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Uploaded byHicham Benfaida
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IT project : Uber

Uber has transformed the taxi industry through its use of information technology. It launched in 2009 as a mobile app that allows users to request rides from nearby drivers. Uber collects large amounts of user data through its app and has faced criticism over privacy and data security issues. While Uber has disrupted legacy taxi companies, new players may emerge using technologies like self-driving cars. Recommendations include improving customer loyalty, securing customer data, developing application controls, and informing customers clearly on data use.

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1 Hicham BENFAIDA Benjamin CHASSAGNETTE Clémence DEGOUY Aristide LENGLART Sarah MATHIS Emilie QUELVEN
SUMMARY I. General Introduction II. How IT influenced the taxi business III. Key problems IV. Projections In The Five Next Years V. Changes And Emerging Players VI. Recommandations 2
I. General Introduction • Based in San Francisco • Launched in 2009 • 2200 Employees • Available in 62 cities in 45 countries 3
4 Operational Management Order Driver’s grade Where orders are placed ? When orders are placed ? Middle Management Reporting these data to the previous data Senior Management Developing the business model with Uber Pool & Uber X 1. The Business organization
2. Trends a. Consumerization of IT b. Mobile Digital Platform c. Cloud Computing 5
a. Consumerization of IT • Consumerization of IT is a phrase used to describe the cycle of information technology emerging in the consumer market, then spreading to business and government organizations. 6 Uber : All steps & operations are done by mobile phones in Applications or Website : • Registration • Ordering • Payment • Evaluation Which gives the Company : • Flexibility • Accessible to the General Public • Easy to use • Productivity
b. Mobil Digital Platform 7 Enter the addresses Price Estimation Confirmation
c. Cloud computing • Uber is a web application, that uses content from more than one source to create a single new service displayed in a single graphical interface, that uses content from more than one source to create a single new service displayed in a single graphical interface 8
3. The 8 features of the e-commerce • Ubiquity : • Only mobile phone application, available at anytime • Global reach : • The technology is available in 62 cities in 45 countries • Universal standards : • It implies lower consumer’s search costs because customers can locate a taxi very easily thanks to the driver GPS • Richness : • Lots of contents on internet : videos, articles, opinions about Uber company 9
• Interactivity : • The customer can see the profile of the driver and evaluate the driver’s performance. • The consumer co-participate in the process of delivering the service • Information density : • Huge information about the driver, the customer and the route that must be taken. On the web, information about the taxi market (competitors, problems of legacy…) • Personalization/customization : • The customer can choose the driver and the type of Uber service • Social technology : • Important use of social networks to talk about Uber. • Ex : On the facebook page, share of experiences, news etc 10
II. How IT influenced the taxi business • Search by mobile phone • We can see the profile of the driver before confirming the ride. • Optimizing availability: in big cities, the taxi drivers adopted new technologies, which allows them to have GPS, so the customer can locate a taxi at any time. 11 1. The Demand
1. The Demand • Providing a confirmation interface for on-demand services • Dynamically providing position information of the driver • Mobile paiement 12
2. The Service • Timeliness: reducing waiting and kilometers unproductive hours. • Efficiency : Define optimized routes calculated as Traffic constraint. • The application shows the estimated travel time. 13
3. After The Service • Providing a summary or receipt for on-demand services through us of portable computing devices. • Rating system : The customer can rate the driver up to five to guarantee the quality of the service. 14
III. Key problems • Private scoring system : passengers are evaluated by the drivers • Problem of private data : no security for the customers (cf below) • Protests and problem of illegacy • Problem of competition • Inefficiency of Uber’s navigation system 15
Data security • Information collected by Uber: Personal information: Email, Password, Name… Usage information: browser used by the customer… Device Identifier : IP adress. Tracking information: GPS coordinates. Information third parties provide about the customer Information collected by mobile applications: mobile operator • Methods used to collect Usage Information: Cookies and super cookies Web Beacons Embedded Scripts 16
Data security : key problems • Stored and used of the customer’s credit card information • Personal information collected for internal business purposes  not clear. • Analytics service providers may set and access their own cookies, web beacons and embedded scripts to collect customer’s information. • Link with social network  spread of data. • Storage of information even when the account is cancelled. • Use of encryption as security practice  not impenetrable. • Legislation of the USA  different than the European one, USA allows businesses to gather transaction information and use this for other marketing purposes 17
IV. Projection of future technology • Evolution of the mobile network (USA, Europe) • New support (Google Glasses, Connected watch) • Evolution of the car industry (Google’s car, Tesla brand) 18
Business Processes 19
V. The Industry’s Preparations Responding to These Changes • Invest in new technologies • Create agreements and partnership with IT firms • Widden and differenciate the targets • Secure the applications and the private information of customer 20 1. Challenges for change
2. New players likely to emerge • Applications could be developed to set up this new kind of transport • More and more concept as Uber • Google car • A mobile application for “taxi bike” • segway concept 21
VI. Recommandations  Instore a direct line on the internet and by telephone in order to develop customer loyalty Secure the datas of its customer by correcting some errors, improve controls, pay attention to customer’s datas and trade secrets Developp application controls and forecast the potential issues of the system Should provide drivers with specified area such that the waiting time of customer may be shorter and that every space of the city may be provided with dirvers 22
VI. Recommandations (con’t)  Use different security systems  if one is hacked, all the data are not steal (do not put all your eggs in the same basket) Inform clearly the customers how you will use his related information and help him to secure his data  transparency 23
Thank you for your attention ! 24 Have you any question ?