Uber Takes a Wrong Turn – The Inside Story

Uber: A Smart & Reliable Way to Get From A to B

Uber is a game changer for anybody who is in need of a car to move from point A to point B regardless of their location in the world. It is a revolutionary Smartphone app developed by Travis Kalanick. It allows you to hire cars and book taxis from any transportation network company with the click of a button. You can even access self-driving cars with the service. Anybody who uses regular Taxi services and shifts to Uber will bear witness to Uber’s superior way of moving from one point to another at anytime and anywhere. With Uber, you have the freedom to travel on your terms and at your leisure.


The Man behind Uber: Travis Kalanick

Who is Travis Kalanick?

Travis Kalanick is an American entrepreneur born on August 6, 1976. Travis first debuted at position 290 in the luxurious Forbes magazine’s 2014 list of Americas 400 richest people. His journey to fame and fortune has been laden with pitfalls and challenges of all kinds. After starting his first peer to peer file sharing company, which was known as Scour, it ended in disaster after he filed for bankruptcy. In his words, he said, “You cannot control whom you fall in love with”

Travis’s spirit of success seemed never to die out.  In 2001, he started a new company known as Red Swoosh. In 2007, he sold the company for 19 million dollars. As if that were not enough, he and his friend Garret Camp founded Uber in March 2009. Uber has grown vastly over the past couple of years and is currently available over 65 countries around the world.


Have you heard of UberAngel or UberKITTENS?

Uber has conquered all of the cities in the United States, making Uber one of the highest evaluated startups in history. Conquering foreign markets has been more of a challenge though, since each of these cities presents their own unique situations not synonymous with the cities in the US. Uber has devised very unconventional and interesting strategies all meant to address the different needs and problems for each and every city.

Uber Angel is a strategy designed specifically Colombia. For instance, imagine you go out on the weekend to party with friend and you have a few too many. Before you realize it, you are unable to drive yourself home. What are you going to do?

Perhaps, a cab can take you home and you can pick up your car the next day. What you should not attempt is driving yourself drunk since you run the risk of being involved in an accident.

With UberAngel, you have the benefit of asking an Uber driver to drive you home. With this service, you do not have to worry about getting in an accident. Also, your car staying in a insecure place the whole night.

Uber has been delivering passengers with ease, but now they are also offering a new service that is quite unique and unexpected. If you love kittens, then perhaps you would like to grace yourself with a bundle of joy and cuteness.

It has been finally confirmed that Uber is delivering kittens at the cost of $30 for 15 minutes. All you have to do is select the kitten’s options on the app and your kitten will arrive in no time.


The inside story of Uber’s rebranding

The reason Uber’s CEO decided to change the famous U logo is just more than a corporate rebranding move. It was Uber’s coming of age tale. A way to transform itself and establish a new reputation to change the way people perceive it around the world. In 2010, the Uber app was meant to attract only the wealthiest people who wanted to be transported in Lincoln Town cars and BMWs with just a push of a button.

The rebranding was a game changer. Changing from their elitist way of thinking, Uber owners decided to transform the company. Later, the company was not only serving the wealthy, but also all people with the need and the urge to move from one point to another.

Currently, you will find Uber in more than 400 cities worldwide. More than 2/3 of its 6000 employees have been with the company for only one year. This kind of growth has only been seen in companies like Pal, Blackberry and Twitter.

When their employees were few, it was easy to communicate plans and ideas effectively. Now that the service is in almost every country, it becomes a challenge for Uber to serve people according to their ecological and geological conditions. For instance, a client’s needs in Nairobi are very different from one in California or Lagos.


Bits & Atoms – Uber’s New Culture

The app and the service has changed as a whole. Currently, driver and rider icons have a bit in the center with the local colors and pattern in the background. The bits are meant to represent the efficiency of the machines involved in dispatching software and mapping. The atoms represent people. The reason for rebranding was to create relevant, fresh color pallets and patterns meant to represent countries that the service works in.


Evaluation: opinion on the new look

Facts speak for themselves: rebranding wasn’t successful

Uber’s rebranding was not met with kind words for most people. Only 21 percent of the interviewed people had a positive opinion, while 8 percent did not like the logo at all. A whole 71 percent were neutral about the logo

18 percent of the participants had a positive opinion about the rebranding, while 23 percent said that they didn’t like it.

According to Google’s comparison, 43 percent of Uber users do like the new logo but a significant 10 percent does not. A whole 47 percent are neutral about it which leaves more questions unanswered. When compared to the previous logo, 58 percent liked it showing clearly that opinions are trending in the wrong direction.

Though Uber has worked hard to make itself the number one transportation network company even offering self driving cars, the rebranding was uncalled for and is going in the wrong direction.



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