For years, Windhoek residents without a car depended on municipal taxis to get around town. Travellers would stand at the roadside, wave down a driver and hope the taxi was heading in the right direction. A ride might also require walking some distance before finding a vehicle willing to take them. The arrangement was imperfect, but it remained the transport option most consumers had. E-hailing is now changing how people request and pay for rides in the capital. As the market develops, passenger feedback can influence how reliable the service is and whether rides are readily available. Companies entering the market are being judged not only on their technology, but also on how they respond to people using their platforms. For Windhoek's existing taxi users, the consumer voice gives them a direct say in the rules and standards of the new model.