I had that Dave Birch in the back of my cab once
By Dave Birch posted May 31 2010 at 8:08 PM[Dave Birch] I jumped into a taxi in Singapore and noticed that they now take EZ-Link (the contactless transit e-purse, similar to Oyster) in payment so I couldn't resist asking the driver about payments. This partly because I wanted to confirm my own prejudices about the key role of transit in driving contactless payments and partly because, by coincidence, I happened to be writing something about the use of cards in taxis. Taxis, you may not recall, are a particular area of expertise of mine...
In particular, I'd been looking at the New York taxi case study. Remember how the story of cashlessness went there? The taxi drivers fought tooth and nail to avoid installing POS terminals and eventually they were forced to by the city.
The drivers were initially recalcitrant, and even went on strike. But the City persisted. Now every taxi has a meter and drivers have relented on letting customers pay this way. In my experience relatively few drivers in New York insist that the machine is broken or look like they will break my legs if I whip out plastic. They don't even seem that grumpy.
[From The Effect of Card Acceptance on Sales: The Case of Taxicabs in New York - pymnts.com]
A couple of years ago, when the programme to migrate taxis to e-payments was getting underway, there was already a measurable impact.
The majority of fares are still in cash, with about 13 percent of taxicab revenue now from credit card transactions. Nearly 80 percent of the yellow cabs, or 10,238 of 13,148 cabs, have had credit card machines installed. The rest will get the systems by the fall, Mr. Daus said.
[From Card Readers in Cabs, and the Battle Behind the Scenes - New York Times]
You would expect the share of revenue down to cards to be much higher than the share of transactions, of course, because people would tend to use cards for the higher value fares in the first instance before developing the expectation that all taxis take cards and not bothering to get cash from an ATM before flagging one down. Now that the migration has been complete for a while, we can reflect on the long term impact of the change.
...accepting plastic seems to have increased taxi receipts by about 13 percent in a down economy. According to one taxi trade group representative, "Credit cards helped the New York industry stay stable in a time when the rest of the for-hire industry was in significant decline." People are taking short trips and paying with plastic; before they might have walked or taken the subway.
[From The Effect of Card Acceptance on Sales: The Case of Taxicabs in New York - pymnts.com]
Unfortunately, my UK contactless card didn't work in the New York taxi I was in last week, so I wasn't able to assess how convenient contactless taxi payments are. Anyway, always eager to obtain trends from the coal face, so to speak, I asked my Singaporean taxi driver what his experiences were. He told me that he pays a flat fee of 20 cents for an EZ-Link payment and that he finds it very convenient because it is so fast. When I asked him who used EZ-Link, he told me that it had only been in his taxi for a month, but that generally speaking it was students and young people. Older people used cash (as, indeed, I proved later on). The contactless reader in the taxi also accepted Visa/MC, but the driver said that there is a 10% surcharge for using credit cards and not many people used them. I wanted to try either my EZ-Link card or one of my UK contactless cards in the reader to see if it worked but I realised I'd left my wallet and my phone back at the hotel, thus immediately subverting a standard mobile conference cliche in an instant.
Incidentally, the driver (who may have been a plant by the Monetary Authority of Singapore) also said -- unprompted -- that he supported the idea of moving to cashless economy and thought that coins were a waste of time. He then went on to prove this when it came to bill which came to $5.40, so I gave him $10 and coins and he gave me $5 and coins back, waving away my attempt to leave him with the transaction shrapnel.
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