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DAYANANDA SAGAR COLLEGE OF ENGINEERING

(An Autonomous Institute affiliated to VTU, Approved by AICTE & ISO 9001:2015 Certified)
(Accredited by National Assessment & Accreditation Council (NAAC) WITH ‘A’ grade)
Department of Management Studies

PROJECT REPORT ON
“Various products to drive revenues-UBER”
Submitted in partial fulfillment of requirements for first semester
Marketing Management
19MBA15
In
MASTER OF BUSINESS ADMINISTRATION

Submitted by Under the guidance of


Abu Talha Mr. Rahul G Kargal
AkileshGowda R Asst. Prof, DOMS
Anusha T
ManojGowda
Preethi J
Satya Shrunga
Sheetal S
Spurthi J
Tejesh N
Vinayaka Y S
Various products to drive revenues-UBER

CONTENTS

1.1 Overview………………………………………………………..3

1.2 Technological disruption uber exploited……………………….3

1.3 Uber launch……………………………………………………..5

1.4 Global expansion plans………………………………………....6

1.5 Uber Offerings…………………………………………………..7

1.6 Uber’s Economy Options………………………………….……8

1.7 Uber- Financial report……………………………………......…10

1.8 Uber - India Story…………………………………………...….13

1.9 Products offered in India…………………………………..……14

1.10 Conclusion……………………………………………....…......16

Bibliography…………………………………………………....17

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1.1 OVERVIEW

A simple concept of press a button and request a ride to your destination is where Uber’s journey
begins. Founded in 2009 as UberCab by Garett Camp and Travis Kalanick. Uber is an on-
demand transportation platform that enables individuals to get a ride using their mobile phone.
The services include peer-to-peer ridesharing, ride service hailing, food delivery and a micro
mobility system with electric bikes and scooters.

Much more than a catchy name Uber has managed to capture its share of the market
through a great app, excellent social media marketing, and aggressive courting of drivers. The
background technology is remarkable, connecting riders and drives with a smooth interface that
rarely reports errors. It also has the potential to do much more than offer rides- by offering small
services like delivering food and also pets to user’s doors. The fare for each ride is minimal, and
then a per-minute and per-mile charge is added on top of that. Fare estimates are quoted in
advance through the app, but additional charges like tolls and cleaning fees can also be added to
the bill. According to Uber’s website, the company uses surge pricing to encourage more drivers
to get out and drive during busy times.

1.2 TECHNOLOGICAL DISRUPTION UBER EXPLOITED

Uber’s unique network business model suspects any move to increase volume and scope
is likely an up-market step as it increases the utilization of its technology platform, which in
many ways represent a fixed cost. Since every ride has a low marginal cost for Uber given that
Uber doesn’t own any cars, the more valuable and profitable the service is. Each additional ride
through Uber represents almost pure profit. However, an incredible successful of Uber is not its
business model, it is easy approach for people to work inside of its business model. Uber
exposed transforming of company to business by engaging with customers more effectively.
Each person connecting to Uber is having a unique experience with highly personalized data.
There are three key areas that Uber concentrated for fully redundant system: Performance, Data
and Future Proofing.

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Uber’s Pro Performance

Uber’s system isolated performance is achieved by choosing the most stable and the
fastest responding technology. It ensures that tools work independently of each other and are
destructible. All the code was native code using performance and analysis tools in Xcode and
Android Studio. The server model was designed to manage the high levels of demand. The
process they approached is Ringpop technology, which is similar in concept to big data solutions.
Ringpop manages cluster membership and failure detection using Scalable Weakly-consistent,
Infection-style Process Group Membership Protocol (SWIM). The communication channel is
tweaked by Uber’s version called TChannel. They invented this communication channel to
support more languages.

Uber’s Perspective on Data

Performance for Uber goes to extremes with data. They use big data systems as a
foundation for its technologies, with tools such as Riak, Postgres, Redis and MySQL. Uber uses
drivers’ phones as the method of distributing data, achieving a kind of super distributed
computing by handing iPhones to drivers which is a “computer in your pocket”. Use of phones is
the secret sauce to its system as it is a risk taken by the company to use smartphones for
distributed computing. The stress on replicating data is eliminated from data centers. The trick is
achieved by the phone checking in with a server every four seconds to receive an encrypted
digest. If a server does not respond, the phone moves to a new server. The whole data
environment is redundant. Also, the more drivers, the more redundancy is added to the system.

