Urban Warfare: How Uber is planning world domination
Published EDGAR Middle East, February 2015
As with so many of lifeâs great ideas, the premise for Uber was beautifully simple. Push a button and get a ride. This was the idea punted around between both of Uberâs co-founders as they stood stranded, cold and miserable, in Paris on a Decemberâs winter night in 2008.
Setting up an interview with Uberâs top man in the region, their Head of Middle East and Africa Expansion, is equally straightforward. It comes fast and it comes easy.
This wasnât how it was meant to be. Only two weeks before, Uber, the transportation and ride-sharing app, had been battered by a proper shit storm of negativity as one of their most senior executive rainmakers was exposed wanting to build a team of dirt diggers, armed with a Dr Evil sized budget of $1million, to smear journalists who were critical of the company.
It was a rotten incident, and it prompted legendary venture capitalist Peter Thiel, co-founder of PayPal, and the first outside investor in Facebook, to infamously call out Uber out as being âthe most ethically challenged company in Silicon Valleyâ. Uber, who were increasingly being painted by the media as some kind of brash schoolyard bully, had finally gone too far, reckoned multi-billionaire Thiel. Enough was enough, he said. There were Uberâs fights against taxi unions on multiple fronts; rumours of anti-competitive dirty tricks and poaching drivers from rivals; legal battles with city regulators across swathes of the US, Europe and Asia; and then there were accusations of an aggressive, misogynistic company culture that permeated down from its co-founder and CEO, Travis Kalanick.
Californian native Kalanick, 38, a self-proclaimed veteran brawler from the startup mean streets, is today believed to be worth somewhere in the vicinity of $3billion. Uber is currently valued at $40billion, and is a real chance of becoming a âsuper-unicornâ â Silicon Valley parlance for an elusive tech startup with a value that grows so preposterously, frighteningly large that it is considered a freak of nature. Facebook, Google and Amazon are members of that rarefied $100billion plus club. Data shows, in each decade, 1-3 of these super-unicorns will be born.
Uberâs Dubai office is situated in the top floor corner of an otherwise non-descript low-rise, glass façade building in the cityâs media and tech zone. Inside the third level corridor, Uberâs gunmetal gray door, marked with its distinctive black and silver logo, is closed and locked. More security conscious than their office block neighbours, an intercom and camera lens greet visitors to Uberâs first - and most important - regional outpost.
Around 18 months ago, Anthony El Khoury became Uber employee number 1 in the region. He is the man in charge of all international launches across the Middle East and Africa - a hit-and-run, fix-it role, a bit like Harvey Keitelâs Wolf in Pulp Fiction. El Khoury is 28, smooth talking, good-looking and eminently likeable. Heâs well educated. Search out Uber employees on LinkedIn: look at where and what they studied; previous companies theyâve worked; and youâll see the top tier talent Uber likes to recruit. He smiles big. If you want to dislike Uber, then El Khoury makes that difficult.
Dressed in jeans, untucked white collared shirt and charcoal loafers, sans socks, El Khoury kicks back in his black chair in a sunny boardroom, as the theory of any publicity is good publicity is discussed.
âItâs been maybe a difficult couple of weeks for Uber,â he acknowledges, and explains why the hatches havenât been battened down. âWe have a very important message to get across, and itâs a message of Uber changing the way people travel in a city.â
The âtransforming transport networksâ theme is something El Khoury will press throughout the conversation. Equally, he is keen to distance the term âdisruptive technologyâ from the Uber model. And, yes, he believes Uber is misunderstood.
âItâs the media,â says El Khoury, âwho portray Uber as this big corporate company that is going to come and aggressively take over the market.â He raises Facebookâs PR woes over data privacy issues â for so long Mark Zuckerbergâs Achilles heel â before saying something that rams home the ambition of the Uber vision and mission. It feels a little unsettling to hear him speak it, because it sounds almost, well, evangelical.
âThe publicity that comes with Uber, or any company that is trying to move the world to a better place, is very mixed ⊠Uber has a lot to give the world. It really is changing how people transport themselves and travel in cities.â
Change the world. If that sounds mildly delusional then itâs important to get beyond the perception that Uber is a neat Silicon Valley idea where an app on your smartphone orders up a car to take you from point A to point B. Think about the implications of Uberâs rapidly scaling technology, and how Travis Kalanick and his âMath Departmentâ, as they are known internally, a team of Ivy League rocket scientists, computational neuroscientists and nuclear physicists, envision Uber shaping cities of the future.
Kalanickâs company, with its model of merging technology bits and real world atoms, plans to make Uber so ubiquitous, and its cost so low, that you will no longer need to own a car. To achieve this Uber needs tremendous scale. By the end of 2014, Uber had spread into 252 cities across 50 countries, and continues to grow at an explosive rate. Uber cars are right now available to 55 percent of the US population. Latest statistics show the Uber platform is creating jobs for 20,000 new drivers every month, and the company has just raised another$1.2billion, earmarked for further expansion into Asia Pacific.
UberPool is the brainwave that Uber is betting on to radically lower costs â and thus bring about radical change. Currently being tested in several key US cities, with UberPool, you share a ride - and split the cost - with another person who just happens to be requesting a ride along a similar route. Uber claims that UberX, their lowest cost service (Uber Black is premium limousines and SUVs), is on average 40% cheaper than taxis. They say UberPool has the potential to shave another 40% from that price point. El Khoury thinks UberPool could launch in Dubai from the middle of 2015.
