the story of uber in communicating to its key stakeholders in singapore on the importance of the...
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The Story of Uber In Communicating To Its Key Stakeholders In Singapore On The Importance Of The
“Sharing Economy” Without Sounding Self-Serving
Isaac Kyle Ferdaus AHMAD
LEE Shu Fen
Jasmine LEONG
COMM626: Capstone Project
Instructor: Professor Mark Cheong
01 March 2015
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Executive Summary
Our group had identified and analysed the business and communication situation of Uber and how
our recommendations enable Uber to better serve the transport needs of the Singapore community
without sounding self-serving. Our ultimate aim is to communicate how Uber can contribute
effectively in the “sharing economy” and align its business objectives to drive higher revenue. The
overarching communication framework that we apply is the Communication Campaign Planning
Framework which defines how Uber’s core message can be emphasized through the different
channels to achieve the desired effects for the four stakeholder groups.
The key business goal of Uber is to capture higher market share in the transportation sector by
increasing its revenue from higher usage of its app and in the near future, foray into the usage of
automated cars1 and the logistics sector. The current situation in the Singapore land transportation
sector is the presence of market failure due to information asymmetry of demand and supply of
daily land transportation needs which leads to inefficiencies in service. This is where Uber should
communicate its role in closing the information gap by providing its matching services. Seeking buy-
in from the academics will help Uber set a strong case for the regulators to promote the ideology of
the “sharing economy” through advocacy and consultation. Given the more sophisticated demands
from the millennials such as safe and timely transport, they form a key consumer group for Uber to
capitalize on and meet their lifestyle needs. In its objective to bring an overall positive externality to
the market, it is essential that Uber is viewed as a harmonizing partner.
We conducted surveys, sentiment analyses and in-depth interviews with the regulators and the
academics. We have outlined a timeline to launch the key communication events for our campaign.
Lastly, we have also gathered valuable insights from Uber’s key consultant, various professionals and
previous MsComm graduates.
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1. SCOPE & APPROACH
The campaign objective is to communicate the importance of the “sharing economy” to Uber’s four
key stakeholders in Singapore without sounding self-serving. To align the campaign with our
objective, situational analysis and Uber’s business goals and brand purpose, we applied the
Communication Campaign Planning Framework (Exhibit 1) as our main framework, together with
other relevant models.
Exhibit 1: Communication Campaign Planning Framework by Dr Gregor Halff
Form
Core Message
Channels
Effects
Stakeholder Groups
Communication situation
Business Situation
Exhibit 2: Brand Auditsphere by Professor Leslie de Chernatony
Brand Strategy
Corporations
Consumers
Competitors Marketing
Environment
Distributors (if applicable)
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2. SITUATIONAL ANALYSIS2
Marketing Environment3
Political/Legal
On 21 November 2014, LTA issued a press release on the New Regulatory Framework for Third-
Party Taxi Booking Services4. This decision was made after consulting the National Taxi
Association and commuters. Changes include:
o All mobile apps have to be registered with LTA and private car hire drivers have to hold a
Taxi Driver Vocational Licence;
o Chargeable fare for journeys are reasonable for commuters;
o Commuters are not required to specify destination;
o Customer support services are readily available for commuters.
Economical:
Singapore has one of the highest GDP per capita in the world, with an average GDP growth rate
of 5.21 percent from 2007 to 20145.
Social:
Based on Hofstede’s cultural dimensions6, Singapore is a collectivistic society with high power
distance and moderate masculine-feminine score (dominant on feminine side).
o Looking at the road map to external alignment7, confrontation approaches such as
lobbying and power play are not advisable, due to the respect for authorities and
regulations. Singaporeans perceived the most important role of the government in
businesses as regulating business activities to ensure responsible behaviour of
companies and protect consumers from irresponsible business practices8.
o We propose achieving alignment via negotiations and collaborations as Singaporeans
value relationships, respect for individuals and consensus. 84% of Singaporeans
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responded that policymakers should consult with multiple stakeholders for new
regulations on businesses9.
Rape was one of the key crime concerns for 201410. Alleged sexual assaults in New Delhi 11 and
other countries12 could raise safety concerns about using Uber.
Technological:
Use of new media in Singapore is high, with 70% social media penetration and 72% smartphone
penetration13. Singapore also has one of the highest app usages14, with an increase in app usage
from 70% in 2012 to 75% in 2013.
