1. What is the role of Uber and its use of data technology for digital economy?
Image 1.Uber Logo (Uber, 2106) ”
Everyone’s private driver.
Student ID:
Uber Slogan (Scholz, 2016,p.45 )

2. Content Background: Market and Technology Introduce: Uber Platform
Uber’s transformation based on data
Issues
Conclusion

3. Background: Market and Technology
The development of goods exchange
Visible Goods
Messages
Information
Information globalisarion contribute to technological evolution. (Hartly et al., 2013)
Creative industries based on the technological innovation.
Smart phone boost the development of data technology
Traditional Market
Traditional Media
Internet

4. Introduce: Uber platform
Connect available resources with on-demand users
Platform Capitalism
Provide a space to third parties who have extra resources or needs, and exchange the goods and currency directly (Scholz, 2016)
Technological support for users
Transform the relationships of employment

5. Uber’s transformation based on data
-Function
Optimal Route(GPS)
GOOGLE MAP
GOOGLE MAP
Established geographic database
Established geographic database
Video 1.Introducing Uber movement(Uber,2017)
2009
2016 ?
Uber Map Design
Uber Map
Invest 500 million
Driverless cars plan
Image 3.Liveindex.org news (Liveindex, 2016)

6. Uber’s transformation based on data -Function
User Experiences
Image 3. Uber (App industries News, 2016)
Video 2. Learn the Uber Basics (Uber, 2014)
The Passengers
The Drivers
Reviews and mark(User generated content)
Available taxi
Online payment
Reasonable arrangement based on algorithm
Price adjustment in different time

7. Uber’s transformation based on data
- Marketing
Online activites
Cross-platform Cooperation 1
Social Media Official Account 2
Online Ads
Image 5. Uber on Facebook (Facebook, 2016)
Image 4. Uber on Twitter(Twitter, 2016)
Video 3: Where to? (Uber, 2016)
Image 6. Uber on Instagram (Instgram, 2016)

8. Uber’s transformation based on data
- Marketing
Offline and online activities interaction
(Example: Ice Cream Day of Uber）
Video 4. Watch Uber Deliver Ice Cream & Scoop the whole planet
(Uber, 2014)
Image 7. #ubericecream# Tag page of Instgram (Instagram, 2016)
Offline
Online

9. Issues
1.Worker’s Right
Difference between employee and the independent contractor ”
The great thing about digital work it’s really hard to make a sweatshop out of digital work. It’s really hard to force someone to do work, you can’t beat someone up through a computer screen.
Lack of law protection
Solution:
Aim of the income and the distance
Extra Premiums of overtime
Biewald, L. said.(Scholz, 2016,p.132 )
Market regulation

10. 2.Personal Information leakage
Issues
2.Personal Information leakage
Mobile number leakage due to essential communication ”
Information is not lost when it is consumed, and it therefore easily shared. .
Lack of law restriction
Solution:
(Hartly, 2013, p.103 )
Hided personal information before the transactions
Manual review and service
Government legislation

11. Conclusion 1 Uber encourage the taxi industries to be improved.
Conclusions 1
Uber encourage the taxi industries to be improved.
Uber transform the traffic mode choosing behaviours. 2
Conclusion
Technology enable individual who in a collaborative group to obtain benefits. 3
The statutory provision should be improved with the emergence of new thing. 4

12. References References
Dennehy, K.(2015) Uber’s recent deals expand its autonomous vehicle strategy [online] Available at: [Accessed 5 January 2017] Hartley,J., Potts, J., Cunningham, S., Flew,T., Keane, M. and Banks, J. (2013) Key Concepts in Creative Industries. London: SAGE. Lobato, R. and Thomas, J.(2015) The Informal Media Economy.Cambridge:Polity Schoiz, T.(2016) Uberworked and underpaid: How workers are disrupting the digital economy. Cambridge: Polity Press. Uber Newsroom(2014) Get Moving with Google Maps. [online] Available at: [Accessed 5 January 2017] Uber Newsroom(2016) #UberIceCream: Delivering Ice Cream For Good. [online] Available at: [Accessed 6 January 2017]

13. Visual Materials References
Image 1. Uber(2016) Uber Logo.[image] Available at: 10 January 2017] Image 2. Liveindex(2016) Liveindex.org news.[image] Available at: [Accessed 10 January 2017] Image 3. App industries News(2016) Uber.[image] Available at: 10 January 2017] Image 4. Twitter(2016) Uber on Twitter.[image] Available at: 10 January 2017] Image 5. Facebook (2016) Uber on Facebook. [image] Available at: 10 January 2017] Image 6. Instgram(2016) Uber on Instagram .[image] ] Available at: 10 January 2017] Image 7. Instagram(2016) #ubericecream# Tag page of Instgram.[image] Available at: 10 January 2017] Video 1. Uber(2017) Introducing Uber movement. Available at: 10 January 2017] Video 2. Uber(2014) Learn the Uber Basics. 10 January 2017] Video 3. Uber(2016) Where to? Available at: 10 January 2017] Video 4. Uber(2014)Watch Uber Deliver Ice Cream & Scoop the whole planet. Available at: 10 January 2017]

14. THANK YOU!
Questions?