Program & Batch:PGDM 2014-16

Term:3

Course Name:Business Innovation in Networked Economy

Name of the faculty:Prof. Reema Khurana

Topic/ Title :UBER CABS

Original or Revised Write-up:Original

Group Number:2

Contact No. and email of Group Coordinator:9654907546ft14apalakkashyap@imt.ac.in

Group Members:Sl.Roll No.Name

11401-02141Vishrut Joshi

21401-03028Apalak Kashyap

31401-03055Deepika Kumari

41401-01040Bhairavi Gupta

51401-02043Felix Joy

61401-01125Rakesh Boddu

Project Title: uber - HOW A TECHNOLOGY FIRM IS changing the traditional transportation model

INDEX : Sl No.TopicPage No.

1Introduction3

2About the Enterprise3

3Meaning of Innovation5

4Need for Innovation7

5Type of Innovation11

6Relevance of Innovation14

7Sustainability of Innovation14

8Conclusions & Recommendations16

9References17

Introduction:Travis Kalanick and Garret Camp together founded Uber, a technology start-up in 2009. It has its headquarters in San Fransisco, California. They have always tried to innovate at the meeting point of lifetyle and technology.The car service application first came into existence in 2010. The company started receiving venture funding late 2010 from investors in the silicon valley and till 2011 with big names like Goldman Sachs coming in to invest, the total amount increased to $49.5 million. The company is valued at over $18 billion. Initially Uber offered only luxury cars for hire named as Uber Black but with advent of time they also launched UberX, a more affordable service involving hybrid cars in 2012 and wide spread promotions were done through on-demand ice cream trucks. They started their expansion by late 2012 and are presently operating in more than 230 cities across 46 nations.The company claims to add 20000 new jobs each month. They also struck a deal with auto manufacturers to lessen the cost of ownership of cars to encourage drivers and also announced an insurance plan for drivers for their own personal coverage, specially in the absence of customers in the car. Uber has become a poster child of m odern operational invention. Their robust branding and effective technology has given the transportation industry a very feasible soultion which in turn has helped in the global expansion of the company.

About the Enterprise:Uber can simply be defined as a Taxi service but it is not just a simple taxi service like others, it is in fact a platform for taxi services. Thus, it is a rideshare as well as a taxi service company and it aspires to be everyones personal driver. Uber is constantly evolving with the fast-changing world and making cities more accessible by flawlessly connecting riders with drivers and at the same time,providing them with a convenient and hassle-free experience. It is essentially, a cab service that does not own cabs but rents them out, USP being a Mercedes or Audi costs as same as a Toyota or Hyundai.A smartphone application receives requests from users and then sends these trip requests to the company drivers. The customers send their city and address to a specific number provided by Uber.The application can be downloaded on android and iOS platforms and customers can call the car to their preferred location and and travel comfortably to their destinations. The cars used by the service are not necessarily owned by Uber, instead they have strategic tie-ups with car companies to ensure that they always have cars on the road all round the clock. The differentiating factor from other cab services is that, payments here can be made only with a credit card. The whole sequence is a cash less and fully automated process.With Uber, there is no need to wait in the streets and waive your hands to call a cab. All that is needed is to push the ride button in the application installed and a notification is sent whenever the cab reaches the location. Even the cabs location is trackable from the application. The application detects the GPS and finds the closest available driver. The consumer need not even specify the destination at the time of booking. The real time component is of utmost importance to Uber and hence the ETA for the cab keeps on changing when it is moving towards the consumer. After reaching the destination, the consumer need not pay in cash. The fare is automatically deducted from the consumers credit that is saved in the respective application. Uber gets a portion of the total fare as commission and the rest of the fare goes to the driver through an automated process. Also the consumer knows the name of the driver and the driver too knows the consumer. So if a consumer liked the driving experience they could rate the driver which would make his overall prifile better. The driver also rates the consumer which helps the company to analyse the trend so that the next time the same consumer calls for a cab, the driver who gave that consumer a higher rating would be sent to yhe consumer so that each consumer has a good experience with the company and increase the brand loyalty for the company.Ubers model is based on disruptive innovation the transportation inndustry and hence, legal issues has always been associated with the compnay. They have been always in battling state with taxi drivers and companies and still continue in their mission to become an altenative in regard to the present cab services. The companys functional model can be explained with the help of a simple scenario:Suppose I have car, may be high-end, may be hybrid anything. I use my car for say about 2 hours everyday. The rest of the time it remains idle. Uber allows me to utilise my car idle time by letting me rent it to them for this idle span of time. They have many such driverless cars and its totally upto the driver or the owner of the car to accept the price Uber offers although most of the time the price is accepted. The car is booked keeping in mind the convenience and charges are compiled.The Uber registration process comprises of the following steps: Sign-up through website or through the mobile application Accept the terms and conditions Credit card Information Downloading of the application in the phoneWith such simple and easy sign-up process, no surprise they get over 4,00,000 sign ups every month and the number is increasing with every passing day.

