Let’s Get Digital – With Tailwind from the Netherlands

How deeply is digital mobility embedded in our city’s DNA?

In 2009, FreeNow, founded in Hamburg, set the digital pace. Back then, still operating under the name MyTaxi, the company developed what would become the widely used taxi app and established our city as a pioneer in the world of smart mobility.

A decade later, MOIA set new standards and launched the first algorithm-driven ride-pooling service with its now iconic golden-yellow shared taxis that have long since become part of Hamburg’s cityscape.
Since last year, tests for the autonomous operation of MOIA vehicles have even been underway.

Today, we are taking the next step and bringing smart mobility onto the water – through an app designed for maximum user experience as part of a fully digital operations management system. In other words, built with the future in mind, so that Elbtaxi can contribute to the continuous expansion of Hamburg’s mobility offerings.

As you can imagine, this is a major and by no means trivial project – one that requires specialized partners and, above all, a structured approach to bring it to life.

Here is a glimpse into how we have been approaching it for the past three years:

Orientation Phase – der richtige Partner an Bord

In the beginning, there was above all one thing: a big vision. And for that, you need the right partners – IT specialists who not only understand software, but are also familiar with maritime operations and can combine their technical expertise with a clear sense of our passengers’ expectations.

So we started asking around. And who could offer better advice than our mentors from the Netherlands? At one of the first meetings with the founders of Watertaxi Rotterdam, the recommendation came immediately and without hesitation: “Think about the app from the very start – and talk to Flying Fish.” Said and done. Just one hour later, our co-founder Andreas was sitting with the ship design and tech experts at Flying Fish in Delft, getting a firsthand look at what is already possible today.

Yet why look far afield when the Elbe itself is home to strong providers, such as the architects behind the Switch app and several other capable software developers?

After two intensive weeks, several introductory meetings, and many productive conversations, one thing became clear: the Watertaxi Operation System developed by Flying Fish for Rotterdam – already proven thousands of times in daily use since 2022 – will have encountered and successfully resolved all its early challenges by the time Elbtaxi begins operations. That means a system tested in real-world conditions and, thanks to the scaling effect, significantly more cost-efficient as well.

Definition Phase – was soll die App eigentlich können?

An app is only as good as the concept behind it. And from the very beginning, ours was meant to be more than just a digital booking tool.

We want an app that thinks along with us – one that keeps track of our boats, crews, and operations. One that integrates weather data, suggests smart routes, and remains as easy to use as a coffee machine. And very important: seamless payment – fast, secure, and compatible with the common services. From Apple Pay to credit cards, everything included.

In joint workshops with Flying Fish – sometimes in Delft, sometimes in Hamburg – we put our heads together. What does the app really need? What does an optimal booking flow look like? How does an algorithmically suggested ride-pooling option influence reliably predictable travel times? What happens when certain origin-destination combinations cannot be offered due to weather or tidal conditions?

We sketched ideas, discarded them, and rethought them – gradually developing a coherent overall concept. Not overloaded, but carefully designed. In other words, typically northern: clear, direct, and efficient.

Hamburg Meets Delft: A Deep Dive into App Development.

Setup Phase – jetzt wird programmiert

With the concept fully defined, it is time to get down to the real work. And this is where it becomes clear: the Elbe is not an easy operating area. Wave heights, tides, regulations – some things that work in Rotterdam need to be rethought for Hamburg.

The digital Watertaxi Operation System developed for the Netherlands provides a solid foundation. Our goal, however, is more than simply copying it. We need a system adapted to Hamburg’s specific conditions – scalable, robust, and distinctly Hanseatic.

That means:

• Defining the operating area. Landing points, distances, and route combinations – all precisely mapped as the basis for algorithm-supported deployment planning of the Elbtaxi boats.
• Implementing interfaces for weather and water level data. This allows weather and tidal effects to be factored into the predicted travel time.
• Integrating payment systems. So that later you can book and pay with just a few clicks – without the hassle of cash.
• Preparing the backend for live operations. Performance, security, redundancy – everything behind the scenes must run smoothly as well.

Sounds a bit dry? Perhaps – but it is the foundation of a reliable service. Without this phase, nothing would work later on.

Testing Phase – alles auf Herz und Elbe prüfen

Before our app ends up on your smartphone, we take it apart thoroughly. In internal alpha tests, we simulate every conceivable scenario. What happens if the connection drops? How does the system respond to sudden changes in the weather? Can new crew members find their way around the system intuitively?

Then it is time to move into the real world. Beta tests with the first group of test users are next. What matters most here is how the app feels in everyday use. Is it as intuitive as we hope? Does everything work reliably – even out on the water?

We gladly accept small critiques during the beta testing phase in order to optimize the system and ensure that, once live operations begin, you can enjoy a smooth and worry-free ride.

Operational Phase – go live: Hamburg, wir sind bereit

The big moment is approaching. The app is ready at the starting line – and with it, a new era for Elbtaxi begins. For you as well.

From now on it will be simple: Book – Step aboard – Arrive.

The app will be your direct connection to us. From spontaneous trips across the Elbe to planned group journeys. And because we think big, the journey does not end here.

In the long term, the app will be able to do even more: door-to-door planning, integration with other modes of transport, and smart recommendations depending on weather conditions or traffic. A platform for water mobility, connected seamlessly to land. That is what the future looks like.

Hypercare Phase – We Stay on It

With the launch, the hypercare phase also begins – an especially attentive period of monitoring and support for the app during the first months. Our software developers at Flying Fish will remain closely by our side, ready to help if something doesn’t work as expected or if a feature needs fine-tuning.

Digitally connected, moving people. That was a first glimpse into the digital world of Elbtaxi. Yet this is only the beginning. Our goal is to bring together what truly belongs together.

Soon you will learn more about how boats, bicycles, buses, and trains can work together even more seamlessly in the future – and what it takes to turn many individual services into a genuine mobility experience.

Your Elbtaxi Team