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by wpietri
3951 days ago
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You're also neglecting capital costs. I think Uber's major business innovation is shifting almost all of the cost and risk onto drivers by selling them "independence" and "great money". Previously, cab companies had to buy and maintain fleets of expensive cars; the biggest risk a driver took was the cost of one shift's rental. Now some are in hock for tens of thousands of dollars. And possibly millions given that they are no longer covered by taxi company insurance. Honestly, I think it's more risk than opportunity for them. Once driverless cars are ubiquitous, the barrier to entry will be pretty low. Currently to compete with Uber you need to sign up a bunch of drivers, trick them into paying most of your expenses, and then pay them just barely enough to keep them from quitting. But if all it takes is money for cars and the ability to buy an app, anybody with a strong brand and access to capital can go after them. Imagine, for example, you're BMW's CEO. You can build custom cars tuned for taxi service. You know the in-car software very, very well. You have a mess of industrial designers and deep research on customer motivations. Whenever normal-market orders dip, you just keep building for your taxi fleet and occasionally declare war on Uber in a new major city when you can flood it with shiny cars. You already have a service network and get parts at cost. You have incredible access to capital, great relationships with millions of existing consumers, and one of the world's strongest brands. Wouldn't it be tempting to say, "Fuck it, we've been in the transportation business for 100 years! This is just the next step." |
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