Uber’s Growth by Future-Proofing Systems

The dispatch optimization system they came up with is Disco along with core supply-
and-demand dispatch systems. Disco’s main function is to match supply with demand. It also
allows to match predictive supply and demand. The advantage of Disco is through data Uber can
help busy drivers keep efficiently picking up riders. Uber receives a massive amount of data by
Google’s S2 Geometry Library to break down the data into smaller geographical sections. This
helps the company send drivers rapid updates on where riders are located and provide more
accurate ETAs for trips. It gives Uber an opportunity to expand its business into a specific
geography.

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1.3 UBER LAUNCH

It all started in 2008, with the founders of Uber discussing the future of tech at a conference. By
2010, Uber officially launched in San Francisco. In 6 months, they had 6,000 users and provided
roughly 20,000 rides. Uber’s founders focused on attracting both drivers and riders
simultaneously. San Francisco was the heart of the tech community in the US and was thus the
perfect sounding board for this form of technological innovation to thrive.

In the beginning, Uber spread their App through word of mouth, hosting and sponsoring tech
events, and giving participants of their events free rides with their app. This form of go-to-
marketing persists today - giving 50% discounts to new riders for their first Uber ride. This
initial discount incentivized users to become long term riders, and the rest was history. As more
and more people took to social media to tell the world about this innovative new App - the sheer
brilliance of their marketing strategy paid off. Uber introduced an application to avail its
services, which launched first on iPhone, then extended to Android and Blackberry.
Uber’s co-founders, Garret Camp and Travis Kalanick, relied heavily on 6 key technologies
based on iOS and Android geolocation. What really sold it though, was its clear core value - the
ability to map and track all available taxis in your given area. All other interactions are based on
this core value - and it’s what sets Uber apart from the crowd.

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1.4 Global expansion plans…

No doubt Uber was global to begin with.


Uber took up a problem to solve that is
truly global, came up with the idea in
Paris, launched it in the San Francisco
market, and 7 years later they are in
450+ markets all over the world. In
fewer than seven years, Uber has
managed to expand from North America to every populated continent – Europe, Asia, South
America, Africa, and Australia.

And if that weren’t enough, Uber recently expanded its offerings in markets like Thailand and
India with a rickshaw and motorbike service. That kind of growth in product and geographic
scope is unprecedented. No technology company has experienced these challenges and turned
them into opportunities more acutely than Uber. Uber moved faster than any other company
going international.

Uber goes live for the first time in San Francisco, launches at SF AppShow, and gives attendees
first limo rides from app in May 2009. 5Th Dec 2011 Uber expands beyond the United States,
starting by expanding into Paris, France. Uber's launch in Australia in October 2012 was met
with enthusiasm from consumers and prospective drivers but also resistance from the taxi
industry. On June 2013 Uber started to play in Mexico Not long after Uber’s pugnacious
founders first tested their app among San Franciscans, a pair of Harvard Business School
classmates from Malaysia seized upon a similar idea: They wanted to build Uber, but for Asia. In
2012, they launched a ride-sharing service with 40 drivers in Kuala Lumpur. Eventually, they
settled on the name Grab. Six years later, Grab dominates the ridesharing market in Southeast
Asia, boasting 2.3 million drivers in 168 cities across eight countries. Last year, the company
raised $2.5 billion from investors, including Softbank, the Chinese ridesharing company
DidiChuxing, and Hyundai. This recent round of funding valued it at $6 billion, making it the
most valuable tech startup in Southeast Asia.

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1.5 UBEROFFERINGS

UBER EATS

Uber eats offers app-based ordering and


facilitating delivery through its own driver
network from local restaurant kitchens, as well as
exclusive "virtual restaurants."

UBER FREIGHT

Uber Freight is a free app that matches carriers


with shippers. Shippers tap a button to instantly
book the loads they want to haul. And thanks to
upfront pricing, carriers always know how much
they’ll get paid.

UBER HEALTH

Uber partnered with healthcare organizations to


provide flexible ride-scheduling options for
patients, caregivers, and staff. Healthcare
professionals can schedule rides for patients and
caregivers going to and from the care they need,
all from a single dashboard.

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Uber Bike

Social Bicycles Inc., doing business as


Jump, is a dock less scooter and electric
bicycle sharing system operating in the
United States, Canada, France, Germany,
Portugal, the United Kingdom and
Mexico. The bikes are a bright red orange
and weigh 70 pounds (32 kg). They can be
located using the Jump or Uber apps, and users are charged to their Uber account.

1.6 Uber’s Economy Options

UberX

The standard Uber option is UberX. You along with up to three others with you ride door-to-
door alone in a sedan. If you’re bringing a car seat with you, it could add up to $10 to your fare.

