The Uber Story

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The Uber Story

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HOW THE RUTHLESS RIDE-SHARE GIANT OUTWITTED REGULATORS AND CRUSHED COMPETITORS

Uber is one of the most recognisable brands in the world. It’s embedded itself in our language and revolutionised the way we think about transport. Since its emergence, the digital disruptor has upended an entire industry business model and made ride-sharing cool. But Uber’s ride to success has been far from smooth. Behind the slick marketing, an aggressive corporate culture has been at work. Using sophisticated cyber weaponry, Uber has deployed an astonishing array of tools enabling it to dominate the ride-sharing game.

Yet despite its popularity, Uber is still to turn a profit. A series of corporate scandals and court battles has also put the company under pressure. Now banking on selling a vision of the future, Uber is working on everything from electric scooters to flying taxis. But while Uber looks to the horizon, others are still counting the cost of its arrival.

Credits

Four Corners
Australian Broadcasting Corporation