Uber basically operates five different kinds of car. They are as follows: Taxi: They are binded by a contract to run the services for the company SUV: Suvs are useful when the number of people travelling is more UberX: The cheapest option among all, mainly can be categorized as a car for everyday use Black Car: Basically high-end cars for a opulent riding experience LUX: Expensive service for the style sensitive customers

ApplicationCountries in App store Top 1000Countries application operates in

Uber13725

Ubers innovation can be understood by taking a simple scenario:One person needs a ride. Another person has a car and free time. Uber provides the solution by linking the two persons: Ride-sharing. This peer to peer relation has been a diruptive innovation on Ubers part in the transportation industry. Some of its innovative ideas have been: Variants of Uber: With offerings of five different variants to cater to varying consumer needs starting from a high end limousine to a more efficient and inexpensive hybrid car Surge Pricing: The company uses algorithm based strategy which is dependant on demand and hence the price varies likewise. High fares when the demand is high and low fares when the demand is less. No tip policy: Totally automated and cash free system as the fare is paid by credit card in the mobile application and even the commission system is automised. Split fares: A newly launched feature which lets customers who have the Uber application installed on their phones to share the cab and henceforth the fare as well. Information Provider: The company portrays itself as a information provider by connecting riders with third party transportation providers

Meaning of Innovation:With businesses expanding globally with the advent of time, Uber has also evolved. Back in 2009 they expanded to a few cities every year but as of today, Uber connects with new cities in almost a day to day basis. Customers in Canada were the first clients of Uber. Soon this trend caught up in many other parts of the world and it is pure innovation that the company comes up with which is the biggest reason for their great success. Also with Application Program Interface growing exponentially Uber decided to provide Application Program Interface to be built into third party applications. For instance, airlines connecting to Uber Application Program Interface to book cabs for their travelling passengers.The company foresaw people looking for viable alternative and ways to travel and Uber aligned their marketing strategy towards it and the company also very well knew that the same strategy would not work for all places. So they made their strategy region specific to cater to the needs of only that regions customers to properly utilize their main word of mouth strategy to spread their mission and vision.Mobile phones becoming an indespensable part of peoples life and people using it for the simplest of the jobs and keen to use the service to call a cab for themselves, Uber captured the demand. It made life very easy for the population as they need not book a cab even in harsh conditions such as rains or snow. They also need not argue with drivers over petty matters such as fare or tip as the whole process is automated. Also with on demand service, the vehicles are cleaner; the drivers are friendly, soft spoken and well mannered. Customers becoming more price sensitive, Ubers most efficient innovation is through its policy of its service pricing. Uber believes in sharing economy by providing platforms where everyone is encouraged to become enterpreneurs. This has a considerable impact on any nations economy as it enhances competition and consumer choice thereby encouraging people tobecome micro entrepreneurs and at the same time boost the total consumption level of the nation. Uber has been trying vehemently to modernize the transportation industry by pushing it to the digital age. They have mastered the concept of collaborative consumption by matching available car seats with customers opting to ride in a very efficient way through means of only a mobile application. Also the dynamic pricing concept, in which the price varies as per demand generated i.e. higher demand generates higher price and low prices are characterised by decreased demand.The world is evolving very fast alongwith the transportation industry with the introduction of new technologies, newer methods to capture the market and increased consumer expectation and this has led to traditional taxi companies be at war with services like Uber and other ride sharing companies. The major attributes of companies like Uber prospering can be directly linked to reasons such as waiting for cabs, rude behaviours by taxi drivers and dirty and not so comfortable vehicles. The traditional taxi companies were ignoring this simple reasons and Uber addressed this problems effectively which helped them to gain a large chunk of the market from the traditional companies. They are succesful not just because they answer the consumer needs, but also because of the innovative an unique affair offered by them. The main reason why Uber has prospered is mainly due to the fact that Uber respons very quickly to new technologies and in this modern world, companies thet refuse to innovate will very fast fall behind the pack.Innovation has proved it time and again as to what it is capable of. History has been witness to many such events such as the internet taking over print media, e-commerce giving tough competition to reatiling and Uber making the taxi industry get out of their comfort zone. However, regulation has always been a barrier to innovation as they often deploy to rules to help the present firms survive so that competition is present in the markets. Examples can be cited of countries like Germany which have resisted the invasion of Uber because the market is already entrepreneurial in nature with most operators running family owned bussineses. Uber however has been brave enough to say repeatedly that no laws apply to the company as the concept of sharing economy was invented even before the laws were made and as such, it cannot be held accountable.It is also important to understand that Ubers prices never fall below the base rate as customers accept the prices easily if it is characterized by a discount as in the case of movies where prime tickets are never offered at price leeser than the normal price. Even its prime competitor Lyft which is also involved in ride sharing services ahs inroduced this concept of dynamic pricing by offering happy hour pricing with decreased charges in slow business hours. Ubers innovation has come from simple innovations to encounter daily problem. For Singapore where more than 800 million GPS records of more than 80 million trips were analysed and it was seen that the shortage of cabs on that day was not due to high demand but because the cab drivers were hessitant in plying fearing accidents might occur. But with Uber, come what weather customers are sure to to receive their booked ride. Thus, Uber solved this problem through surge pricing as they could lure drivers to ply by offering them more money and thereby increasing supply. Although this concept has come under fire many times with instances such as a lady when she was charged a tremendous bill on a stormy christmas night as the bill charged was 8x the normal price. However this is what promises reliability with drivers willing to ply. Also, its luxury service is purely optional and on such nights the company even sends reminder indicating the customers of the surge pricing rate and at that point of time the customer always has an option and of course, that kind of reliability never comes without a price.

