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Sharing Economy

DeNA launches free cab-hailing service

Internet company looks to tap shift away from car-ownership

The fares for DeNA's free taxi rides will be covered jointly by the company and sponsor Nissin Foods. (Photo by Shihoko Nakaoka)

TOKYO -- Japanese online service developer DeNA launched a free car-hailing campaign on Wednesday, in a bid to catch up with bigger competitors in an increasingly crowded market.

The free rides will be available on 50 vehicles covered with ads for instant noodles from sponsor Nissin Foods Holdings, with the fares paid for by the advertiser and DeNA. The taxis can be hailed only in central Tokyo but can take passengers to any part of the capital's 23 wards.

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