TIJUANA.- This week, a video started circulating social media criticizing the service that UBER offers in Tijuana. In the video, the interviewee who is the leader of a taxi union, states that the company is engaging in unfair competition, and that it should be subjected to the same guidelines as public transportation, and is asking that the authorities require that they pay the same permits and taxes that correspond to this type of service.

Notably, the interviewee does not cite a single concern in relation to safety or efficiency, but rather is mostly concerned about the fact that this service is operating without the blessing of the powers that be. The interviewee is asking the municipal government to intervene, so that if this service wishes to operate in the city it should receive special permits.

The interviewee is asking for "order" because with order "we all win". Not surprisingly, when residents think of the current public transportation system in Tijuana, "order" is not the word that comes to mind, but if you ask a person who has used Uber what they think, "order" is probably one of the first words that comes to mind.

Today, UBER users have responded to this criticism and many concerns brought up by the various public transportation unions at the helm of this criticism have also been addressed. We also reached out to Tijuana residents, who overwhelmingly responded with positive comments in favor of UBER.

SanDiegoRed.com spoke with Rocio Paniagua, who is head of the communication department for UBER Mexico, and states that UBER is a private transportation service which is why it does not need to comply with public transportation regulations. UBER is in favor of following the rule of law, but the rules that are currently on the books were created many years before UBER and the service itself and the law does not have provisions covering this type of service. Rocio also stated that their hope is that any legislation changes will be in favor of the users, who in the end have final say in the matter.

Speaking specifically in reference to Tijuana, UBER has been operating in the city since mid-August. Just a few weeks ago, it launched UBER X which is a cheaper service than its Black Car service.

How does the service work? The user downloads an app onto a mobile device and creates a profile which requires a valid credit card. Each trip is charged directly onto the registered card and no cash is exchanged with the driver. Whenever you need a driver, you just open the app and order it to your location, and the car will arrive in a matter of minutes. The app indicates the wait time and gives users the driver's information as well as the information for the car they will be picked up in. UBER has also created special promotions for visitors traveling to festivals such as Entijuanarte and Tijuana Innovadroa, as well as Startup Weekend.

VIDEO : A ride with UBER

It is worth noting that UBER has restrictions as to who can be drivers, or what they call private drivers. The driver and the vehicle must conform to specific quality standards, which is something that users have commented on first-hand based on their experience with the service.

At the end of the day, the choice belongs the user who can either select a taxi service or a private driver such as those available via UBER, so we decided to reach out to Tijuana residents for their feedback.

Antonio Ley, known to many as "Tony T", is a young resident who is determined to show the world the best the city has to offer, especially to Southern California residents and even international celebrities such Anthony Bourdain. He indicates that the "prices are comparable to a "taxi libre" (which is what metered taxis are called), but in contrast to these taxis which mostly break the rules and don't use the meter, UBER doesn't just make up the fare. I sympathize with labor unions and movements in theory. But, in our country, unfortunately, unions are used to manipulate as a political tool to enrich its leaders. UBER is winning this battle...this is a service that uses technology to its benefit and for the benefit of all." Tony T also indicated that he has heard of many cases where yellow taxis, or taxis libres see American tourists and hike up the rates, charging $5.00 dollars a head instead of per trip, and that they can damage the image of the city for foreigners.

[p]

José Eduardo Jaramillo, an economist, is also in favor of UBER. In his experience, he believes that public transportation is like a monopoly that distorts the market and in turn the prices, quality, and user experience. He also asked the following questions: Have you ever heard of somebody being kidnapped in a taxi, or felt butterflies in your stomach when you are unsure whether the driver will take you where you intend to go? Have you ever been over-charged by a taxi? Do you remember coming out of buses and taxis with your clothes impregnated by the smells from the dirty, broken, neglected seats? Have you ever had to stand in bus holding on for dear life while the driver races to the next stop to beat the other buses on the same route? The municipal regulations are badly constructed and concessions are given out to people and companies that exploit those that actually perform the service. These people and companies are associated with the union that defends their rights before the government so that only members of the union can obtain permits to operate. How do they do it? They control the entire market via a constant threat of freezing public transportation and cause residents to go into an uproar.

Because of this, and the ineptitude of the municipal government and the Secretary of Public Transportation in controlling this union, they don't make them comply with the minimum standards in terms of security, comfort, quality, and service toward the users of public transportation.

Genaro Valladolid, a real estate adviser shared his opinion with us and said: "It is incredible how the government allows itself to be kidnapped by the transportation providers. When they say this is unfair competition and a bootleg service, we see a better, more efficient, clean, and secure system. From my point of view, our public transportation system is a huge impediment for our city to be a better place where we can have a better quality of life."

[p]Nicté Trujillo, an executive account manager at a publicity agency was another person to share their experience with us: "I use it for my work, to go to meetings, or whenever I don't have access to my car, and it is really very convenient. The first couple times I tried UBER, I would ask the driver questions and they told me how they had to go through psychometric exams and go through a background check, and things like that... in general, I feel really safe because from the moment you order the ride they show you a picture of the person who is going to pick you up, the plate numbers, the type of car, and everything. I understand that drivers are unhappy because of the price difference, but it is their fault for not having competitive prices. I don't like getting on a taxi and not knowing how much I am going to owe, and if you ask them to turn on the meter they say they are no longer in use. For long distances, a collective taxi is not convenient as you take three or four times longer than you would in a direct taxi.

[p]Although the aforementioned video has been shared extensively, it is evident that most users are in favor of UBER's service in the city. In addition the fact that it is will attract investment in the city and generate new employment, the fact that an international company is here gives companies confidence of what is in store for the city and feel more comfortable visiting the city. This action is part of the journey to transform the city.

Users agree that instead of the transportation sector criticizing UBER, this is the moment for them to rise above and improve their service to give users a reason to choose their service over UBER.

Brenda.Colon@sandiegored.com

borderzonie@gmail.com