Uber and the future of Australian cities


Uber image

In early October Ferrier Hodgson and Azurium were proud event sponsors of AmCham’s deep dive into Uber, the $65 billion disruptive start-up that has revolutionised the ride-hailing market in Australia and around the world.

James Stewart sat down for a Q&A with Uber Australia and New Zealand General Manager, David Rohrsheim, to discuss Uber’s past, present and future. We thought you might enjoy three key takeaways:

Customer-centric business model

Uber continuously reviews its services through the lens of its customers, attributing the resilience of its business to this customer-centric approach. As users themselves, Uber staff are able to identify opportunities to improve the customer experience, and, in conjunction with customer feedback platforms, they are able to quickly implement changes to enhance their services.

Secret sauce = data analytics


Uber is a data-rich and data-driven organisation. It collects data from a wide array of sources to identify traffic trends and enhance the overall customer experience. The insights gathered from the data inform the algorithms that make the Uber experience unique. Uber’s data collection strategies and algorithms help reduce waiting times, match the supply of rides to customer demand at major public events and hold both the customer and the driver accountable for their experience.


Continuous innovation – pushing the boundaries

Uber continues to grow in Australia through new and enhanced service offerings. Uber first launched in Australia in 2012 as UberBlack, it’s premier ride-hailing service. Fast-forward to 2017 and services such as UberX and UberEats are used by millions of Australians. However, there are still more game changing initiatives coming!


UberPool - An initiative currently in development, UberPool matches users travelling in the same direction with ride availability to share part or all of the journey and split the associated cost. UberPool is currently available in countries such as the US, France and India. Many users at high-traffic pickup locations (such as airports and shopping precincts) often share substantial distances for routes to different destinations.

Driverless Ubers - As Uber competes with the top vehicle manufacturers and large tech companies to develop the first commercially viable driverless car, the question of who will win the race remains unclear. For Uber, autonomous vehicle technology is an integral part of its future and for a business which currently loses c40 cents in every dollar of revenue, it is placing a big bet that driverless cars will be embraced by consumers.  

Looking further to the future, last year, Uber published a white paper exploring the feasibility of Vertical Takeoff and Landing (VTOL) aircraft - a small step forward in offering its customers the potential for drone transport in years to come.

                                                             Uber pexel 1 canva  

Uber and Australia – what the future holds

Uber is the global posterchild for digital disruption. It’s data-driven customer-centric business model  has captured the loyalty of millions of consumers  around the world and blazed a trail for other disrupters to follow.

In a world where many organisations are being disrupted by digital, knowing what to do and how to do it successfully is often the biggest hurdle of all. Successful disruptors such as Uber can seem daunting to most established companies, but today’s technology enables you to embark on smaller incremental programmes that can deliver not only tangible benefits but lay the foundation for future programmes. 

If you would like to know more about our digital transformation services, please reach out to our team at Ferrier Hodgson or Azurium.