E-Hailing Under Scrutiny: The Urgent Call for Panic Buttons and Brand Oversight

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JEREMY MAGGS: Recently, new regulations have been introduced that will significantly change the operational landscape for e-hailing services like Uber and Bolt. These regulations require that e-hailing vehicles be distinctly branded, include panic buttons, and ensure that drivers maintain updated profiles for accurate identification.

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What does this mean in the broader context of South Africa, where e-hailing vehicles often encounter challenges from traditional taxi services? To explore this, I’m joined by Justin Suttner, the general manager for AURA Sub-Saharan Africa. AURA provides the emergency tech platform that supports Uber’s in-app safety button.

Welcome, Justin. As we’ve mentioned, these new regulations require panic buttons and proper branding. You’ve noted that this is part of a larger global trend. What’s driving this change?

JUSTIN SUTTNER: Thank you, Jeremy. The truth is that traditional emergency response systems, like 911 globally and 10111 in South Africa, often lack integration with modern technology. They’re stretched thin, and the capacity of the SAPS [South African Police Service] and Johannesburg Metropolitan Police is facing significant challenges.

Now, consumers globally and in South Africa have access to technology that provides critical services right at their fingertips. This heightened connectivity empowers more consumers to utilize this technology.

As governmental resources become increasingly burdened, it’s challenging for them to support consumers when necessary.

Essentially, the government is striving to catch up, which is why we’re seeing an emergence of these mandated, tech-enabled solutions aimed at integrating the private sector into providing support.

JEREMY MAGGS: Let’s delve into the practicalities: how does the in-app safety button work? What happens when I activate it?

JUSTIN SUTTNER: AURA has a direct link with Uber’s in-app SOS emergency response feature. When a driver or passenger activates that SOS feature, it connects directly to AURA’s auto-dispatch platform. A nearest vetted private response vehicle is autonomously dispatched, using our technology to navigate to the incident quickly, regardless of whether it involves the driver or passenger. This process is fully automated, significantly reducing response times and providing a seamless experience once the SOS feature is activated in the Uber app.

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JEREMY MAGGS: I have a concern that branding these vehicles could increase vulnerability for both drivers and passengers, especially given past targeting of such vehicles.

JUSTIN SUTTNER: Yes, it’s a complex issue. Branding can enhance visibility and build trust among passengers. It can often be challenging to determine whether a vehicle is an Uber driver.

While branding aids in visibility, it does introduce the risk of making drivers more apparent targets for criminals.

It’s a delicate balance. I believe it’s crucial, especially from the consumer’s viewpoint, to ensure they know that when they request an Uber, the driver is affiliated with Uber.

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JEREMY MAGGS: How difficult do you think the enforcement of these safety measures will be? Additionally, do regulators have the necessary resources for effective compliance monitoring?

JUSTIN SUTTNER: Ensuring compliance may take some time from the regulators’ end. While the policy is commendable, effective implementation and oversight could pose challenges. AURA has been collaborating with Uber for the past seven years, actively working together to enhance safety for drivers and riders with the SOS response feature.

I believe Uber is quite proactive in fulfilling its corporate responsibility towards its drivers. However, adherence to new regulations may present difficulties. Oversight will need to address various factors, particularly those concerning drivers and vehicles. Overall, I believe Uber is already doing an excellent job.

JEREMY MAGGS: Do you think these additional compliance costs will lead to higher ride prices?

JUSTIN SUTTNER: You bring up a crucial point, and I think it’s likely. While I can’t officially speak for Uber, the installation of physical panic buttons will incur hardware costs and private security service fees, which unfortunately aren’t free. However, I expect the overall impact on prices to be minimal, and the public is likely to appreciate these enhancements.

JEREMY MAGGS: Thank you very much, Justin. That’s Justin Suttner, general manager for AURA Sub-Saharan Africa. I appreciate your insights.

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