Uber’s upstart rival in Pakistan uses rickshaws, low-tech phones

By Asad Hashim LAHORE, Pakistan (Reuters) – As taxi hailing giant Uber enters Pakistan, a little-known local competitor is counting on a mix of new ideas and old technology to tap what could be a big chunk of the market: low-income residents who travel in rickshaws, not cabs. Pakistan has more than 130 million cellphone subscriptions, but only 21 percent subscribe to data packages, and, while the proportion is rising, there are opportunities across emerging economies in Asia to tap a relatively low-tech customer base. Rixi founder Adnan Khawaja says his company works with more than 1,000 rickshaw drivers in Lahore, where many people rely on small, noisy three-wheelers that are well suited to beating traffic in the eastern city's crowded streets.

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