Yango EntryWheelRideHailing: A Data-Driven Approach to Urban Mobility in Africa and Southeast Asia

Since 2022, the Yango team has rolled out a series of launches of a new two- and three-wheel ride-hailing module, known internally as EntryWheelRideHailing, across markets in Africa and Southeast Asia. The product was designed to address urban mobility challenges typical of emerging economies, where congestion, infrastructure constraints, and affordability shape daily transport choices.

According to Mikita Ponarin, Business Development Manager at Yango responsible for marketing and research, the key to successful market entry lay in deep local understanding. “We couldn’t simply copy a solution from one city to another. Each metropolitan area required a tailored, data-driven approach informed by on-the-ground insights,” he explains.

Cameroon: Launching in Douala

In Cameroon, Douala—home to over four million residents—was selected as the pilot city. “We analysed traffic density, rider and driver behaviour, and macroeconomic indicators in detail,” says Ponarin. “This allowed us to build a financial model that factored in subsidies, trip conversion rates, and driver workload.”

To support the launch, the team ran targeted PR campaigns and digital activations. As a result, the product surpassed 7,000 orders in its first month and achieved media reach exceeding three million people.

DR Congo: Scaling in Kinshasa

The subsequent launch in Kinshasa, Democratic Republic of the Congo, required an even more rigorous strategy. “Kinshasa is unique in both scale and infrastructure constraints,” Ponarin notes. “We modelled multiple scenarios based on comparable cities and analysed competitors such as Gojek and Grab to mitigate risks and maximise impact with a limited budget.”

The resulting financial and operational model projected one million trips over three years with a target market share of 20%, delivered on a constrained launch budget of USD 0.3 million.

Building Local Partnerships

A critical success factor was the development of a strong local partner network. “We worked closely with local businesses—taxi fleets, vehicle dealers, and holding companies—to ensure seamless integration and access to vehicles,” Ponarin explains. “These partnerships directly influenced both launch speed and service quality.”

Results and Scalability

The outcomes validated the approach. In Cameroon, Yango achieved leading ride volumes within three months of launch. In Kinshasa, projected trip conversion reached up to 30%. “Our main achievement was building a sustainable, scalable model that can be replicated across markets,” Ponarin says, highlighting the strategic role of marketing and research in driving growth.

Throughout the projects, the team conducted cross-regional market comparisons to identify patterns and prioritise future expansion. “Secondary cities with lower income levels are often dominated by informal players, which creates entry barriers for global platforms,” Ponarin adds. “We used these insights to craft strategies that reflect local realities and enable faster, more efficient launches.”

Together, these initiatives illustrate how Yango’s EntryWheelRideHailing combines data, local partnerships, and disciplined execution to unlock urban mobility in complex, high-growth markets.