Taxi Stockholm may be over 100 years old and organized as a cooperative, but it has become one of the largest and most technically advanced taxi companies in the world. 'They are absolutely trustworthy', according to one satisfied customer. I am not the only one who chooses them even when they are not first in the taxi queue'. The company has a policy of choosing reliability over speed according to CEO Anders Malmqvist. 'Compared to some of our rivals, productivity in our call center is low. Our workers dont answer as many calls per hour, but thats our choice. The focus of our business is not how many calls we can answer but how many customers we can satisfy. Such dependability is helped by Taxi Stockholms automatic routing technology. Phone for a cab and a voice-response system identifies your location (verified by pushing the appropriate buttons on the telephone) and the system finds and instructs the nearest available cab to your location. Plans include extending the technology to provide precise estimated times of arrival every time a cab is called and automatic call back to confirm each reservation. My job, says Malmqvist is to get the fleet out when customers demand it, not the other way round. How can Taxi Stockholm keep its dependability high during those times when demand is high and traffic is congested?