Last summer, Uber launched a monthly subscription for $ 24.99, bringing together all of its services on a multimodal platform: Uber Ride Pass. This experiment takes place in San Francisco and Chicago. Already deployed for several months at a price of $ 14.99 per month in Los Angeles, Orlando, Miami, Denver and Austin, the service has since been extended to twenty other American cities.
Here we find the pricing “Uber way” with a price varying according to several criteria: the city, the delivered services and customer use cases. Customer data is therefore at the heart of the development of this service. To recruit new subscribers, Uber Ride Pass guarantees access to blocked and reduced prices for its ride hailing service. The Ride Pass also gives access to 30 free minutes of bikes or Jump Scooters per day and free deliveries by UberEats. Available only in the city where it is purchased, this service claims to generate a 15% saving for the user on its monthly travel cost.
Which impact on the mobility market?
Volvo, Nike, Netflix: the subscription model has become massive and is adapted to multimodality. Access to a wide offer, customer loyalty, enhancement of the user experience, data recovery and fixed package price, all these features make its success!
With this offer, Uber clearly aims at being the leading private player in MaaS. It not only offers a single application but also the potential delivery of a single ticket or a single package. A strategy to finally rebalance its accounts, characterized by heavy investment, losses and an unprecedented confidence (until now) from its investors.
Intermodality has become essential in the design of mobility. The development of new mobility services must integrate this item upstream in the process and place the user at the center. As for business impact, MaaS allows two pricing models to coexist: subscription and pay-per-use billing, a clever way of addressing all needs. It presents many advantages: customer acquisition and loyalty, regular and predictable revenue … – but also technological challenges: management and harmonization of information flows, integration of pre-existing services …