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Fares are the next frontier for Ottawa’s largest cab company owners who now have a smartphone application that mirrors almost all the things customers like about the Uber app.

Capital Taxi unveiled its app for the 350-cab fleet during an event Monday at Lansdowne Park, with co-owner Marc Andre Way preaching the importance of innovation in the taxi industry.

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“Our next phase is to start introducing discounts at certain times of the day or the week or whatever,” Way said in an interview. “We are going to have a consultation with our drivers because we want everyone on board.”

Regulatory changes approved by city council in April 2016 allow taxi companies to decrease their fares if rides are ordered through an app. It’s a measure that would allow traditional cab companies to compete with Uber.

Way said drivers are “asking for (fare discounts) now, which is really cool.”

It’s no coincidence that the Capital Taxi app looks and feels like the Uber app, Way said. People in focus groups have lauded the features in the Uber app, he said.