Uber from Consumer Disruptor to Consumer Disaster (and it didn’t take long)!

One word I detest in my world of marketing is the word “digital disruption”, exactly what does that mean? What the mobile phone all of a sudden wakes up and changes your world? It’s like saying guns kill, when in fact it’s people that kill!

So in the world of “consumer disruption” (the actual “geek” word every digital expert is meaning to say), there can be no one more disruptive than Uber and Lyft et.al! Within a very short period Uber created a consumer experience, that connected with the consumer, an easy to use mobile driven experience to get us from A to B from almost anywhere, the world’s largest taxi company that owns no taxis . . . I could go on.

So, what went wrong?

In the initial days, it was a great consumer experience. Open an app, enter your location and destination and within a fairly quick moment, there was a car waiting for you.

Now generally, it was a great consumer experience, you knew what you were paying for, the driver was usually an interesting person doing another job, the car was perfection, water-bottles, phone chargers, massive amounts of leg space and well enough groomed to be able to eat your lunch off the seats. All in all – a “great consumer experience”, that you thought was built around you, it just worked!

But, as all strategically and greed led aggressive growth strategies go, they have let go of their differentiator, the “consumer experience.”

You see, there’s nothing new, innovative or differentiating about Uber, lots of other “venture” money realized that it’s not that difficult to build a competitive set (when you don’t own anything but an app and the ability to employ anyone)!

So where does this leave Uber?

In Chicago (where I live), they are a total disaster, the cars are dirty, beaten up, clueless drivers are mesmerized by “Waze” leaving the common-sense of direction well at home. With the inaccuracies of the navigation downtown in Chicago and the hyper inflated “surge-pricing”, the whole concept becomes an inept, expensive waste of time, that just makes you angry!

So, will big-money win over consumer experience, will this “joke” of a concept finally float and repay some $’s to the speculators of nations bank-accounts. I think not!

But as Forbes pointed out recently, many of the top 500 companies of today will not exist by 2025, will Uber, be the Blockbuster of the “car-pool” world, or will it get it’s head out of it’s ass and realize that their consumers (experiences) are beginning not to give a crap about their business?

Lets wait and see, however in the meantime, I do hope that my “Ubereats” doesn’t take a wrong turn!

Great to open at the Offerpop Participation Marketing Conference

Is there a new term emerging in content marketing, the Participation Marketing Conference will be exploring the changes in our brand marketing ecosystem, from brand centric to consumer centric marketing, what will this mean, how will it effect your brand, what’s the future look-like and how do you need to prepare to drive reach, engagement and conversion in a more authentic, sequential and relevant consumer world!

Always great to be on stage with Shafqat and the Newscred Team

Newscred landed in Chicago with a great team and content from Twitter, Kellogg’s and others “moving the needle” on content marketing. Great break-out sessions, lots of learnings and testing going on to drive brands and consumers into a more connected content experience.

Listen to the Content Panel, Shafqat with Kimberly-Clark and Conagra.

 

Newscred #thinkcontent – Chicago

newscred_thinkcontent

Great to appear that the first Newscred #thinkcontent event in Chicago, great overviews from Twitter, Kelloggs, CongraFoods, I am sure everyone learned that they are not as far behind as they think they are, it’s just difficult to keep up!

The rise of Social TV in driving greater consumer interactions with brands

David Parker talks about the emerging relevance of SocialTV for consumer connections. SocialTV is emerging as a platform to deliver addressable TV, imposing social interactions across live video enables brands to understand value points of the content they are providing, delivering key inflection points for brands to develop greater connections with their consumers.

Newscred #thinkcontent @chicago interview 

Newscred interview David Parker for some insights into how brands are tackling and building new content experiences to drive more relevant conversations and brand interactions.