Itâs way too early to gauge whether UberPool can work, let alone be a success, but Kalanickâs crew of big data crunchers and analysts are clear about the profound effects this bold idea could have. One fully utilized UberPool car makes enough journeys, they predict, to take 12 cars off the road. Uber points to London, where 3 million cars are used only 5 percent of the time. Car parking takes up 14 percent of space in the city, and congestion is amplified with cars driving around searching for scarce parking. Energy, environment, economic efficiencies and the well being of urban communities can all be touched by Uber, so the thinking goes. Expand the mindset a little further and start imagining driver-less Uber cars. Google Ventures, who have already developed working prototypes in this field, is a $258million investor in Uber. âThis is the future,â says El Khoury. âThis is where we want to get to.â Kalanick sure has ruffled some feathers along the way, but do ânice guysâ bring dreams as big as this into reality? The Uber CEOâs focus on the mission has been described like that of a heat-seeking missile.
El Khoury has met Kalanick several times, including lunch with the CEO while attending Uberversity, an induction program where all new global recruits travel to San Francisco and spend two immersive weeks learning about each division in the company and the Uber culture, which El Khoury describes as âvery open, very transparent.â Every Uber employee is awarded stock options, says El Khoury.
He clasps his hands behind his head, pauses and reflects, when asked what Kalanick, his polarizing chieftain, is like. In life you come across would-be entrepreneurs with their big idea, says El Khoury. âWhen I met Travis, within five seconds I understood why this guy made it and others did not. Heâs super smart. You can ask him about any Uber metrics on any city and he will answer. He is in sync with everything Uber that is happening all over the world. I cannot imagine the workload he has.â
Each Uber city team runs a lean, bootstrapped operation, made up of three people: a general manager (alpha personality, 10 yearsâ experience post-MBA), ops manager (analytics guru, focused on supply) and community manager (creative whizz, responsible for demand). When Uber Dubai first began, the team worked out of El Khouryâs home. âYes, we are a huge international company,â he says, âbut weâre a local startup in each city.â El Khoury runs through each city Uber is operating in across the Middle East and Africa, grading their performances against expectation. Dubai, which is Uberâs fourth fastest growing market outside of the US, gets an A+. âUber HQ is very happy with regional progress,â nods El Khoury.
Itâs dark and some time after 8pm when Mudassir Sheika, cofounder of Careem, Uberâs regional rival, sits down at our street-side cafĂ© table in Dubaiâs media zone. Taxis are on the hustle, horns are honking. There are no early finishes for Sheika, not when there is a turf war unfolding in key cities across the Middle East. âThis really is a 24/7, 365 business,â says Sheika, who launched Careem in July 2012, a little over a year before Uber entered the Dubai market.
Sheikaâs tan trousers, black leather shoes and white collared shirt with sleeves rolled mid-arm hint at his background as a former McKinsey consultant. Equally, his responses to questions â considered, intelligent and informed â are the hallmark of a Stanford Computer Science and Economics graduate. Like Kalanick, thereâs a determined, steely focus to Sheika.
Days before our meeting, Careem announced they had raised $10million. Sheika arrives in a buoyant mood, though he wonât reveal where that funding puts the market valuation of Careem. He does say Careem will use the battle chest to double down on existing markets, currently 14 regional cities; expand into new territories; and strengthen the technology platform. Their new Saudi investor Al Tayyar is a major player in the tourism and hospitality sector. Sheika says Al Tayyar brings fleets of cars, numbering in the thousands, and customers to the table â not just cash.
â[Uber] are trying to drag us into a price war,â claims Sheika, as talk turns to their competition. Careemâs counterpunch, he says, is to soak up the supply of drivers â an essential cornerstone of the on-demand service. Fewer drivers equals slower response times means a drop in service levels. Sheika goes off the record to explain how, he says, Careem is already winning the hearts and minds of drivers â or âcaptainsâ as Careem calls them. There is no secret skullduggery involved, but what Sheika reveals are clever strategies, and Careem clearly see this as an area to be exploited.
Sheika says although both offerings may look comparable that Careem is the more reliable service. He outlines several operational features that, he claims, give Careem a local edge over global Uber. Careem has a call centre, and they have built their own maps, processes and algorithms â all specifically geared to tackling chaotic cities and ever-changing streets and road networks in MENA. âAnyone can get one trip right,â he says, âtake ten trips, then letâs talk.â
He pauses when asked about Uberâs company culture. âIâd like to think that we live in a paradigm of abundance versus a paradigm of scarcity,â says Sheika. âYou wonât see us booking competitor cars or poaching their captains. From the little I hear and read, we donât aspire any day, any minute to be like them. We feel there is a different way that business should be done. We feel that how we conduct ourselves is a huge competitive advantage.â
Anthony El Khoury checks the time. There are only two hours to go before Uberâs festive promotion of delivering on-demand Christmas trees across Dubai begins. Moving products, not just people, is a space Uber (ice cream, kittens, burgers) and Careem (suits, cupcakes, sheep for slaughter) are both experimenting with. Micro logistics and local deliveries could be the next sector to be given a shake- up. El Khoury talks about changing âincumbent industriesâ â a favoured phrase of Kalanick to describe the taxi business.
El Khoury remembers London being brought to a standstill last summer, when the cityâs iconic black taxis went on strike over unlicensed Uber drivers operating in âtheirâ regulated industry. Amid all the striking hullaballoo, the Uber app went from being 32nd most downloaded in the UK to number one spot for the next two months straight. âWe do prefer to show our positive side,â says El Khoury, âbut the reality is publicity is publicity.â