The number of apps leveraging on the concept of “sharing economy” has increased over the
years.
LTA introduced Taxi-Taxi@SG to help commuters find available taxi. Subsequently, LTA
mentioned that one possible enhancement is linking it to third-party apps.15 Through LTA’s
journey planner app, users can now call for cabs using either of the four taxi apps.
More apps are now integrated with other information services to provide more holistic
experience for the commuters. Information services16 may be Content-based (e.g. Spotify),
Functional (e.g. Uber, Airbnb), Market and Exchange (e.g. Groupon, Carousell and YouTube),
Transaction, and Social Communication and Networking (e.g. WeChat, WhatsApp).
Examples of current collaborations:
o EasyTaxi and WeChat
o Uber and Spotify
Logistics industry is the “logical companion industry” to “sharing economy” due to the need to
transfer items17. As the “sharing economy” and peer-to-peer ecommerce develop, demand for
logistics increases. Some companies have moved or are moving into the logistics industry18.
These companies are either ecommerce companies developing their delivery services (for
example: eBay and Amazon) or technological companies creating delivery apps (for example:
GoGoVan and EasyVan). Platform strategies used in logistics industry have evolved from
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traditional freight and logistics systems to a more information-intensive platform19. Convergence
of services is also becoming more common20.
Advancement in the automotive industry is rapid with the already launched automated cars.
Though the early adopters are slow in biting in to this concept, Uber will possibly be the market
dominant riding on the “winner takes it all” concept.21 The eradication of drivers in the
transportation industry will require detailed planning. Uber has to partner with other non-
transport regulators especially in the manpower reallocation and skill retraining areas.
Competitors
At least five taxi apps entered the Singapore market in 2013 and 201422. Tripda, a carpooling app,
was launched in Singapore in December 201423. Applications with strong economic performance in
other countries, such as Lyft, Didi Dache24 and Tripid25, may enter the Singapore market. Price
competition could harm the transport services market and reduce the efficiency from the “sharing
economy” in the long run26.
Consumers
Users or potential users of Uber are tech-savvy. They are commuters, taxi drivers and drivers from
fully licensed limousine or rental car companies.
Possible gaps or opportunities due to consumers’ perception of transport services include:
Positive sentiments towards taxi drivers because27
o They pity the hardships of drivers especially after knowing their stories”28
o Drivers can chat with them and give advices
o They encountered well-trained and helpful drivers
Inability to meet demands for taxi despite the presence of taxi apps29.
Perception about Uber varies, especially in the ease of getting transport. Sentiments towards Uber
on twitter were more positive due to frequent promotions, convenience, service and comfort30.
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However, Uber also faced criticisms31 for not meeting demands, sudden cancellations and bad
experiences with the drivers.
Corporation
Business Situation
Main business goals of Uber: Capturing higher market share in Singapore and increasing revenue
from consumers’ usage of its Uber application.
Strategy used in this communication campaign: Market Penetration (Ansoff Matrix), where Uber
continues to develop on existing transport system to solve the transport need in the community. In
line with the campaign objective, Uber can showcase that their intention is not to intensify
competition, but to provide services that complement the existing services.
Businesses in Singapore: UberExec, UberX and UberTaxi catering to different market segments.
Communication Situation
Uber is trusted mainly for functional values - reliability, convenience and safety.
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3. THE CAMPAIGN
The core message in the campaign is “Uber energizes stagnant transportation systems with reliability,
convenience and opportunity”. This is in line with Uber’s mission, business situation and functional
values.
To effectively communicate to the key stakeholders of Uber and get their support, we propose
communication strategies that will achieve integrative outcomes and address multiple issues
simultaneously32.
Regulators
Land Transport Authority (LTA) is the one of the three statutory boards that governs and controls
Singapore transportation landscape. The Land Transport Master Plan (LTMP) 201333 was developed
in tandem with LTA’s mission of “Connecting people and places, enhancing travel experience”. It is
predicted that the total number of daily journeys is expected to increase from 8.9 million to
about 14.3 million journeys in 2020. To support this growth, LTA’s strategy is to implement various
policies to direct commuters to the most appropriate mode of transportation. The transport system
must meet the varying needs of the growing population and the expanding economy. LTA is
determined to ensure physical accessibility for all, provide affordable transport and promote
environmental sustainability in all our transport solutions.
