Karhoo is slowly rolling out in the following cities: Nottingham, Derby, Leeds, Bristol, Bradford, Liverpool, Edinburgh, Brighton, Stoke on Trent, Belfast, Manchester, Glasgow, Leicester and Birmingham. It'll go international with New York and Singapore this summer.

Today's expansion gives Karhoo considerable reach in the UK, which is important if it's to gain traction as a viable Uber alternative. The company does have a few advantages over its ferocious and well-funded rival -- you can pre-book a ride through the app, for instance, and there's no surge pricing to worry about it. Karhoo's battle is still a tricky one, however. It needs to get the word out, which is easier said than done, while undercutting its rivals and keeping the traditional taxi industry on side.