Magenta Technology is an established provider of end-to-end dynamic real time scheduling and optimisation solutions for ground transportation industry, with 20+ years of experience through work with 350+ customers all over the world, including Emirate Airlines, Addison Lee, Terravision, Transdev, AVIS, Carey International and other prominent players of the market. Magenta's unique innovative optimisation technology and true real-time, dynamic scheduling and dispatching solutions allow transportation suppliers to provide high quality services whilst maximising capacity and productivity, minimising operating costs and enhancing revenues. Combined ‘booked in advance’ and ‘on demand’ services are continuously optimised to automatically control operations with the minimum amount of human intervention: - based on operational priorities of the transportation network (customer service levels vs costs vs fleet configuration); - with passengers’ and drivers’ preferences and requirements in mind; - with ability to combine separately booked journeys into shared rides, where possible; - enabling end-to-end automation of booking management and dispatch processes.