I'm in the digital marketing industry since 2003 and I believe in the synergy of technology and marketing. Here is where I rant about my passion and work (most times, they are inseparable) or stuff I read and like. And of course all posts are of my own personal views.
Wednesday, 3 October 2012
The uncommon truth: Why can't we get taxis in Singapore when it rains
Ah. The uncommon truth. We try to use this alot in our work with clients. Find out beyond what they are saying. What is not the obvious?
Use of big data to the rescue.
A study was actually done on why can't we get cabs in Singapore when it rains. Now this is unusual because we have tons of cabs (or taxis as Singaporean like to call them) in our city state. We have like 5 cabs per 1,000 people. Compared that to 2.6 in Hong Kong, 3.3 in London and 1.5 in New York.
So why aren't we getting our cabs? Ask any Joe on the street, the answer would usually be more demand for cabs due to the rain. Cabs are really quite affordable in Singapore compared to other similar cities.
What the study uncovered was astonishing. GPS records of cabs was compared against weather satellite. The uncommon truth? The cabs were not zipping around like bugs due to high demand. In fact, they stopped moving.
Why? Because of cab company policies , the drivers are penalised in event of accidents (even if its not a fault of theirs). So most of them opt to just sit out the rain.
Read more here.
http://www.computerworld.com.sg/resource/applications/why-you-dont-get-taxis-in-singapore-when-it-rains/
Labels:
digital marketing,
technology