Uber: Theme 3

Ansari, Garud, and Kumaraswamy (2015) identified the third theme, the evolution of TiVo’s technology platforms and excellent positioning within the industry, as responsible for overcoming the disruptor’s dilemma. Here the authors reason that TiVo made on-the-go adjustments taking the company to new directions. Moreover, in response to generic DVRs, the company broadened its appeal by releasing new generations of more sophisticated devices that could connect to smartphones and PCs. To position itself in the industry, the company entered into partnerships with companies such as the New York Times, NBA, and Amazon, which made subscribers desire more content. The analysis by Ansari et al. (2015) also showed that TiVo also developed and perfected its intellectual property. TiVo’s portfolio grew from 33 patents in 2000 to 238 in 2011. The company also cross-licensed essential patents from established players in the market, advancing its culture of cooperation. By ensuring its technology evolved to be the best and cooperating with other industry players, the disruptor, TiVo, became an established brand. 

Uber, like TiVo, has initiated several actions aimed at improving its technology and position in the industry. In 2019, the company made several changes to its app aimed at improving the client pickup experience. The new feature allows the clients to share their GPS location so they can know how close they are to the pickup. This helps a client find their rider without having to call them, saving them time. In 2017, the company also made several installments of improvement to the drivers. The new installments allowed for tipping when drivers deliver exceptional service, or the cancellation of a trip request right away using the “No Thanks” button (Uber, 2017). The new installments also allowed the driver to be compensated when a client made them wait. The new installment also allowed drivers to receive trip if they were heading to a given destination (Uber, 2017). The changes strengthened the partnership between Uber and drivers as it helps them increase their revenues. Uber (2019) reported that the company was working on improving safety on its app and aimed to roll out features that achieved this purpose. The new features will allow clients to verify their ride, call 911, on-trip reporting, and improved real-time ID check on drivers.

Uber has, over the years, partnered with other companies. For example, it partnered with Starwood, which awarded passengers hotel points for each ride they would take. The company also partnered with Capital One, which offered Quicksilver cardholders a twenty percent back on rides. Other companies that have partnered with Uber include PayPal, Hilton, and Amex. Silbert (2015) noted that Uber was a software-based platform that combined real-time, social and mobile energies, which made it a catalyst for new models of collaborations outside the transport industry. 

Uber, like TiVo, has prioritized patent in its strategy to overcome the disruptor’s dilemma. The ride-sharing company has more than 130 patents assigned to it, which is a significant amount of patent protection (Bijman, 2018). The patents cover the ride-share, autonomy, network, transport services, guided routes, security, data collection, event, lidar, and call interaction (Bijman, 2018). The huge number of patents under Uber means that it can bring a patent infringement suit on ride-share apps such as Lyft. This ensures that its position in the industry as a disruptor is protected. The company has, however, been unable to enter into cross-licensed essential patents with new players in the market. 

WE’VE HAD A GOOD SUCCESS RATE ON THIS ASSIGNMENT. PLACE THIS ORDER OR A SIMILAR ORDER WITH PapersSpot AND GET AN AMAZING DISCOUNT

References

Ansari, S. S., Garud, R., & Kumaraswamy, A. (2015). The disruptor’s dilemma: TiVo and the U.S. television ecosystem. Strategic Management Journal, 37(9), 1829-1853. https://doi.org/10.1002/smj.2442

Bijman, M. (2018, February 27). What does Uber’s patent landscape look like? TechInsights Inc. https://www.techinsights.com/blog/what-does-ubers-patent-landscape-look

Silbert, S. (2015, October 22). Why Uber teams up with brands like Pepsi, AmEx, and BMW. Fortune. https://fortune.com/2015/10/22/uber-teams-with-brands/

Uber. (2017, September 11). The latest instalment of improvements for drivers. Uber Blog. https://www.uber.com/en-GB/blog/the-latest-installment-of-improvements-for-drivers/

Uber. (2019, September 28). New technology to raise the bar on safety. Uber Blog. https://www.uber.com/blog/new-safety-technology-2019/