Case study: Uber’s ‘God View’

Image from page 66 of “The beggar’s vision” (1921) — IABI

Key point:

Access to user personal data should be limited to those with a business need to know.

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Uber’s operations team maintained an aerial view of the real-time movement of cars on the Uber platform to assist in real-time tasks, including observing whether cars were clustered in one section of town to balance supply and demand. If there were rides being requested in an area of town with too few vehicles, Uber sent messages to drivers letting them know that there are potential riders in that area. This aerial view was known internally as “God View”.

Factual background

• Uber owns and operates a mobile application platform that allows riders to connect with Uber drivers using their mobile phone. Uber collects certain personal information from riders, including name, email address, phone number, and payment instrument. Uber also collects data from drivers, including driver license information, vehicle registration and licensing information, and vehicle inspection documentation. Uber also collects the geographic location of riders and drivers in real time.
• Uber launches of black car and ride-sharing services in new large cities where usually marked by a launch party. During those parties, attendees where able to see Uber’s “God View,” which let them see…