"Reducing prices to encourage more people to use cab services will not only bring a culture change in the way we utilise our personal cars but could also contribute to less fatalities on the road especially drink-driving accidents," said Matthew Bezzina, CEO of eCabs.

eCabs is in fact announcing a major price reduction in its fares between 7pm and 6am, from Monday to Sunday with no black-out periods. Through this major price reduction, fares will now start from as low as €5 and are intended to make the cab service more accessible for passengers during the evening and the busier entertainment hours.

The move is part of eCabs' ongoing efforts to transform the passenger transport services industry in Malta.

Bezzina added: "The success we experienced in the last years has been exceptional and encouraging. We invested in an industry which was in shambles, applied technology to it and triggered the start of a nationwide solution. Rather than being the only ones to benefit from this success, we want this positive outcome to benefitit the community at large and our response now is to reduce prices to instil the next wave of cultural change in passenger transport. I am convinced that more volumes will lead to better pricing, more shared facilities and longer sustainability."

eCabs has been the path-finder of online cab services in Malta and has invested heavily in its technology and people.

"We believe that transport challenges are among the largest we face as a country and while no single solution exists, it has a key role to play in contributing a model which aligns its business with our wider social and economic needs. As we will be dedicating the coming months to more innovation and customer focus, our commitment will remain firm in enhancing eCabs' passenger experience," concluded Bezzina.