Biz Model forUber Technologies Inc. A REAL-TIME RIDESHARING SERVICE A M B R E F I S C H E R | A R N AU D L E G R I S | C H R I S TO P H E R L A U R E N T I U S | J O YC E L I M | K E O N G P E I Q U A N | R AY M O N D U N G Business models for other technologies can be found here: http://www.slideshare.net/Funk97/presentations Agenda 1. Background of taxi services and real-time ridesharing 2. What does Uber Technologies Inc do? 3. Value Proposition 4. Customers and Market 5. Value Capture 6. Competition 7. Strategic Control 8. Uber, an issue? 9. Improvements & Alternatives 10. Q&A UBER TECHNOLOGIES INC. 2 Background – Taxi Services More convenient than other modes of public transport when going at a specific destination Higher fees than other modes of public transport Fixed price based on base fare, distance, time, peak hours/weekends & public holidays, advanced booking fees Requires a government license to be a taxi driver Car rented by the taxi operator Taxis can be hired Hailing on the street Waiting at specific taxi stations For immediate booking by SMS, phone call, app For advanced booking by phone call, apps UBER TECHNOLOGIES INC. 3 Strategic Control 8. Uber. an issue? 9. Q&A UBER TECHNOLOGIES INC. Competition 7. Background of taxi services 2. Improvements & Alternatives 10. Value Capture 6. Value Proposition 4. What does Uber Technologies Inc do? 3.Agenda 1. Customers and Market 5. 4 . connecting passengers with drivers Manages a network of drivers and passengers through a phone application Provides options and varieties in the transportation service GMC Yukon Denali Toyota Camry BMW 7 series Mercedes S-Class Source of image: https://www.What does Uber Technologies Inc do? Network Orchestrator.com/ UBER TECHNOLOGIES INC.uber. 5 . toll fees.Uber: Real-Time Ridesharing (FROM) RIDESHARING Incremental Evolution (TO) REAL-TIME RIDESHARING Shares the same car and destination Shares the same car and destination Shares the cost of gas. 6 . parking Individual costs Pairs passengers and drivers who are heading in the same direction / heading to the same destination Uses latest technologies Time Sharing Social Networks Uses GPS and smartphones Geared towards profit or commercial gain UBER TECHNOLOGIES INC. Uber: Real-Time Ridesharing Yes Real-Time Ride Sharing: Uber. 7 . Carpool. Profit-driven Drivers Destination decided by Passengers Ride Sharing: Neighbor.com/analysis/stock-analysis/technology/internet/charts/?featured_post=70133&featured_chart=70136 UBER TECHNOLOGIES INC.. Colleague. etc. etc… No Source of image: http://marketrealist. Lyft. Improvements & Alternatives 10. Competition 7. 8 . Background of taxi services 2. Value Proposition 4. Strategic Control 8.Agenda 1. Uber. Customers and Market 5. Value Capture 6. Q&A UBER TECHNOLOGIES INC. What does Uber Technologies Inc do? 3. an issue? 9. Value Proposition EVERYONE’S PRIVATE DRIVER One tap to ride Reliable Pickup Status Sharing Ride Feedback Cashless EVERYONE CAN BE A DRIVER Flexibility to drive Extra Income UBER TECHNOLOGIES INC. Drive with Assurance 9 . Give feedback App Driver .Estimates fare & time GPS UBER TECHNOLOGIES INC.Pay the ride . 10 .Indicates navigation .Value Proposition – Network Orchestrator Picks the passenger and brings him to the destination Passenger Request for ride Notification of the request Notification of acceptance Accepts request . Value Proposition – A cheaper ride compared to Taxis Uber’s structure is simpler. 11 . thus generating lower costs which allows them to propose a lower price No inventory Uber doesn’t have to pay fees as they are not “taxi service operators” They are network orchestrators matching drivers and passengers Drivers do not have to pay for professional fees to deliver the service Uber drivers are partners not employees Ease of becoming driver More drivers than taxi drives in NYC 1 Majority of drivers are part time . only 38% worked full time 2 Part time driver can accept lower revenues than normal taxi drivers 1 http://www.digitaltrends.com/2015/01/22/uber-study/ UBER TECHNOLOGIES INC.com/mobile/more-uber-cars-yellow-taxis-nyc/ 2 http://techcrunch. such as Analyzing how many times the app is open Analyzing accuracy of demand prediction to refine the prediction algorithm Calculating probability of accurate destinations and popular destinations2 1 http://www. depending on the level of shortage. Plenty of other data analyses.com/2011/04/app-stars-uber/ UBER TECHNOLOGIES INC.reuters. 