Uber’s TAXI app offers a casual cab connection in Boston

Today a local GPS-based livery service started offering a more low-key way for their customers to travel.

Uber customers will now be able to order a taxi with the Uber app, providing an alternative to the fancy black cars also offered by the company.

This afternoon, Uber’s Boston General Manager Mike Pao told Metro, “Uber technology is about quality and choice, at every price point. Our motto is ‘everyone’s private driver,’ and to be everyone’s private driver, we need to offer a variety of cars and services. In other cities, we’ve tried the taxi option, and it has worked out well. People liked having more options.”

With the taxi service launching at noon yesterday, Pao said that at 2 p.m. it was hard to tell how it was going over with Bostonians.

“We are hoping it will pick up by rush hour. It’s still early,” he said.

Uber has gained popularity in Greater Boston since launching here last year, gaining a lot of momentum by promoting itself during Red Line closures last year that made it difficult for some to travel to and from Cambridge and Somerville. It was also a hit when it offered free rides to Fenway Park during baseball season and an on-demand ice cream truck service over the summer.

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