Taxi Friend: Innovation Application For Taxi Passenger

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For Taxi Passenger

Ramana Seesan1, Tippakorn Rungkasiri2, Nagul Cooharojananone3

1_{Technopreneurship and Innovation Management Program, Chulalongkorn University} 2

Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University

3

Department of Mathematics, Faculty of Science, Chulalongkorn University

ABSTRACT

Taxis are popular in Bangkok because travel by taxi is very convenient. But travelling by taxi also found the problem as well, especially on the safety. It is a crime that occurs on a regular which is a concern for most passengers. For problem solving, passengers are choosing to call intimate friend and give identity of the vehicle and driver. But at the same time, such actions create distrust on a trip. Cause discomfort to the passengers and the driver itself. Thai society is a society that is considerate and generous love for each other’s so most people feel presumptuous to call.

In recent years people began to use more and more smartphones. Because of mobile trend and the development of 3G network change their lifestyle. TAXI Friend is innovation mobile application that was developed from survey of user demand to assist in the journey. The paper shows what functional that passenger in Bangkok need from the survey.

Keywords: Taxi passenger problem, innovation, smartphone, mobile application, user demand INTRODUCTION

Taxi is popular public transport in Thailand, especially in Bangkok and nearby area. From survey, 93 percent of people in Bangkok used to travel by taxi. (ABAC Poll, 2005) Because travelling by taxi is more convenient than using other types of public transport. Taxi can reach your exactly destination. You can go all the way to anywhere, anyplace, anytime. It's quick and also save your time. Cost of taxi in Thailand not too expensive compare to the cost of living or compare to travelling by personal vehicle. Moreover it is also great for going to the place you don’t know the route or when you travelling with large luggage and that not suitable to used other public transport. Other that taxi is good choice when you cannot drive while drinking alcohol, disable person, sick or feel sleepy etc.

But there are also have bad side for travelling by taxi. Most complain problem is about complaining on service mind. From the data of Department of Transport, reveals that complain about taxi via call 1584 (Toll free for public transport problem) through the month of January 2011 for over 1,000 cases. The most problems is the driver refuse to pick up passengers followed by careless driving habit, not use polite speech and driver not pass passengers to their destinations. (Department of Transport, 2011) And there is still have problem about safety of taxi service. The news about crime occurs when travel by taxi always frighten people. On a survey 91.2 percent of people in Bangkok had been informed that they get information about a crime, accident or unsafe of taxi service. And 47.0 percent are not confident in safety of taxi service. (ABAC Poll, 2005)

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So our research is consider about how to help taxi passenger (especially in Bangkok) feeling more safety. And we think efficient way to do is making mobile application because most of people in Bangkok have their own mobile phone. They can easily install application into their mobile and go. We want to serve everything that passenger need when they’re use taxi service. So first we survey what taxi passengers need. Then compare to existing mobile application in the store and found they still no application which is served every function that passengers need. After that we bring all the function into our mobile application. We want to give them an application which make them feel like there are friend travelling with you so we called our application name is “Taxi Friend”

BACKGROUND

Because of low confident in safety of taxi, most passengers avoid travel alone especially women passenger who have to use taxi service in night time. But if they cannot avoid using taxi it will make them feel uncomfortable all the way because the risk of taxi crime happen on night time with alone passenger. Taxi driver is stranger person to passengers, despite the fact that every taxi car must have

notice board which give information to passengers in front of the car. But it's hard to see and remember. Also, some drivers face is not matching with a photo in notice.

Many passengers used to the comfort of their own safety by list or remember taxi no. on side door. Many of them will call to close friend or family member and told the detailed about the car to make sure taxi driver will not dare to do a crime on them. But voice calls are usually causing an uncomfortable situation for both the driver and passengers. This will cause a sense of mutual trust. Thai society is more likely to be more considerate. As a result it will end up by some passengers especially women do not dare to call to anyone. When the unexpected thing comes up, it's hard to find and investigate further.

Another method used is to send a message or chat to other people via mobile phones. Avoid using the word and more comfortable situation. But it also has disadvantages such as use time of typing. Some case passengers cannot see details in taxi notice board. And sometime driver is not match with detail so it’s hard to investigate if something bad happen.

