How Careem's Hala JV has led to spike in Dubai driver earnings

80% of drivers participating in Hala - Careem's new JV with Dubai's RTA - report being pleased with the tools the system makes available
How Careem's Hala JV has led to spike in Dubai driver earnings
A pilot phase of Hala began with 2,000 Dubai taxis. By mid-September, the service is expected to cover 5,500 taxis, which the RTA says is “a starting point” before it is rolled out to the rest of the city’s taxi fleet.
By Bernd Debusmann Jr
Mon 02 Sep 2019 02:00 PM

A vast majority of drivers who have been enlisted for Careem’s new Hala joint venture have reported higher earnings when they use the service, according to Hala CEO Clemence Dutertre.

The new JV with Dubai’s Roads and Transport Authority (RTA) allows users to book Dubai taxis directly through the existing Careem ride-hailing app.

A pilot phase of Hala began with 2,000 Dubai taxis. By mid-September, the service is expected to cover 5,500 taxis, which the RTA says is “a starting point” before it is rolled out to the rest of the city’s taxi fleet.

Speaking to reporters, Dutertre said that a survey of the first several thousand drivers participating in the JV found that the majority were pleased with the benefits it provides.

“We’ve done a survey of thousands of captains, and the first results [show] that 71 percent of them reported an increase in earnings,” she said.

“80 percent of them reported that they are very happy with the system because it provides the additional tools to help make their lives easier, like GPS to know the route, simplified payments through credit card and knowing their customers,” Dutertre added.

Encouraging Careem Use

Additionally, Ahmed Hashim Bahrozyan, the CEO of RTA’s Public Transport Agency (PTA) said that while for the time being the RTA’s existing taxi call centre will continue to operate, the entity will encourage users to download the Careem app.

“The RTA call centre will continue to operate for the near future, but we’ll eventually be phasing it out,” he said. “Even the people that call the centre today, the aim is to encourage them to download the Careem app.”

Bahrozyan added that the “overall experience” of using the Hala service is “much better” than through the call centre.

In the future, Bahrozyan said that he believes the Hala service will soon include other methods of transportation in addition to taxis.

“Hala, over the next few months and years, is going to introduce new shared mobility services to the ecosystem in Dubai,” he said.

In addition to the approximately 6,000 limos on the Careem app, the introduction of Hala means that users will now have approximately 11,500 vehicles to choose from by the end of the month.

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