When Cyong Shu Li joined Taiwan Taxi Co in 2006, she entered a tough, male-dominated industry that was difficult to crack. But she learned their language and even published a book titled Life in a Taxi that put a human face to the often nameless drivers, personally interviewing and telling the life stories of 23 drivers, from a one-armed man to a frustrated dance teacher. Since the company was founded in 2005, the fleet has grown and now accounts for 24 per cent of all the taxis in Taiwan, employing some 22,000 drivers who have been professionalized, bedecked in uniforms and trained in passenger customer service. In 2013, facing growing competition from car-sharing platform Uber, Li helped initiate a number of new high-tech services including an app where one can easily call for a taxi. Besides transportation, Taiwan Taxi also offers delivery, house moving, and car fixing services.