uber - managing information systems

Ajoy Infant Raj

Anish Charles

Antoinette Monisha Paiva

Quick Introduction of Uber

Emergence of Braintree

Bitcoin-Braintree

Surge Pricing Model

M- commerce Mapping

Uber- Safetipin

Uber- Self Driving car

CONTENT

UberCab 2009: CEO Travis Kalanick & Garrett Camp

2010 : iOS & Android app released

2011: raised $50M from investors

Menlo Ventures, Goldman Sachs, Bezos Expeditions

2012: experimental UberTaxi in Chicago

Early 2013: experimental UberChopper ($3000 !!)

Sept 4, 2013: First Sports Deal – NFL Partnership

Reach a more mainstream audience

From San Fran in 2010 to 19 countries (35 cities)

NYC, DC, Baltimore, Detroit, UK, France, Singapore, New Delhi, Taipei

UBER HISTORY

As of Dec 2014, valued at $40B

Including Google Ventures’ $258M investment

Estimated 2013 Revenue: $125M

Expected to hit an annual revenue run rate of $10 billion by the end of 2015

Uber is expected to generate $10 billion of which it keeps $2 billion in the next year or two.

Uber is now in 60 cities around the world

~300 Employees (not including drivers)

CURRENT STATUS OF UBER

Kalanick's close friend and Uber investor Shervin Pishevar explained Uber's grand vision to Inc: "Uber is building a digital mesh - a grid that goes over the cities. Once you

have that grid running, in everyone's pockets, there is a lot of potential for what you can build as a platform. Uber is in

the empire-building phase."

UBER'S GRAND VISION TO INC

One thing: RIDES!

Hottest: UberBlack

WHAT’S HOT?

“Everyone’s private driver”

One thing, and doing it well.

Constant Customer interaction for improvements

Focus on experience: Consumer willing to pay premium

Uber has no drivers natively

Drivers join the network, get paid and Uber takes a commission (20%)

HOW IT WORKS?

Uber before Braintree – Authorize.net

Uber switched to Braintree in February 2011 for all of its international and U.S. based payments. 

Data portability

Client side encryption

Bump in sales

July 2011 to July 2012 – 26% increase monthly

16 times larger revenue over the previous year

BRAINTREE - UBER

Surge pricing

Before heading to Dynamic Pricing, there are certain specifics on UBER

Uber is a marketplace and Uber’s drivers are all independent agents.

The majority of Uber fares go to these independent drivers

Committed to being a low-price leader

Uber’s dynamic pricing (“surge pricing”) affects a tiny minority of all Uber rides, less than 10% of trips

Uber is remarkably transparent about its dynamic rates

Fares have increased to encourage more drivers to come online & pick up passengers in the area

DYNAMIC PRICING MODEL