"Sony has launched its S.Ride service (a Joint Venture) in Tokyo with a fleet size of over 10,000 cars. The LINE app had earlier launched a ride-hailing app which shut down last year. In Japan, UBER does not have a major presence currently and is exploring partnership options. If this succeeds, it could be an early indicator of the fact that behemoths can very easily launch successful services that are on par, or even better than competitors in their home country. Brand recognition and trust play a dominant role in customer choices." – Alex Mathew