Dara Khosrowshahi stands within the wings of an ethereal, fashionable company occasion area in Manhattan’s Chelsea neighborhood. It’s the primary anniversary of his taking the CEO reins on the iconic ride-sharing firm, and he’s celebrating like a Silicon Valley swimsuit—with a set of product bulletins. Men wearing black are serving avocado toastettes, tiny scoops of salmon tartar, and caramelized-onion-and-cheese biscuits to a crowd of journalists filling in a dozen rows of blond oak chairs. At precisely 10:30, the thumping of the bass softens, and he springs as much as the stage, wanting like essentially the most boring tech govt within the room. Jeans. Black wingtips. A swimsuit jacket over a white button-down shirt, no tie. “I’m officially no longer a rookie CEO,” he declares, “and there’s no place I’d rather be!”
Khosrowshahi has been perfecting his model of boring for 365 days, and adhering to model, he’s utilizing this anniversary to advertise a brand new set of security options. It’s a bit like serving spinach and broccoli at a youngsters’s celebration. To my proper is is a “museum” of reveals devoted to them. There’s the Ride Check function, set to roll out in pilots later this 12 months, which gives instruments for Uber to verify on riders and drivers when it detects an accident, and observe up afterward with a telephone name, amongst different issues. There’s a hands-free function that lets drivers settle for rides and talk with passengers with voice messaging. Uber has additionally added two-step verification for accounts, and expanded its 9-1-1 integration to a number of new cities. And it’s taking steps to raised defend passenger security by concealing particular pickup and drop-off addresses, and offering approximations of places to drivers.
They’re good and vital modifications—modifications, one Uber worker factors out to me, “that Lyft hasn’t made”—however none appear distinctive. These are the kinds of options one ought to count on of a ride-sharing firm valued at $72 billion that goals to vault itself into everybody’s unconscious because the definitive app for arranging all kinds of future transportation.
The occasion, like most company product launches, is simply greater than 30 minutes. No one mentions #BoycottDidi, the social media hashtag that took off in China final week as individuals deleted the Chinese ride-hailing app after one among its drivers raped and murdered a younger feminine passenger. (Uber owns 17.7 p.c of Didi Chuxing.) No one brings up considerations about girls’s security usually. Instead, they hold the dialog upbeat, targeted on each accountability and privateness for riders and for drivers.
Khosrowshahi has been on a first-anniversary media tour this week, and after the occasion we seize a couple of minutes to speak. Khosrowshahi understands implicitly that he’s the perfect face of Uber’s future—dependable and reliable, he’s a man who makes dad jokes and tends to remain on message. But as a lot as Khosrowshahi has cleaned up the corporate’s tradition and addressed a few of its emergencies, Uber is much from the market chief it was two years in the past. For Khosrowshahi to develop Uber into an organization that’s well worth the determine at which it’s valued, and that may make good on its promise to be the de facto transportation utility for bikes, buses, scooters, and some other here-to-there various, he might want to confront some vital challenges within the 12 months to come back:
Self-driving expertise: After a deadly crash in March, Uber paused its self-driving program, and shuttered its Phoenix testing website, earlier than resuming driving in handbook mode (with human drivers) on public streets in Pittsburgh in mid-July. In late August, Toyota invested $500 million in Uber for a partnership that may mix the Toyota’s carmaking experience with Uber’s autonomous tech and ride-hailing platform. The corporations have introduced plans to develop self-driving Toyota Sienna minivans and deploy them on Uber’s community, beginning in 2021. The firm will proceed to companion with different corporations as nicely, Khosrowshahi tells me.
But the—very costly—query stays: what’s Uber’s endgame with self-driving expertise? The longer it restricts its testing, the farther behind its friends, specifically Google’s Waymo, it falls.
Khosrowshahi needs to make it clear he’s dedicated to persevering with to construct the expertise, slightly than merely partnering with different corporations. “There are very few companies—you can count them on one hand—that have the operational technology capabilities that we do,” he says, “And we have the advantage of building self driving under the same roof. We know what it takes in terms of the skill sets of a human driver to operate our network, and we can translate that into a self-driving or a robot driver, so to speak, on our network as well.”
Liane Hornsey’s Replacement: Uber’s human sources chief resigned in July after considerations emerged that she’d systematically dismissed complaints of race-based discrimination. “We’re actively looking for a chief people officer,” Khosrowshahi says. “We’re making sure that we look at a diverse slate, but you know, people are a huge part of what we do, and we need leadership there.”
Drivers: No matter how a lot Uber improves its app, and the security options are a part of that push, lots of its drivers are nonetheless balancing many apps as they give the impression of being to take advantage of revenue. There’s a restricted variety of drivers. And they should make a residing. In early August, in Uber’s first large lobbying setback, the New York City Council authorised a number of payments that, along with numerous different issues, put a cap on the variety of ride-hailing autos for a 12 months whereas town research their influence, and permit New York to set a minimal pay fee, additional squeezing Uber and probably setting a precedent for different cities.
Uber fought aggressively towards the measure, and a spokesperson informed The Wall Street Journal after the truth that the corporate “will do whatever it takes to keep up with growing demand.”
Lyft: There was a time not so way back that Lyft didn’t issue on Uber’s radar. In mid-2016, The New York Times reported that Lyft was looking for a purchaser. But Uber’s nice stumble has turn out to be Lyft’s luck. As analyst Ben Thompson wrote in his publication, Stratechery, “As long as drivers are independent contractors, Uber can’t do anything to prevent them from multihoming, that is, being available on both Uber and Lyft’s networks at the same time.” Drivers typically use a number of apps and can go the place the riders go, and because the tumult of final 12 months unfolded, riders went to Lyft. Writes Thompson: “Lyft was ready and able to absorb unhappy Uber riders, because they were effectively using Uber’s drivers to accommodate them.”
Uber is slowly beginning to shed its picture as a poisonous firm run by an impulsive bellicose bro—however now it has issues unrelated to picture and branding. It’s attempting to compete in a saturated market within the run-up to an preliminary public providing. Any misstep or failure to anticipate a market flip may spell catastrophe. In this context, the security enhancements are vital to Uber. They stand to additional differentiate Uber’s service from these of its rivals and, probably, to win the loyalty of those that fear about getting right into a automobile with somebody they haven’t met. And they sign to cities that Uber is a accountable service, able to contributing to public security, maybe softening relationships with regulators over time.
It’s clear Khosrowshahi has a imaginative and prescient for what Uber will be and a method for the way he hopes to get there. But if the primary 12 months concerned fixing the dramatic issues of Uber’s previous, his second 12 months should be devoted to charting a course for its future.