Copyright © 2010 TaxiPass — Confidential Taxi Technology Deployment Best Practices Copyright © 2010 by Frontier Payments, LLC. No part of this publication.

Copyright © 2010 TaxiPass — Confidential

Taxi Technology DeploymentTaxi Technology DeploymentBest PracticesBest Practices

Copyright © 2010 by Frontier Payments, LLC.No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means —

electronic, mechanical, photocopying, recording, or otherwise — without the permission of Frontier Payments LLCThis document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion.

1500 Broadway 14th Floor New York NY 10036 1-800-Cab-Ride.com

Create the Right Eco System to ensure Success.

Copyright © 2010 TaxiPass — Confidential 2

I. Who is TaxiPass

II. Technology deployment challenges with taxi industry

III. Typical outcomes for when passengers asks to charge ride

IV. The 4 Ingredients for Successful Card Acceptance in Taxis

(1) User Experience (technology)

(2) Operating Model

(3) System Aggregation

(4) Funding Model

V. Implementation Options

TaxiPass Executive SummaryTaxiPass Executive Summary


Who is TaxiPass?Who is TaxiPass?

What we are:•End-to-end, full service, turn-key cashless payment solution provider

What we are NOT:•We are not a cab company, credit card processing company or hardware provider

What industries do we work with:•Taxi, limo, black car, shuttle and livery companies

Why we exist:•Enhance ground transportation quality and service in fleets, cities & airports

Where is TaxiPass:•TaxiPass processes more cashless payments in taxis in more cities in the US than anyone else


Technology deployment challenges with taxi industryTechnology deployment challenges with taxi industry

• Capped [regulated] Pricing of fares

• Credit card transactions are an expensive payment option

• Drivers live day by day and don’t have bank accounts or credit history

• Fragmented, “mom & pop” independent contractors

• Limited repeat customers


Typical Outcome #1: Typical Outcome #1: Driver ResistanceDriver Resistance

• “Can you please pay by cash instead [I need to pay a bill]”

• “My credit card machine isn’t working”

• “Can I take you to an ATM?”

• “It is going to take a long time to get approval to charge the card”

• “Can you pay me by filling up my gas tank instead [by using card]?


Typical Outcome #2: Typical Outcome #2: High Cost Manual Driver AcceptanceHigh Cost Manual Driver Acceptance

• How card approved

• How card processed

• How card charged

• Cost of the above

Cashes credit card slips

Does who knows what with cc #s

The guy with gold chains at airport

or

Driver pays 5% - 10%

Passenger experiences slow unaccountable transaction and risks identity/card theft


The 4 Ingredients for Successful Card Acceptance in TaxisThe 4 Ingredients for Successful Card Acceptance in Taxis


(1) User Experience: Defined tech specs (vs. no standards)(1) User Experience: Defined tech specs (vs. no standards)

Ideal User / Technology Specifications• Security:

– PCI Compliance– Passenger does not hand over card to driver– Passengers controls transaction (not reliant on cabdriver)– Full credit card number not printed

• Ease: Touch Screen• Accountability: GPS tracking• Speed: No slow manual (voice based) charges

Kiosk Point of Sale Cell PhoneRear Seat Terminal


(2) Operating Model: Expert Administrator (vs. individuals)(2) Operating Model: Expert Administrator (vs. individuals)

Issue Individual Expert Administrator

Driver Involvement High Low

Time to receive funds Slow Immediate

Accountability Limited Strong

Customer Service Spotty Dedicated

Paperwork Cumbersome Automated

Cost High Low

Expert Administrators let a cabbie be just that, a cabbie!


(3) System Aggregation: Centralized platform (vs. none) (3) System Aggregation: Centralized platform (vs. none)

Expert administrators can also aggregate the technology in taxis to provide

Airports with aggregated:

• reporting

• analytics

• messaging

• GPS tracking

• data

• revenue collection

Note: Some markets prefer to provide this tech integration and management on their own.


(4) Funding Model: Consumer (vs. driver)(4) Funding Model: Consumer (vs. driver)

Relative # of Cashless Transactions per vehicle in Miami-Dade

Re

lativ

eC

ard

Usa

ge

Source: 300 TaxiPass & Verifone only taxis

Cabs withNo Tech

(Driver Funded)

Cabs withDriver

FundedTechnology

Cabs withConsumer

FundedTechnology 7 x2 x

Deploying this solution is expensive (NYC taxis pay ~$5k / year), In smaller markets, a consumer funded approach has performed best


Implementation OptionsImplementation Options

• Organic Adoption– How drivers get paid is not regulated by cities and airports– For example, drivers could accept traveler’s cheques as a form of payment– Therefore, 3rd party processors can offer services like TaxiPass without any rule

changes

• Promote Adoption– Other cities/airports want to promote card acceptance and they have provided

TaxiPass with cashiering booth at airport(simply rent a parking spot or offer same permit as other mobile vendors)

• Mandate & Standardize– After mass adoption, cities have standardized consumer funded model &

technology– Or airports mandated solution / offering for all drivers/passengers

Copyright © 2010 TaxiPass — Confidential Taxi Technology Deployment Best Practices Copyright © 2010 by Frontier Payments, LLC. No part of this publication.

Documents

taxipass processes

credit card number

credit card slips

successful card acceptance

credit card processing

user experience technology

funding model slide

operating model iv