SMU Assistant Professor of Strategic Management Terence Fan was of the view that taxi surcharges, if implemented in a transparent manner, are a good way of moderating demand and that the simplification of fare adjustments would help raise customer awareness, while still helping to lower taxi demand during peak hours. He added that asymmetry in taxi company sizes also correlates to asymmetry of gross profit margins, which may incentivize larger companies such as Comfort Delgro to invest in technologies. However the smaller companies may not benefit from the increasing scale. He believed that a common call centre set up by the LTA would benefit customers.