I think that this is a great story which shows how Uber is so much more that just a “taxi app” challenger or a “payment” challenger.

In the press it is usually written up as a challenger to this one or that one e.g. Cabcharge in Australia but that is the wrong mental model.

The reason that it is so disruptive is that it focuses so deeply on the entire experience and applies advanced technology to assist each bit (for both the driver and passenger).

Well done.

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