July/Aug 2005

Tracking by Masternaut is an integral feature of a newly-launched women-only private hire service called Pink Ladies. The system will provide round-the-clock tracking and electronic job despatch via PDAs.

With the aid of Masternaut's M-Schedule system, jobs are received by the driver on a dashboard-mounted PDA, which then provides turn-by-turn navigation to pick-up and drop-off points.

Passengers benefit, too, since they can receive a two-minute ETA text alert on their mobile phone, and don't have to wait outside for the vehicle to arrive.

According to Andrea Winders, co-founder of Pink Ladies: 'If you take all the pre-conceptions that people have about taxis or private hire and turn them upside down, you have Pink Ladies. Masternaut adds extra security and safety and that is a crucial to the service we offer.'