The research idea is to create an application on the mobile phone because most of people have mobile phone. This app will aim to help passenger safety along their journal by taxi. We point out to application on smartphone. Because smartphone can install new application but feature phone doesn’t.

There are factors that lead us to consider on smartphone application. First, Kasikorn Research Center survey found today consumers in Bangkok using smartphone 50.4 percent overall. While the consumer groups who have just started working at age 20- 24 years is the most using group at 56 percent (See Fig.1). Although the proportion of consumer using smartphone in Bangkok is already in high level but over 50 percent of consumer in all age whose doesn’t use smartphone also plan to buy smartphone. Especially consumer at ages of 20-24 years and ages 30-34 years plan to buy smartphone in the future up to 83 percent (See Fig.2). (Kasikorn Research Center, 2011)

Second, trend in the use of mobile phone changed. Especially in Bangkok, people start living with mobile lifestyle which mobile phone is part of their living.IDC Asia has predicted that in 2558 Smartphone will have growth rates higher than the feature phone for eight times. Since Android OS make a smart phone cheaper, this result demand in emerging markets and was responsible for the adoption of a mobile smart phone more (IDC Asia/Pacific, 2011).

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49 56 53 ₄₆ ₃₉ 36 14 50 41 45 ₅₁ ₅₉ 61 86 1 3 2 3 2 3 0 0% 20% 40% 60% 80% 100% 15-19 20-24 25-29 30-34 35-44 45-54 over 54 Percent of mobile phone in Bangkok

Smartphone Featurephone PDA

Third is the potential of 3G network. In Bangkok, there are people who are currently using 3G is 36.6 percent and those who do not use 3G 89.5 percent plan to use 3G in the future. The demand for 3G services to consumers are in such high levels. (Kasikorn Research Center, 2011)

Fig.1 (Left) Chart of Percent of mobile phone in Bangkok (Source: Kasikorn Research Center, 2011) Fig.2 (Right) Chart of Plan to use smartphone in Bangkok (Source: Kasikorn Research Center, 2011)

Definitions

Innovation

Industrial innovation includes the technical, design, manufacturing, management and commercial activities involved in the marketing of a new (or improved) product or the first commercial use of a new (or improved) process or equipment. (Chris Freeman, 2010)

An innovation business is one which lives and breathes outside the box. It is not just good ideas; it is a combination of good ideas, motivated staff and an instinctive understanding of what your customer wants. (Richard Brandson, 2010)

So innovation means not just invent new thing, new service or new process but it can be improved thing, service or process. And innovation also has to drive or serve what customer need too.

Taxi

Taxi is a public transport up to seven seats. In this research, taxi is metered car which mean excluding the three-wheeler or a tuk-tuk taxis.

Smartphone

Smartphone is a cellular telephone with an integrated computer and other features not originally associated with telephones, such as an operating system, Web browsing and the ability to run software applications. There is no standard definition that clearly delineates a smartphone, many devices marketed simply as cell phones offer similar features to those marketed as smartphones. (Searchmobilecomputing, 2000)

The ability of smartphone which support the need of research because smartphone running by mobile operating system, such as Nokia's Symbian, Google's Android, Apple's iOS or the BlackBerry OS.

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Smartphone support internet connectivity via mobile internet or Wi-Fi, ability to download applications and run them independently, support for third-party applications and support GPS (global positioning system).

Mobile Application

A mobile application is applications running on mobile devices like cell phones, etc.

Mobile Operation System

Operating system is software that acts as an intermediary between the hardware and applications in general. The operating system is the main function is to allocate resources in a mobile phone. To provide applications with the transmission and storage hardware, such as the transmission of image data to the display screen. To store or read data from memory or deliver the sound to speakers. To allocated space in memory as an application request. To manage appropriation act for the central processing unit (CPU) of current applications and other applications in background when there are many application work together.

There are many Mobile OS but the rising one is clearly be Android and then following are iOS and Microsoft. (See Fig.3)

Fig.3 Worldwide Mobile Device Sales to End Users by Vendor (Source: Gartner May 2007 -Nov 2011)

Research limitations

Taxi Friend application is an application for a taxi in Bangkok

Taxi Friend application is an application for smart phones only. Not cover the use of feature phone or other portable devices.

Taxi Friend application is just develop in iOS and Andriod OS.

