There is a way of doing this...but it isn't magic, and doesn't hurt the operators long-term.
No free ride.
The new 'mass-marketing' capability via Apps and mobile phones is an opportunity, but you really do need to understand where the empty legs come from, who pays for them, and the needs of the owners and operators and the cost base of the industry before leaping in here. Fancy marketing is one thing, but careful, structured development of a reasonable service....offering a new concept to a new class of user, whilst respecting and acknowledging the needs and requirements of the current users doesn't make great copy...as it's a wee tad complicated to explain in a sound bite or headline phrase.
June....let's wait and see. Some are already involved here I suspect.