Communication Strategy
Desired effects Influence34
Uber collaborates with LTA to improve transport system in Singapore
To achieve desired
effect
1. For greater effectiveness towards the desired outcome, the Road
Traffic Act (Chapter 276): PART I Licensing of Vehicles; PART II
Licensing of Drivers and PART VA Licensing of Taxi service operator
must be reviewed, revised, revamped or reworded. A particular
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reference to part 111B is highlighted here:
No person shall operate a taxi service unless he has been licensed to
do so by the Authority35.
2. The role for government is also evolving. Other than regulating,
governments are beginning to see themselves as promoters and
change agents and they can play a useful role in the evolution of
business36. It is important to engage in open dialogue to review
policies in a controlled environment such as the parliamentary
session. Last year, Mr Pritam Singh, a Member of Parliament from
Aljunied GRC questioned whether “sharing economy” taxi
applications such as Uber are potential means to address peak hour
taxi demand37.
3. It is also relevant and pertinent to find out what is the current mind-
set and sentiment of the regulator about Uber. The more susceptible
the regulator to change, the easier it is to adopt the sharing
economy model. In our interview with Ms. Genevieve Leong,
Assistant Manager (Policy) from LTA, she replied that Uber
conformed to the statutory requirement by providing transportation
services offered solely using private hire cars38.
Channels They are the relevant bodies and organisations that serve as the main
funnel to transmit information to the taxi drivers and private car hires.
1. National Taxi Association (NTA)
NTA is an association for all Taxi Drivers in Singapore. NTA’s
objectives are to be the collective voice for Taxi Drivers in Singapore
to further their interests and enhance their social and economic well-
being
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2. Singapore Taxi Academy (STA)
As all drivers are required to obtain their Taxi Driver Vocational
License (TDVL), the Academy plays a vital role to channel information
from regulatory to the recipients. This will help the drivers get the
most updated and correct information they need to perform their
jobs.
Form To remain true to its philosophy of “transportation as reliable as running
water”, Uber should continue to align its operations and campaigns to
LTA’s recommendations. The collective action frames (Snow and
Benford, 1988)39, are deeply embedded in media, local governments and
the state. Therefore, the movements that Uber intend to implement
must resonate with the messages that the regulator has communicated.
National Campaigns
1. National Land Transport Month
Prior to the proposed official launch of the National Land Transport
Month, Uber can partner with LTA and grassroots organisations (GROs)
to run community roadshows across all neighbourhoods. GROs are
effective channels and partners of government agencies to help spread
important public messages and campaigns. This will increase the brand
awareness among the local community.
2. National Land Transport Conference
By December 2015, the One ASEAN will be realised. Singapore can take
the lead to initiate future developments for the regions’ accessibility.
Following similar reference with the European Transport Conference40,
Uber and ASEAN can collaborate for the National Land Transport
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Conference where research, policy and practice in transport intersect.
3. Annual Recognition Ceremony for Land Transport Drivers
As part of the plan, Uber wants to be viewed as the main app for major
national apps. It is important that Uber drivers understand their roles
are beyond offering products (car transport) to the commuters. They are
moving into the service industry where the size of the wallets is
dependent on the quality of service they offer. Using similar standards as
what LTA has implemented, we can rate and award the drivers and
companies.
a. Quality of Service (QOS)
Peer-to-Peer evaluations are important for business to thrive in the
“sharing economy”. Therefore, taxi drivers are expected to maintain
baseline standards of service.
b. Taxi Driver’s Vocational License Points System (VLPS)
VLPS is the revised framework for investigation of complaints and
discipline of taxi drivers who breach the rules of conduct41
Communications to LTA A. Consensus42
- Leverage on NTA and STA as key vehicle for negotiations to show
that we are acting on common interests and strive to facilitate a
more efficient transport system for a mutually beneficial transport
business environment
- STA can also act as a neutral party to hold dialogue sessions, round
table discussions, panel sharing and forums about the evolving
“sharing economy”.
B. Consultation
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1. Meeting with LTA and GROs such as Citizens’ Consultative
Committees on the importance of educating the public on new
technology in transport services
2. Meeting with LTA to communicate the value of collaborations, such
as
a. Enhancing image of Singapore as having reliable transport
services
b. Improving transportation system and its service standards.
