Why I Stopped Watching the Competition and Started Focusing on Our Customers

Simon Kalipciyan, COO & Co-Founder, 30 October 2026

In short: For four years I measured Cars on Demand against Uber and every other transport disruptor. Then I realised most of the features they were announcing, we had already been offering for years. The lesson that changed our business was simple: stop building for your competitors and start building for the person in the back seat.

Between 2012 and 2016, I spent a lot of time watching what Uber and other transport disruptors were doing. Every press release, product update and feature announcement had me asking whether we were keeping up. I was competition-centric, constantly measuring us against everyone else in the market.

Then something clicked in 2016. After reading yet another glowing article about Uber's latest "innovation", I took a hard look at what they were actually promoting. To my surprise, almost every feature they were announcing, we had already been offering for years. We just did not have the marketing budget or the media exposure to shout about it.

That moment changed how I think about growth and service in this industry. Instead of looking outward at competitors, I turned my attention inward: to our clients, our systems, and how we could make the experience better for the people who use our service every day. I have never looked back.

What Changed When We Focused on Customers Instead of Competitors

When we stopped chasing competitors and listened more closely to our customers, our priorities became much clearer. Customers did not ask us for more features. They asked for fewer things to worry about. So that is what we built:

• Booking without the back-and-forth: today you can get an instant quote online, book in seconds and receive instant confirmation, as late as an hour before the trip
• Visibility: you can track the car in the app and message the actual driver, not a call centre
• Flights that move: our airport transfer technology tracks your flight live, so the pickup follows your real landing time
• Time to collect your bags: free waiting time of 30 minutes on domestic flights and 60 minutes on international flights
• No guessing: a fixed price confirmed at booking

As a result, our airport transfer service became more reliable, our airport limo service became more tailored, and our clients noticed the difference. We stopped being just another name on a list and became the option people trust.

Why This Matters in the Chauffeur Industry

In private chauffeur hire, what matters most is not media hype. It is the experience of the person in the back seat. Will the car arrive on time? Is the driver professional and well presented? Will they get to the airport, the meeting or home without stress?

For years we have invested in exactly those things: well-presented vehicles, accurate flight tracking, 24/7 Australian support, professional chauffeurs and a booking platform built around how Executive Assistants and travellers actually work. Whether someone is booking a Sydney Airport limo or a long-distance transfer, every trip should feel the same: seamless, reliable and premium.

The Lesson for Any Customer-Facing Business

There is nothing wrong with keeping an eye on the competition. But if you let their decisions dictate yours, you end up building a business for them instead of for your customers.

True growth comes from within. Since I shifted from being competition-focused to customer-focused, our service has improved, our brand has strengthened and our clients have rewarded us with loyalty and referrals.

If you run a transport business, or any business that serves people, ask yourself one question: what do my customers need next? Not: what is my competitor doing next? You may find you are already ahead, and that real innovation comes from delivering better service, not louder marketing.

Looking for a Better Airport Experience?

If you are tired of unreliable or impersonal airport transport, try something better. We cover airport transfers and private chauffeur hire across Australia, including Sydney, Melbourne, Brisbane, Perth, Adelaide, Canberra and the Gold Coast.

Reader offers: Use our $20 blog offer by selecting it from the drop-down menu in Extras when you book. First-time customers can also take $50 off a return trip: select it from the same drop-down menu and it applies as $25 off each leg. The $50 return offer is for your first transfers only and cannot be reused on later bookings. See the $50 airport transfer offer.

Get an instant quote and book in seconds, or register online and download our app. Questions? Call 1300 638 258, 24/7, or email admin@carsondemand.com.au.

Related reading: Uber for Business vs corporate chauffeur service | Corporate and executive cars Australia | Why sustainable pricing matters | All Cars on Demand blog posts