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Addison Lee: Using API integration to create a truly global taxi service

Margi Murphy | May 20, 2015
Addison Lee is banking on Microsoft Azure cloud to ensure customers don’t face delays booking from its mobile app.

Cloud makes sure we have no app delays
The firm uses cloud tools in various instances - like AWS for its research and development efforts, but is moving its driver network tracking tools and its Java-based app onto Microsoft's Azure cloud and using different messaging technologies like PubNub.

"We are trying to get the speed of response as quick as possible and we can do that in the cloud with no delay time. If we have a delay that is too long, customers will not book."

Addison Lee runs its own datacentres but it is increasingly using VMware and cloud to scale quicker and cache data in different places to break down API complexity and comply with data security requirements for sovereignty and client purposes.

"You can stand up a whole system fairly quickly in the cloud so it gives us much more flexibility", xx adds.

Creating a loyalty scheme
The firm just set its loyalty scheme live after two months of preparation. Built on a mixture of Salesforce and in-house development, the firm hopes the programme, along with its 8-10 year historical customer datasets will ensure it offers the best customer experience possible. This will be its prize weapon to beat stiff competition from the likes of Uber, Hailo and Lyft in the US.

Ingram says: "We do want a share of wallet and we believe loyalty will play a huge part in that.

"We have a branded vehicle it is serviced regularly. We can give you Wi-Fi experience. It is more about the overall experience. Plus we are definitely insured, definitely keep records and we are definitely safer."


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