To develop a complete understanding of the subject of electronic commerce in the digital era, we will analyse the Uber company, first analysing the e-business models, online platforms and social media channels that they have. Also, its application and website analysing the internal components of the same and as with some suggestions could improve its platform and website quality. Finally some strategies and tools for the best performance of the platform.
Uber is a platform founded in 2009 under the company Uber Cap, in order to solve a problem to people with respect to the mobility of the same and was so answering your question to how do you get a trip with the push of a button? The company developed an application for mobile phones and with usability through the internet to solve it and with just one click have a means of transport at the door of your house, easily, simply and safely.
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Currently Uber has different services such as Uber Eats (deliver food quickly and affordably) Uber Pool (users can share and divide the price of a journey) pay with cash (only in India at the moment), safer transport with driverless cars, Uber Freight (connects road transport companies and their drivers directly with carriers), Uber for Business (all in one solution that simplifies how your organization gets around), UberHealth (to facilitate the transportation of people who need permanent medical assistance or the help of a nurse) in addition to positioning themselves in 500 cities around the world in more than 24 countries with their additional products and services: UberX, UberBlack, UberMoto, UberGo, UberSelect, UberVip, UberBike and UberAuto. Uber's main vision is to reduce congestion in cities by making more people consume fewer cars. That is why in the future they are seen with the largest transport company and they plan to launch Uber Elevate to carry out air transport.
The online platform of Uber and its application is considered an e-business model mainly business to consumer (B2C) because it is a commercial platform that offers different products and services to customers. The B2C model refers to commerce between 2 or more business, includes retail transactions of product or services (Uber drivers) to individual shoppers (consumers, people who is looking for the service).
In the case of Uber, the transaction process carried out on the platform is: Client orders his service or product (UberEATS), obtains the information of his service (license plate, name of the driver, location and telephone) realizes the order (accepts the rate) and waits by following through your application the geographical location of your product or vehicle, once finalized, the payment is made through your credit card previously connected with the application. Uber has B2C characteristics since it has a digital platform or application for mobile phones where it offers a direct sale and online catalog in the case of restaurants. With this Uber offers an instant communication between the people that offer the service to their final consumers, a global access since it is an application that has coverage in more than 24 countries in 500 cities, personalization thanks to the fact that the service is unique for each client and greater availability since it is 24/7 every day of the week at any time.
Uber's B2C business model uses different platforms such as its website, application, Facebook, Instagram, Twitter and LinkedIn to promote its business, offer its products and its launches or news on the Internet. Uber has sales revenue models by offering on its Uber Eats platform various restaurants allied to its service, transaction fees since the company as such receives a commission based on the transactions made by the service offered in its different lines. Additionally, it has the online marketing business model since the sales generated from the website (UberEats) are from restaurants to customers, making the distribution more efficient. They also perform viral marketing by offering flyers with discount promotional codes in their first services or among current users by sharing a code so that each of them can share with their friends via Facebook, email or WhatsApp and offer them the first free trip for example. Finally Uber sends to its database constantly emails with news, new services or information of interest. Uber manages a cost-effective marketing since all your marketing efforts are to direct traffic to your website or application. They use different tactics of digital marketing between social networks, email, and offline marketing.
Flexible business hours: Uber has a schedule 24 hours a day, 7 days a week, your business never closes, they break the time barriers through their application.
Eliminate geographic boundaries: Uber is a global company that is in more than 500 cities around the world, which allows having a global reach of its application.
Reduces transaction cost: Through the application, Uber reduces the cost per transaction because it requires less staff to complete your online transaction. It eliminates the need for a seller, in addition to a physical location.
Low overhead costs: Uber reduces the costs involved with the execution of a physical location, rent and public services, in addition to reducing the cost of employee payment since you do not need someone to manage your application or website.
Security and Integrity
Each Uber user must enter their personal information including their credit card, computer hackers can collect this financial data and initiate identity theft. This prevents several countries from distrusting the use of this application. Uber must guarantee its customers the security of their personal data.
UberEats does not offer the customer a physical proximity to the food purchased until delivery.
Uber has had an impact on the operational efficiency of its supply chain. The ability to share information in real time of the location of the service and the user, responds effectively to the needs and objectives of the company creating a perfect exchange of information and workflow.
Uber through its communication 24/7 through the application improves the quality of customer service and responds to your needs or concerns in real time. Uber provides efficient and effective commercial transactions in addition to a global reach. It has as an additional advantage that users can compare prices (between different automobile services), personalize products and services and use through all their social networks a constant communication and publicity in addition to sharing relevant and contextualized information to the company. Additionally, an efficient transaction, a global reach and all the information of its products and services are carried out online.