Type of Innovation:Certainly Uber is disruptive innovation in the industry of transport but these disruptions are byproducts which arose more out of Ubers adaptation to their competitors. By rising a platform, middlemen have been drastically reduced and also raised the potential to reach more customers. They offer various kinds of srvices such as: Spot to Spot Services competing directly against traditional taxi services Airport Taxi to transfer passengers to and fro between cities and airports Intra City Service runs on longer routes between major cities providing competition to bus services Fixed duration rental service for customers who offer their cars for taxi services in the unutilised time and in return receive payments for their services Time and distance packages offered basically by small time operators who offer their servces for a pecific time for a specific price. These services mainly operate in the unorganised sector working for various companies for transportation purposes.Uber has always been associated with various issues and early this year in Paris, some traditional taxi drivers had attacked Uber cabs drivers by smashing windows and mirrors which shows the industrys reluctance to change.These incidents occurred because the traditional cab drivers thought Uber was creating unfair advantage, but it was totally the opposite. It was simply advancement of the service with the efficient use of technology which resulted in convenience and better responsiveness from the customers point of view. And change is something that cannot be kept away from any business; change is definitely gonna come and its solely upto the company to adapt to the change. For businesses change is to drive more products and increase their share of the market. The quicker they adapt, the higher are their chances of reaping more profits. So, businesses need to embrace change and that is exactly what Uber has done. Companies like Lyft and Sidecar are also embracing this model of Uber.Uber has been time and again called a disruptive innovation but if we analyse it carefully we can see that it has not disrupted the transporatation industry by any chance. Let us look at Uber from its time of inception. When it was first launched as cars on demand, the prices it charged were more than 50 % higher than what normal cabs were charging even without their concept of price surging . It was in fact made the luxury products more easily available to the masses. If we take the example of UberX, wherein people with late models could become drivers of Uber was giving opprtunities to the masses by empowering them. Their applications and services continue to grow with every passing day with innovations like you get an idea of your fare when you enter your destination or the option of sharing of fare or searching for riders from the UberPool. Some more of its advantages are as follows: It is very convenient and reliable The cars are much well maintained and are in excellent running condition The drivers are very well mannered and efficient The entire fare processing is done in a very transparent way It is also cheaper when compared to other traditional cabs in case of UberXThus, it is safe to conclude that Uber never disrupted the transportation industry as claimed by them; they were rather outsmarted by a more efficient product. Its demand has been constantly growing over the years with safe and reliable rides reaching all those masses that may have been neglected till a few years ago. Even when they were expanding, instead of offering a deaf ear, they themselves created frameworks such as insurance for both the driver and the rider insurance of $ 1 million in case any kind of mishap occurred on the road. This ensured customer safety and was a win win situation for both the driver pool and the customers. Even the ride sharing that was first put up by Uber has been accepted to be different from traditional regulatory schemes. The biggest pros that can be found out on analysis are as follows: A very safe experience and at the same time a stylish and trendy experience Language barriers do not exist anymore More driving time in turn making drivers earn more Regain of trust in taxi service Credit gain for a job done nicelyUber has really gained rankings even amongst the youths with the likes of those who do not want to drive to theatres and restaurants, specially bars as drink and drive is a criminal offence and it is very dangerous and the government should encourage such practices instead of imposing strict regulations on such companies. The basic existence of the company depends upon the following points: People dont move around People dont have time for that People are willing to pay to reach their destinationsUber has not changed the overall fundamental structure, it is still the same old service, it just got better. Even when it comes to the crowd sourcing, as they are not owned by the company they need not pay any maintenance charges on them except for the