Now that the controversial tech startup Uber is strongly focused on gaining a foothold in the potentially lucrative Latin American market, business analysts are waiting for the day when the company will attempt to establish a presence in Costa Rica. According to a late 2014 article by Johnny Castro of business daily La Republica, Uber will likely experience a tough time entering the market in Costa Rica.

Based in San Francisco, Uber is a smartphone app and personal transportation service that is both notable and notorious. As a business, Uber is a wildly successful company that seems to have not limits in relation to its commercial ambitions; however, its freewheeling plans for expansion have resulted in a number of private lawsuits, protests, licensing issues, as well as allegations of sabotage and interfering with press freedom.

Controversy notwithstanding, Uber would probably run into strong oppositions by the numerous co-op businesses that operate the iconic red taxi fleets around Costa Rica (including the orange taxis at the airport and the more informal “porteadores”). In countries where Uber has attempted to sidestep licensing, the ensuing discontent has not been pretty.

Still, Uber already operates in major Latin American metropolitan areas such as Rio de Janeiro, Bogota and Mexico City. What could this company do to gain a foothold in San Jose? As it happens, Mr. Mora of La Republica inquired with Carolina Mora, spokesperson for the Public Services Regulatory Agency on this matter, and she suggested that Uber could simply seek a joint venture with an existing taxi service in Costa Rica to start operating right away.

Should Uber take the easy regulatory route in Costa Rica, a further challenge awaits the company: Taxi Tico, an Uber-like smartphone app that works with select taxi co-ops.