khaleej times
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A D VER T ISING SU P P LEMEN T
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T HURS D A Y , MA Y 2 8 , 2 0 1 5
Pioneers in passenger transport services Dubai Taxi Corporation celebrates 20 years in operations. It is the only franchise taxi company that is part of the RTA
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ith 20 years of success, excellence and leadership, the Dubai Taxi Corporation (DTC) continues to provide exceptional transportation services. Our taxis are equipped with the latest technology and qualified staff that serve customers with high-quality services to ensure user satisfaction. Over the past two decades, DTC established itself as a commercial and service leader in quality passenger experience, human resources, vehicles and systems, and placed itself among the best corporations at a global level in this area with various achievements. DTC has come a long way since its inception on May 20, 1995. Its fleet grew from 81 vehicles to the current 4,512 vehicles with 10,000 drivers from 36 countries. In 1996, the company set up a Drivers’ Centre to train and prepare its drivers with proper driving skills for the UAE roads, along with the rules and regulations of the law, before incorporating them to the fleet. The same year saw the opening of a car maintenance workshop aimed to preserve the quality of its vehicles and services. To date, DTC offers taxi services to serve customers round-the-clock with direct bookings that can be made through a dispatch centre, which in turn sends the vehicle to the desired location via Dubai Taxi Corporation satellite tracking systems. The Corporation extended services in 1997 with the launch of transportation services at Dubai International Airport. The company continues its march towards excellence with special taxi services for those with disabilities and VIP taxis. It further introduced lady-driven
Mattar Al Tayer Director General and Chairman of the Board of Directors, RTA taxis, which set a milestone in DTC’s history, taking into account the needs of Arab society. In line with the smart government initiatives launched by His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, which aims for a shift towards e-governance, a mobile app in June 2014. The smartphone-based taxi service is one of the most sophisticated and innovative applications that helps users keep track of taxis in real time. The application gives Dubai residents and tourists a convenient way to reserve a taxi from any location with a simple touch of a button. DTC also recently unveiled another campaign, “Green Economy for Sustainable Development”, in line with Shaikh Mohammed’s national initiative. It began to operate hybrid vehicles that run on ecofriendly fuel and electricity, as part of a comprehensive plan to reduce pollution caused by vehicle exhausts. The goal to bring in eco-friendly vehicles is in line with the corporation’s commitment to protect life and property as well as preserve the environment and its natural resources. It also seeks to improve the standards of health and public safety, and
DTC in numbers take necessary actions to reduce the noise levels caused by all modes of transport. The next academic year (2015-2016) will see DTC launch its range of school transportation. This will see bus fleets equipped with the latest smart technologies in line with highest quality standards. Starting with 50 buses, it aims to increase the number to 650 by the year 2024. The buses currently feature hydraulic suspension systems for easy movement and remote monitoring options through control centre operations that combine geo-tagging intelligent systems based at the Dubai Municipality to track the buses. The bus engines are compatible with the specifications of euro 4 and 5 and uses clean diesel, which is characterised by low emissions and low sulfur content (50 ppm). It also features high-end interiors with luxury seats. The safety of students is assured with the latest smart technology, including CCTV cameras and text message services that allow parents to keep track of their children. The program traces the bus in transit through GPS. To preserve the success and excellence achieved by DTC, the Roads and Transport Authority (RTA) is conducting an on-
Customers’ happiness matters
Abdulla Ibrahim Almeer Acting Director of Business Dept, DTC
Create value to claim value New frontier of business in DTC – the Business Development Department » By Sadiq Shaban
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n August 2014, Dubai Taxi Corporation (DTC) established the Business Development Department as one of their new additions to their organisational structure. This change is an indication of the Corporation’s expansions and its strategy to ensure taxi and exclusive transport services is available 24/7 without waiting time to meet the busy growth of Dubai. The Department will focus on entering DTC in a new line of strategic expansion of business such as Corporate and Private sales of services, for example; VIP luxury contracts with Hotels and other business, car and luxury rentals, Chauffeurs and Valet services. The aim is in line with RTA’s strategic goals of servicing and preparing the transport of Dubai for 2020. “Our Department is the power house of new business, we not only act as consultant to the Corporation but we also study new and creative investments, we manage projects, we listen and meet Customer Services needs and finally we market and sell our services. Our goal is to meet the ever changing and growing needs of our community and businesses,” said Abdulla Al Meer, Acting Director of Business Development Department, DTC. — sadiq@khaleejtimes.com
