The launch of the ride-sharing app in the city carries plenty of risk for both the company and those drivers hoping to cash in on its arrival. But existing Orange taxi services have by far the most to lose.

Uber provides an alternative to taxis and provides plenty of flexibility for both passengers and drivers.

It has not been extensively tested in regional markets but the experience in Australia’s major cities has been that customers have welcomed the increased competition that Uber brings.

They enjoy the convenience of booking an Uber on their phone and also the assurance that comes with settling on a fare before they start the journey.

They appreciate the chance to provide direct feedback on a driver’s level of service and even the cleanliness of the car and there is no doubt that “calling an Uber” carries far more street credibility than phoning for a cab.

But Uber has not been without its dramas. Some high-profile court cases have put pressure on the company to better vet its drivers and, curiously, customers have responded angrily – and very publicly – to the practice of surge pricing during peak usage periods.

That, however, is a case of you can’t have it both ways. We can’t on one hand welcome the downward pressure Uber will have on local fares through increased competition while also complaining that those prices will soar in times of increased demand.

But still the major issue that should concern the local market is one of fairness.

Uber drivers are free to operate in a much less regulated market than taxi drivers and that means much lower overheads.

That means savings for passengers but at what overall cost?

Local disability advocates have previously spoken about the great service they receive from taxis and expressed a concern they could be put out of business by a competitor that might have no interest in catering for special interests.

But don’t expect passengers to concern themselves with those long-term concerns when faced with the short-term concern of simply getting home.

Let the battle begin.