How Vift grew their taxi business through digitising with ATOM Mobility

“Using ATOM Mobility's platform, we were able to open up our taxi business to an entirely different target market  – younger people. We've been able to offer a more simplified booking process to continue offering quality service to our customers, which is our guiding principle.” - Jamal, Founder and CEO of Vift

Experience in the taxi business: 6 years
Country: Sweden
Web page: https://viftmobility.com
App store: https://apps.apple.com/vn/app/vift/id1631027113
Google Play: https://play.google.com/store/apps/details?id=vift.app

As engineering students in the Swedish city of Örebro, just west of Stockholm, the Zindi brothers saw market demand and decided to launch their own taxi company. Starting six years ago, the business has grown to account for 8% of the local taxi market, attracting a higher-end clientele. 

One year ago, founder and CEO Jamal Zindi was looking for opportunities to further grow his business. At the time, Vift operated as a classical taxi company – based on receiving phone calls and dispatching drivers. By using the ATOM Mobility platform, he was able to launch his own dedicated mobile app, which clients could use to directly order and pay for their taxis. 

The effect of digitising his business was immediate – Jamal shares that they have received a considerable boost to business, as it opens the door to a new target audience. He shares that human behaviour regarding booking has changed. Many young people don't like picking up the phone to make a taxi booking, or people sitting in meetings aren't able to make a call. Having an app to offer makes all the difference.

Quality as a North Star

Jamal shares that throughout all of his journey as an entrepreneur, his guiding principle has always been to offer the best possible quality to clients. 

“In the services sector, it's not about who offers it cheaper, it's who serves their clients better. We offer better cars, better drivers, better customer experience. If you do it better, people will be willing to pay a premium,” explains Jamal.

In the early days, Vift's differentiating factor was an improved experience. They, and their drivers, were from an academic background. They were younger than most taxi drivers in Örebro at the time, which Jamal considered an advantage. They were able to bring an improved customer experience to their clients, which was appreciated. 

They aren't in a hurry to expand in size or geography. Jamal emphasises that they're looking to build a solid foundation and only then expand upon that.

“We don't want to start with too many cars. Our strategy is to build up the business in stages. Because if the foundation is strong, you will not fall. Once you have a system in place, it's easier to go to other cities.”

Vift has its own fleet of cars, and, using the ATOM Mobility platform, it can now onboard other drivers onto its platform. Though they're not in a hurry – they're establishing quality first and then will look beyond their borders.

Locally-owned as a key differentiator

The city of Örebro does not lack in its fair share of taxi sharing apps. They have Bolt, Uber, and others. But what Vift can offer and Uber can't, is hyper-local customer service – both for drivers and for end-customers.

“There are Bolt and Uber, they drive very cheaply. But the management and owners are not in Sweden. So if you have a question, you won't receive a response that fully understands your situation. People appreciate that we're from Sweden, that they can contact us, and that they can receive a response in their own language,” comments Jamal.

Using their competitive advantage, they believe that in just 2 years, they will be the biggest company in Örebro. And after that, they'll replicate their experience in other cities, still based on quality-over-quantity.

The secret to surviving in the taxi business – thinking 10 years ahead

One thing that sets Vift apart from traditional taxi services is their future-oriented mindset. Jamal shares that when making business decisions, he thinks about what will be relevant in 5-10 years' time. This way, he's able to stay ahead of the competition, and relevant to his customers.

One way this comes across is in the vehicles they choose. 

“Right now, all of our cars are hybrid. But very soon we'll be switching to a fully electric vehicle fleet. It's the better choice – for business, for the environment. That is where mobility is heading, and that's where we have to be as well.”

When asked about his tips for other entrepreneurs looking to start their own taxi business, Jamal stays true to his values:

“Constant development. Professional standards. Work with the heart. Quality is what matters. Consider the future – if you only do things for today, then you'll fall down.” 

Through working together, Vift has significantly increased its demand and revenue. Laying the strong foundation for digital services, Vift can now continue to build out the business and reach its goals of dominating the local market and expanding past its borders.

Learn more about ATOM Mobility ride-hailing and taxi platform here: https://ride.atommobility.com