"Our focus now is on the marketing of Dubai Taxi, customer service, driver training, reduction of costs and improving productivity to increase our income," said Abdul Aziz Malek, Chief Executive Officer (CEO) of the Roads and Transport Authority's (RTA) Dubai Taxi Agency.

Malek said that Dubai Taxi would be introduced to other emirates to compete with rival taxi companies. Of Dubai's approximately 7,500 taxis, 3,500 are owned by Dubai Taxi Corporation, a subsidiary of Dubai Taxi Agency. The other 4,000 are owned by six franchised taxi companies.

"So far, we have been operating Dubai Taxi in Dubai only, but we now have plans to introduce it in other emirates to compete with private companies," he said.

Malek said that the agency is concentrating on training drivers in techniques that can increase their revenues.

"Our revenues per car have gone down by almost 20 per cent. Taxi drivers are still meeting their daily targets, but they now have to work a little harder," he added.

A driver who collects fares of Dh425 per day earns a 35 per cent commission. A driver who collects fares of between Dh375 and Dh424 earns a commission of 30 per cent. Most drivers are able to achieve these figures.

"However, average revenue per car has gone down from Dh700 previously to Dh620 or Dh630 a day," Malek said.

Another reason for reduced revenue per car is that there are more taxis available on the road and every company is operating taxis with two shifts of drivers instead of just one.

"Taxis are easily available now because of improved services and the customers' satisfaction level has gone up," he noted.

Malek said that the number of complaints against taxi drivers has also declined due to a strict policy adopted by the RTA.

While there was an average of around 1,300 complaints per month against taxi drivers in 2007, this declined to 950 complaints per month last year and only 110 complains in February this year.

Some 60 per cent of the complaints lodged against drivers are due to refusal to accept a fare based on a customer's chosen destination, rudeness, and reckless driving.

"We take every complaint very seriously and investigate them with both the driver and the passenger," he added.

He said taxi services have been improved.

"We have RTA inspectors in the guise of 'mystery shoppers' who take taxis to check on the level of service and drivers' behaviour. The inspectors issue fines on the spot in case of any violations."

Malek said that the taxi agency is also cutting its operational costs.

"We are trying to generate income through advertisements on taxis, car rental services and by reducing the number of accidents by providing extensive training to drivers," he added.

Drivers can also lodge complaints

Both passengers and taxi drivers have the right to lodge complaints, according to Dubai Taxi Agency CEO Abdul Aziz Malek.

"A passenger can complain against the driver if he or she is not satisfied with the service, while a driver can also complain against a passenger if he is threatened or becomes suspicious," Malek explained.

He said that taxi drivers are trained to report any suspicious activity on the part of a passenger.