12 .Value Proposition – Surge Pricing: Meeting high demand Surge Pricing : Uber rates increase to ensure reliability when demand cannot be met Encourage more driver to be available.uber.com/2012/11/12/uberdata-mapping-a-citys-flow-using-ubers-ridership-data/ Source for both images: http://www.uber. DEMAND/SUPPLY ALGORITHM Heat mapping to indicate where the demand is “God View” – real time aerial view of the movement of cars1 SURGE PRICING ALGORITHM Automatically detects situations of high demand and low supply and adjusts price accordingly.wired.com/passenger-destinations. http://blog.com/article/2014/12/16/us-uber-privacy-idUSKBN0JU2DT20141216 2 http://blog. 13 . Uber investor and board member E.Value Proposition – Surge Pricing: Patent Pending US 2013/0246207A1 (pending grant) System and Method for Dynamically Adjusting Prices for Services Pricing algorithm automatically detects situations of high demand and low supply and hikes the price in increments.g. a key tenet of the company. and (c) maximize the number of completed rides. depending on the scale of the shortage. prices to be changed if utilization rate falls below 60% or above 80%. using a multiplier Source of image: Patent No: US 2013/0246207A1 by Uber Technologies Inc. Price adjusted relative to a fixed price i.” – Bill Gurley. Algorithm results in increased supply and reduced demand. or demand and supply model that compares the number of drivers to passengers.e. “Through these two mechanisms. the company is able to (a) increase supply. System and Method for Dynamically Adjusting Prices for Services UBER TECHNOLOGIES INC. (b) assure reliability. 14 .Value Proposition – Surge Pricing Example(1) Demand – Supply Equilibrium $10 Normal Fare UBER TECHNOLOGIES INC. Value Proposition – Surge Pricing Example(2) Demand > Supply $10 Fare Increases $15 UBER TECHNOLOGIES INC. 15 . 16 .Value Proposition – Surge Pricing Example(3) Demand < Supply $15 Fare Decreases $10 UBER TECHNOLOGIES INC. Agenda 1. Competition 7. Value Proposition 4. Strategic Control 8. Background of taxi services 2. Customers and Market 5. 17 . an issue? 9. Improvements & Alternatives 10. Value Capture 6. What does Uber Technologies Inc do? 3. Q&A UBER TECHNOLOGIES INC. Uber. So who do you think are Uber’s customers? 1) Drivers 2) Passengers 3) Both? Source: Google Search Definitions UBER TECHNOLOGIES INC. 18 . NOT customer UBER TECHNOLOGIES INC. car/taxi service. where a service provider refers to individuals or entities that can provide the requested service e. 19 .Uber’s definition of customer: Individuals requesting or ordering an on-demand service. Passenger $$$ CUSTOMER Paying for the service (transportation) Commission Uber Driver PARTNERS Complementary Service Provider.g. UberTaxi. UberBlack) I’m willing to pay more to get a ride NOW (UberX. UberX. Lyft) Key Differentiators between the different options: Price Time User experience Options UBER TECHNOLOGIES INC. 20 . Lyft) I want the highest probability of getting a ride I want a taxi NOW I want to share the ride to reduce cost (UberPool) I want a scheduled ride (Taxi) I want a consistent good user experience (Uber.Customer Segments (by needs) I want a ride (Taxi. Lyft) I want a luxury ride (Limousine Taxi. young adults Smartphone Users UberX – e.g. people who wish to show off People who wish to save money but still get the convenience or They have the power to hail a ride at any price UBER TECHNOLOGIES INC. They are either UberTaxi – e.g. working adults. 21 . people in a rush Users who value time People who appreciates having a ride confirmation shortly after the need arises Users with (limited) spending power. professionals.g. the usual taxi passenger UberBlack (Premium) – e.Targeted Customer Segments (Real-time Ridesharing) EARLY ADOPTERS EXAMPLES OF CUSTOMERS Tech-Savvy Users UberPool – Non-working group e.g. students. com/taxi-cab-statistics/ Uber Marke share: http://www.1292267 Market Comparison in %: http://www.northjersey.statisticbrain.com/uber-revenue-rides-drivers-and-fares-2014-11?op=1 UBER TECHNOLOGIES INC. Uber.9 Bn 40% of Total NYC Taxi Market (advanced booking taxis. 