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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Hicham BENFAIDA
Benjamin CHASSAGNETTE
Clémence DEGOUY
Aristide LENGLART
Sarah MATHIS
Emilie QUELVEN

2. 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
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3. I. General Introduction
• Based in San Francisco
• Launched in 2009
• 2200 Employees
• Available in 62 cities in 45 countries
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4. 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

5. 2. Trends
a. Consumerization of IT
b. Mobile Digital Platform
c. Cloud Computing
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6. 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.
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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

7. b. Mobil Digital Platform
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Enter the addresses Price Estimation Confirmation

8. 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
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9. 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
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10. • 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
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11. 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.
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1. The Demand

12. 1. The Demand
• Providing a confirmation interface for on-demand
services
• Dynamically providing position information of the
driver
• Mobile paiement
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13. 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.
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14. 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.
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15. 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

16. 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
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17. 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
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18. 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)
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19. Business Processes
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20. 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
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1. Challenges for change

21. 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
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22. 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

23. 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
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24. Thank you for your attention !
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Have you any question ?