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Hicham BENFAIDABenjamin CHASSAGNETTEClémence DEGOUYAristide LENGLARTSarah MATHISEmilie QUELVEN

SUMMARY

I. General Introduction

II. How IT influenced the taxi business

III. Key problems

IV. Projections In The Five Next Years

V. Changes And Emerging Players

VI. Recommandations2

I. General Introduction

• Based in San Francisco

• Launched in 2009

• 2200 Employees

• Available in 62 cities in 45 countries

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Operational Management

Order

Driver’s grade

Where orders are placed ?

When orders are placed ?

Middle ManagementReporting these data to the previous data

Senior ManagementDeveloping the business model with Uber Pool & Uber X

1. The Business organization

2. Trends

a. Consumerization of IT

b. Mobile Digital Platform

c. Cloud Computing5

a. Consumerization of IT

• Consumerization of IT is a phrase used to describe the cycle of information technology emerging in the consumer market, then spreading to business and government organizations.

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Uber : All steps & operations are done by mobile phones in Applications or Website :

• Registration

• Ordering

• Payment

• Evaluation

Which gives the Company :

• Flexibility

• Accessible to the General Public

• Easy to use

• Productivity

b. Mobil Digital Platform

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Enter the addresses Price Estimation Confirmation

c. Cloud computing

• Uber is a web application, that uses content from more than one source to create a single new service displayed in a single graphical interface, that uses content from more than one source to create a single new service displayed in a single graphical interface

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3. The 8 features of the e-commerce• Ubiquity :

• Only mobile phone application, available at anytime

• Global reach :

• The technology is available in 62 cities in 45 countries

• Universal standards :

• It implies lower consumer’s search costs because customers canlocate a taxi very easily thanks to the driver GPS

• Richness :

• Lots of contents on internet : videos, articles, opinions about Ubercompany

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• Interactivity :

• The customer can see the profile of the driver and evaluate the driver’s performance.

• The consumer co-participate in the process of delivering the service

• Information density :

• Huge information about the driver, the customer and the route thatmust be taken. On the web, information about the taxi market(competitors, problems of legacy…)

• Personalization/customization :

• The customer can choose the driver and the type of Uber service

• Social technology :

• Important use of social networks to talk about Uber.

• Ex : On the facebook page, share of experiences, news etc10

II. How IT influenced the taxi business

• Search by mobile phone

• We can see the profile of the driver before confirmingthe ride.

• Optimizing availability: in big cities, the taxi drivers adopted new technologies, which allows them to have GPS, so the customer can locate a taxi at any time.

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1. The Demand

1. The Demand

• Providing a confirmation interface for on-demandservices

• Dynamically providing position information of the driver

• Mobile paiement

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2. The Service

• Timeliness: reducing waiting and kilometersunproductive hours.

• Efficiency : Define optimized routes calculated as Traffic constraint.

• The application shows the estimated travel time.

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3. After The Service

• Providing a summary or receipt for on-demand services through us of portable computing devices.

• Rating system : The customer can rate the driver up to five to guarantee the quality of the service.

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III. Key problems

• Private scoring system : passengers are evaluated by the drivers

• Problem of private data : no security for the customers (cfbelow)

• Protests and problem of illegacy

• Problem of competition

• Inefficiency of Uber’s navigation system15

Data security• Information collected by Uber:

Personal information: Email, Password, Name…

Usage information: browser used by the customer…

Device Identifier : IP adress.

Tracking information: GPS coordinates.

Information third parties provide about the customer

Information collected by mobile applications: mobile operator

• Methods used to collect Usage Information:

Cookies and super cookies

Web Beacons

Embedded Scripts16

Data security : key problems• Stored and used of the customer’s credit card information

• Personal information collected for internal business purposes not clear.

• Analytics service providers may set and access their own cookies, web beacons and embedded scripts to collect customer’s information.

• Link with social network spread of data.

• Storage of information even when the account is cancelled.

• Use of encryption as security practice not impenetrable.

• Legislation of the USA different than the European one, USA allows businesses to gather transaction information and use this for other marketing purposes

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IV. Projection of future technology

• Evolution of the mobile network (USA, Europe)

• New support (Google Glasses, Connected watch)

• Evolution of the car industry (Google’s car, Tesla brand)

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Business Processes

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V. The Industry’s Preparations Responding to These Changes

• Invest in new technologies

• Create agreements and partnership with IT firms

• Widden and differenciate the targets

• Secure the applications and the private information of customer

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1. Challenges for change

2. New players likely to emerge

• Applications could be developed to set up this new kind of transport

• More and more concept as Uber

• Google car

• A mobile application for “taxi bike”

• segway concept

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VI. Recommandations

Instore a direct line on the internet and by telephone in order to develop customer loyalty

Secure the datas of its customer by correcting some errors, improve controls, pay attention to customer’s datas and trade secrets

Developp application controls and forecast the potentialissues of the system

Should provide drivers with specified area such that the waiting time of customer may be shorter and that everyspace of the city may be provided with dirvers 22

VI. Recommandations (con’t)

Use different security systems if one is hacked, all the data are not steal (do not put all your eggs in the same basket)

Inform clearly the customers how you will use his relatedinformation and help him to secure his data transparency

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Thank you for your attention !

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Have you any question ?