DTC’s strategy for the coming 10 years is integrated with Dubai Government’s strategy » By Sadiq Shaban
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ubai Taxi Corporation (DTC) believes that its strategy for the coming 10 years is integrated with Dubai Government’s strategy. “We emphasise more on customer happiness. DTC will support the government’s efforts in making Dubai a smart city and green economy by focusing on alternative solutions. His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, has declared 2015 as the year of creativity and innovation. This is embedded in our strategy — prompting us to work on new ideas and services like Mashaweer,” said Mohammed Yousif, Director of Corporate Affairs Dept. Safety is of paramount importance to DTC. “The International Standard of Health
Mohammed Yousif Director of Corporate Affairs Dept, DTC and Safety, which is about occupational health and safety, has already certified us. We are also subject to external audit on an annual basis. DTC has won the International Award in Health and Safety from the Royal Society of Prevention of Accidents, UK,” he added. Making sure that it provides its drivers with the best cars in the market in terms of safety, DTC’s standards are revised on an annual basis. “Previously, sensors were not part of our taxis but we have now introduced them as a requirement. Similarly, all our staff is covered by medical insurance with standards approved by the Government. As part of RTA, we also participate in Dubai Government’s excellence programme,” Mohammed Yousif noted. — sadiq@khaleejtimes.com
Serving our stakeholders RSD works closely with suppliers to meet the Corporation’s stock demand » By Sadiq Shaban
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he Resources and Support Department (RSD) at DTC provides service requirements related to finance, IT, contracts and procurement, and administration services to DTC’s six departments. It also works very closely with stakeholders such as suppliers to meet the stock demand of the Corporation such as taxi vehicles and spare parts. “The RSD takes pride in ensuring that the running operations and supply-demand of the Corporation is met. We work very hard in building a strong strategic relationship with our suppliers to provide us with top quality products. Our suppliers are seen as the Corporation’s partners and we meet annually during the DTC strategic partners and partners gathering where we honour dedicated stakeholders and discuss room for improvement in terms of process and procedures,” said Louloua Yousif Alasmakh, Acting Director of Resources and Supports Department, DTC. — sadiq@khaleejtimes.com
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Drivers: 10,000 Nationalities: 36 Office staff: 400 Vehicles: 4,512 VIP taxis: 113 School buses: 50
Taxi Services ◗◗ ◗◗ ◗◗ ◗◗ ◗◗ ◗◗ ◗◗
General Airport Ladies and Families Special Needs VIP Hala Hatta
Other Services ◗◗ ◗◗ ◗◗ ◗◗
School bus Rental In safe hands Mashaweer
going assessment of the corporation’s practices to learn and develop its services, to identify lessons learned from the previous round, and translate these into real solutions through modern action plans and new initiatives. It aims to gain knowledge and experience to meet the new demands and enhance education and continuous development.
CEO’s message
During 20 years of DTC’s operations, there are various milestones that we have crossed. DTC is now one of the Top 3 taxi services in the world. We have established the first regulated taxi business in Dubai and dominated the market share. The Corporation has also been a pioneer in starting exclusive services like Ladies and Families Taxi, Special Needs Taxi, VIP Limo, and the newcomer, School Buses. DTC’s corporate social responsibility (CSR) efforts have won praise and accolades from all quarters. The Corporation was the first taxi company to launch the ‘Special Needs Service’ in the UAE. We are honoured to provide such a unique service to our community. DTC seeks to update and enhance these services in order to provide better taxi transport choices to people with unique travel requirements. Winning the Princess Haya Award is a great recognition, highlighting the fact that DTC is on the right track in providing services to the community. We aim to enhance our CSR role by supporting the governmental initiative of Green Economy. DTC will march ahead with its vision of being the pioneers in passenger transport services. By introducing outstanding services, the Corporation is continuing its support for the Dubai Government Strategy to enhance people’s happiness and establish SMART government. Eng. Ahmad Al Suwaidi CEO of Dubai Taxi Corporation (DTC)
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Dubai Taxi Corporation
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The corporation banks on its dependable drivers, who are provided world-class training and incentives to run a truly international taxi service.