22 .businessinsider.com/news/move-to-regulate-ride-share-services-like-uber-lyft-advances-in-nj-video-1.Uber’s Estimated Market Share (NYC Jan 2015) Total Taxi Market 135 million rides ~$1. Lyft) Target Market 55 million rides ~$1 Bn 45% of advanced booking Taxi Market 17% of Total Taxi Market Uber Market Share 25 million rides $0.4 Bn Total Taxi market : http://www. Improvements & Alternatives 10. 23 . Customers and Market 5. Uber. an issue? 9. Competition 7.Agenda 1. Value Capture 6. Background of taxi services 2. Q&A UBER TECHNOLOGIES INC. What does Uber Technologies Inc do? 3. Strategic Control 8. Value Proposition 4. 24 . marketing…) Employees & infrastructure in cities Reinvest to Grow R&D and acquisition of new business UBER TECHNOLOGIES INC.Value Capture Pricing & Payment Uber set prices for rides Peak hours Customers pay Uber with credit card (not the drivers) Splitting the Proceeds 20% of the ride go to Uber Commission-based Depends on the city and competition From revenues to Profits Uber cover expenses (R&D. Uber. Competition 7. Q&A UBER TECHNOLOGIES INC.Agenda 1. Background of taxi services 2. Value Proposition 4. Strategic Control 8. Improvements & Alternatives 10. Value Capture 6. an issue? 9. Customers and Market 5. What does Uber Technologies Inc do? 3. 25 . Competition Smartphone Applications Taxis Real-time Ridesharing UBER TECHNOLOGIES INC. 26 . Competitive Analysis – Uber vs Taxi (1) Uber Taxi Advance Booking No Yes Hiring Method Smart Phone App Flag/Call Center/App/Dedicated taxi queue Payment Cashless Cash/Credit Card Driver/Passenger Rating Available NA Pricing Structure Flexible Structured Fare Sharing Anyone Limited to friends ETA to Destination Available NA ETA of the Ride Available Available (Apps Only) Car Self Rented from Taxi Company Driver’s perspectives Flexible Rigid Law & Regulation (more on this later) Grey Area Well-defined Value Capture to Company Rental Fee. Advertisement Commission Fee UBER TECHNOLOGIES INC. 27 . 28 .Competitive Analysis – Uber vs Taxi (2) Pricing Structure UBER TAXI Base fare Base fare Metered fare based on time/distance Metered fare based on time/distance Surge pricing Additional costs During high/low demand Peak hour / midnight surcharge Public Holiday surcharge Advanced booking fee Luggage fees Area based surcharge City Airport UBER TECHNOLOGIES INC. VQ7j7-6UfP8 UBER TECHNOLOGIES INC.businessinsider. 29 .Competitive Analysis – Uber vs Taxi (3) Pricing Structure Graphs from: http://www.sg/uber-vs-taxi-pricing-by-city-2014-10/#. 30 .e cover daily rental work) Fixed surcharges Expenses Fixed rental fees for taxi to be paid License fees as a taxi driver to be paid UBER TECHNOLOGIES INC.Competitive Analysis – Uber vs Taxi (4) Driver’s Perspectives UBER Requirements No professional taxi license required Require your own vehicle Income Flexible timing – part time work Surge pricing may provide higher hourly wages Expenses Petrol Personal insurance Maintenance of personal vehicle TAXI Requirements Professional taxi license / “medallion” Income Full time work (i. 31 .com/2015/01/22/uber-study/ UBER TECHNOLOGIES INC.Competitive Analysis – Uber vs Taxi (5) Driver’s Perspectives Image from: http://techcrunch. 32 .Competitive Analysis – Uber vs Lyft (1) UBER LYFT Winner Cost Lower on Average Higher UBER Surge Pricing No Cap Cap at 200% LYFT (Passenger POV) Surge Pricing No Cap Cap at 200% UBER (Driver POV) Company Investment (2014) ~$405 Million ~$330 Million UBER Safety Insurance/Driver Rating Insurance/Driver Rating TIE Customer Support Online Support 24/7 Call Centre TIE Professionalism Feels professional Feels friendly UBER Service/Experience Passenger-Driver Relationship Friendly Ride Legality Issues on real time ride sharing LYFT TIE Winner UBER UBER TECHNOLOGIES INC. e. cap of 5x fare The success of Uber’s Surge Pricing 2 million matched rides on NYE 2014 (worldwide) Source of image: http://blog. cap of 3x fare NYE 2014: 400% increase i. Differences Surge Pricing: no cap (except for “abnormal disruption of the market” – more on that later) Prime Time: 200% price surge i. 33 .com/cheersto2015 UBER TECHNOLOGIES INC. Uber partners would earn more during the same period if demand is extremely high.e.Competitive Analysis – Uber vs Lyft (2) Surge Pricing vs Prime Time Similarities Demand/supply algorithm Both increases supply during high demand periods but the limit of Prime Time also means that comparatively.uber. 50 $0.50 COST $2.00 Source of image: Uber and Lyft websites UBER