Quick txt msg and the cab comes to the door

By YVETTE ADAMS

London's traffic problems are undoubtedly worse than Auckland's and far worse than anything Wellington has to worry about.

But former Wellingtonian Nick Middleton thinks his new company, a text message minicab service called Cab2go, could be the answer.

Developed over two years, the concept is simple.

Would-be travellers text their location, desired destination and name to the Cab2go number and back comes a list of fare options and estimated times of arrival from licensed cab companies.

Once the customer has chosen a ride, Cab2go sends back an SMS giving details of the cab dispatched, including the licensed driver's name, car colour, make, model and registration.

"I had the idea about two years ago," says Middleton.

"It came out of the frustration of leaving clubs and bars and having to negotiate for a taxi. It really put a downer on the whole night.

"And you always hear about the muggings and sexual assaults, and all the intimidation that goes on too."

Middleton says the aim of his service is to "get rid of the cowboy element. Minicabs generally have a very bad name out there so we wanted to identify companies of integrity that wish to promote their reputation".

He arrived in the UK in 1998 and found himself swept up in the dotcom boom, working for a company called Protx.

"The company was worth a hundred million when I started but became a casualty of the tech wreck. So I went travelling and the idea for Cab2go emerged."

Initially he held off because others were supposedly planning something similar.

"But two years on, after I had been home to New Zealand for a visit, no one had actually come out with it and I decided it's what I really wanted to do. So I started work on it."

As part of his market research, Middleton had to meet a range of minicab companies.

"There was an initial resistance from some companies. But as soon as we went in there and gave them a five-minute demonstration their whole attitude changed completely.

"They understood exactly how it worked and realised it was going to be an important service that they should be part of."

Cab2go was launched in Fulham as a trial to iron out teething problems.

If the trial works out he hopes to expand fairly quickly to cover the whole of London.

"I really hope to make a difference in London," Middleton says. "If all goes well, Cab2go will be the safest, most convenient and best value for money taxi ride."