Uber: What’s Next?
A global technology behemoth that spurred the ride-sharing ecosystem, Uber has become synonymous with personal transportation. When your average consumer wants to quickly get from point A to point B, they call an “Uber” (or Lyft, or similar service). A quick glance of news headlines (scandals aside) reinforces this association: Uber is described by Sebastian Vetter of PwC as “the world’s largest provider of personal transport” services; Techcrunch headlines that Uber “now lets you request a ride for someone else”; Reuters reports that Uber, a “U.S. ride-hailing app”, could be charged with “running an illegal taxi service”. Similarly, I suspect that the majority of watercooler conversations about Uber’s future revolve around its ride-hailing businesses.

I believe the conversational focus on Uber’s ride-hailing businesses is short-sighted and limiting. Instead, thought leaders and technologists should be having thorough discussions about the power of Uber’s most unique asset: its robust network of Uber drivers. What can an organization do with a fleet of highly fluid drivers responding to relatively simple pick up and drop off instructions? The possibilities are tremendous. For example, Uber can mobilize its drivers as a low-cost solution for last-mile delivery. Expanding e-commerce platforms such as Amazon Prime Now and WalMart / Jet.com can outsource its two-hour delivery demand and partner with Uber. Similarly, brick-and-mortar retailers can work with Uber to provide same-day deliveries on eligible in-stock orders. Offering these additional services also creates synergies for Uber’s driver network. When drivers begin receiving and fulfilling additional types of trips other than passenger delivery, their expected earnings and payout will increase, especially as demand initially exceeds supply. Moreover, the increasingly diverse set of Uber services will distinguish Uber from its competitors and draw both drivers and consumers away from other platforms.

Already, Uber has been diversifying into this space. UberEats is deploying its drivers to facilitate the meal order and delivery process. UberRush similarly provides logistical support for small businesses and enterprises. It’s only a matter of time before Travis Kalanick’s vision becomes a reality: “If we can get you a car in five minutes, we can get you anything in five minutes.”
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