An Australian-owned ride-sharing app is the latest company to take on rogue operator Uber, as the Victorian taxi industry tries to stem the bleeding of customers to the controversial service.

The ride-sharing app, RideBoom, is the brainchild of a Melbourne taxi operator who is hoping to cut into Uber's rising popularity. However, the new app will not compete with the illegal low-cost UberX service.

Taking Ride Boom for a spin ... Collingwood captain Scott Pendlebury and partner Alex Davi. Credit:Joe Armao

Instead it will recruit licensed hire-car drivers, similar to those used by the more expensive Uber Black, which will put it on the right side of government regulations.

The state government currently has no plans to licence UberX, which is locked in a court battle with the Taxi Services Commission after 11 of its drivers were caught in an undercover sting.