Mellowcabs: using tech to disrupt first and last mile transport, the African way

South Africa’s taxi industry, which carries an estimated 60% of the country’s commuters, is a multi billion rand pie. It’s no surprise then that both international and local venture-funded startups, like Silicon Valley’s Uber and Cape Town’s Zapacab, are hungry for a slice.

While Zapacab and Uber are essentially using an identical blueprint to pursue the same market segment, Mellowcabs is trying something different. The Franschhoek, Cape Town-based startup is planning to offer free last mile transportation by bringing the web’s advertising model into the real world.

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