Uber Technology

Title

Content

Explain in detail what are the technologies involved in the Uber

application?
What are the benefits obtained by the (a) Customers and (b) the
Company by using the Uber application?
What are the ethical challenges that Uber faces in using appbased peer-to-peer sharing technology?
Since Uber is using a disruptive business model and marketing
strategy, what are the risks that the company will have to
overcome to be successful?
Because Uber is so popular and the business model is being
expanded to other industries, should there be regulation to
develop compliance with standards to protect competitors and
consumers?

Technology

What us the Uber App Made From?

Geography

The matter of geography.

An app that provides delivery of any physical

goods or services to a customer must deal
with mapping.

Taxi-booking apps tend to rely on the

following mapping and Geo-location features:

1. identifying a device's location

2. providing driving directions, and
3. drawing/highlighting routes
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Maps APIs
IOS

Uber
technologies.
Location
Without doubt, it is
necessary to be able
to determine the
current location of a
customer using the
app. How does Uber
accomplish this?

Uses the CoreLocation framework to

Geo-locate a user.
The framework lets Uber define
geographic regions, and monitor a
device's movements as it crosses
defined boundaries.

Android
Uses the google's Location API

Map Presentation on
IOS

Routes and Directions

IOS

Android

In order to display point Routes and directions

are made possible with
to point directions on a
map, Uber used Map Kit Google Maps Android API
v2.

This version has simplified route

design and is much simpler for a
developer to use than that of
IOS.

Push Notification

How and why Uber has implemented

Push Notification?
You probably have heard of Uber Surge Pricing,
which has been vigorously criticized. the company
is getting more drivers on the road, but a reduced
demand from potential passengers.
Uber learned a lesson from surge pricing, and has
made it more customer friendly. Now users get
notified when the price multiplier is turned off.

Push Notification

Push Notification
IOS
To implement push
notification iOS, Uber used
Apple Push Notification
Service.

Android
To implement push
notification in Android, Uber
used Google Cloud
Messaging Service.

Note:
In fact, Uber relies on SMS to send notification about ride
status. Probably there are certain $ reasons not to use
push notification.

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Payment Integration

Uber uses a cashless system

Pay with your debit or credit card before your ride

Or, Use promo code

Note:
If you want to pay your driver a tip, you are welcome to do
that. With Uber Taxi, however, a 20% tip is automatically
added to your fare.

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Payment Integration

PCI Requirement
Payment Card Industry Data Security Standard (PCI DSS)
is a set of requirements designed to ensure that all
companies that process, store, or transmit credit card
information maintain a secure environment.
Uber chose to partner with Braintree, one of the leaders in
the mobile payment market, to accept card payments.
PayPal bought Braintree in 2013 for $800 million.

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Payment Integration
Uber also uses PayPal's Card.io service for credit
card scanning on iOS. With Android, though, you
have to manually enter credit card data.

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Payment Integration

PayPal
In addition, PayPal's system now has Uber integration,
meaning that customers can pay the taxi service directly
from their PayPal accounts (though this is not available
globally in all of Uber's markets).

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Benefits obtained by
Using Uber application
(i) Customers
1.

Rapid service drivers know exactly where you want

to be picked up and customers know exactly through
the app where the driver has reached.

2.

Tracking by smartphone you can track where the

driver exactly is on the map and plan your departure

3.

No cash transaction customers have accounts and

pay directly via the app

4.

Reliable you are sure to get your ride

5.

Punctual drivers follow the saying Time is money.

So being punctual provides them time to go and pickup
other Customers. And customers benefit for having
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their rides without much waiting time.

Benefits obtained by
Using Uber application

6. More comfortable you can choose your ride and feel

more comfortable

7. Choice of ride - Customers now have one more choice

of transport apart from taxi cabs, busses etc.
8. Drivers have independent and flexible jobs they can
choose their time to start and stop working, part-time or
full-time etc.
9. No paper Customers receive their receipt directly via
email
10. Larger territories covered drivers can go drop off/take
passengers in neighborhoods with no taxi service
11. Helps reduce congestion Drivers do not drive
unnecessarily to look for customers resulting in less
congestion.

