The company formerly known as GetTaxi has rolled out its rebrand globally, going with Gett in the 32 cities in which it operates.
The on-demand car app had been operating only in the US as Gett and has decided to bring that simplified branding everywhere.
Of course, there's more to the story than that. GetTaxi was a limiting name that didn't offer any room for growth outside of the taxi and transportation vertical, which wasn't going to work for a brand with global ambitions across markets.
The company already operates its black car service with 20,000 drivers generating a company-claimed $500 million this past year.
These factors give Gett a wide base to expand into other business verticals by leveraging unused capacity to further deliver on-demand products and services to its customers.
Starting in July, these verticals will include: food, such as delivery of sushi, pizza, chocolates and wine; beauty, such as manicures, massages and blowouts; and home services, such as home cleaning.
The idea is to solidify the role of on-demand transporation networks as logistics providers by making the app a one-stop destination for anything that needs to be done. Or, in company speak, "Gett will be the ultimate app you tap to ‘gett’ essential things done."
The company explains further:
Users will be able to ‘gett’ well defined products and services in a matter of minutes...Gett will carefully screen and train each person involved with these verticals to ensure they are up to brand standards.
The company has been working on the technology to enable these services for the past 12 months and will apparently be branded as separate services, such as Gett Dry Cleaning, for example.
A Gett spokesperson shared more about this new growth initiative with Tnooz via email.
Why the global extension of the Gett name?
We are rebranding from GetTaxi to Gett globally because we're no longer just about black cars.
We're expanding to become a worldwide player in the mobile marketplace, offering consumers new verticals in the food, beauty and home service spaces, all at the touch of a button!
Why expand into other verticals? Has growth slowed in the on-demand ride category?
Definitely not! The on-demand rider market is bigger than ever. We're expanding into new verticals because its what our customers want.
As a leader in the transportation sector, Gett wants to use its unique leadership position to roll out these services to consumers throughout the world.
Instead of opening multiple apps to book a blow dry, order dinner, get a bottle of wine delivered and get a housekeeper to you apartment, Gett will allow this all to be done in the app - with one simple click. It's that easy!
Will you be using any of the existing technology or logistics infrastructure (i.e. current drivers) within these new verticals?
We have been working on our technology for over a year to roll out these categories in July.
Current drivers will stay as just drivers, but we will be working with carefully selected partners to offer these services.
All people offering these services will be carefully screened and trained to maintain the high brand standards and quality our customers expect!
Gett is available for download on iOS and Android.
NB: Road image courtesy Shutterstock.