Prioritizing Safety: A collective responsibility in Ghana's ride-hailing ecosystem

Developing countries, specifically across cities in the African region have persistently experienced challenges with their transport systems. The lack of integrated public transport systems, coupled with rapid urbanization, has resulted in chronic congestion and inefficiencies across the region.

The introduction of ride-hailing services in 2016 has helped to address these issues, revolutionizing urban mobility across Africa. Offering convenience and accessibility to millions, these platforms have grown alongside the continent's rapid digital transformation; according to the World Bank, between 2019 and 2022, over 160 million Africans gained access to broadband internet.

The digital boom in Ghana has significantly influenced the ride-hailing market, making it more accessible and convenient for users. With the highest mobile penetration rate in West Africa at 55 per cent, Ghana's digital landscape supports the growth of ride-hailing services. Additionally, the rate of internet users via mobile terminals is changing at the same pace as that of users of taxi services, with 75.8 per cent and 64.1 percent respectively, indicating a strong correlation between internet usage and the adoption of ride-hailing services.This digital boom have  become a vital alternative for those with limited access to private vehicles since their inception in 2015. However, alongside this growth comes the critical challenge of ensuring the safety of all stakeholders involved.

A collaborative approach involving all key stakeholders is essential to address these safety concerns. At the forefront of this effort is the government, which plays a crucial role in laying the foundation for safety through effective regulation and oversight through agencies such as the Driver and Vehicle Licensing Authority (DVLA), which has introduced measures such as licensing the platforms and enforcing valid driver certifications.

To bolster safety further, regulatory efforts must expand to include technology integration, comprehensive policies, awareness campaigns, and stringent vetting processes for ride-hailing operators and drivers, along with public education on the safe use of these services, which will create a stronger foundation for safety in the industry.

While the government sets the stage for safety through regulations, ride-hailing companies play a pivotal role in turning these regulations into actionable safety measures that directly impact their passengers and drivers.

Many might argue that the buck stops here, and they would not be wrong. As key enablers of mobility, ride-hailing companies are uniquely positioned to fortify the foundation for safety through innovation and customer-centric practices. Safety has long been a cornerstone of the industry, with established features such as driver screening, GPS ride tracking, trip-sharing, and 24/7 customer support.

However, the sector acknowledges that persistent safety concerns for key stakeholders still need to be addressed. By leveraging technological advancements such as integrating real-time monitoring systems and increasing resource allocation, the industry can enhance safety while prioritizing training programs in soft skills and conflict resolution for its drivers. By fostering an environment where both drivers and passengers feel safe, platforms can further elevate the standard of safety in urban mobility.

To truly enhance safety across the ride-hailing ecosystem, it is essential to recognize and empower those who bring these services to life. As frontline representatives of ride-hailing platforms, drivers play a pivotal role in translating safety policies and technologies into meaningful, real-world experiences for riders.

Recognizing the importance of drivers in ensuring safety, ride-hailing platforms have introduced robust onboarding processes, including background checks, driving assessments, and identity verification, to ensure only qualified individuals operate within the ecosystem.

Drivers often face risks such as late-night shifts, difficult passengers, or driving in unfamiliar areas. Addressing these concerns is vital to creating a balanced and secure ecosystem. As such tools like in-app safety buttons, real-time tracking, and dual-rating systems have been put in place to empower drivers to address most of these challenges.

Beyond technology, platforms must invest in the driver’s well-being by providing access to counseling, conflict resolution training, and even partnerships with local law enforcement for better incident management. This not only fosters trust but also enhances the driver experience, helping to bridge the gap between technology and the human touch in the ride-hailing journey.

Creating a safe ride-hailing ecosystem is a shared responsibility that extends beyond the drivers. Riders, too, have a pivotal role in advocating for their safety and contributing to the broader culture of security within the platform.

Simple practices such as verifying driver details before boarding, using in-app safety features, and maintaining respectful communication with drivers can create a secure environment.

Feedback mechanisms are equally vital. Riders help platforms refine their services and uphold safety standards by reporting concerns or commending good practices. Collective responsibility among all stakeholders ensures safer journeys for everyone.

Ultimately, ensuring safety in the ride-hailing sector is a collective effort, with each stakeholder playing a vital role. This collaborative approach rooted in proactive measures, innovation, and mutual respect is the foundation for a safer, more reliable transportation ecosystem. Together, we can redefine safety in Ghana's modern transportation landscape, creating an ecosystem that works for everyone.

The author is Henry Whyte, a Senior Operations Manager, Bolt Ghana