In November 2014, taxis still failed to meet the minimum in
all areas43
3. Meeting with LTA, NTA and STA to illustrate how Uber can value-add
through its services and updated technology by presenting
a. Uber’s track record of convenient booking services and
prompt customer service based on the feedback on different
media platforms
b. Success stories of how Uber has improved the experience of
both riders and drivers
c. Uber’s current and upcoming value-added services and
collaborations, such as safety features and logistics services
4. Meeting with LTA to share the importance of flexibility in regulations
and the evolving role of the government
a. Regulations and measures that are suitable to facilitate and
coordinate the B2B or B2C transactions are not always
applicable to the newly created C2C market44.
b. Efficiency can be improved through the “sharing economy”.
However, the “sharing economy” is based mostly on trust
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and trust model is not a fair replacement for regulations.
The regulations for traditional businesses can be relaxed so
that it can help to improve strength of online trust.
c. As a regulator, LTA needs to be adaptable by using the web’s
innate “disruptive” potential to develop regulatory and legal
frameworks for an economy built on Moore’s Law. The ideal
situation of the “sharing economy” is self-regulatory “civic
trifecta” that will translate to better economics, better
environment, and better for community45.
d. Regulator’s role also lies in correcting market inefficiencies
to bring about positive externalities and create win-win
situations for players in the transportation industry.
e. As stated in the interview46, LTA encourages industry players
to identify gaps in the market and develop more competitive
apps for the benefit of commuters. This will only be possible
if the regulations are flexible and do not restrict
competition.
f. Uber can mention to LTA about consumers’ concerns on the
regulations being too strict, similar to our findings from the
tweets47 and survey48.
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Millennials
Millennials, also known as the Generation Y, are the generation of people born between the early
1980s to early 2000s49. Compared to Generation X, the earlier demographic cohort, they are
distinctively different in what they view as important values, the way they view the economy and
their roles and typically they are more open to try new things that will add convenience to their lives.
This target group is crucial to the growth and sustainability of Uber because they are the ones that
are expected to jump on the bandwagon of using Uber and continue to do so.
According to a recent Nielson research, 68% of global survey respondents were willing to share or
rent personal items. Interestingly, Asia-pacific respondents were the most receptive to the idea of
shared economy, with 81% likely to rent items from others50.
Despite their receptiveness to the “sharing economy” and new experiences, Uber should also
address other deciding factors. In our survey of 100 millennials, safety, reliability and convenience
were stated to be the top three factors in selecting taxi or private car apps51. While Uber is generally
perceived to be reliable and easy to use and increase the ease of getting transport, survey
respondents reserved their opinions about its safety52.
Communication Strategy
Desired effects Influence53
To make millennials use Uber as an inseparable part of their
transport need
To ingrain the perception that Uber provides transportation as
reliable as running water and Uber is accessible, safe and
accountable
Millennials can influence more target audiences to be more
receptive to the idea of the “sharing economy”
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To achieve desired
effects
Uber needs to
Provide a holistic integrative lifestyle experience to match the fast-
paced lives of millennials
Enhance the millennials’ perception about its safety, reliability and
convenience
Channels 1. Popular messaging services/applications
o WeChat, WhatsApp, etc.
2. Websites
3. Social Media Platforms
o Facebook, Instagram, Blogs
o Millennials rack up 18 hours of media use per day54
4. E-commerce sites
o Top 14 e-commerce sites in Singapore include Luxola, Zalora,
Carousell, Redmart, Taobao Singapore etc.55
Form "Holistic integrative user experience"
A. Sharing and story-telling
1. Endorsement
o Inviting well-known millennial bloggers to use Uber and write
about their experience of using Uber, especially after Uber has
enhanced its safety features
2. Uber Social Media Contest
o Sharing of Uber experience on YouTube (video), Twitter and
Instagram (Picture with Caption) by contestants
o Leveraging on User Generated Content via story-telling
3. Uber drivers sharing experience on Uber social media platforms
o Encouraging more drivers to join Uber
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o Providing background and reviews of Uber drivers
Objective: Enhancing perception of reliability, comfort, convenience and
safety of using Uber through building blocks of persuasion56:
o Source credibility
o Well-known millennial bloggers tend to be likeable and
some are highly trusted in their recommendations of
products or services.
o According to Edelman’s Trust Barometer57, “person like
yourself” is the third most credible spokesperson for a
company.
