Amid calls for safer travel options, navigation app Citymapper has launched a ‘main road’ feature that allows users to stick to busier routes during night-time travel. By responding to users’ Twitter requests, the move shows how brands can leverage social media to improve their services and boost loyalty.

Once an app to help people find their lost iPhone, Apple’s Find My has developed into a way for people to communicate by sharing their geo-locations with friends and family. To be convinced to give up their privacy, people are expecting brands to offer a greater sense of connectivity and safety.

European ride-hailing app Bolt is launching in London, promising lower fares and increased customer care to rival Uber. With people wanting to feel safe when using ride-sharing services, Bolt has introduced an in-app panic button, 24-hour customer service, and an SOS police service.

London is overflowing with two- and four-wheeled shared transport options – from Uber to Bolt to Lime – all of which respond to a desire to get around in an efficient, inexpensive, and eco-conscious ways. But when and why do people choose to hop on a bike or hail a cab rather than take the Tube?