Uber in London: firm must value its drivers as well as its customers: https://theconversation.com/uber-in-london-firm-must-value-its-drivers-as-well-as-its-customers-84621

Research output: Contribution to non-peer-reviewed publicationInternet publication


Like any other technology, the Uber app, comes with embedded values. Research shows that a gap of values could occur when those embedded in the technology differ from the values embedded in the organisation or society. The solution could be either to change the technology to suit the needs of society, a change in societal views to suit the technology or for some form of mutual adaptation to take place where both technology and society change to accommodate each other.

The values embedded in Uber are focused on disruption and blind competition. The app appeals to customers through low prices and convenience. But it comes at serious cost to drivers who work under an extreme “work more, earn more” model where they must grab work at every opportunity and constantly face unknown competition.

The dilemma for a digital platform like Uber is to continue to appeal to customers, while providing better conditions for drivers. If changes are required to renew its London license, now could be the time to incorporate values that honour both sides of its customer base. The technology of the Uber app has enabled it to be incredibly effective in winning market share, but it needs better values built into it to protect both drivers and customers.
Original languageEnglish
Specialist publicationThe Conversation
Publication statusPublished - 25 Sept 2017


  • Uber London
  • Uber London Licence
  • Uber drivers
  • Technological innovation
  • gig economy
  • Uber
  • digital platform business
  • platform economy

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