Publications
Publications
- August 2004 (Revised April 2005)
- HBS Case Collection
MK Taxi: Private Chauffeur Service
Abstract
MK Taxi Tokyo has developed a system to allow customers to use their mobile phones to find and contact the cab closest to them, bypassing the dispatch center. The system, called the Private Chauffeur Service (PCS), makes use of NTT's i-mode service, which essentially turns mobile phones into small Internet terminals. MK worked with NTT to develop an application that physically locates each PCS caller, determines the closest cab, and automatically connects the customer with the cab's driver for a voice call. At the time of the case, Maasaki Aoki, the head of MK Tokyo, wonders how best to expand and enhance the PCS service.
Keywords
Information Technology; Entrepreneurship; Customer Focus and Relationships; Transportation; Mobile and Wireless Technology; Transportation Industry; Service Industry; Tokyo
Citation
McAfee, Andrew P. "MK Taxi: Private Chauffeur Service." Harvard Business School Case 605-029, August 2004. (Revised April 2005.)