riders the ability to request things like a certain car temperature, additional legroom, and silence from the driver prior to pick up for a higher price than the base fare.
Unique features could help ride-hailing firms both attract new customers in order to capture a larger share of a growing global market — the global ride-hailing market is estimated to grow at a compound annual growth rate of 20%, jumping from $61 billion in 2018 to $218 billion by 2025,Research and Markets — and appease current customers so as to maintain their position in markets that are becoming saturated.
According to Lyft, which offers services in the US and Canada,"it is uncertain to what extent market acceptance will continue to grow, if at all." Moreover, these features can be offered as premium services, enabling the companies to drive revenue and helping ride-hailing companies move toward profitability. Lyft lost over
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