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RESEARCH DESIGN

Research Process

The process of researching is applied from concept of The New Product Development Decision Process by Kotler & Keller (2009), which consists of eight main steps. (See Fig.4)

Fig.4 Flow chart of research process which apply from The New Product Development Decision Process by Kotler & Keller

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Research Objective

1. To study of behavior of taxi passenger in Bangkok. (RO1) 2. To study problems of taxi passenger in Bangkok. (RO2)

3. To find service that taxi passengers in the Bangkok demand to be on Smartphone Application. (RO3) 4. Create and development “Taxi friend” application from taxi passenger demand. (RO4)

5. To distribute “Taxi friend” application into commercialize. (RO5)

Research Methodology

For research objective of RO1-RO3

The participants in this research are from people who have experience with taxi in Bangkok. We collect behavior data and their attitude when using taxi. The survey was online questionnaire for total 100 respondents. The result is summary below.

Result: Behavior of taxi passenger in Bangkok (RO1)

Out of 100 respondents, there were female 74 percent and 26 percent were male. The respondents aged between 23-30 years the most (70 percent). Following is the age between 31-40 years (21 percent).

Income of the respondents, 50 percent have revenue from 20,001 to 30,000 baht per month, followed by the 21 percent of revenue in the range 30,001 to 40,000 and 13 percent of revenue in the range over 40,001 baht. The income is very high compared to an average income of Thai population, is around 10,525 baht per month. (World Bank, 2011)

Respondents use smart phones 80 percent and non-smart phones 20 percent. Mobile operating system is used most is iOS (32 percent), followed by Android (20 percent), Window Mobile (11 percent) and Blackberry 6 percent respectively. 23 percent were not identified.

Respondents have a habit of using a taxi, most less than 3times per week ( 86percent) and used taxi 5-3times per week equivalent to 72percent while just only 3percent used more than 5times per week. 40.5 percent of respondents have no period typically time using taxi. Followed by dinner time (21.00-24.00) for 18.03 percent, 16.0 percent in the evening (18:00-21:00) and 14.5 percent in the morning (06:00-09:00) respectively.

According to 33.7 percent of respondents decide to use taxi because it fast and 32.2 percent because of its convenient. Another reason they take taxi when no bus route pass the place they want to go to (14.4 percent) and when they don’t know route to destination (10.6 percent), 8.2 percent for avoid parking issue and a few use when private car not available (1.0 percent).For the popular purpose of travel is for daily life only 6.6 percent use taxi for travelling.

Conclusion, most respondents use taxi less than 3 times per week. Usually use taxi during 06:00-09:00 in the morning for going out to work and during 18:00 - 24:00 in the evening to back to resident.

Result: Problems of taxi passenger in Bangkok (RO2)

Use the Likert Scale questionnaire which divided into 5 levels: 1 2 3 4 5, when 1 meaning disagree and 5 means the most agreement.

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Respondents agreed that overlooks the importance data of a taxi in front of the car clearly and have quite good attitude to travelling with taxi, but not quite sure of safety. Normally taxi drivers have good manner but not good driving skill.

Respondents usually not careful to call or texting to someone else while being passengers and usually cannot remember taxi no. correctly. They didn’t use location base service (such as check-in, foursquare, etc.) while travelling too. However, the most of them agree that they never forget thing on taxi, had not been cheated a taxi fare, had not been attacked by the taxi driver and had not been sexually abused by taxi driver.

Result: Service that demand to be on Smartphone Application (RO3)

Use the Likert Scale questionnaire which divided into 5 levels: 1 2 3 4 5, when 1 meaning disagree and 5 means the most agreement. Research indicates that respondent demand in every application that can be suggested. The most value demand to less demand respectively as below.

No. 1 Need an application that can alert emergency on a taxi quickly and easily.

No. 7 Need an application that can report the unwanted behavior of taxi drivers to taxi union. No. 3 Need an application that can estimate a taxi fare. Check fare rate have been cheat or not. No. 4 Need an application that helps determines the route to destination on location base service (LBS).

No. 5 Need an application that record travelling information.

No. 8 Need an application that helps to tell other people what taxi no. and destination they going to.

No. 2 Need an application that give taxi service call center number.

