in Ireland. This expansion is contingent on Irish regulations evolving to accommodate such micro-mobility solutions, showcasing the company's readiness to adapt and integrate new forms of transport as they become legally viable.
Eckart Diepenhorst, CEO Europe for FREE NOW, encapsulated this broader vision, stating, “Whilst taxis will always be the core of our business, we strongly believe that we will need to have further mobility options in future.” He emphasised that user demands, regulatory frameworks, and technical options for mobility are constantly changing, and therefore, to maintain and grow its customer base, the company must evolve to fulfil its mission: “to make mobility available for everyone - independent of age, income or background.”
The 'NOW' Brand Family
The FREE NOW rebrand is not an isolated event but a part of a much larger, interconnected ecosystem of mobility services under the BMW and Daimler joint venture. This 'NOW' brand family represents a holistic approach to urban transport, encompassing various modes and solutions:
| Brand Name | Core Service Offering | Description |
|---|---|---|
| FREE NOW | Ride-hailing (Taxis, Private Hire) & Multi-Mobility | The flagship app for booking taxis and, increasingly, other shared mobility options like e-scooters and car-sharing. |
| SHARE NOW | Car-sharing solutions | Offers flexible car rentals by the minute, hour, or day, allowing users to pick up and drop off cars in designated zones. |
| REACH NOW | Multi-modal transport solutions | A platform designed to integrate various transport options (public transport, ride-hailing, car-sharing, bike-sharing) into a single journey planner. |
| PARK NOW | Mobile parking by app | Provides a convenient way to find, book, and pay for parking spaces using a smartphone application. |
| CHARGE NOW | Electric charging infrastructure | A service focused on making electric vehicle charging accessible and easy, connecting users to a vast network of charging points. |
This comprehensive suite of services demonstrates a profound understanding of the complexities of urban mobility. By offering a range of solutions, the 'NOW' group aims to address diverse consumer needs, reduce reliance on private car ownership, and contribute to more sustainable urban environments. The transition from a single taxi app to a key player in this expansive mobility ecosystem is a testament to the foresight and strategic execution led by individuals like Alan Fox.
Impact and Future Outlook
The journey from Hailo to MyTaxi and now FREE NOW, under the guidance of leaders like Alan Fox, illustrates the dynamic nature of the e-hailing and broader mobility sectors. This evolution is driven by a constant pursuit of efficiency, convenience, and sustainability. For taxi drivers, these changes often mean adapting to new technologies, potentially accessing more varied customer bases (e.g., through taxi-sharing initiatives), and operating within a larger, more structured framework. For passengers, it means more choices, potentially lower costs, and a more integrated approach to their daily commute.
The investment in improving services, as highlighted by Alan Fox, includes not just new features but also a continuous focus on the core offering: reliable and efficient taxi services. The commitment to maintaining FREE NOW as the number one e-hailing app in Ireland, even amidst expansion into other mobility forms, underscores the importance of the foundational taxi business. The success in Ireland serves as a case study for how e-hailing companies can grow, adapt, and integrate into a broader urban mobility strategy across Europe and beyond. The future of urban transport is undoubtedly multi-modal, and companies like FREE NOW, led by experienced figures such as Alan Fox, are at the forefront of shaping this exciting new era.
If you want to read more articles similar to Alan Fox: Steering Ireland's Taxi Evolution, you can visit the Taxis category.