As part of the start of MDIA 104 course, we were asked to elaborate on the topic on “history of technology”. Through the comparison of a pre-web technology and a personal favourite app, web or game. This post would reveal the nature of media convergence and the power of user-generated content upon the future of businesses.
Before the emergence of the internet, taxi transportation relied heavily on long standing queues or the traditional process of hiring over the phone, which requires customer service person to act as intermediaries that assign riders to their drivers. This process un-doubtfully result in the poor customer service which is not a compelling value proposition for the users.
To solve this gap in the Taxi industry, Uber app was created as a reliable smartphone transportation app. It makes use of drivers and their personal vehicles to offer travelling experience which results in affordability and convenience for both the driver and rider. This development of this interactive platform relies on the collaborative input from the riders, and most recently driver, upon the overall star rating of opposing member’s score in the uber process. This aims to contribute and enhance the overall Uber mission of the “5-star experience”.
Unlike traditional taxi hailing process, riders have immediate access to their driver details ( basic vehicle information ) and real-time tracking. As a student, a key value proposition is certainly the pre-agreed fee estimation and management system upon tapping the “confirm pick up” button. In relation to Axel Bruns theory of produsage, the collaborative element of rating system consequently impacts on driver’s appearance appeal to other riders; the system in place creates an incentive for drivers to offer exceptional value to differentiate their service offering to receive higher ratings, thus more frequent trips for money making. That said, it is evidential that a poor rating would influence on the completion of the transaction process.