We need to talk about Uber

Earlier this year a UK property developer signed a deal with transport app Uber which will give its city centre tenants monthly credits for minicabs in exchange for what would have been their parking space. Both parties are hoping that tenants will be ‘encouraged’ to dump their cars in favour of using alternative (Uber) forms of transport.

The deal means that the developer – Moda Living – will build its 466-apartment complex in central Manchester with just 149 car parking spaces. Space that would have been used for parking will instead be filled with home cinemas, gyms, meeting spaces and swimming pools.

Moda Living said it was Uber’s ability to offer their tenants a ‘frictionless life’ ‘efficiency’ and ‘value’ that inspired them to do the deal with the taxi-hailing app. And it’s a deal that should sound as a warning shot for public transport operators everywhere.

Improving mobility, reducing congestion

With space at a premium and increasing levels of pollution, it makes sense that cities around the world are reducing available car parking spaces and encouraging residents to seek alternative means to get around.

Some cities – like Oslo and Madrid – want to kick cars off their roads altogether.

Many more have plans to vastly reduce their residents’ reliance on having their own set of wheels. It’s a great opportunity for any alternative transport provider.

Improving mobility and reducing traffic congestion are some of the biggest challenges facing urban communities today. But if Uber becomes the default alternative to individual car journeys – and preferential to jumping on a train or bus – the future of the UK public transport operators starts to look perilous.

What Uber got right

Uber has become a global phenomenon and the go-to transport option for millions of people for a few simple reasons:

• It is very easy to use
• It reduces hassle and saves its users money
• It is quick, easy and reliable
• It delivers an on-demand service

Uber is not a transport operator. It is a piece of technology – a taxi-hailing app which has reimagined the experience of taking a cab, made it better, and transformed its customers’ experience. The principles of its success are transferrable.

So, what did Uber get right? They identified a real problem (the unreliability of taxis, complication of variable charging, need to have right amount of cash on the passenger) and developed a real solution using data flows and technology (an app which integrates with maps to show you in real time where your cab is, agrees a fare
up front, automates payment direct with the passenger’s bank).

What we can learn from Uber

To support the continued growth and sustainability of our public transport networks, operators need to learn from Uber’s success. We need to consider what the ‘problems’ are and what the ‘solutions’ could be.

What makes our public transport networks off-putting to use? How can we improve cost, flexibility and ticketing? Can we improve integration with other networks in our cities? Above all, how can we use technology to transform customer experience and enable us to compete with market disrupters like Uber?

Going back to what the Manchester property developer loved so much about Uber - public transport operators need to consider how they can deliver a service to support a ‘frictionless life’, ‘efficiency’ and ‘value’.

Finding the right kind of digital expertise

It’s these kinds of challenges that digital experts at Glow New Media thrive on. The award-winning transport specialists have been using technology to improve the experience of public transport customers since the launch of the smartphone more than a decade ago.