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UberXL

This option is similar to UberX, except that instead of a sedan you’re getting picked up in an
SUV or van. You can also bring along five other people in the car for a total of six.

UberSelect

You and up to three of your friends get a low-cost ride in a higher end sedan or SUV with what
Uber describes as a highly-rated drivers. The prices on UberSelect are cheaper than Uber’s
luxury options. UberSelect cars include everything from Kias and Hyundais to Audis and
BMWs, and all cars should have leather seats.

ExpressPool

The newest and cheapest option offered by Uber. With Express Pool, you have to walk to pickup
and drop-off points if you want to catch a ride, which you’ll share the car ride with Uber
customers. When you select Express Pool, the app shows you the pickup spots nearby but
doesn’t show you the drop-off points before you request a ride.

Uber Express Pool Is Just like Taking the Bus Uber Express Pool Is Just like Taking the Bus
Uber Express Pool is an extension of the existing Pool service. And while it could save you even
more money, the downside is its similarity to taking the bus. Read More

This option is only available in the following cities: San Francisco, Boston, Los Angeles, San
Diego, Denver, Miami, Philadelphia, and Washington, D.C.

UberSUV

What sets UberXL and UberSUV apart? The type of car you’re being picked up in. You’re going
to pay a little extra to ride in a luxury SUV and be picked up by a professional driver.Uber’s
professional drivers are licensed chauffeurs who have had background checks. Their cars are also
inspected once a year to earn their vehicle for hire certification.

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UberBLACK

Uber’s answer to a town car service, UberBLACK is like UberX, but instead of a regular sedans
you’ll be picked up in a black luxury car and get where you’re going with a professional driver.

UberWAV

If you need access for motorized wheelchairs or scooters, you can order a wheelchair-accessible
ride with UberWAV. According to Uber, drivers picking up UberWAV customers “are certified
by a third party in safely driving and assisting people with disabilities.”

1.7 Uber- Financial report

Net Revenue –Products Globally (Three Months Ended September 30, 2019)

Products 2018 2019 % Change


Rides $ 2,340.00 $ 2,868.00 24%
Eats $ 191.00 $ 392.00 109%
Freight $ 122.00 $ 218.00 78%
Other Bets $ 3.00 $ 38.00 79%
ATG and Other Technology ---- 17
Total $ 2,656.00 $ 3,533.00 35%

Net Revenue -Global


Three Months Ended September 30
$4,000.00

$3,000.00

$2,000.00

$1,000.00

$-
Rides Eats Freight Other Bets ATG and Other
Technology
2018 2019 Programs

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Five segments are as follows:

Segment Description

The Rides products connect consumers with Drivers who provide rides in a variety of
vehicles, such as cars, auto rickshaws, motorbikes, minibuses, or taxis. Rides also includes
Rides
activity related to our Uber for Business ("U4B"), Financial Partnerships, and Vehicle
Solutions offerings.

The Eats offering allows consumers to search for and discover local restaurants, order a
Eats meal at the touch of a button, and either pick-up at the restaurant or have the meal
delivered reliably and quickly.

Freight connects carriers with shippers on our platform, and gives carriers upfront,
Freight
transparent pricing and the ability to book a shipment with the touch of a button.

The Other Bets segment consists of multiple investment stage offerings. The largest
investment within the segment is our New Mobility offering that refers to products that
Other Bets
provide consumers with access to rides through a variety of modes, including dock less e-
bikes and e-scooters. It also includes Transit, UberWorks and our Incubator group.

ATG and
Other The ATG and Other Technology Programs segment is responsible for the development and
commercialization of autonomous vehicle and ridesharing technologies, as well as Uber
Technology Elevate.
Programs

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Net Revenue - Geographical Region (Three Months Ended September 30, 2019)

Regions 2018 2019 % Change

United States and Canada $ 1,734.00 $ 2,407.00 39

$ 515.00 2
Latin America $ 527.00
Europe, Middle East and
24
Africa $ 431.00 $ 534.00

Asia Pacific $ 264.00 $ 345.00 31

$ 2,944.00 $ 3,813.00 30
Total

Revenue by Geographical Region


ThreeMonths Ended September 30
$3,000.00

$2,500.00

$2,000.00

$1,500.00

$1,000.00

$500.00

$-
United States and Canada Latin America Europe, Middle East and Asia Pacific
Africa

2018 2019

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1.8 Uber - India Story

Market entry

In August 2013, the first Uber ride took place in India. Back then, Uber wasn’t quite the startup
behemoth that it is now, but it was young and hungry. It already operated in 19 countries around
the world, and it had its eyes set on India – a market that had the potential to become one of the
biggest in the world.

