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THE TACTICS BEHIND THE GLORY OF UBER TAXI’S
VARUN KESAVAN, RESEARCH SCHOLAR, E – MAIL ID – varunkesavan@yahoo.com
INTRODUCTION
Uber was founded in San Francisco, California in 2009. It started as a
transportation network company that utilized licensed taxi drivers for its
ridesharing services. In recent years the business has introduced non-taxi
driving rideshare services into its business model. The idea behind the
business was to integrate a mobile application into its practices to connect
passengers with drivers of vehicles for hire. The drivers within their network
utilize luxury vehicles for passengers to ride in style like Lincoln Town Cars,
Escalades, BMW 7 Series, and Mercedes-Benz’s. Users are able to reserve
vehicles by sending text messages or through the use of the application on their
mobile devices. The customer can also track the vehicle as it makes its way to
their location.

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VITAL FACTORS BEHIND THE SUCCESS OF UBER TAXI’S
Benefits for Customers
Uber is a problem solver for riders. It is a problem solver first because the
service provides a ride for those individuals who need taxi cab services at
reasonable prices. There are millions of people, across major cities who utilize
such services and Uber has de-monopolized the taxi cab service and
reinvented it in every way. Uber is also fixing up the structure of the taxicab
industry and making the industry more reputable. It is doing this by providing
rides that are clean, offering up quality customer experiences, and accepting
different forms of payments. They have also made the experience more
customer oriented in that they allow the customer to track their vehicle as it is
in route to them. They have also allowed customers to pay with their credit
cards from the inside of the vehicle.
Benefits for Uber Drivers
Customers aren’t the only ones experiencing positive effect from the
implementation of this service. Uber drivers are also benefiting. The company
is creating jobs for drivers and limo companies that are having difficulty finding
work in the city. As the company does not employee the drivers through the
service, they do connect qualified drivers with customers who need rides
located within a specified geographical area.

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Early Adopters
Uber had much success when the early adopter tech community began to take
notice and use of the technology. They knew opening in the San Francisco
area was a smart move on their part as they would have access to a highly
interactive tech community who would take an interest, and be looking for
services that would improve their quality of life. They also found success
because they found that the taxicab market in the area was not the best quality
and was not widely used by the inhabitants, so their business structure and
services would seek to improve the quality and taxi cab service. Uber began to
market to these individuals and promote in different ways and channels. They
did this by hosting tech events. One of their prime ideas was to give members
of the community free rides through the services and host awareness meetings
for those who would most likely take part in utilizing their services.
Word of Mouth
The early adopters of Uber in the tech community saw that Uber provided a
solution to the failing taxicab industry in San Francisco. As they enjoyed the
free rides and tech events sponsored by the service, they began to spread the
news. The tech community took to social media sites like Twitter and their
blogs to tell their friends and fans about a new way to catch a ride in the city.
As they began to spread the news, Uber saw growth in its business.

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Many noted the success came from the friendly and quality experience they
received from taking part in the services, and how it stacked up better than its
competition. The company itself also noted that most of the growth associated
with the business comes from word of mouth by the customers who take part in
utilizing the services offered. Even celebrities have taken part of the Uber
experience noting that the service offers an amazing experience to users.
Price Surging
Another factor that has added to the growth of the company is price surging.
This means that as the demand for rides in the city increase, the price for Uber
services increases as well. While some riders do not appreciate such
increases its great for Uber. Keep this in mind, major cities have major
nightlife. Say if a storm broke out, or ice was on the road, people would more
than likely want someone else to take the responsibility of getting them home
safe, without having to hail a taxi, that can be unreliable. In such situation, one
could press a button and have an Uber driver show up with instance and hail
them away. It’s a matter of convenience. Such convenience and luxury can
often come at a hefty price.

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Although high prices resulting from increased demand can be a major problem
for some riders, Uber has put in place some caveats. Uber is sure to release a
warning before prices of fare begin to increase as demand increase. Even after
prices surge, Uber reports that there really has been no change in the amount
of riders taking part in the service. They also were afforded free publicity and
advertising in such instances. Also while price surging does occur, rarely,
Uber’s pricing is still fair when it comes to riding in luxury at the press of a
button.
Disrupting Old Industry
Today Uber is disrupting the market for taxi cabs and transportation in general.
The company is changing the face of taxi services. They are doing this by
transforming car ownership and transportation, and re-inventing and
introducing it in a whole new way. Uber has more black cars in San Francisco
today than it had before. Uber is bringing ridesharing services to parts of the
country, and even the world who have never had the luxury of utilizing
transportation services in this way. The business has exponential growth
potential, as investors are racing to them to get a piece of the pie.
Uber is making it less of a need to own a car and instead purchasing rides.
Investors feel as if the service could have huge implications on society as it
stands at this very moment.

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In an effort to expand it services to other markets Uber has experimented in
several areas to include Uber ice cream services, bbq, and roses for valentines
day. Uber is just one step in the direction of a new taxicab like experience. As
they may have made a huge imprint on the world of rideshare you have to be
on the lookout for competition. Think Uber is the next best thing, you may just
need to think again.