Analysis of the strong and weak points of the Uber ecosystem When we look at Uber through a business model canvas (Business Disruptors, 2017), a few interesting patterns emerge. While Uber is cautious in calling itself a platform and its drivers “partners” instead of employees, it does not exhibit the hallmarks of one. Uber sets ride fares, and even though it does not consider its drivers as employees, it still pays them for losses on rides. If Uber truly was a platform, then it would allow its drivers to set their own prices. What it is doing now could be considered price-fixing since Uber claims not to employ these drivers. Therefore, Uber is operating much like a regular cab company, which, considering how Uber started, is not strange. In its beginning, Ubercab (as Uber was named back then) did have trained drivers which it employed directly, but with the rise of competitors such as Lyft, the Uber that we now know started to take shape. 40 Marijn Merkx Jop Habraken A proposal on how to get Uber from a firstto a third-horizon organization.
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