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The Japan National Federation of Taxi Associations is promoting 11 new innovative taxi services, including universal design taxis, reduced initial fares, and pre-determined fares. In Tokyo, these initiatives have been implemented, with many companies already introducing these services. The universal design taxi service, JPN TAXI, was launched on October 23, 2017, and received widespread media coverage, with 845 media reports and an estimated advertising effect of 600 million yen. The reduced initial fare service, which shortened the initial distance, was introduced on January 30, 2017, and has resulted in increased transportation numbers and revenue. A pre-determined fare experiment was conducted from August 7 to October 6, 2017, and showed that about 70% of users would use the service again if it were fully introduced, citing the benefit of knowing the fare in advance.