Uber exploded onto the scene but could now be on its last ashes. It has a valuation of over $60 billion and never fails not to be talked about. Millions use it while companies try to copy it. Launching in 2010, Uber has managed to transform the transportation industry. Benefits such as accessibility and lower prices saw it replace taxis in its user’s commutes. With all Ubers success, a great idea still needs longevity to survive, and issues since its launch are proving to be progressive.
It’s certainly hard to think of a start up company that has had so much legal trouble from markets domestic and abroad. This expense is certain to grow. Uber are either victims or perpetrators in this undisciplined environment. The quality of the driver and the fact they earn minimum wage brings potential problems. Do they prioritize drivers and raise fares or customers and lower fares.
It’s almost inconceivable that such a successful company has major dysfunction among its management, employees and consumers. Despite a huge amount of customer growth they need to make sure they don’t self destruct and have a long term plan that is attainable. With such unstable and fluctuating characteristics defining Uber and uncertainty over future competition, the last thing they need is raised trust issues from the customers themselves.
It’s recently emerged that hackers have stolen personal data including the names, email, and phone numbers of customers in October 2016. Astonishing numbers show that data had been stolen from 50 million customers and 7 million from drivers, which included up to 600,000 license numbers. Not only does this promote trust issues from customers but also the employees themselves. What escalates this issue is the fact that the former security officer and CEO illegally concealed the breach for over a year, allegedly paying the hackers to fix the damage and remain quiet.
Uber has done its best to make assurances to its customers and employees of what wasn’t stolen or subject to fraud and misuse. Joining the ranks of companies such as Yahoo in suffering huge hackings, it’s difficult to see Uber ever regaining the trust they once had to their employees and customers. Paying hackers to fix their own damage to many would be seen as a crime and an act of desperation from a huge company. The hack itself is regrettable but the cover up must be deemed unacceptable. It conveys that Uber have low morals which puts off customers giving any details over to them in the future. Safely paying cash for a taxi worked in the past and will continue to work in the minds of consumers.
One of the fastest and largest growing companies in recent times is now at a critical point of its future, and I’m personally intrigued to see what happens next. The thought of driverless software being hacked in the future is an uneasy thought. It’s certainly worth keeping an eye on if they can win back customers trust and ignite the fire back into Uber.