maintenance of the application as they also have cashless transaction as they receive payments via credit card and the company need not pay any transaction charges on them.Basically Ubers concept explains their detailed understanding of the market scenario. The company uses the market inventory in the form of its drivers and connects it to market demand in the form of riders or in other words its customers. Also it derives demand by solving the customers problem by saving him from hassles like calling a cab to unfair fares. They leverage the markets capacity to fulfil the needs of the masses. They understand that it todays world, businesses survive only if their customer retainment is high and thus they just do not fulfil only the role of transporting peoplebeginning from getting into a cab to getting out at the destination but they also try to make it a memorable experience and offer a more personal service so that customers get emotionally bonded to the company as customers remember pleasant experineces for a very long time. And the best part is its simplicity and ease of use for the customers as all they do is calla cab from their app and even the cash less transactions. They also offer a lot for its employees; they being an indispensable part of their service and offer full scale marketing for the purpose of recruiting drivers and also offer them various benefits like accident insurance, easy financing for vehicles and such other offers. They also realise the importance of customer feedback which makes them know the secret to be on the minds of its consumers which also makes it easier to respond with their system of ratings by customers as well as drivers and analyse them to suit the customer needs. All these things matter more whwn you are in a foreign country where it is difficult to communicate whwn you do not know the language of that state. Also you do not need to worry about currency exchange as the transactions are cashless and with that you get the reliability of the brand that you have already used and known.The broader mission and vision of the company is what keeps acting as a catalyst to keep on continously innovating to have a tremendous impact among the customers globally. They do not just see themselves as a cab company but a broader perspective in the definition of a transportation network which finally will help in the long run susteinance of the company. These are just some of the ways of the technological innovation used by the company to acquire new customers and retain the older ones.Analytically analysis reveals that Uber is growing by peer to peer (P2P) platform that reduces entry barriers. The companys business model explains and gives us the perception of it being a premium service provider. Many taxi services have also entered into contracts with the company and this helps the company to bank on the fleets and manpower of the companies and intensify its operations by making its supply chain more efficient with the effective use of technology . Analysts have defined some main causes of disruption which are: Surplus Contribution Disintegrated purchase Inept operationsUber has disrupted the transportation industry by exploiting all these factors efficiently and at the same time their exapansion strategy has been very aggressive when it comes to expanding in newer marketsIt is also building its brand name through this and bits and parts of this model is also being used in finance related companies and in the near future will be extended to many other sectors. It is model which can be leveraged so that it is a win win situation on both sides pf the transaction i.e. both the person who is making the transaction to the person which is receiving the transaction. This is the way in which the company is transforming the whole transportation business.The greatest innovation which is in fact an invisible innovation is the way it has revolutionized the payments. It is like Uber is more into payment service rather than taxi service. It has uncovered a strategic secret when it comes to payments which states that customers do not mind paying their fares but easy and convenience in payments always makes them happier.Uber also has brand ambassadors in almost all the major cities it operates which helps the company in its branding process. Below is a rundown of what those brand ambassadors do: Represent Uber and create awareness for the brand Outdoor events activation Keep the Ubers community manager updated Reach monthly assigned targetsIn this era of digital economy, value addition have shifted fro established players and moving to companies which are continuously exploring. The new start ups are rising exponentially and in the process are dislodging many established players from their comfort zone and what is adding to their advantage is infrastructure today can be easily replaced with rent as a service. This allows them to concentrate more on operations and gain a stable posture in an ever changing landscape.

