Uber started its journey when Travis Kalanick and Garrett Camp decided to disrupt the old individual

transportation industry. They looked at the disgruntled experiences of commuters and decided to
change the entire transportation experience for them. Earlier getting a taxi was a tedious process of
waiting in queues or waiting for an empty taxi to arrive, and travelling at the mercy of the taxi driver.
Uber changed this entire process, as it was possible to book a cab sitting at home, get in touch with the
driver, make cashless payments and track the car. It is a mobile-based application through which
bookings are made.

Uber decided to expand globally and viciously. The reason behind this was to make sure local companies
do not adopt these changes and steal the regional market for Uber. It went on to expand to 26
countries. Though they globalized, glocalization was equally key as Uber needs to serve the market
based on the local needs. They expanded globally continuously raising funds in series of rounds.

“Individual cities were unique in its transportation pain points, its density, its transportation alternatives,
regulation, and even its transportation culture.”

Global expansion meant that Uber had to adapt to the local conditions. Uber, when first launched, could
only be used on iPhone. It subsequently commenced Android and Blackberry applications. Uber also
started hiring locals in the respective markets in order to tap those markets more efficiently.

Uber brought about a much-needed change to the old archaic personal transportation system. It was a
big worry for taxi companies and local taxi services. Uber has essentially solved a major transportation
headache. As Uber gained success, the market saw emerging competitors. At this point, it started
becoming a price war. Uber provided their customers with booking a limousine at a price lower than
taxis.

Uber adapted to current trends and local needs to please the local customers. It introduced cashless
payments by collaborating with PayPal, started a courier service, carpool service and a project to
encourage new ideas.

Uber poached its competitor and was a very disruptive idea in the market. There were complaints and
reports of prices being surged during peak rush hours. Uber and its executives have been accused of
using power and money to their benefit, breaching privacy policies and regulatory issues, and
propaganda.

We conclude by saying that Uber is one of the most revolutionary companies of this decade, and one of
the most successful companies. They took a very simple issue and used technology to make it user-
friendly, while solving the grievances of the customers in the same market segment. The revolutionized
the way an age-old traditional business of taxi unions functioned, and hence was adored by customers.
In order to break this barrier, one needs to be aggressive in the market and make sure competition is
chopped and threats are obliviated.

This case also shows how important it is to identify a problem and come up with a simple solution while
using technology to make the process easier. This is the entire essence of start-ups. Having the most
scientific and mind-blowing idea is irrelevant if it does not solve the problems of the public. Having
identified the problem, it is also important to map the roadway progressively.