And seven. Algeria becomes the seventh African country in which VTC Yango is established. The platform formalized the launch of its service on its Instagram account on October 17. This is the first time that Yango — owned by the Russian group Yandex — has set up in a North African country.
Previously, it had established itself in Côte d’Ivoire in 2018, in Ghana in 2019, in Senegal and Cameroon at the end of 2021, then in Zambia and Angola in 2022. Now, it operates in more than twenty countries in the world.
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Specialized in carpooling, shopping with VTC, but also meal delivery, the company will have to face a very competitive Algerian market. Indeed, there are already platforms such as Heetch, Yassir, Coursa, tem:tem, or Careem. But Yango, however, can rely on its own mapping, navigation, and order distribution system to make the difference. According to the company, these technologies allow it to gain in competitiveness, net cost price and flexibility.
To establish itself on the Algerian market, Yango will also have to forge partnerships with local service providers, as it has done on the other markets it has conquered. It must therefore attract existing VTC companies, but also taxis, which fear competition from new transport services.
In order to attract these drivers, the Russian company has decided to subsidize them: for each trip, the application adds a bonus, in addition to the prix paid by the customer. This practice – common when launching VTC platforms – will only last for a while, but should allow Yango to build up a fleet of vehicles large enough to meet demand.
Phase de test
The newcomer will also focus on adapting to the specificity of the Algerian market. For this, the application will begin to operate in test mode: it will collect user comments, in order to be able to adapt its offer based on feedback.
This attention to location is part of Yango’s strategy. It is by following this principle that it launched, in July 2022, its first service for ordering motorcycle races in Douala, a city known for the density of its traffic.
Yango’s strategy does not aim for short-term profitability, but nevertheless seems to be paying off: within a year of launching in Senegal, the company is already the country’s leading ride-hailing service, with some 2,000 rides recorded on average par jour.