Delivery services have been using routing software for years. UPS got a bunch of press attention for it several years ago. The concept of a crusty old lumbering behemoth that won't embrace new technology is largely mythical.
Market disruption doesn't involve increasing efficiency, the incumbents can always increase efficiency the exact same way you did, on a massive scale. You have to somehow alter the market itself, change what the customers expect.
"Delivery services have been using routing software for years" - yes, but not on a real-time basis. Solving real-time resource allocation vs routing a driver on pre-scheduled deliveries (like UPS) is a different problem with more complexities.
E-courier in the UK (http://www.ecourier.co.uk/) is one example of such a tool implemented at scale - they've demonstrated lower cost and compete successfully on lower pricing. And, guess what one of their founders just left to do? Basically created the UK version of Amazon Prime+ (http://www.shutl.co.uk/), leveraging the E-courier delivery service for efficiency..
Often the way to alter the market is to lower cost below a threshold where new utility can be provisioned to customers.
Market disruption doesn't involve increasing efficiency, the incumbents can always increase efficiency the exact same way you did, on a massive scale. You have to somehow alter the market itself, change what the customers expect.