TECHNOLOGIES INC. 34 .00 $2.00 $1.Competitive Analysis – Uber vs Lyft (3) Prices in different states $3.00 $0.50 $1. Overall Competitive Analysis Strategy Canvas for Uber. 35 Lyft 0 3 5 5 5 5 3 5 5 . Lyft and Taxi 6 Advance Booking Law & Regulation Hiring Method (User Friendliness) Cashless Payment Fare Sharing Driver’s Flexibility Go-to Market Car Flexibility User Experience Ride Information Uber 0 3 5 5 5 5 5 5 5 Taxi 5 5 3 3 3 3 3 3 3 5 RATING 4 3 2 1 0 Advance Booking Law & Regulation Hiring Method (User Friendliness) Cashless Payment Fare Sharing Uber Taxi Driver’s Flexibility Go-to Market Car Flexibility User Experience Ride Information Lyft UBER TECHNOLOGIES INC. Q&A UBER TECHNOLOGIES INC. What does Uber Technologies Inc do? 3. 36 . Customers and Market 5.Agenda 1. Value Proposition 4. Strategic Control 8. Improvements & Alternatives 10. Value Capture 6. an issue? 9. Competition 7. Uber. Background of taxi services 2. Uber will be the only company in this line of business to have related patents But most patents refer to business methods Network Effects Customer Partner Source of image: http://patentvue. and realtime ridesharing apps thrive on the size of customer base Barrier to entry Patent applications If granted.Strategic Control First mover advantage Accumulate a larger parnter installed base. 37 .com/2014/03/04/sidecar-and-uber-patent-portfolios-lead-the-ride-sharing-industry/ UBER TECHNOLOGIES INC. g. restaurants. shops Partner rewards program • Vehicle Financing • Health Care Incentives • etc UBER TECHNOLOGIES INC. 38 .Strategic Control Retain & Gain New Drivers Customers • Price promotions • Partnerships with local establishments e. Uber. Customers and Market 5. Background of taxi services 2. 39 . Strategic Control 8. Competition 7. Value Proposition 4. Value Capture 6. Improvements & Alternatives 10. What does Uber Technologies Inc do? 3.Agenda 1. Q&A UBER TECHNOLOGIES INC. an issue? 9. 40 . GPS following rides Trust and Safety issues • Alleged (sexual) assaults • Alleged Kidnapping Legal issues • Insurance coverage for accidents • Regulatory laws – Illegal taxi operation? Surge Pricing • Panic Button • Background checks. identification of new technologies • Metromile’s Uber Car Insurance • Insurance Coverage for UberX • App’s terms and conditions • Conforming to the laws • Cap on fares for certain events UBER TECHNOLOGIES INC.Issues (worldwide) Issues Solutions • Driver/Passenger information. Mar 2015 Adopt fingerprint-based background checks Source of image: https://www.uber. Congress.Issues: Background checks All drivers are screened against: County courthouse records Federal courthouse records Multi-State Criminal Database National Sex Offender Registry screen Social Security Trace (lifetime) Motor Vehicle Records (historical and ongoing) In Nov 2014. 41 . Uber started a safety review to identify new technologies such as Biometrics and Voice verification Further suggestions by U.S.com/safety UBER TECHNOLOGIES INC. 42 . identification of new technologies • Metromile’s Uber Car Insurance • Insurance Coverage for UberX • App’s terms and conditions • Conforming to the laws • Cap on fares for certain events UBER TECHNOLOGIES INC. that by using the application and the service. unsafe or otherwise objectionable.Uber’s Terms & Conditions Issues Trust and Safety issues • Alleged (sexual) assaults • Alleged Kidnapping Legal issues • Insurance coverage for accidents • Regulatory laws – Illegal taxi operation? Surge Pricing Solutions • Driver/Passenger information.” .Issues (worldwide) “You understand. and that you use the application and the service at your own risk. GPS following rides • Panic Button • Background checks. harmful to minors. therefore. you may be exposed to transportation that is potentially dangerous. offensive. UberSUV. $1 million of uninsured/underinsured motorist bodily injury coverage per incident. or UberTAXI rides are provided by commercially licensed and insured partners and drivers. Source of image: http://blog..000/$100.com/ridesharinginsurance UBER TECHNOLOGIES INC.g. Personal Injury Protection) $50. 