Uber´s scale-up - case study: introduction of autonomous vehicles to scale uber-s business model

Abstract

Uber has a responsibility to continue development and targeted execution, as seen by its overwhelming interest in the advancement of its services. The ability to connect drivers and passengers via mobile devices eliminates the need for Uber to have a physical presence in local areas where they expand operations, resulting in a highly scalable system with few barriers to further development. Uber’s historic development has been marked by controversies, technological advancements, protests, and bright new ideas. To assess its journey to the top of the mobility industry, general highlights about financials, historic developments, and the entrepreneurial transition from startup to scaleup are showcased. Using the given information as groundwork, our individual parts focus on specific challenges Uber faced, and how it utilized certain approaches to overcome obstacles. The individual sub cases shine light on Uber’s fight against taxi regulations, the network effects behind the app, marketing efforts, service integration and autonomous cars, as well as the profitability issue. This sub case features Uber’s existing service offering. Former technological ventures – flying passenger drones, electric cars, autonomous vehicles – are portrayed to create an understanding for Uber’s future endeavors. Since external and internal aspects depict self-driving cars as promising means to Uber’s profitability issue and key to operational scalability, Uber’s plans to deploy driverless fleets are highlighted. Students are encouraged to analyze the company’s decisions and discuss possible scenarios with respect to scaling a platform business.