Truly international DTC constantly seeks to enhance its services, making them simpler and faster » By Sadiq Shaban
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rom flagging it down on streets to its availability at hotels, hospitals, shopping malls and metro stations, Dubai Taxi Corporation (DTC) serves the population everywhere in the emirate. The corporation banks on its dependable drivers, who are provided world-class training and incentives to run a truly international taxi service. DTC has plans of hiring more drivers in 2015. “The new hires will support the existing services that we provide along with newly introduced services. We always aim at increasing our market share. Therefore, we are adding new vehicles, based on tenders put up by the RTA. Recently, we won 160 plates, which require another 400 drivers to be added to the fleet,” Marwan Othman Abdul Qadir, Director of HR Department, told Khaleej Times. DTC has been increasing training hours for its drivers with a view to enhance efficiency. Abdul Qadir adds, “RTA already trains our drivers for 22 days. Other than that, we provide an extra five-day training in terms of induction and orientation, and certain areas that we would like to cover. DTC has also introduced a new training course called ‘Be a seven-star driver’. We try to focus on the awareness of our drivers in
Marwan Othman Abdul Qadir Director of HR Dept, DTC seven main areas, including quality and customer service.” Abdul Qadir notes that the training provided at DTC is not limited to new drivers. “Existing drivers need to take awareness sessions on issues like accidents and customer complaints from time to time. Drivers are imparted this training in an effort to continuously develop and appraise their development. We add new courses every year. In 2014, we launched a new initiative called English Training. Conducted through one of our strategic partners, our drivers are certified and moved from one level of English to the other.” In the past, DTC was faced
with a challenge to train its drivers when it switched over to touch screen meters (with the introduction of GPS, GPRS and maps technology in 2006). “A number of training sessions were conducted for drivers to go through the new system and adopt the change. You see, whenever there is a change, there is some form of resistance to it. Very soon, DTC drivers got a grip on the new technology,” he added. The Director of HR Department remarks that DTC is constantly seeking to enhance its services, making it simpler and faster. “This is done through a kiosk system provided to our drivers where they can conduct their transactions without the need to meet anyone in person. For instance, if they need a certificate, want to know their revenue or apply for leave — all they need to do is to go to the kiosk and use the service.” The Corporation also launched an SMS service. If the driver wants to request something without calling anyone or visiting the kiosk, he can send a text message to a specified number allocated for this service. The request is followed up in no time. Consequently, the driver can come and pick
up his documents, whenever he wants to. In terms of incentives, Dubai Taxi Corporation believes that ‘Happy drivers mean happy passengers’. “We have introduced several incentive schemes for the drivers as well as our employees. The Dh2 million Merit-Demerit Program is one such initiative. It electronically evaluates the drivers’ performance quarterly, leading to appraisals. Every quarter, 155 drivers get awards in the range of Dh10,000, Dh5,000 and Dh2,000, based on a criterion that covers accidents, complaints, fines, safety and good revenue. More of our drivers are achieving these targets.” The incentive programs at DTC have many takers. “We have special initiative programs like the Monthly Excellent Driver, Long Service Drivers, and Mystery Shopper, among others. DTC also aims to keep its drivers satisfied through initiatives like Umrah, which was started two years ago. “The third batch of drivers left for Umrah on May 5, 2015. We are very happy with this, as the feedback has been quite positive, with more drivers expressing their desire to book for Umrah in 2016. We are currently studying another initiative — Hajj for our drivers — which may be possible in the future,” Abdul Qadir concludes. Its our reward incentives are not limited to drivers, but also includes administration employees who sit behind closed doors. The Knight Award honours excellent performance by awarding them with cars. For example, in 2013, the company gave away a Toyota Fortuner, and in 2014, it honoured employees with three Toyota Avenzas. — sadiq@khaleejtimes.com
Dubai Taxi Corporation
Taking a leap DTC’s evolution can be linked to the growth and modernisation of Dubai » By Sadiq Shaban
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or Dubai Taxi Corporation (DTC), transitioning from a privately owned, unregularised system to a modern, organised and efficient taxi system was no mean feat. “The transition was not simple because you had to change the mindset of people. Transferring from an unregularised system with no standards to an organised and efficient taxi system was a big shift. We started with 82 vehicles, which were mainly of two types — Camry and Mercedes. DTC was the first in the Middle East to have a dispatching system and a connected vehicle system monitored through a radio-network. This was a big achievement,” Ammar