For other applications that require, the recommendations include an application that can connect to a police station or a nearby hospital in case of emergency, need an application that show traffic status that help to avoid traffic jam, suggest to have receipts like e-bill for travel by taxi and improve services for taxi queues by checking and booking taxi nearby passenger which hope to reduce waiting times.

Result: Create and development “Taxi friend” application (RO4)

From background, we design to develop application on two mobile operation systems those are Andriod OS and iOS because these two operation systems have most user nowadays.

And for application function generate from customer behavior and customer demand from result of research objective RO1 -RO3. Divide into 7 main functions there are emergency call and alert, report unwanted behavior, check fare rate, provide destination route on location base service (LBS), record travelling information, share information and taxi call center number.

Before develop application, check and compare with popular application on market (see table 1) and found still have no application that support all of customer demand. The most nearly reach customer demand not available in Thailand so we decide to make this application suitable for customer in Thailand.

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Table 1 : Compare Taxi Friend with popular application in market Application p ro vi d e hi st o ry d at a lo ca ti o n b as e s er vi ce ch ec k f ar e ra te em er ge n cy ca ll sh ar e in fo rm at io n ta xi c al l ce n te r n u m b er re p o rt u n w an te d b eh avi o r p ri ce Other Taxi Friend _ _ _ _ _ _ _ Free Cabsure _ _ _ _ Free Thai Taxi    0.99$ Taxi service _ Free Taxi caller

Free Show destination to taxi driver Taxi Reporter _ Free Taxi-booking  Free Taxi!  

Free Paid via credit card Hi shanghai

taxi    Free

Show destination in Chinese to taxi driver SMRTbook a taxi  Free Taxi pro _ _ _ Free Caburlous

   Free Add favorite Taxi

Taxi meter

free   Free

Taxiphone

   Free

myTaxi

     Free Only available in EU

cab4me _ _

Free Taximagic

   Free Paid via credit card & e-bill

Seoultaxi _ _ _

Free Available in Seoul,Traffic report Get taxi

    Free Paid via credit card &

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Result: Commercialize application (RO5)

The research process now still under development process. Although we upload application on both App store for iOS and Google Play for Android OS already but it just for concept testing period. Plan for commercialize and public relation of this application under negotiate with partner.

CONCLUSION

At this moment, the application development has been completed both an Android App and an iPhone App. Now the processing of research is under evaluation by experts and example user group. The trial version is able to be downloaded for free on App store for iPhone and on Google play for Android by searching for taxifriend.

After application evaluation has done, and then we will introduce this app to our partner and supporter to help us promote the application into public scale. We would like to spread promote as much as possible to gather many user to push this application recognition because the aims of this application is to be an ideal application for a taxi passenger. We expect this applications make a good benefit for our society. Reduce the tense atmosphere of the driver and passengers that may occur on a taxi. Reduce worrying of parent or people you love when you have to traveling alone or traveling in the night time. Help to find taxi you were ride on in case some item on. And of cause we hope this application will satisfy our customers.

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Gartner. (2007). Market Share: Mobile Devices, Worldwide, 4Q07 and 2007. Retrieved Mar 16, 2012, from http://www.gartner.com

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Kasikorn Research Center. (2011). Mobile Phone Market, 2011: Smartphone Showing Satisfactory Sales, while Penetrating Low-End Market. Business Brief, 17(3040), 1-5.

Kasikorn Research Center. (2011). Smart Phones Thriving, 50% of Bangkok Residents Own Them.

Business Brief, 17(3150), 1-7.

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Searchmobilecomputing . (n.d.). Smartphone. Retrieved July 31, 2011, from http:// searchmobilecomputing.techtarget.com/definition/smartphone

ThaiPR. (2011). International Data Corporation (IDC) point out year 2011 sales of smart phones will be more than 100 million units in the Asia Pacific region. Retrieved August 16, 2011, from http:// www.thaipr.net

Thanthip Boonngam. (Ed.). (2011, February 25). Department of Land Transport Report Reveals Top taxis and public transport via 1584 through January 2011, totally more than 2,000 a month. [Electronic version]. DLT NEWS. Retrieved August 17, 2011, from http://www.dlt.go.th World Development Indicators database, World Bank. (2010). Gross national income per capita 7212,

Atlas method and PPP. Retrieved Sep 21, 2011, from http://siteresources.worldbank.org /DATASTATISTICS/Resources/GNIPC.pdf