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2013 sees the role of mobile growing even stronger than before, in both Africa and the rest of the world.  Consumers continue to look to their mobile devices to help them maximise every moment of their day. According to a survey of adult US smartphone owners, 63% of women and 73% of men can’t go an hour without checking their phone (Harris Interactive, June 2012). The focus is on cramming more content, connection, consumption or simply more fun into every interaction.

Climbing on the bandwagon, Cape Town’s Taxi Rank is embracing the mobile revolution in a consumer-centric way.

According to

Consumers can simply enter their pick-up and drop-off destinations to compare estimated quotes from multiple taxi companies. Once they select a quote, the taxi company then sends a text message confirming the pick-up time and cost. Taxi Rank’s mobile site can automatically pinpoint your location if your phone supports browser-based geo-location, so there’s no need to provide a pick-up point.


Saint-Francis Tohlang is an independent insight consultant and trend analyst. He provides South African trend observations to, as well as insight observations to stakeholders such as Flux Trends, HDI Youth Marketeers, Lovelife, and Savino Del Bene. He holds an MA in Media from UCT and continues to research in the areas of media markets and strategies, consumer culture and popular subcultures.


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