Ammar Rashid Al Braiki Acting Director of Fleet Operations Dept, DTC Rashid Al Braiki, Acting Director of Fleet Operations Dept, DTC, told Khaleej Times. After its modernisation, DTC took the lead. “We had live information feed that enabled us to monitor and check the drivers, giving us control over the system. Throughout the years, we tested several types of vehicles to find the best car for customer comfort, keeping in view the weather conditions, environment and other parameters. We wanted to make sure that the vehicle should be a perfect fit. All other franchise
The newest Department to DTC School Bus Transportation Service by DTC is considered a strategic move in the right direction » By Sadiq Shaban
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ubai Taxi Corporation (DTC) is entering the school transport sector with the introduction of 50 buses in the market. These vehicles have high-quality specifications for environmentally friendly and comply with European and
Mansour Al Falasi Acting Director of School Bus Transportation Department, DTC GCC standards and are fitted with technology solutions such as CCTV cameras, GPS system and OCC tracking. The bus is also equipped with hydraulic suspension and monocoque technology. Finally, it complies with Euro 4 and 5 specifications and uses clean
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companies followed what we picked up.” Over the years, DTC has actively encouraged competition in the sector. “We said that we don’t want a monopoly in the business back in 2001. We encouraged opening up the market for other operators to come in and add more advantages. This gave us a scope to compete among ourselves and further improve our services. Once the franchising started, our services started to pick up and improve. There was a service-level agreement that came into play at that time, including different colours and identity of the vehicle. It was then the ‘red roof ’ concept of DTC came into being,” Al Braiki added. Franchising, when it first began, was not linked to DTC’s dispatch systems. Although regulated in fares and other aspects, it operated separately. In 2007, there was a move to unify the dispatch centre, where if one called a number, he or she would get whatever taxi service is available nearby. This was a big improvement to ensure that a vehicle would reach the passenger very fast. It also meant bigger fleet,
different operators but a single toll-free number. While training the drivers, DTC introduced upgraded models with nearly 700 landmarks in its programme. “Drivers had to memorise and draw it on a map. Dubai map was divided into 181 areas. We further marked it into taxi ranks. There were only 80 drivers at that time because we were running only one shift. Today, we have more than 10,000 drivers from 36 nationalities. It would be fair to say that we are serving a mini-city.” DTC has been evolving, as Dubai continues to grow. “In 2006, we completed an upgrade of our radio system. The installation of GPS in our fleet made it easier for our drivers to reach a destination on time and for the customer to experience better service. At that time, GPS was considered a luxury, but we made sure that the latest technology was made available to our drivers. We trained our crew and upgraded their technological know-how. It was a total reconditioning of the mindset,” Al Braiki concluded.
diesel with low emission fuel and low sulphur (50PPM). “We do not intend to take over the school transportation market, but are entering this sector as an investment. The formula of the commercial school transportation in the market will remain the same. We are not changing that. What we are doing instead is making a strategic move. The Department has been formulated by Dubai Taxi Corporation under the guidance of Mattar Al Tayer, Director General, Chairman of the Board of Executive Directors,” said Mansour Al Falasi, Acting Director of School Transportation Department, DTC. DTC’s School Transportation Department is an effort to understand the market and make it better and at the same time meet the demand of more school buses as
Dubai grows. By 2024, it aims to increase its fleet to 650 buses. “We are trying to understand the challenges and dynamics of the market, so that we shape our policies around it,” he added. Besides the intelligent technology, DTC’s School Bus Transportation Service will have SMS/e-mail service to inform parents/guardians of their child’s safe arrival, a smart mobile application that monitors students’ movement and sends notifications, an automatic counter and student card reader as they enter and leave the bus to ensure that no student is left behind on the bus. “ The message that must go out is that DTC provides a smooth and safe transport for all, including students,” Al Falasi concluded. — sadiq@khaleejtimes.com
— sadiq@khaleejtimes.com
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