Daejeon Metropolitan City has officially launched its distinctive branded taxi service, "Dream T" (꿈T), with an initial fleet of 1,500 vehicles set to traverse the entire city. This initiative is the result of a collaborative agreement between the Daejeon Metropolitan Government, Anycall Mobility Co., Ltd. – the local franchisee of Kakao T – and the Daejeon Private Taxi Transportation Association. The Dream T taxis, easily recognizable by their "Kkumdori" (Daejeon's mascot) rooftop signs, aim to revolutionize urban transportation in Daejeon by combining the convenience of app-based hailing with a unique local identity.
The official launch was marked by a signing ceremony held at the Daejeon City Hall on April 21st. The agreement involved key figures such as Kim Sung-tae, Chairman of Anycall Mobility; Kim Joon-eon, Chairman of the Daejeon Private Taxi Transportation Association; and Lee Jang-woo, the Mayor of Daejeon.
This regional franchised Kakao T business model represents a symbiotic relationship between the national Kakao Mobility platform and the local ecosystem. Under this framework, Anycall Mobility independently manages the recruitment and operation of the franchised taxis, benefiting from a reduced franchise fee of 2.8%, down from the standard 3.0% for new regional franchisees. While Anycall Mobility oversees the operational aspects, Kakao Mobility will concentrate on providing essential IT development and support for the Kakao T application.
Anycall Mobility's journey to this launch began with its selection as the Daejeon regional franchisee for Kakao T in the previous year. Subsequently, in March, the company applied for a platform-based taxi transportation franchise license from the Daejeon Metropolitan City. The city granted this license on March 24th, stipulating that fare rates and call charges (additional services) would adhere to Daejeon Metropolitan City's policies.
Following extensive discussions, Daejeon City and Anycall Mobility agreed on the brand name "Dream T (Kkumdori Taxi)" and established three key conditions for the project's implementation:
All Dream T taxis will feature a Kkumdori illuminated sign on their rooftop and exterior stickers on the sides displaying the phrase "Together with Kkumdori, Dream T" (꿈돌이와 함께, 꿈T).
Anycall Mobility will shoulder 50% of the cost for installing the Kkumdori rooftop signs and will cover the entire expense of the exterior stickers.
Daejeon City pledged its full cooperation in the use of intellectual property related to Kkumdori.
Notably, Anycall Mobility's commitment to cover half of the rooftop sign installation costs will enable the city to support approximately 1,500 taxis with Kkumdori signs, utilizing its allocated budget of 90 million KRW based on a unit cost of 120,000 KRW per sign.
This initiative builds upon a prior successful endeavor in September of last year, where the city initially equipped 2,000 taxis with Kkumdori signs, affectionately known as "Kkumdori Taxis." These taxis garnered significant public attention, even being featured on popular online platforms and national television entertainment programs.
The introduction of Dream T through the Kakao T app is expected to significantly enhance accessibility for both local residents accustomed to using ride-hailing applications and first-time visitors to Daejeon. It's worth noting that app-based ride requests constitute a substantial 75-80% of the total taxi demand, encompassing hailed rides, street pickups, and pre-booked services.
During the agreement ceremony, Kim Sung-tae, Chairman of Anycall Mobility, expressed the company's ambitious goal of enlisting over 1,500 Dream T taxis this year. He further emphasized a commitment to elevating the overall service quality of Daejeon's taxi industry and enhancing citizen satisfaction through initiatives such as driver etiquette training and vehicle maintenance managed by Sesco, a leading hygiene and pest control company.
Kim Joon-eon, Chairman of the Daejeon Private Taxi Transportation Association, conveyed his support for the initiative, stating his commitment to actively cooperating in recruiting Dream T-affiliated taxis and safeguarding the rights and interests of the association's members.
Mayor Lee Jang-woo expressed his optimistic vision for Dream T, anticipating its establishment as a representative brand for Daejeon that will stimulate the local economy and enhance the city's brand image nationally, ultimately contributing to Daejeon's progress as a leading economic hub.
This strategic move by Daejeon City underscores its commitment to modernizing its transportation infrastructure while leveraging its unique cultural assets to create a distinctive and user-friendly experience for both residents and visitors. The integration with the widely used Kakao T platform positions Dream T for widespread adoption and success in the competitive urban mobility landscape.
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