It’s one thing to read a Guardian piece complaining about Uber. That certainly makes Uber seem like a fine thing, but you can’t trust everything you read, can you? Maybe Uber is not actually as great as the Guardian is making it appear. Last Friday evening, a week ago, by a lucky chance, I went one better. I had an actual trip in an Uber-taxi. It was a good experience.
Rooted as I am in the twentieth century, I was not the one who set this journey in motion. The man who did was my twenty first century friend Rob, who is as computer-savvy as I am computer challenged. I and Rob were guests at a dinner party, and I heard that he and another guest had some kind of lift home fixed, going back towards central London, and I asked if I could join in. Yes, fine. I then rather delayed things by taking what turned out to be rather too long to do my thankyous and fairwells, because, basically, I am not used to taxis being this fast in answering the call. But, eventually I was aboard, and off we went.
It was only when I was in it that I learned that this was one of these new-fangled Uber taxis, this being why it had arrived so quickly to pick us up and why I should have been quicker off the mark when leaving the party.
What Rob had done, as soon as he and the other guest decided they needed to be off home, was crank up the Uber app on his smartphone and summon – and here’s the point of this system – the nearest Uber taxi, by looking for blobs on his smartphone Uber-map.
On our journey, we and the driver chatted about how the new system worked. New technology often has this effect, I find. It gets people talking. It reminded me a bit of the early days of blogging, which got all sorts of people in touch with each other who would never normally have been communicating.
Our driver preferred his new Uber-life partly because he now gets no grief from a demanding taxi-cab office with its rigid time and place demands and general stress and hassle. He now eludes that middle man and, via his new and improved middle man (Uber), instead relates directly to his passengers. There is an elaborate regime to register both complaints from drivers about passengers, and from passengers about drivers, but for a driver who wants to do an honest job, that’s all good, just as it is for passengers who are willing and indeed eager to behave themselves.
We passengers also like the service that the driver and his comrades provide, because it is cheaper than old-school taxis, and quicker, and easier to track. But given that Uber is so cheap for us passengers, and given that the driver pays twenty percent of the reduced fare that we pay him to Uber, how come the driver is nevertheless such a contented guy?
A big plus for the driver is that he now works exactly when he likes, that being what a lot of the grief between him and his former taxi office had been about. He can start and stop when he pleases, with no warning concerning either, provided only that he finishes all paid-for journeys he embarks on.
But just as impressive as the increased flexibility the driver enjoys is that the flip side of us having hailed the nearest Uber taxi to us when we wanted to start our journey is that our driver is immediately available to start his next useful journey just as soon as he has completed his previous one. Our driver had been taking someone to that particular part of suburban London, and within moments there we were, wanting him to take us back to the middle of London from that same out-of-the-way spot. He doesn’t have to drive back, empty, to some damn taxicab office. He resumes work at once. This is why Uber-taxis are cheaper. This is not done by lowering the standard of living of the drivers or the quality of the product. It is done by seriously improving the efficiency of the drivers and their vehicles.
You can tell that Uber is a massive efficiency gain by the fact that the regular black cab drivers are in a state of fury about it, and have been threatening to screw up London’s traffic, with some kind of demo/disruption or suchlike. Their excuse is that there is apparently some law or other which, in the opinion of the cabbies and their lawyers, these new Uber-taxis are breaking, concerning computer tracking or something. But such complaining seems likely only to publicise that if the law is getting in the way of Uber, then it should stop.
If you want some more jeering at those angry black cabbies, see what City A.M.’s Guy Bentley has to say about them.
That the black cabbies are demonstrating against Uber in particular, rather than against “Kabbee, Hailo, Addison Lee, GetTaxi, Uber and Green Tomato” merely serves to establish Uber in the public mind as the market leader. I daresay there are also “network” reasons why one big brand leader is advantageous to most customers. So, big win for Uber, I’d say.
I am sure that there are many, many tweaks to Uber that I am not even remotely aware of, the kind where not only do I not know the answer but where I had never even thought of the question. But presumably Uber-savvy commenters can fill in many more details.
In particular: what could go wrong? Our driver didn’t seem to have any worries. But, was he perhaps being a tad optimistic? Will his income maybe decline if lots more want in on the driving side of things? What about if robot cars join in, and snatch away his job? Great for us passengers, because if it’s not it won’t catch on. But not so great for our driver.
Once you start talking about systems like Uber and robot cars in the same sentences, is the longer term implication of things like Uber going to be: fewer privately owned cars? Will Uber 3.0 be the first robot car killer app?
But oh yes, back in the here and now, one further detail I do now remember the driver talking about. If you are an Uber customer based in Los Angeles (as a recent passenger of his was), you can use the exact same account to whistle up our London driver as you have already been using in LA. The exact same account. Think about that. In any Uber-enabled city, and there are now a lot of such cities around the world, you can use taxis with the kind of confidence you already have about Uber-taxis in your own back yard.
My guess would be that a characteristic Uber first time user is someone who is about to venture to a foreign city where Uber is in action, and he signs up for Uber beforehand, so that he knows his taxis in the strange foreign landed will then be sorted at non-punitive expense and without grievous risk. Where he lives, he has a car and trusts the local taxis. But in foreigner-land, Uber taxis will be a massive plus. Then, once he has sampled the service in a strange city, the obvious next thing will be to use it back home more regularly. If that’s all approximately right, you can see why the black cabbies are spitting blood.
But alas for the black cabbies, their complaints are only advertising Uber to a global audience of city-hopping tourists and businesspersons. London’s black cabs are famous the world over. So if they are now moaning about Uber, that’s a global story. With enemies like this, Uber hardly needs an advertising agency.
But that’s enough guessing from me about Uber. Over to our commenters and their amazing ability to share a collective conversation with us and with each other, thanks to the work of an earlier generation of computer-magicians.