Type of Innovation:Traditionally there had been three basic choices for consumers who wanted an automobile for public transportation ,First choice was that they could buy a car-this will cause the consumer to incur the cost of automobile and burden of ownmership .Second choice was that they could rent one automobile from auto rental agency .The third and the final option is to hire a taxi- if the customer happened to be in area with service of taxi.Uber has made a disruptive innovation in personal transportation industry.The following diagram depicts the disruption in personnal transportation industry

However today a car seeking consumer has a wide variety of options ranging from owning a car to pick up rental service , ridesharing and renting by hour.Now we will see the disruptive innovation that has changed the entire transportation industry which was mainly due to widely adoption of smart phones and ecosystem which allowed that allowed the participants to innovate collabaritely .The second reason for the change in personal tarnsportation industry is the spread of mobile based geographic positioning system(GPS).It was mainly this two system that allowed in creation of new business models serving personal transportation market.The innovation that uber created in personal transportation industry was mainly technology based.Uber was the first of its kind to use mobile and GPS in the field of personal transportation. Ubers business model allowed consumers to rent a car to thier exact location.The main highlight of Ubers business model was that it created a technology paltform that was simple and elegant to use.There where many startups which follwed the path of Uber, they included Sidecar and Instacar.Now let see how does the Uber mobile application works, when consumer press a buton in Uber application ,the application sends a message to near by Uber cab driver. When the Uber cab driver accepts the job the person who is requring the cab service receives name, photo, phone number, type of vehichle, registration number of the vehichle and driver aslo recieves the details of the person who is booking the cab service. So both the driver and person who is booking the cab is not anonymous. When a person download the Uber app he/she needs to give his/her personal details and credit card number to Uber, so when one person books cab using Uber and have completed his trip the bill amount will be automaticaly deducted from his credit card.After the ride is over the passenger and driver is required to rate their counterparties i.e, passenger needs to rate the driver and driver needs to rate the passenger. Both the ratings are in a scale of 1-5. This type of rating system helps the uber in knowing both the passenger and driver .This feature also helps Uber to provide a reliable, safe and good quality of public transportation to the passenger. If any of the partner fails to provide a quality service ,uber have the right to terminate the partners contarct. As Uber have the credit card details of the passenger who have travelled , Uber can easily charge the passengerif he/she had done some damage to the cab. Uber has also innovated the price startergy of the cab services.There are mainly three types pricing stratergy in Uber; Fixed airport rates,standard rates and dynamic pricing.Uber was the first to introduce dynamic pricing stratergy in personal transporation industry. This stratergy of dynamic pricing model helps industries like Uber to better manage their demand and supply.Electronic payement is also included in the pricing structure of uber.The firm employs heat map and predictive alogorithm to predict the demand of cab in different times of the day. The predictive analysis also help in mangng the demand and suply of taxi service. The algorithm analysis how many times an app has opened and clusters the customer on the basis of this analysis.God view is an operation management that displays all the active customer requsts and all active Uber drivers in order to maintain the quality of the system.Ubers innovation has restructered the entire global economy. Uber has incorporated a new business paradigm which includes the following Goverment lobbying for relief Focus on cost reduction Job and skill transition Job creation Uber were able to create high value by its new modelIn the new business model developed by Uber is a one model which helps the Uber to offer simple and affordable service by keeping the operating cost low as possible there by scaling up the business when compared to its competitors.

Relevance of innovation:Uber has completly changed the personal transportation industry in several ways. First change that Uber has bought into the personal transporation industry was that the smartphone application is intergrated with the google map ,which helps the customer to see the nearset Uber cars and helps them in hailing the nearest Uber car.This mobile application also helps the person who is hiring the cab by giving him/her information about the cab driver and the ratings given by other customer.Onces the consumer have booked the cab driver ,the driver either calls or text the customer and confirms the order.Once the customer has reached the destiantion the mobile application charges the customers card and customer is free to for his day. This also helps the customer in a way that he/she doesnt need to deal the cab driver with cash,tips,change etc..There are many problems in personal transportation industry which Uber is tacking .The main problems that have been tackled by uber are poor cab infrastructure in many cities,dirty cabs, late night cab service in some cities, drivers unwilling to accept credit cards. While lauching Uber in San Francisco, the promerts were knowing that they were going to intract with community who were continously looking for new service and tools that would improve their quality of life.Uber has also introduced some other initiatives like Uber car pool which help people to share a ride if the consumers are from near by area. Some other initiatives of uber are Uber couriers service which is offering cosumers parcel service and Uber Boat.

