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UBER Presentation

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by

Tiffany Ng

on 18 April 2015

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Transcript of UBER Presentation

Everyone's private driver
in San Francisco, California
from 2009
by Travis Galanick and
Garrett Scott
Taxi-hailing application
Revolutionized the taxi
transportation model
Introduction
Challenges & Recommendations
Reasonable Pricing
Making human connections.
Must-be Quality
Must-be Quality
Performance Payoff
Performance Payoff
Excitement Generators
Excitement Generators
Additional (External)
Unique Selling Points
Value Propositions
Cost Structure
Revenue Steams
INSOURCING


“UberCab” is launched by Travis Kalanick and Garrett Camp in San Francisco. The service allows users to hail private black cars on-demand using a mobile app.

Increasing Growth, Lower Costs
Revenue in Largest UBER markets
Brand Passion Index
Focal Question
What improvements could UBER
make to provide the best user and
customer experience?
This is a study from perspective.

Framework
Noriaki Kano
analysis
Kano Model
Customer Expectations:
Must-be quality
Performance payoff
Excitement generators


Study Framework
Customer need
Analysis &
Classification

Analysis of UBER
Insourcing

Evaluation
of
UBER
Service

Current
challenges
based on customer needs &
Recommendations

2010
'UBERCab
2011
International expansion
2014
More than users
8,000,000
Over cities
250
countries
50

Over daily UBER trips
140million
Customer
Kano Model
Customer
Analysis of Customer Need

Performance Payoff
Must - Be Quality
Excitement Generators
Survey
Customer Preference in Taxi-hailing apps
87
responses.
Performance Payoff
Personalized Service
Performance Payoff
Convenience
Excitement Generator
Matching: Needs & Services
Analysis of Customer Need
Analysis of Customer Needs
Performance Payoff
Analysis of Customer Needs
Higher demand for the
diversity
of service
Larger range of vehicle models
(Uber UK has Uber XL)

Better interface design

Ability to find & check
availability of preferred driver

4G Connectivity handsets for turn-by-turn navigation (for drivers)

Online rating system for drivers
Safety
DRIVERS
Increasing Number

Conclusion
THANK YOU
UBER
History of UBER

Uber raises $32 million in venture capital from several sources, including Amazon founder Jeff Bezos' Bezos Expeditions. Uber launches in Paris.

Benefits to Customers
Concerns that discourages users:
As independent contractors
Uber says its drivers make $6 per hour more than traditional cab drivers
Uber Driver's Data Report
The ride-sharing app is gaining converts among its drivers:
71%
say their income is better since signing up.
162,037
that has completed more than 4 trips since Dec 2014.
14%
are female drivers.
$19.04
average hourly wage
51%
say they have never previously worked as a driver.
Evaluation of UBER services
Source: Web-strategists.com, 2014
Reasonable Pricing
Must - Be Quality
Using feedback as currency
Removes Friction Points
No more curb waving, no more long waits, no more grumpy drivers, no more cash. Customers, more than ever, expect easy, fast processes for everything. In the Age of the Customer, if you are not fast and easy, you will be replaced.
Deliver Transparency
"Your Uber driver is named John. He is driving a Prius (license plate number CXXP14) and will arrive in 4 minutes."
The technology to keep customers informed in real-time exists and should be leveraged.
The driver arrives right where the GPS told him you'd be. The car is clean and the driver often go out of their ways to give you a personable welcome.
When customer disembarks, driver rates customer and customer rates drivers. It's a democracy where the best drivers and riders gets the best experiences. UBER HQ uses this data for quality control.
Uber says their vision is "moving people", not transportation model. When customer arrives the driver says "Thank you, see you next ride!", technology makes things easier and transparent while encouraging the human touch.
When customer arrives, the driver says "thank you", and their credit card is automatically charges with a reasonable fee (inc. tip) for the ride.
Q&A
Full transcript