43 .uber. How about UberX? Uber introduced insurance coverage for the UberX rides in Mar 2014.Issues: Insurance Coverage for UberX UberBlack.000/$25.000 of contingent coverage between trips. Contingent comprehensive and collision insurance. No fault coverage (e. $1 million of liability coverage per incident. Recognizes when drivers are working and are covered by Uber’s insurance so it only charges them for miles they drive for personal use.000/$25.com/blog/2015/1/28/uber-partnership UBER TECHNOLOGIES INC. Source of image: http://blog.Issues: Metromile’s Uber Car Insurance Covers drivers for miles in between trips Uses a cellular gadget that plugs into their vehicle’s diagnostic port.000/$100. Complements UberX Car Insurance $50. As a result… Drivers do not have to fear Being denied coverage by personal insurance Potential limitations of their personal insurance coverage while logged on to a rideshare app.000 of contingent coverage between trips. 44 .metromile. 45 . used under the CC BY-SA 4.Issues: Regulatory laws – is Uber legal? Source of image: http://www.jpg.net/images/presse/Infografik_Uber-legal-issues_EN_v12_RGB_2015-02-06_final.0 Intl Licence UBER TECHNOLOGIES INC.taxi-deutschland. identification of new technologies • Metromile’s Uber Car Insurance • Insurance Coverage for UberX • App’s terms and conditions • Conforming to the laws • Cap on fares for certain events UBER TECHNOLOGIES INC. 46 .Issues (worldwide) Issues Trust and Safety issues • Alleged (sexual) assaults • Alleged Kidnapping Legal issues • Insurance coverage for accidents • Regulatory laws – Illegal taxi operation? Surge Pricing Solutions • Driver/Passenger information. GPS following rides • Panic Button • Background checks. VRuIMO6UfP8 UBER TECHNOLOGIES INC.businessinsider.x normal rate min rate A 1km ride will cost you USD 650 Issues: Surge Pricing Source of image: http://www.sg/ubers-highest-surge-price-ever-may-be-50x-2014-11/#. 47 . ” UBER TECHNOLOGIES INC. 5xthe and 6x. same If in the past 60 days.Issues: Surge Pricing Uber came under fire for the surge pricing algorithm during the events: Hurricane Sandy (elsewhere) Sydney Hostage Siege Capped surge pricing from Jan 2015 for “abnormal disruption of the market” events “If Uber puts surge pricing into effect during an abnormal disruption of the market. Uber will not set the price for any transportation option above a multiple of the base fare to the determined…based on the prices set by Uber for the transportation the sixty days preceding commencement of theaabnormal i. Uber shall first fare for such events.e.option…during the 4 highest multipliers were 3x. 48 . identify the three highest prices it set. on different days…Price cap shall be the next highest price that was set for the same transportation option …not including the days on which the three highest prices were set. To determine the price cap for normal a transportation option in a city and surrounding area. Uber will charge maximumdisruption of 3x the of the market. 4x. Uber. an issue? 9. Strategic Control 8. 49 . Competition 7. Customers and Market 5. What does Uber Technologies Inc do? 3. Value Capture 6. Background of taxi services and real-time ridesharing 2. Value Proposition 4. Q&A UBER TECHNOLOGIES INC.Agenda 1. Improvements & Alternatives 10. UberGarage - Experimentation UberFRESH & UberESSENTIALS Delivery lunch & various products At an experiment stage No delivery fee for Essentials fixed $3 fee for Fresh, no tips to the driver Make money with product margin Based on the same business model (drivers, app: location, payment, rating) Create value to customers: convenient, very fast (10 minutes) UberCARGO UberRUSH UberPOOL Uber Business Reliable ride for your employees UBER TECHNOLOGIES INC. 50 Improving Existing Business UBER Incentive Program Extra Insurance Coverage Driver/Rider Preference Uber Mobile App Protection PASSENGERS DRIVERS UBER TECHNOLOGIES INC. 51 Alternative Business Models – Customer Segments UberAlternate UberAlternateX Similar to UberX but using other forms of transport e.g. bicycles or motorbikes. Target segment: Passengers in developing countries / countries where public transport is not well established High end luxury transport Target segment: Niche segment: luxury Available for high end car UBER TECHNOLOGIES INC. 52 53 .Alternative Business Models – Customer Segments UberTour UberX for tourist attractions within the city/country Planning of ride itinerary and following available tour vehicles Target segment: Tourists with their own (flexible) itinerary UBER TECHNOLOGIES INC. 54 . Entice more passengers to use Uber.Alternative Business Models – Value Capture UberCredits Passenger can buy $100 of UberCredits and be rewarded with an extra $20. UberAdvertising Advertisements on the app and within the car Advertising revenue UBER TECHNOLOGIES INC. which will increase demand and make drivers happy. schedule. Driverless Uber Use driverless car..Alternative Business Models – Long Term In the Future (10-15 years).. when driverless car is available & legalized Uber Next Predict the need of a ride based on data. 55 . etc UBER TECHNOLOGIES INC.. if anyone is interested….Lastly. 