By Danielle Melia
It’s late. You’re at dinner with friends and it’s about time someone ordered a cab. But, it’s an effort to find the number, make sure you’ve got signal and get the cab office to understand what your wine-fuelled tone is mumbling down the line.
But that was the past. Suddenly, it’s become enjoyable to order a cab in London. Especially, when it’s an Uber.
Launched in 2009 as a luxury cab experience Uber operates in 35 cities worldwide. Its incredible success has led to investments from the likes of Google Ventures and Benchmark (who also back Ebay). Now, they’re valued at a massive $3.76 billion. And in terms of popularity, they’ve made “I’m ordering an Uber” part of our everyday language.
The brand’s main two London competitors - Hailo and Addison Lee - have always struggled to compete with Uber’s rates. And, regardless of recent taxi industry disputes they’ll need to do something outstanding to stop Uber.
What brands can learn from Uber's seamless user experience
In a world where more and more apps fail to have a useful purpose, Uber brings us something new. It’s an app that’s not only valuable in our day-to-day lives but seamless in execution.
With just a tap of the app you get a feel for Uber as it launches. The minimal branding, sexy roaming and tagline ‘Everyone’s private driver’ give it a sleek and stylish feel.
Choice is at your fingertips
Within a few seconds you have a choice of cars at your fingertips - Uber X, Exec, or, perhaps if you’ve got someone to impress an Uber LUX. The choice of car in itself gives the app added value.
They deliver on their promise
On booking you immediately get a profile of your driver putting you at ease and instilling a sense of ‘Yes! They’re on the way’ confidence. And when your Uber car turns up (on-time) it’s every bit as a slick as the app.
Uber has taken an everyday need and made it completely painless. Transitioning the user from app to the analog world flawlessly.
Uber, as a product, is a revolutionary idea. So it makes sense for marketing to focus on the end experience when it promises a flawless execution.
- THEY REWARD NEWBIES
On joining Uber you get £10 off your next journey when you share a code with your friends socially and one of them joins up too. An easy, cost-free marketing mechanic.
- THEY GET PERSONAL
Uber is all about providing a personal experience – so it’s intuitive that in February they tapped into the ultimate personal experience…love. Uber showed its cheeky side when, for Valentines it asked users if they’d like to send some pants to a lover in a cab. Unlike some of the other (super-cheese-ball) ads at that time, it gave us a smile. This worked in two ways – we were left with a warm feeling towards the usually ‘Uber-stylish’ brand. Injecting just enough personality to keep them at the forefront of our minds.
In a similar vein, Uber recently delivered fresh cocktails in a cab for one night only. The campaign was all about the execution - timely, understated and stylish. Serving up even more brand advocates for Uber.
- THEY’VE COINED A GOOD NAME
I think of all the taxi names I used before Uber. Mostly called after the taxi location or the owner - and always completely forgettable. ‘Uber’ is short, sweet and has this energy which makes you want to say it time-and-time again. Which is important when you mainly rely on word-of-mouth marketing. Uber-clever, ey?
The future of Uber
Uber can guarantee an audience of city-centric customers who thanks to an awesome execution and low-fares remain loyal. As it continues to grow at an exponential rate, we’ll see more brands wanting to partner with Uber.
Through slick design, a seamless user experience and a genius name, Uber has made ordering a cab actually enjoyable. Who would of thought it?
If this interests you, Uber over to AnalogFolk’s Hack Festival...