Uber’s entry into India was much like its entry in countries around the world. Small teams of
“international launchers” moved swiftly from city to city, living out of suitcases and hotel rooms,
and setting up Uber’s operations. Customers were initially roped in through the promise of high-
end cars for jaw-dropping fares. Uber’s financial muscle, propped by VC dollars, came in
handy. People raved about getting rides in Audis at the price of an auto.

Uber began offering referral discount codes, and urban India lapped them up. People got free
rides if they could get friends to sign up, and Facebook feeds and Twitter timelines were filled
with eagerly-shared codes, all hoping to turn into free rides. Users turned evangelists, word
spread, and Uber grew.

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1.9 Products offered in India

Uber pool

With an aim to make every ride a shared one and


increase the adoption of public transportation, the
cab aggregator Uber launched UberPOOL in
Bangalore. India is a top global priority for Uber
along with China and UberPOOL. The vision for
UberPOOL means helping solve some of the
toughest problems cities are facing today, whether it’s congestion, pollution, or lack of access to
transportation.

UberBOAT

On Jan. 30, UberBOAT was launched in Mumbai, in partnership with Maharashtra Maritime
Board. The on-demand service will provide
transportation from three of the city’s popular
coastal routes namely Gateway of India, Elephant
Islands and Mandawa Jetty, via speed boats.
Starting February 1, riders can access two variants
of Uber Boat based on seating capacity – 6-8
seated for Uber Boat and 10+ seated for Uber Boat XL.

Uber Lite

In June 2018, Uber launched a pared-down


version of its app, Uber Lite, in the country that
struggles with poor internet speeds. The Uber Lite
app, which is 5MB in size, is available on
Android, which powers a large number of
affordable and entry-level smartphones in India,
making it easier for those users who have

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hesitated in downloading the regular Uber app probably because of its unwieldy size. It provided
same functions as Uber app and enabled faster booking of cabs even with poor connectivity.

Uber ASSIST and UberACCESS

Uber launched Uber Assist in India for differently-abled passengers. The cab company has
launched the service in partnership with
iCare Life on the occasion of World
Disability Day, celebrated on December 3,
every year this product brings minor effort
on revenue but benefits in the long run.

Uber ASSIST is our option with driver-partners that are trained in care giving and the vehicles
(regular sedans) can accommodate most foldable wheelchairs.
Uber ACCESS is our forward-facing wheelchair accessible product.

UberEATS

Uber launched its food delivery service Uber Eats in Mumbai on 2nd May, 2017. UberEATS is
seamlessly integrated with the Uber ride
app so that a rider can choose to order a
meal during a ride. UberEats has been
launched in the US for quite some time
now. And they are expanding at a fast
pace in India. Food delivery is a multi-
billion dollar business and Uber definitely
wants a share of the pie. Especially after the Uber self-riding cars project has been shelved, it has
been bullish on the food business.

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UberAUTO

UberAuto is a new category for hailing auto rickshaws that is debuting in New Delhi. The
service works just like hailing any other kind of
Uber vehicle. This service is an interesting
addition for a couple of reasons. Auto rickshaws
is an important layer of the transportation
ecosystem in India cities. They are the cheapest
and most ubiquitous way to get from A to B —
so, in that respect they compete with Uber’s service for passengers.

UberMOTO

The service was first launched in Bangalore,


back in early March 2016, followed by
Gurgaon towards the end of the same month.
Since then, UberMOTO has been expanded to
Faridabad in October 2016, Hyderabad in
January 2017 and Ahmedabad in May 2017
and is currently operating in 11 Indian cities.
Uber suspended UberMoto in Bengaluru in the month of May, 2016. The move comes after the
state government's hue and cry over the illegality of the service.

1.10 CONCLUSION

Since 2009, Uber has grown into a hundred-billion dollar company. It has become so big and
popular that it’s hard to imagine the world without it. In conclusion, Uber is expanding its
engineering technology all over the world.Uber is currently trading for 4X sales. In short, this
means Uber’s value is 4X greater than its annual value.Uber has universally transformed the taxi
industry. The company has managed to restore the confidence of consumers in ride sharing
services.

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BIBLIOGRAPHY

1. https://search.techcrunch.com
2. https://www-freecodecamp-org.cdn
3. https://www.cbinsights.com
4. https://www.forbes.com
5. https://economictimes.indiatimes.com
6. www.uber.com
7. “The perfect uberPOOL: a case study on trade-offs”, Jenny Lo, Steve Morseman.

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