Tuesday August 23, 2016 0 comments
AUSTIN, Tex.-- In early May, ride-share giants Uber and Lyft pulled out of Austin, Texas after refusing to implement a fingerprinting process mandated by the city. The result left a sizable market gap, giving numerous small ride-sharing enterprises a chance to move in and capitalize upon a generous market opportunity.
One such company – FARE – was still in the early stages of its initial launch in Phoenix, Ariz. Nearly 200,000 rides, 4,000 drivers and tens of thousands of customers later, FARE and Boulder-based Amadeus Consulting successfully led the transition of the Austin ride-sharing market by developing a quality mobile application at scale with velocity.
A big reason why was Amadeus’ ID-GEM business value framework.
Hearing the news of the surprising ouster of the two industry leaders, FARE’s Chairman of the Board Andrew Leto, FARE’s CEO Michael Leto, and the software development team at Amadeus Consulting, a provider of software strategy and development services to help customers drive business growth, turned an eye toward becoming the primary ride-sharing provider in the greater Austin area.
The team had already begun scaling both the mobile app development and business logistics for focus on a large-scale launch when Michael Leto led the charge into Austin with his passion for customer service and responsiveness, and a strong business model which was supported initially by the ID-GEM framework.
ID-GEM, a business value framework, helped ensure the opportunity and business goals were aligned with technical specifications from the start, ultimately positioning FARE to quickly emerge as the leader in Austin.
“With our attention on the business value and opportunity, we immediately seized upon the number of gaps in the ride-sharing market,” said Andrew Leto.
“A big one was the perception of the drivers. We wanted to enable them to build their own brands and develop long-term relationships with riders.
“We used to consider these disruptive technologies or services, but now that the market has matured, customers have a high level of expectation for a quality product and, above all, an exceptional experience.
“Our time in both Phoenix and Austin has only reinforced our belief that the ride-sharing industry needs to build a better bridge between drivers, riders and the coordinating organizations.”
Companies that combine service provision with on-demand technology are familiar with the problems that can arise when forced to scale quickly.
Amadeus Consulting, developers of the FARE mobile app and software platform, faced a particularly cumbersome challenge taking the software from beta into a full-service application in a demanding market, essentially overnight.
“This is a great example of the next generation of mobile apps and back-end software,” said John Basso, Amadeus CIO. “Today’s next-generation applications combine geo location, Big Data, multiple apps on a single software platform together with cybersecurity, predictive analytics – and you name it.
“Initially, this app was designed to handle a small concentration of users. To turn it into an enterprise-scale tool to service an extremely savvy and robust consumer base in a city like Austin, was challenging.
“That’s where our ID-GEM framework helps. It takes a proven process and workflow that ensures all elements of the business are taken into consideration as part of the development lifecycle. It’s not just about creating a mobile app, but, developing the right mobile app with all the back-end architecture to fully support it to scale successfully in that short amount of time.”
From building a $500 million logistics company, Andrew Leto knows transportation and knows how to put together a team.
“We chose to work with Amadeus due to the company’s proven ability to address the most difficult technical and business challenges,” Leto said.
“The communication between the software development and business sides of the project was clear and productive, and as a result, we’ve been able to build a strong foundation for the future growth of both the company and our relationship with the drivers and riders.”
Many startup-level companies are still vying for space in Austin’s ride-share space, providing a healthy diversity in an open market. While the predictions of a transportation apocalypse proved false, FARE said it plans to continue to refine its technology and listen to the maturing demands of the customers as it looks to new potential markets having solidified its presence in Austin.