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Benefits obtained by
Using Uber application
(ii) Company
1. No labor cost for drivers UBER just have to
maintain/upgrade its app and the reputation of UBER
attracts more drivers/customers to register for the
service.
2. Coverage and service provided to a large scale of
people, so grabbing more of market share possible
3. Very profitable investment made for IT(hardwareserver & software app, antivirus) and number of
demands for the application keeps on rising with global
technological advancements in portable smartphones,
tablets etc.
4. Free marketing from existing customers

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Benefits obtained by
Using Uber application
5. Trends can be observed from data (Transformed into
knowledge) and used to acquire more market share
and improve services
6. Dissemination of information very easy through the
application. (for example any downtime etc.)

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Challenges Uber facing

Internal Challenges Driver unsatisfied
Trust provide safe & comfortable ride
Uber has develop a Rideshare Rating System
to assure the trust.
The way they are set up & level of rider
objectivity causes a unique challenge.
Ubers Policy: 5 Star Fleet
Low score drivers remedial classes to learn
about safe driving techniques.
High risk of permanent suspension &
deactivation for those who fail to increase their
scores.

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Internal Challenges
Uber drivers unhappy with Ubers pay.
Uber lowers the fare rates to get competitive
advantages in different markets.
Resulting in decrease in drivers earnings.

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Source: https://d.ibtimes.co.uk/en/full/1491365/uber-drivers-protest-us.jpg

Legal & Regulatory

Challenges
Constant challenge for Uber
E.g. Americans with Disabilities Act an
issue for Uber Drivers car not
wheelchair friendly

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Source: https://i.ytimg.com/vi/MAoEmnBHPdo/hqdefault.jpg

Legal & Regulatory

Challenges
Taxi industries pressuring government to
block Uber in many cities.
Reason Uber drivers not subjected to same
restriction as licensed taxi drivers

Source:
http://www.tnp.sg/sites/default/files/styles/gallery_slide/public/
articles/20160213/NP_20160213_UBER138Q8_1164969.jpg?itok=7lvNSNro

Source:
http://www.tnp.sg/sites/default/files/styles/gallery_slide/public/
articles/20160213/NP_20160213_UBER13YXR_1164988.jpg?itok=ti1REN_j
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Legal & Regulatory

Challenges

Uber was accused for not respecting safety standards.

Apparently Uber drivers were involved in rape cases in India.

Image of Uber was blackened.

Uber responded - drivers were not agent for Uber

Uber developed Safe Ride Checklist to check the plate

number, name & appearance of driver.

Source:
https://www.quora.com/What-are-23
the-challenges-facing-Uber-inIndia

Ubers Legal Problem

Worldwide

Many countries have regulatory hurdles that have caused

trouble for Uber to successfully operate in these areas.
Green Spots - Uber is driving with no restriction.
Pink Spots - Uber experiences legal problems, is in a legal dispute, or
threatened by a ban.
Red Spots - Uber has been banned.

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Regulations
FRANCE : law was passed mandating that operating a
service that connects passengers to non-licensed
drivers is punishable with fines over $300,000 and up
to two years in prison.
INDIA : Due to several cases of alleged rape, Uber began
installing panic button and tracking features to its app.
GERMANY : fine of more than $260,000 per ride for
drivers transport riders without a personal
transportation license

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Uber Drivers: Independent

Contractors or Ubers employees

In California, binding judgement declares Uber drivers

as employees. But Uber is insisting that its a
Technological company.

=> Therefore not concern with employer-employees

laws and obligation.

California : Big market for Uber.

If California court declares Uber drivers as Uber

employees => minimum wages to them.

Likewise, if Uber is dismissed as being a technology

company => ride payment => source of revenue =>
city & state taxes
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Global Expansion
Uber faces more challenges when expanding
internationally.
Many countries are against it although they
expect consumers will enjoy the low cost,
convenience and freedom that the app offers.
Main problem: To obtain licenses despite they
provide similar services as taxi.
Lack of professional licenses for drivers

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Uber will face risks with:

1. Drivers
2. Competitors
3. Customers
4. Technology
5. Customer satisfaction

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Conclusion
Uber faces a number of marketing challenges
including regulatory and legal issues
Uber defines its services as ride sharing and
Uber as an agent of their individual contractors.
Uber is revolutionizing the transportation service
industry.
Uber has a bright future and expansion
opportunities are great.
Important for Uber to ensure the safety of their riders
and the drivers.
Adopt controls to ensure that independent contractors
using their app obeys relevant country laws.

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