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by zaidf 3670 days ago
You're underestimating the value of being a company that always has a cab for you within minutes. With your approach, the default in the public's mind would be "there is no uber till 3am!" vs. "Uber is the on the way...btw it's 25% extra due to the rush."

A name like VIP is bad because it discourages regular use. It sounds like something you use once a year on special occasions.
2 comments
tn13 3670 days ago
You are correct. VIP might be not the right word but there could be better wording than the official "surge pricing". If you are charging someone 25% more clearly tell why and what the user is getting more than those who are not willing to pay 25% extra.

Or simply don't tell anything about increased prices. Just show the estimated price and let the user decide if he wants it or not.

In fact you can on-board the user into app to simply be blind to price increases up-to 75% or something.

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eric_h 3670 days ago
Not to mention that Uber already has a VIP concept in their product that's quite interesting. Pairs frequent customers with the highest rated drivers.

Amusingly, in less Uber dense neighborhoods in NYC (i.e. anything that's not Manhattan) Uber VIP is a worse option for getting a quick ride. For me, when I'm in the outer boroughs I opt for regular uber x, but when I'm in Manhattan I do Uber VIP.

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