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Title
Uber: Capitalizing on the global expansion of the ride-sharing phenomenon
Challenge
Delivering uniform quality of service and user safety worldwide
There’s no secret to the remarkable global success Uber has enjoyed in its ride-sharing and delivery businesses. Offering its customers, drivers and riders unrivaled value and a consistently awesome (and secure) user experience has been everything.
No matter which country Uber expands into, it needs to be sure it can deliver the same levels of service quality and safety. Over the years, there have been many interaction and connectivity challenges Infobip has tackled alongside Uber to maintain and raise these quality and safety levels. Here are three of them:
- Ensuring the app onboarding process is smooth and secure.
- Allowing drivers to communicate with passengers on secure, anonymized calls — instead of texting at the wheel.
- Encouraging new drivers to work in peak times — reducing waiting times and cost for passengers in the process.
Because Uber is such a well-known brand, customer expectations are high when they enter a new market. Any issues during the registration process could leave a negative first impression on users. This could lead to low app adoption.
Achieving app adoption in new markets relies on fast and reliable One-Time PIN (OTP) delivery rates. Both driver and passenger signups depend on this, as does the first impression – a foundation for building lasting relationships.
Once passengers and drivers in new markets sign up for the service, Uber needs to quickly inform drivers about peak demand times. These peak hours are crucial since spikes in demand for drivers can increase waiting times and cost for passengers. This is something that Uber wanted to avoid.
Solutions
One-time passcodes, Number Masking and smart SMS features
1. Reliable app sign-ups using One-Time PIN (OTP) codes
Uber has become famous for the incredible user experience on its ride-sharing app. That’s why it’s so important that the first experience of the app — the registration process — is quick, simple and smooth for both customers and drivers.
We helped Uber send One-Time PIN codes (OTPs) to quickly verify the identities of both customers and drivers when they register to the app. Thanks to end-to-end encryption and fast and reliable OTP delivery — underpinned by our expertise in global SMS compliance — Uber can ensure fast, efficient and secure registration processes anywhere it operates
Infobip is a great partner because of their ability to keep up with our global growth and provide the type of service we need to meet our users’ demands.
Yoon Jung
Procurement Manager
2. Protecting drivers and customers with Number Masking
Uber wanted to ensure drivers and riders could freely chat with customers on secure, anonymized lines. This would remove the need for drivers to communicate via SMS or in-app chat messaging while in their car (which comes with obvious safety risks).
On this particular challenge, we were against the clock. The issue was attracting media attention, and Uber’s CEO was set to attend a security roadshow where he would be asked about the problem. A viable solution needed to be developed — fast.
Our engineers developed a solution called Number Masking. This allowed drivers and passengers to chat in real time and coordinate pickups using a virtual phone number, without revealing their personal phone numbers.
Our global presence made it easy for Uber to add Number Masking in new and high-priority markets — overcoming any local problems that arose. Once the solution was in place, we proactively communicated any potential service disruptions on mobile networks across the world, making it even easier for Uber to consistently meet high customer expectations of their service.
This is a crucial first step when entering any market, aiding quick and secure app adoption for both drivers and passengers.
3. Driver engagement and education over SMS
Ensuring that there are enough drivers operating in peak times is crucial for Uber, as spikes in demand for drivers can increase waiting times and cost for passengers. So when drivers in new markets sign up for the service, Uber needs to quickly inform them about peak demand times. Automated SMS messages help them do this quickly and efficiently.
Result
Increased competitiveness in key markets
Infobip’s solutions have helped Uber remain competitive in key markets in APAC, EMEA, and LATAM. Thanks in part to this support, Uber is the world’s leading ride-sharing app, servicing more than 110 million users and growing.
Our number masking solution addressed the growing safety concerns of riders and drivers. As a result, Uber was able to reach their 90% global call anonymization target.
The main advantages of working with Infobip are their flexibility, the client success management and support teams. Having that kind of dedication, that seamless 24/7 communication, and knowing there is always someone to support Uber sets Infobip apart from other providers.
Yoon Jung
Procurement Manager
Company Profile
Uber
Uber is the world’s leading ride-sharing and food delivery company, operating in around 70 countries across the world. It has more than 150 million active users in more than 785 metropolitan areas and six million drivers and couriers.