NEW YORK (TheStreet) --The next time you take either an Uber or Lyft in New York City, you may notice your driver's smartphone display advertising discounted rides. The culprit offering these discounted rides may be the new rideshare company, Juno.

Juno is a New York City-based rideshare service that is currently extending discounted trips to all of its members. However, it's not so much about the discounts for riders, as it is about how the company treats its drivers that separates it from the competition.

"If you think about it, the best place to find a potential user is in the car. Juno is working much closer with drivers than any other service and we treat drivers much better. Therefore, drivers are motivated to help Juno," Juno CEO Talmon Marco said during Tuesday morning's "Squawk Alley" on CNBC.

The new company boasts 16,000 drivers and is committed to offering them a bigger cut of the profits.

"More than 50% of our users come from word of mouth. By working closely with drivers, by being exceptionally fair and good to drivers, we are turning things around. Our costs of recruiting drivers, riders are significantly lower than the competition," Marco noted.

The credentials to become a driver for Juno are that they must be a driver for either Uber or Lyft and have a high rating, yielding a better overall customer experience.

"You're already starting with a service that is inherently better, better drivers, drivers with newer cars, and drivers that are more excited to take you," Marco said.

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