MUSCAT: Taxi Muscat, the newest of Oman’s on-demand ride-hailing taxi operators, has announced the introduction of a first-ever Business-to-Business-to-Customer (B2B2C) model, enabling local hotels, shopping malls, hospitals, and tourist complexes, among other commercial establishments, to partner with them in a mutually beneficial manner.
Since its soft launch last year, the company has been leveraging its advanced mobile platform to offer passengers and third-party partners a differentiated service that combines flexible ride options, a high degree of convenience, budget-friendly fares, and tracking features for enhanced safety and security.
“Our ride-hailing app incorporating a B2B2C model is not only unique to Oman but is a global first as well,” said Khalid bin Mohammed al Alawi, CEO of Big Data Technologies, which owns and operates Taxi Muscat. “Developed in-house here in Oman, this app makes ride-hailing a simple, affordable, and safe experience for tourists and other passengers while also creating multiple job opportunities for local Omanis and businesses.”
Speaking to the Observer, Alawi outlined the novelty behind the service’s distinctive B2B2C offering. “In a standard B2C model like Uber, a customer opens an app, requests a ride and a driver accepts the request. However, in the B2B2C model, businesses act as intermediaries to facilitate transportation for their guests. This means that customers do not need to download an app; instead, the business—whether an airport, hotel, hospital, or mall—provides access to transportation services. No other company globally has implemented this kind of technology. We take pride in being pioneers in this space,” he explained.
According to the CEO, Taxi Muscat’s B2B2C framework is flexible and scalable. Businesses can either operate the application themselves or co-brand it for public visibility. For instance, Muscat International Airport could integrate its logo alongside Taxi Muscat’s, allowing passengers to book rides directly at kiosks without needing an app.
Furthermore, the model enables multiple layers of business opportunities. A hotel, for example, might outsource its transportation services to another entity, which can further subcontract to other operators. Each stakeholder in this chain benefits from commissions, ensuring profitability while maintaining affordability for customers, he noted.
A key feature of Taxi Muscat’s ride-hailing platform is its queue-based ride allocation, says Alawi. “Instead of multiple taxi drivers responding to a request, creating a chaotic situation at pick-up points like airports, our system assigns a ride only when the passenger reaches the front of the queue. The passenger simply provides a code to the first available taxi, ensuring an organised, efficient process. This also simplifies cancellations—if a passenger no longer needs a taxi, the next available driver takes the ride without disruption.”
Beyond providing seamless on-demand cab services, Taxi Muscat aims to support the domestic road travel needs of international tourists. “We provide comprehensive concierge transportation services for hotels, covering both short and long trips. By offering affordable transport solutions, we aim to attract more tourists to Oman. Our research at key locations, such as cruise ports, indicates that transportation costs deter many visitors from exploring the country. Addressing this issue can significantly boost local tourism.”
A key distinguishing factor is the ability of users—particularly international tourists—to access Taxi Muscat’s services without needing OTP verification via their international numbers. “Tourists find our service a welcome change because, traditionally, hotel guests must visit a concierge desk, request a taxi, negotiate fares, and then proceed with their journey. With our service, the entire process is digitised—guests simply input their number, receive a ride code via WhatsApp, and complete their trip effortlessly,” Al Alawi explained.
He also emphasised that Taxi Muscat’s driver-centric business model will attract more taxi owners to partner with the brand. Around 880 taxis are currently registered with Taxi Muscat, a figure targeted to grow to 4,000 vehicles by the end of this year, the CEO added.
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