Uber, the global participatory transport company, unveiled a new service aimed at not only its strong presence in the digital world through its application that works on smartphones, and go out to the real world, and provide its full services through «smart» kiosks deployed in airports, shopping malls, train stations and universities , For use by the public in booking flights, without using mobile phones for the first time in the company's history. Drivers who wish to work with Uber can register themselves and their vehicles with the company directly through the kiosks without going to the company's branches and headquarters.
«Realism» and «Digital»
Uber's Innovation Team Leader, Anuraj Agarwala, said in a recent posting on the company's official blog that full online e-commerce has negatively impacted in the last few decades in real-life stores and shopping malls. It oscillates between the real and digital worlds, with the millennial generation seeking more experiences in which the two worlds blend.
He added that this trend has prompted more digital companies to develop tools and ways to reach consumers in public places and real-life gatherings, pointing out that for example, «Amazon» company introduced the experience of stores «Amazon Go» realistically managed in a digital way. General Catalyst, an e-commerce business, is setting up off-line retail outlets. The same thing is being done by companies such as Warby Parks and Bonobos, which have set up retail outlets in some malls, along with their e-commerce sites and systems. .
New tool
Agarwala added that Uber's innovation team followed that approach and created a new tool to bring the company's services from the digital world and mobile applications to the real world between human communities, at airports, shopping malls, universities, train stations, and others.
He pointed out that this tool was in the form of «electronic» smart kiosks, which the public in any of these places can interact with them, to obtain the services of «Uber», including the service of registering themselves as drivers participating in the company, or book flights to travel from one place to another without the need To the use of their mobile phone, indicating that the new «kiosks» operate fully electronic, but there are also with representatives of the support of human beings, answer questions, and intervene to help when needed.
Idea and Design
Agarwala explained that the idea of the smart Uber kiosk is inspired by the way the arcade games tool works, which are video games machines, machines for pinball games, electromechanical games, bonus games, trade games, etc. He pointed out that he often Placed in general shopping malls, especially in electronic gaming venues.
He added that the «uber kiosks» smart adopts the approach of «Arcade Games» in being a social interaction environment collective, to participate and cooperate in a fun spirit easy and fast.
Technically, the kiosk consists of a 32-inch LCD overhead display and a 10.5-inch touch screen with function menus and touch keys, adjacent to a credit card reader, Agarwala said. The top screen is powered by a Dell computer that has an Electron application turned on, while the screen for hotkeys is powered by an iPad tablet that includes the original Uber app, a video conferencing screen, Dedicated video to support and help users, the stalls are put in total In the form of a row between passages in which the company stands by representatives of the people, to help and intervene when needed.
«Humanization» service
Agarwala said that as with Arcade Games, the Uber Kiosk allows users to interact with the digital world while remaining entrenched in the real world, with access to real customer support agents and individual connectivity, creating a combination of electronic and human support. , And adds a more human touch to the service, beyond what is offered in an online form only.
Uber believes that this is the key to delivering authentic interactions and can serve as a way to create a more interactive experience with its brand.
Results
Uber said its smart kiosks have now been deployed in 12 shopping malls in San Francisco and Pearson International Airport in Toronto, Canada, citing 10,000 interactions with the kiosks in the first few months of operation.
The new stalls raised customer satisfaction from 81 percent to 90 percent, Uber loyalty increased from 61 percent to 93 percent, while the costs of registering and operating partner drivers dropped by a third compared to existing roads.