In case you haven't had the pleasure of using Uber (https://www.uber.com/), it's the mobile app that has democratized the limo service world (everyone's private driver!) and it is based on using digital swarms (collective intelligence) to deliver value (for more on Digital Swarms, see my book The New World of Wireless: How to Compete in the 4G Revolution). Uber is a brilliant yet simple approach to matching supply (roaming executive cars/drivers) and demand (users with smartphones), using location/navigation to optimize the assignments/routing. The user can summon an executive car with just two touches on their smartphone screen and then executes a prepaid/cashless transaction, offering a very easy experience. It is currently deployed in 9 cities around the world.
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