Uber entered Australia in 2012 and posted a threat to the taxi drivers. According to Roy Morgan, the number of Uber riders in Australia in 2017 increased by more than 400% in average, compared with the number in 2015. Later in 2016, UberEATS gained popularity in the Sydney and Melbourne suburbs. Earlier this year, Uber launched UberPool in Australia. Their advertising was such a hit, posted on the social media heavily.
Due to its functionality, Uber services are mainly generated with mobile phones via mobile apps and mobile website. According to Brian Solis, being there and being useful are the key aspects of creating brand engagement. UberEATS is currently on the top 4 on the Goggle search with “food delivery” keywords. This means customers can directly click UberEATS when they need food delivery services. Besides, UberEATS shows how its system works on the first page it is clicked. Enter user’s data and the food selected and the food will arrive in minutes.
Kaplan recommends mobile social media to integrate, individualise, involve and initiate (4I’s). This can be seen in Uber in several aspects.
- Uber advertising on the social media and the Youtube was less than 1 minute. The advertising was filled with an engaging fun story.
- Uber app is mobile friendly. It detects where a customer’s location is and alter their options, such as type of car or restaurants available. In UberEATS app, consumers can customise their dishes by ticking the food element options.
- Uber involves customers in its whole process. In both Uber and UberEATS, users can track where their driver is and rate how he performs.
- Uber drivers can determine who not to go to by viewing their driver’s profile. Besides, Uber will not match a rider with a previous driver when he was previously rated lower than 4 by the user.
Uber competence in the mobile web usage seems to be a key success factor of winning Australian consumers’ heart. If Uber did not use this golden opportunity in the era of smart phones, do you think it would be as great as it is now? Would you use UberEATS services if you had to call the provider every time you order your food? Would you phone call your driver to ask how more minute you’d have to wait?
Marketing through the Looking Glass 
It’s great to know more about UberEats application. I used Uber before and the service makes me feel really good. With the application, I like to use UberEats because I can get whatever food that I want.
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Hi Anh, it’s good to know that you like Uber and UberEats. It seems like their optimisation on mobile internet and consumer focus strategy really work. Their rating system encourages drivers to perform their best in order to maintain their stars.
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I used both Uber and UberEats all the time! The fact that the services is an app on my mobile phone makes everything a lot easier and convenient. I personally wouldn’t used their services if I had to called them, having an app that tracks everything is a plus for me.
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Hi Candy, good point. I might not use Uber either if I have to call them every time I need their services. Their tracking system is great, people feel engaged to the whole process of their service. The mobile app convenience is indeed a key of their success.
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Hi Lora. I often order using UberEats. Everything is detailed on the app; the order status, estimated delivery time, deriver’s location. It’s easy to use. Oh I would not order if UberEats requires me to manually call the drivers every time I order. I saw their Uber Pool ad too, I think the ad is a reason Uber keeps on top of consumers’ mind.
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Hi Stella. I agree that their ads for Uber Pool was impressive. I too, enjoy their Uber Pool service. Just like their other Uber services, it’s easy to use. Their updated features on the mobile app are obviously loved by many. Just like what you mentioned, with the app, you can observe all the process.
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I believe if Uber doesn’t rely on mobile app, it won’t be as successful as today. Before, I tried to use Uber as an alternative taxi once but I failed…..
At that time, I picked the driver and saw the arriving time gradually coming down and eventually I still did not meet the driver and I remember I already paid…… Due to that bad experience, I’m not sure if I will try Uber again…..
To me, UberEATS sounds like a copycat of Foodora or Deliveroo. The reason that I think UbderEATS can survive is because UberDrive already build solid business credit, and that’s why customer trust and buy UberEATS.
However, I don’t think UberPool can be as successful as UberDrive and UberEats. Sharing economy means sharing yourself with others. The concern of privacy will flash through users’ mind…… What do you think Lora? Do you feel safe take UberPool?
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Hi, I agree that the built brand of Uber influences the success of UberEats. Oh, I have a similar experience about not finding an ordered Uber. This shows that a sophisticated app alone does not guarantee a successful service. Btw, there is a way to have your money refunded for canceled Uber service. Here is the link to do that: https://help.uber.com/riders/section/trip-issues-and-refunds?nodeId=595d429d-21e4-4c75-b422-72affa33c5c8
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