What is the role of Uber and its

What is the role of Uber and its use of data technology for digital economy? ” Everyone’s private driver. Uber Slogan (Scholz, 2016, p. 45 ) Image 1. Uber Logo (Uber, 2106) Student ID: 28397517

Content n Background: Market and Technology n Introduce: Uber Platform n Uber’s transformation based on data n Issues n Conclusion

Background: Market and Technology l The development of goods exchange Visible Goods Messages Information Traditional Market Traditional Media Internet l Information globalisarion contribute to technological evolution. (Hartly et al. , 2013) l Creative industries based on the technological innovation. l Smart phone boost the development of data technology

Introduce: Uber platform l Platform Capitalism l Connect available resources with on-demand users Provide a space to third parties who have extra resources or needs, and exchange the goods and currency directly (Scholz, 2016) l Technological support for users l Transform the relationships of employment

Uber’s transformation based on data -Function l Optimal Route(GPS) GOOGLE MAP Established geographic database Video 1. Introducing Uber movement(Uber, 2017) 2009 2016 ? Uber Map Design Uber Map Invest 500 million Driverless cars plan Image 3. Liveindex. org news (Liveindex, 2016)

Uber’s transformation based on data -Function l User Experiences Video 2. Learn the Uber Basics (Uber, 2014) The Passengers -Reviews and mark(User generated content) -Available taxi -Online payment Image 3. Uber (App industries News, 2016) The Drivers -Reasonable arrangement based on algorithm -Price adjustment in different time

Uber’s transformation based on data - Marketing l Online activites Cross-platform Cooperation 1 Social Media Official Account Image 4. Uber on Twitter(Twitter, 2016) 2 Online Ads Image 5. Uber on Facebook (Facebook, 2016) Video 3: Where to? (Uber, 2016) Image 6. Uber on Instagram (Instgram, 2016)

Uber’s transformation based on data - Marketing l Offline and online activities interaction (Example: Ice Cream Day of Uber） Video 4. Watch Uber Deliver Ice Cream & Scoop the whole planet (Uber, 2014) Offline Image 7. #ubericecream# Tag page of Instgram (Instagram, 2016 Online

Issues 1. Worker’s Right ”The great thing about digital work it’s really hard to make a sweatshop out of digital work. It’s really hard to force someone to do work, you can’t beat someone up through a computer screen. Biewald, L. said. (Scholz, 2016, p. 132 ) -Difference between employee and the independent contractor -Lack of law protection Solution: -Aim of the income and the distance -Extra Premiums of overtime -Market regulation

Issues 2. Personal -Mobile number leakage due to essential Information leakage communication ”Information. is not lost when it is consumed, and it therefore easily shared. (Hartly, 2013, p. 103 ) -Lack of law restriction Solution: -Hided personal information before the transactions -Manual review and service -Government legislation

Conclusions Conclusion 1 Uber encourage the taxi industries to be improved. 2 Uber transform the traffic mode choosing behaviours. 3 Technology enable individual who in a collaborative group to obtain benefits. 4 The statutory provision should be improved with the emergence of new thing.

References Dennehy, K. (2015) Uber’s recent deals expand its autonomous vehicle strategy [online] Available at: http: //gpsworld. com/ubers-recent-deals-expand-its-autonomous -vehicle-strategy/ [Accessed 5 January 2017] Hartley, J. , Potts, J. , Cunningham, S. , Flew, T. , Keane, M. and Banks, J. (2013) Key Concepts in Creative Industries. London: SAGE. Lobato, R. and Thomas, J. (2015) The Informal Media Economy. Cambridge: Polity Schoiz, T. (2016) Uberworked and underpaid: How workers are disrupting the digital economy. Cambridge: Polity Press. Uber Newsroom(2014) Get Moving with Google Maps. [online] Available at: https: //newsroom. uber. com/get-moving-withgoogle-maps/ [Accessed 5 January 2017] Uber Newsroom(2016) #Uber. Ice. Cream: Delivering Ice Cream For Good. [online] Available at: https: //newsroom. uber. com/new-zealand/ubericecream-nz-2016/ [Accessed 6 January 2017]

References Visual Materials Image 1. Uber(2016) Uber Logo. [image] Available at: https: //www. uber. com[Accessed 10 January 2017] Image 2. Liveindex(2016) Liveindex. org news. [image] Available at: https: //liveindex. org/31023/2016/07/us-uber-to-invest-500 -million-in-global-mapping-project/ [Accessed 10 January 2017] Image 3. App industries News(2016) Uber. [image] Available at: http: //www. businessofapps. com/wpcontent/uploads/2015/09/video. yahoofinance. com@40 d 2 db 72 -2976 -37 c 8 -b 12 d-b 4858 de 5 bb 20_FULL. jpg[Accessed 10 January 2017] Image 4. Twitter(2016) Uber on Twitter. [image] Available at: https: //twitter. com/Uber[Accessed 10 January 2017] Image 5. Facebook (2016) Uber on Facebook. [image] Available at: https: //www. facebook. com/uberuki/? brand_redir=120945717945722[Accessed 10 January 2017] Image 6. Instgram(2016) Uber on Instagram. [image] ] Available at: https: //www. instagram. com/uber/[Accessed 10 January 2017] Image 7. Instagram(2016) #ubericecream# Tag page of Instgram. [image] Available at: https: //www. instagram. com/explore/tags/ubericecream/[Accessed 10 January 2017] Video 1. Uber(2017) Introducing Uber movement. Available at: https: //www. youtube. com/watch? v=bszv. EIMVs. Ic&feature=youtu. be[Accessed 10 January 2017] Video 2. Uber(2014) Learn the Uber Basics. https: //www. youtube. com/watch? v=G 8 Vjc. Zeuvmo[Accessed 10 January 2017] Video 3. Uber(2016) Where to? Available at: https: //www. youtube. com/watch? v=y. Uv. BBO 5 wvu. Y[Accessed 10 January 2017] Video 4. Uber(2014)Watch Uber Deliver Ice Cream & Scoop the whole planet. Available at: https: //www. youtube. com/watch? v=Ws. FYG 7 a_zz. Y&t=59 s[Accessed 10 January 2017]

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