Meet the new Kid: ALTA, the startup taking on Uber & Lyft

What is happening? Alta says it has better hailing capabilities, works by owning the vehicles and employing drivers.

Why is this important? By owning the assets, Alto is able to keep vehicles on the road almost continuously, which increases the profit margin per vehicle.

How will this be important? News clips are filled with the political strategies employed by Uber that were revealed as a result of an EU investigation. It’s basically a roadmap.

Wall Street Journal | Meet the Startup Aiming to Take On Uber and Lyft