Less than a year since its launch, Yango, an international ride-hailing service by Russian tech giant Yandex, has quickly made its mark on Ethiopia’s transport ecosystem.
With competitive pricing that sets it apart from other operators, Yango’s marketing has proven irresistible for many passengers.
In a sector where new platforms often struggle to survive, Yango’s rapid growth in user numbers mirrors the early success of Feres. Yango has achieved 1 million downloads within just ten months.
Yekenalem Abebe (PhD), Country Manager of Yango, attributes the company’s swift success to its robust offline and online marketing campaign. He referred to the company’s partnerships with nearly 70 TikTok influencers on top of a brand ambassador to highlight the targeting of a tech-savvy younger demographic.
“Increased brand visibility and strong connections with potential users have been the result,” Yekenalem told Shega.
While close to 42 companies are registered to provide app-based taxi services in the capital, around a dozen are operational, and two institutions (Feres and Ride) have been dominating the market before.
A distinctive pricing and marketing strategy is becoming increasingly pivotal in acquiring market share in the industry nearing a decade in Ethiopia.
Yango’s competitive pricing, with a flag-down fee of 72 birr—nearly 30% lower than other providers—is also one of the key factors attracting users. With a monthly growth of 600% in the number of users and a nearly 40% increase in registered drivers, Yango is carving out its own slice of the market.
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