Magenta Software Helps Go Green Taxis Map Better Routes


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London, 12 September 2018 - Private hire and taxi dispatch software specialist Magenta Technology is working with Go Green Taxis to reduce its environmental impact. Since implementing Magenta’s advanced ‘autonomics’ dispatch engine, the Oxfordshire (UK) based operator has reduced fuel expenses by 10 per cent whilst increasing the number of completed bookings, and therefore income, by a similar figure. A reduction in dead mileage is also supporting Go Green Taxis’ commitment to reducing CO2 emissions.


Go Green Taxis employs 140 drivers operating a mixed fleet of vehicles serving Oxford, Reading and Henley, plus all surrounding areas. Founded in 2009 and a three times Professional Driver QSI Award Private Hire Company of the Year, Go Green Taxis was the area’s first environmentally friendly taxi service.


“Before we implemented Magenta we were continually adjusting job allocations and schedules to achieve acceptable levels of operating efficiency and customer service,” commented Mark John, Director and Co-Founder, Go Green Taxis. “Using Magenta’s automatic allocation engine means we no longer need to do this which has significantly reduced our control room resource.”


“Since implementing Magenta we have seen an increase of around 10 per cent in completed bookings, which is a fantastic boost in revenue for both the company and our drivers, and we successfully accomplished our busiest ever Tuesday with the help of Magenta within two weeks of the system going live,” continued Mark John. “We also estimate we have reduced dead mileage by at least 10 to 15 per cent which not only impacts on fuel consumption, and therefore operating costs, it also reduces harmful emissions.”


Magenta’s private hire and taxi dispatch software includes an ‘autonomics’ dispatch engine. By effectively thinking for itself, this advanced optimisation system uses arrival times based on real traffic conditions and driver availability, rather than zones and queues, allowing users, such as Go Green Taxis, to operate to their full potential. Magenta also offers a range of customisable web and mobile apps for use by passengers and drivers and since launching these Go Green Taxi’s has seen a20 per cent increase in bookings through these channels.


“The support from Magenta during implementation and the early stages of go live has been exceptional,” concluded Mark John. “They have understood our business and our requirements and have worked with us to implement a solution that has made an enormous difference to our costs, performance and service.” 



Jane Geary – Marketing Manager, Tel: +44 (0) 7881 368452,

Robert Peel – Editorial Contact, Tel: +44 (0) 1666 823306,



Magenta’s highly advanced taxi dispatch and private hire software platform is designed and delivered by the creators of Addison Lee’s Shamrock platform. This pedigree, together with more than 15 years’ experience in a highly competitive and dynamic market, ensures that Magenta remains second-to-none in delivering the highest on-demand customer service at the lowest cost. 


With superior feature rich functionality and proprietary auto allocation technology, Magenta provides full visibility of every vehicle in real time, ensuring drivers can be punctual, with less waiting time – thereby increasing customer satisfaction and loyalty, driver earnings and their retention.


Magenta’s scheduling solutions manage over 10,000 fleet vehicles worldwide every day. Customers include Ares Capital, Carrot Cars, Greentomatocars, Blackberry Cars, eConnect Cars, Longleys, and Avis Car Rental.


Magenta Technology, 17c Curzon Street, London, W1J 5HU

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