In the realm of ridesharing, Uber reigns supreme, with an independent valuation of $50 billion that dwarfs not just all its competitors, but every other privately held company in the world. Yet the innovations it has spurned in ridesharing have attracted a new batch of competitors who are trying to fill voids in the company’s business plan. Three new apps, and a new use for Google’s Waze app, show some early indications of what competitors might offer in this newly emerging market.
Starting on Monday, Google’s Waze navigation app began utilizing Ridewith technology to allow carpoolers to find one another. Unlike Uber and other on-demand ride services, Ridewith is not contracting any drivers, or hiring anyone on the streets to facilitate its entrance into the market. Rather, it is coordinating everyday commuters who may be willing to transport another rider headed in the same direction. For now, the Ridewith app is only available in Israel, but if Google finds success, it is likely to expand. This continues the friendly competition that has developed between Uber and Google in the last several months, with Uber hiring self-driving car researchers to compete with Google’s experiments, and also acquiring mapping technology in hopes of weaning itself off its reliance on Google Maps.
Meanwhile, three apps are creating taxi alternatives for minors, filling in the void created by policies in place at Uber, Lyft and Sidecar that prohibit their drivers from giving rides to minors who are not accompanied by an adult. The apps, called Shuddle, HopSkipDrive and Boost, all focus on providing rides to 8- to 16-year-old kids who need to get to school or other events but cannot find a ride. HopSkipDrive and Boost both require rides to be booked at least a day in advance, but Shuddle recently added ShuddleMe, an app that lets the kids themselves book a ride within an hour (all of the apps still have parental approval in place before a car will pick up any children). Shuddle also charges a monthly membership fee and prices that are roughly 15 percent higher than Uber, surcharges it says allow it to conduct more in-depth background checks and face-to-face interviews with prospective drivers, all of whom must either be parents or have previous experience working with kids.
These apps are further indications that ridesharing is not going away anytime soon, and that the market for these services is not completely satisfied by the current offerings. While Uber still dominates the industry, innovators like Shuddle, HopSkipDrive and Boost are evidence that this area is still growing and developing, with new potential services, and new potential challenges, just around the bend.
