Is the latest challenge facing the London taxi trade going to come on two wheels?
Pedal Me, a start up app using bicycles as taxis, has been seen on the streets of the capital. The new company uses the same technology as other taxi and private hire apps, which means potential customers are only a few taps away from an immediate ride.
With no regulation required, as yet, drivers on the Pedal Me circuit will not require any form of licensing, vetting, insurance or training.
The company are also pitching themselves as quicker and cheaper than the controversial Uber platform. In a price sensitive market, where safety plays second fiddle, it may win a few punters over.