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JEREMY MAGGS: Recently, new regulations have been introduced that will greatly impact the operation of e-hailing services such as Uber and Bolt. These regulations require e-hailing vehicles to be prominently branded, include panic buttons, and ensure that drivers maintain updated profiles for accurate identification.
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What are the wider implications of this in South Africa, where e-hailing vehicles have encountered challenges from traditional taxi services? To discuss this, I’m joined by Justin Suttner, the general manager for AURA Sub-Saharan Africa, the emergency tech platform that powers Uber’s in-app safety button.
Welcome, Justin. The new regulations requiring panic buttons and proper branding, as mentioned earlier, align with a larger global trend. What’s driving this movement?
JUSTIN SUTTNER: Thank you, Jeremy. The fact is that traditional emergency response services, like 911 globally and 10111 in South Africa, often lack technological integration. They are overwhelmed, and both the SAPS [South African Police Service] and Johannesburg Metropolitan Police have capacity challenges.
Consumers now have access to technology that connects them with essential services. This heightened connectivity allows more consumers to leverage that technology.
As government and public service resources become increasingly strained, it becomes more challenging for them to assist consumers when needed.
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Essentially, the government is attempting to catch up, which is why we are witnessing a surge in these mandated, technology-enabled solutions aimed at including the private sector in providing assistance.
JEREMY MAGGS: Let’s explore the practical aspects: how does the in-app safety button work? What happens when I activate it?
JUSTIN SUTTNER: AURA is directly integrated with Uber’s in-app SOS emergency feature. When the SOS feature is triggered by a driver or passenger, it connects straight to AURA’s auto-dispatch platform. The nearest vetted private response vehicle is autonomously dispatched, using our technology to reach the situation quickly, 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 am concerned that branding these vehicles might increase the vulnerability of both drivers and passengers, especially given previous incidents targeting such vehicles.
JUSTIN SUTTNER: That’s a valid concern. Branding aids visibility and builds trust for passengers. Often, it can be difficult to determine if a vehicle is driven by an Uber driver.
While branding improves visibility, it does pose the risk of making drivers more identifiable targets for criminals.
It’s a balancing act. From a consumer standpoint, it’s crucial for them to know that if they order an Uber, the driver is indeed affiliated with Uber.
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JEREMY MAGGS: How challenging do you believe the enforcement of these safety measures will be? Additionally, do regulators have the necessary resources to monitor compliance?
JUSTIN SUTTNER: Compliance enforcement may take some time from the regulatory side. While the policy is commendable, ensuring effective implementation and oversight could be challenging. AURA has partnered with Uber for the past seven years, and both companies are actively collaborating to improve safety for drivers and riders through the SOS response feature.
I believe Uber is proactive in fulfilling its corporate responsibility to its drivers. However, compliance with new regulations may pose challenges. Oversight will need to consider various factors, particularly regarding drivers and vehicles. On the whole, I think Uber is doing an excellent job already.
JEREMY MAGGS: Do you think these additional compliance costs will lead to higher ride prices?
JUSTIN SUTTNER: You raise an important point, and it seems likely. While I can’t speak officially for Uber, the implementation of physical panic buttons will incur hardware costs and private security services, which don’t come free. However, I expect the overall impact on prices to be minimal, and the general public will likely appreciate these enhancements.
JEREMY MAGGS: Thank you, Justin. That’s Justin Suttner, general manager for AURA Sub-Saharan Africa. I appreciate your insights.
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