Probably most of you are familiar with the application Uber, the taxi company with the unique business model whereby customers submit a trip request on their smartphone which is then routed to Uber drivers who use their own cars. One of its competitors is GetTaxi (Gett), a startup which offers the facility to book licensed black caps in more than fifty cities globally. Gett is an Israeli-based startup (2011) that developed a GPS-based application which connects customers with a taxi driver. With the use of a smartphone or the use of the company’s website, consumers are able to order a taxi at the right moment. The business idea arose from the experience of one of the owners of the company: Shahar Waiser had to wait for more than 30minutes on an airport, which was an inconvenient experience. Together with his business partner Roi More, he launched the application in Tel Aviv two years later and soon, other countries followed.
Ever been confronted and annoyed with past online search behaviour in your recommendations, in for example advertising? I personally have been getting Facebook banner advertisements of the “PROS Price Optimizer™” software since our Digital Transformation Project for the BAC course entailed implementing price optimizing technology at hairdressers. Obviously I’m not really planning to buy this software, but it represents how past search and click behaviour is the basis for our current recommendations. In addition, it shows how inaccurate it can be and that past search behaviour is not always representative of our current wishes and can lead to some dissatisfaction about these recommendations.