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Uber’s march across the African continent continues at a serious pace, with the ride-sharing app officially launching in Accra, Ghana’s capital and largest city. Accra has an estimated urban population of 2.27-million as of 2012. Accra takes Uber’s footprint in Africa to 13 cities . The service will be officially operational from 11 June 2016.
“We see Accra as a natural fit, because its people are willing to embrace innovation and technology and love products that are cool, exclusive and offer a new experience,” said Alon Lits, General Manager for Uber Sub-Saharan Africa at a press conference. “We are able to deliver just that, safely, reliably and affordably.”
Lits added, “Our platform contributes to a broader evolution in global transportation where riders are empowered to access transport on their terms, in a way that is useful to them and sustainable for our cities. We are excited to add a the vibrant, growing economy of Accra to our global network.”
Uber has had to adapt its strategy in Africa, as it has to in growing economies such as India, launching cash payments, which recently launched in Cape Town and Johannesburg.
In an interview with Reuters, Litsrevealed the strategies Uber has employed to make a success of their operations in Africa. According to Lits, the option to pay for rides in cash and mobile money in Kenya increased growth in Nairobi and the company saw about 100 000 people open the Uber app once a month.
Lits said “It’s definitely going to be part of our strategy as we push across Africa,” he said.
To start off Accra residents, as of today Uber users can use the promo code MoveGhana, to access the free six rides Uber is offering. Each trip is limited to maximum of GHS 20 (R75) each from Thursday 9 June at midday until Sunday 12 June at midnight.