INTERNATIONAL taxi firm Uber is preparing to move into Wiltshire. The company, which allows customers to hail a nearby ride using an app on their smartphone, has held talks with Wiltshire Council about getting a licence to operate in the county.

Scott Woodford, managing director of Salisbury-based Value Cars, said it would be bad for the taxi business in the city, and for customers: “There’s enough strain on taxi drivers and operators as it is. There’s only so much work to go around.”

But Paul Humphries, operations manager at Salisbury firm Online City Cabs, said he was not worried about competition. He said while Uber might thrive in larger cities like London, it would struggle in a place like Salisbury: “It would never survive. There wouldn’t be the demand.”

Mr Humphries added that average fares in the city were between £5 and £7, while Uber drivers were used to trips of £20 and above.

Uber is just one of a number of apps people can download to their phones and use to book and pay for journeys. It uses satellite navigation to find a driver and allows customers to track the vehicle and pay using their phone.

Mr Humphries said his firm had been offering the same technology as Uber for years.

But another taxi driver, who asked not to be named, said he thought Uber would “completely kill” the taxi trade in Salisbury, adding: “It’s tough enough at the moment.”

Uber drivers use their own cars and are all licensed and regulated by the council.

The global company, which already operates in nearby cities and towns including Bath, Swindon, Bristol and Portsmouth, has told the council it plans to apply for a private hire operator’s licence in Wiltshire, in order to take bookings across the county.

A Wiltshire Council spokesperson said: “Uber has made contact seeking information about our application process and policies.

“Any application for a licence would be assessed in accordance with our standards, policies and guidance.”