John Momban
When Uber started transforming the cab-hailing market in the most disruptive wave to ever hit the cab industry in 100 years, it didn’t take long for enterprising individuals to replicate the same model across the world.
TechInAfrica – Maramoja is an example of such a model that has grown and is now referred to as Africa’s Uber. aunched in Nairobi in 2013, the startup basically took Uber’s model and ran with it. Nairobi’s tech community, often labeled as Africa’s Silicon Valley, with blossoming tech hubs and incubation centers, is what attracted Jason Eisen, Maramoja’s CEO. He came to the city and quickly noticed that with all the tech buzz, the transport sector didn’t have something to rejuvenate it in tandem with available technology. Uber’s services debuted in Nairobi in early 2015. He financial muscle behind Uber meant that to compete in an open marketplace any rival would have to engage in a tactical way but not on price.
Maramoja had to project itself differently to remain relevant.
The strategy was to reinvent itself by creating a model that values drivers as the core of its existence. According to the company’s approach, drivers are the key in building relationships and bringing in clients. The company hence moved away from seeing its drivers as pawns in a game but as assets to be protected. This has been the pinnacle of its success. The company also adapted quickly to mobile in a country where penetration is among the highest in Africa by launching both Android and web apps. The flexibility to either pay in cash or use a card is appealing considering the low penetration of credit or debit cards in Africa. The growth curve for Maramoja is largely powered by word-of- mouth where satisfied passengers recommend drivers to their friends and family. The company has announced plans to launch a value addition feature that will enable passengers to report emergencies such as attacks, crashes or road closures. The company is planning an aggressive expansion strategy and has entered into agreements with 24 countries across Africa that will see a rollout of the taxi-hailing service in different locations. It’s not all rosy though for such a nascent industry.
In Nairobi for instance, one of the challenges for drivers is the ever-present harassment from corrupt traffic police officers who demand bribes for conjured reasons. For Maramoja, the sky is the limit as it strives to grow into more markets with different dynamics. To adapt to these diverse conditions the company will hold dear to its promise; providing a trusted driver and payment options that are flexible and universal.