Sustainability of the innovation :From the time of launch itself the Uber didnt want itself to viewed as typical cab service or cab comapny.The promoters of Uber exploited the employees ability to innovate the challenges that where in the personal transporatation industry.Uber exploited the vulnerability in the personal transportation industry, as all other existing firms belived that sector will not change and did not spent any dollar in the innoavtion of transport industry.Uber exploited this situation and came up with a new business model.Uber used a technology enabled stratergy know as noise entry stratergy ,which helped them to find a place in this sector.Uber was able to understand the growing frustration among many customers with the cab industry and also was able to realize the techincal incompetence with the incumbent firms. Uber also understood the growing smart phone penetration all around the world. The main advantage of mobile applciation technolgy is that it is straight forward and the learning curve assosicated with that is also very small.Uber used noisy marketing startergy to market itself.Company was successfull in using all forms of mass media including Twitter and Facebook, which helped the company to showcase its product. The other important thing about uber was that it was able to correctly measure and capture inputs and outputs. Uber employed many kinds of sophisticated technology to measure the customer service which inluded product,speed.The main factors that might have lead to the sucess of Uber are it does not need to incur the expense related to car ownership,licenses,operation cost,insurance and day to day expenses. Uber used a ranking system which allowed the customer to rank the drivers according to thier service, this ranking system in turn helped in motivating the driver to offer better service in terms of on time avaliablity, having a clean car and offering a professional service to the customer.Uber not only transformed the experience of riders,it also benefited the drivers .Uber did not directly employed any drivers but they acted as market aggregators that acted as laison between customer who need cab and drivers who where near by.This created a win win situation for both the drivers and people

Recommendations :Intense City-by-City Launches:One of the main reason for the quick expansion of Uber is that they have acknowledged that growth is not size fit all. This means that what that might have worked in San Francisco may not have worked in Chicago or Delhi. What Uber did was that while lauching they took it city by city, with efforts to talioring the service accoding to the locality.Beacuse each country, city have its own politics,law and regulation which differ from others. So while lauching Uber in a city it needs to adopt according to unique topology of each new market. Kepping this thing in mind Uber needs to go each market and identify who all are the right suppliers and what all are the special interset in that market , by taking this dynamics into account it will be easy for Uber to be successfully from the start iteslf in new citiesThe intense City-by-City launches will help Uber to overcome recent controvesies that happened in India. In India first controversy Uber faced was from RBI regarding its payement method,payement method adopted by Uber didnt take into account the guidelines given by RBI. After long fought battle between RBI Uber had to change its payement system to a secure payement system as menotined by RBI. If Uber could have taken into account the taxi regulations in India it wouldnt have landed in recent Delhi rap controversy

Creating an WoW experience:Uber has successfull came up with creating an wow experience in some parts of U.S.A. They should start this creating Wow experience in rest of thier market.Company can come up with some innovative ideas like Ondemand roses for special events like valentines day Promotional coupon offers On-demand food items Leveraging growth opportunities form other sectors:Uber should try to take leverage from other sectors .These include Nightlife and Restaurants Events and holidays SportsUber has always had experienced resistance from traditional cab drivers. One thing thing the top managemnt should take into account is that how they can overcome this ressistance and how to create a win win situations for all

Conclusion :From Uber its clear that uber is a big idea executed correctly in the true engine. Uber have bulit a smart team which is able to expolit that growth engine into full extent. Uber not only have sustainable engine, it also fueled by rocket fuel, this can be understood from its public perception management, its relationship building capabilities with the existing taxi drivers and its special promotions that highlighted the potential of Uber.Uber completly redefined the personal transporation industry with its disruptive ideas.Uber also helped in changing peoples long enriched habits and beliefs.Ubers disruptive innovative idea also helped in creating market place in many other sectors by connecting people in a common platform like Airbnb.The main threat Uber and many other diruptive innovation is that they will not be outlawed but it is the quite the opposite, it will be the law and regulation that will dimnishing the innovatve ideas. Number of cities have put regulation to uber like Delhi state goverment banning the service in the state and Oklahoma City has put new regulations for Uber. But one thing to keep in mind is that when there is consumer demand for this kind of service, the consumer demand will overpower this kind of regulations

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