56 .uber.com/jobs/54600/apply?gh_jid=54600 UBER TECHNOLOGIES INC. Apply now through: https://www. FOR QUESTIONS ON JOB APPLICATIONS. 57 .Q&A P. PLEASE SEND DIRECTLY TO UBER.S. UBER TECHNOLOGIES INC. uber.Backup Slide: UberPOOL UBERX UBERPOOL Images from: http://blog.com/UberPoolDriver UBER TECHNOLOGIES INC. 58 . . later time or for predicting future supply and demand for the service). the historical data can also be used to spike in demand for the transportation services or food approximate the amount of requesters and the amount of services at the same time. stored. The evenings (e. there can a high number of requesters at a Data is stored in appropriate system databases so that a certain time where transportation services are requested so historical record can be maintained. The historical record that there is a spike in demand. in a nearby city. For those requesters and service providers. particular dates and times previously received. Due to the limited availability (e. for price adjustment at a (or to requesters in a region within San Francisco). increased). while For example. such as San Jose. parsed data can also be stored in one of the system Forecasting future spikes in demand. Source of image: Patent No: US 2013/0246207A1 by Uber Technologies Inc. for example.. demands.g. service providers at a particular geographic region at a certain time and/or date. inventory) of drivers and vehicles. the data collected on Friday evenings can be the price (e. such as a pricing data database. In comparison. 59 . the default price value) for other requesters useful in predicting supply and demand for future Friday and services providers in other areas remains the same. while supply remains the can include requester data and provider data received at same. increase the cost) for the requesters in San Francisco maintained for future use (e. System and Method for Dynamically Adjusting Prices for Services UBER TECHNOLOGIES INC. information can be collected.g.g..g.g. there is no In some examples.. can be databases. can be used to determine trends).Backup Slide: Surge Pricing Technology example In San Francisco.g.. and (e. the price for the particular service can be adjusted (e. so that the price useful in making sure a sufficient amount of service adjustment can retrieve previously parsed data at different providers are available at the future time to meet the high times. the system can adjust the price for the service In this manner.. Backup Slide: Surge Pricing System Source of image: Patent No: US 2013/0246207A1 by Uber Technologies Inc. System and Method for Dynamically Adjusting Prices for Services UBER TECHNOLOGIES INC. 60 . cnet.com/news/uber-lyft-are-sinking-san-francisco-taxi-business/ UBER TECHNOLOGIES INC.Backup Slide: Increase vs Decline of apps to flagging Image from: http://www. 61 . Backup Slide: Competition (Uber vs other apps) Uber FlyWheel Lyft Go-to Market Luxury/Private Cars/Existing Taxi Existing Taxi Private Car Marketing Strategy Free credits. non-a****** alternative to Uber Branding(Moustache) Tools Smartphone Taxi meter. 3x fare UBER TECHNOLOGIES INC. Smartphone Smartphone Payment Method Cashless Cashless Cashless Taxi Fare Cheaper than traditional taxi Traditional Taxi Fee Cheaper than traditional taxi Advance Booking Option NA Available NA User Experience Driver/Passenger Rating NA Driver/Passenger Rating Fare Sharing Uber Pool NA Line Lyft Surge Pricing No limit NA Cap at 200% i. social media No surge.e. 62 . celebrity endorsement. com/id/102240065 UBER TECHNOLOGIES INC. 63 .Backup Slide: Competition (Market Share) Image from: http://www.cnbc. Backup Slide: Competition (Uber vs Lyft) UBER TECHNOLOGIES INC. 64 . Back up Slide: Becoming Uber driver in Singapore Private hire license Commercial insurance UBER TECHNOLOGIES INC. 65 .