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Verifone Curb advances NYC taxi bookingVerifone Inc. just gave a boost to traditional taxis by adding new booking features to its taxi hailing and reserving app, Curb. Through an invitation-only pilot, New York cab drivers will be the first in the nation to try out the app's new functionality. Riders in the Big Apple will now be able to use Curb to set pickup locations, hail cabs immediately or reserve scheduled pickup times. Full launch in more than 60 U.S. cities is expected in the near future."The yellow cab, an iconic symbol of New York, is leading the way, " said Amos Tamam, Senior Vice President, Global Taxi Systems for Verifone. "Advance booking is the first of many new functions and technologies we're launching with the Curb app, improving service to the public and attracting passengers to the benefits of traditional, licensed taxis."Verifone has a long history of delivering payment services to licensed taxi companies. In 2006, it partnered with MasterCard Worldwide and became the first to offer MasterCard PayPass Tap & Go contactless payments in taxicabs. In 2007, Verifone was the first company to earn approval for full-scale rollout of electronic payment systems as part of the New York City Taxi & Limousine Commission's effort to upgrade city cabs.It also expanded its in-taxi systems through the acquisition of TaxiTronic Inc., having formed Verifone Transportation Systems as a joint venture with TaxiTronic in 2005. The objective was to equip taxis with integrated fleet management and customer payment systems. Also in 2005, Verifone purchased the Clear Channel Taxi Media business from Clear Channel Outdoor, adding in-cab content on customer-facing POS terminals.Verifone acquired Curb (formerly TaxiMagic) in 2015. Curb is credited for being the first to launch a mobile web- and short message service, text-based taxi booking app in 2007. Verifone launched its own taxi mobile payment app, Way2ride, in 2017. Together, the Verifone Taxi Systems' arm and Curb reportedly now power over 90, 000 taxis globally, including more than 45, 000 U.S. cabs equipped with multimedia capabilities.Suppressing the urge to surgeUber Technologies Inc., which rolled out its ride-hailing app for limousines in 2010, has since expanded its model to include surge pricing, meaning that when rider use spikes, so does the cost per mile. Despite complaints, the practice continues for riders who access the Uber app in approximately 400 cities worldwide.