Uber-Smart deal enhances path to entrepreneurship

MANILA, Philippines - Does it mean that Uber Boat, Uber Copter, or maybe Uber Tricycle will soon be joining its service fleet? We’ll see.

Transport network company Uber has opened a new path to entrepreneurship for many Filipinos. A newly announced partnership with Smart Communications, PLDT, and Voyager Innovations will most likely give it an added boost.

The groundbreaking partnership signed recently by the two companies will give Manila passengers of Uber a free in-car WiFi service – a first in Southeast Asia.

The service will be introduced initially in premium Uber Black vehicles, but will soon be rolled out in all Uber cars in Metro Manila, according to Eric Alberto,  executive vice president and head of enterprise of PLDT and Smart.

But the more important news is that new modes of payment may soon be introduced to the riding public, including ATM and debit cards and mobile payment schemes.

Since the ride-sharing mobile app was launched in the Philippines last year, Filipino commuters have taken to the digital way of getting a ride in traffic-weary Metro Manila, which aches for an effective mass transportation system. Uber rides are deemed efficient, convenient, and believed to be safer and more secure because of the digital footprint in every transaction.

The only complication is that it accepts only credit card payments for the ride, but this would soon change with the biggest telco group in the country coming on board as a strategic partner.

Uber launched a similar service in India last month in partnership with Bharti Airtel. The partnership allows Uber customers in the country to pay for trips using its Airtel Money service and offer free onboard 4G connectivity. 

Alberto says bringing in ATMs and debit cards into the equation is a natural progression. With the low four-to-10-percent credit card penetration in the country, the use of debit cards for payment could push Uber’s potential customer base to 20-25 percent.

Also in the pipeline is a plan to introduce mobile payment schemes like Smart Money, an electronic wallet that allows users to pay bills, reload airtime, and transfer money using a SMART mobile phone.

This could mean more passengers for Uber entrepreneurs whose customer base could effectively broaden from its current base of early adopters.

From driver to entrepreneur

Drivers Roger Inventor and Gerald John Pamintuan, both former overseas Filipino workers, were among those who found a more stable source of livelihood from being an Uber partner.

“I loaned money from a bank to buy my first Uber car. Today I have a fleet of four cars and I was able to help my friends, neighbors and relatives earn,” he says. “No guts, no glory.”

Inventor’s journey to entrepreneurship is just the beginning. He says his former boss overseas  is retiring soon and is looking to partner with him for a new business here in the Philippines.

Pamintuan, on the other hand, also found his own path to entrepreneurship with Uber. “I could have lived my life in the Netherlands for good, but I knew I need to come back home because my family is here. I don’t want to leave against just so I could provide them a better life.” 

Both drivers welcome the idea of introducing an in-car WiFi service for passengers. Inventor says they’re already sharing their Wi-Fi connectivity with customers who request it.

“They (passengers) know that Uber drivers have Wi-Fi so we share with them our connectivity for good customer service,” he says.

Uber drivers are rated by their passengers after the ride, and while they do not get incentives for a higher rating, they said passengers can be very choosy. If they see from the app that the rating is low, they usually pick another vehicle.

To reward hard work and incentivize entrepreneurship, the Uber-Smart multi-year partnership includes exclusive offers to Uber partner drivers, including prepaid and postpaid packages, discounted phones, tablets and other gadgets, as well as accessories.

Mitch Padua, head of digital commerce, Voyager Innovations, said these offers will be made available via the Uber online store the company is building using the Tack This! eCommerce platform. Uber partners and drivers can access the shop once they are accredited by Uber. 

Lady drivers’ time to shine

When Claire Fajardo’s contract as a lady driver in a luxury hotel in Doha, Qatar ended, she headed home to take a vacation. Stumbling into the newly launched ride-sharing service of Uber, she thought of applying as a partner. Now, she says she has no plans of going back to her overseas job.

“Maganda naman kita kaya dito muna ako (I earn well, so I’ll probably stay),” she says. 

Her experience in another country gave her good grounding in customer service. “There is a big difference in driving for Filipino customers,” she says, adding that it is important for riders here that their drivers smile, can engage in a conversation, and are polite.

Perhaps reeling from past experiences of cab drivers who are rude, refuse to give passengers a ride without extra pay and grumble a lot, Fajardo says this is where Uber drivers can make a difference. The rating component of the Uber ride keeps them on their toes and always mindful of good customer service. 

Christine Lenette Amay, a serial entrepreneur who was selling wares loaded on a van on city side streets before she heard of Uber, says the majority of her passengers are shocked to see a woman in the driver seat.

“There are very few who are not surprised and the first thing they ask is if it is safe for women to drive,” she says. “I always say that that it is very safe because all passengers are identified via their credit cards and every ride is recorded. Uber cars can also be tracked via GPS.”

Traffic and navigation app Waze is also very helpful as it guides her on traffic bottlenecks, road blockades, accidents, floods and other problems so she could take alternative routes and shorten the trip. Through the dashboard available to Uber partners, drivers like her get tips on where potential passengers converge.

“Strategy is important,” she says. “You can’t just go around looking for passengers, or you’ll waste gasoline. The app helps us a lot.”

Mike Brown, regional general manager, Southeast Asia and Australia, New Zealand, says Uber shares a common vision with the PLDT Group in creating user experiences built on a strong foundation of reliability, convenience and network efficiency. He also lauded the Philippine  government for recognizing the value of ride-sharing services like Uber and developing new sector-specific regulations. 

He says Uber is open to more innovations in the future, especially in the area of payments, incentives for partners, convenience for passengers, expanding to other cities in the Philippines and other modes of transportation.

Does it mean that Uber Boat, Uber Copter, or maybe Uber Tricycle will soon be joining its service fleet? We’ll see.