o Audience
o In terms of age, education and internet knowledge,
millennial bloggers and active users of social media are
similar to the millennials
o Channel
o Visual representations (pictures and videos) can
illustrate and convey the messages more effectively.
o Message
o Stories and others’ experiences act as evidence of safety,
reliability and comfort of using Uber
o Storytelling with authenticity and fluency enables
millennials 58 to understand and recall the
communication messages
o Providing background and reviews of drivers may
increase their likelihood of using Uber59
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B. Partnerships in events and campaign
4. More sponsorships with Millennial-related events
o Co-organising clubbing and social events to create hype
o Providing discounted Uber rides for new users to use after
events
5. Promoting Uber Holiday Parties60
o For companies or individuals which are hosting holiday parties,
Uber offers promotional packages with options.
o Hosts can choose to pick up guests and/or ensure the guests
have a safe ride home using Uber.
6. New partnerships in Anti-Drink Drive campaign with Singapore Road
Safety Council (SRSC) and Traffic Police
7. New partnerships with the Singapore Tourism Board and other
tourist attractions such as Gardens by the Bay and Sentosa
o Offering promotional packages for travelling home on Uber after
events61 such as Chingay Parade, F1 race and USS Halloween
Night62
Objectives: Promoting the idea that people can reach their destination
easily and safely with Uber
o Based on social judgement theory 63 , effective persuasion
requires communication messages to shift audience’s position
closer to the goal and yet fall within Latitude of Acceptance
(LofA).
o Looking at the news 64 and our survey results 65 , some
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Singaporeans do not perceive Uber as safe. The message that
“Uber is safe” may fall within their Latitude of Rejection.
Therefore, mere repetition of messages is not effective.
o There are certain groups whom they believe are more likely to
take care of their safety
o Hosts and their colleagues or supervisors whom they
know
o SRSC and Traffic Police which are established to maintain
safety on roads. Moreover, Singaporeans respect
authorities and regulations66.
o Through partnerships, the message becomes “Uber works with
XX to enhance safety” which is closer to their LofA.
o Moreover, the message “driving after drinking is unsafe” falls
within their LofA because of several anti-drink drive campaigns
by Traffic Police. By encouraging people to use Uber after parties
and associating Uber with these campaigns, people are more
receptive to the idea that people can reach home safely with
Uber.
C. Collaborations
8. With Airbnb Singapore
o Offering Uber vouchers targeted at millennials in Singapore for
overseas use. This is similar to the present partnership through
Concur67
9. With Spotify
o Although it is up to drivers to provide this integrated service
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(Uber-Spotify68), Uber should encourage more drivers to do so
through simple incentive system.
10. With online retail websites
o 2nd most popular choice of collaborations based on our survey
o Sharing promotion codes and links to Uber’s online platform on
Groupon, Carousell, Taobao Singapore and other popular online
retail websites to create online buzz
o Providing customers an option to use Uber’s logistics services to
deliver goods
Objectives:
o Demonstrating how Uber and Uber’s partnership with other
services leverage on the “sharing economy” to achieve holistic
integrative user experience.
o Increasing presence through channels commonly used by
millennials
o Some millennials have not heard of Uber69
o Online shopping is a prevalent trend amongst
millennials. Being present in these sites will enhance
brand awareness for Uber.
D. Promotions
11. Festive-event Linked Promotions
o Promotions to encourage millennials and their families to use
Uber.
o Incentives for Uber drivers to drive their cars during festive
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seasons when demand is high but supply for transport is low due
to drivers taking holidays
o Proving that Uber is reliable and can meet demands for
transport
o More than 50% of respondents felt that promotions are
good but Uber should resolve other issues, such as
meeting the demand for transport70
12. Online marketing for delivery services
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Academics
Academics are professors in the field of communications, urban planning, public policy and design.
We propose working with academics specializing in the economics field.
Due to their expertise and trustworthiness, they are sources of credibility71 to influence other
stakeholders. According to Edelman’s Trust Barometer, academics and experts and technical experts
within a company are the two most credible spokespeople for a company72.
We conducted an interview with an academic about the “sharing economy” and perspectives of
academics73. The concerns raised include market fragmentation reducing the potential efficiency
achieved through the “sharing economy” and the perception about safety. In addition, it is not clear
the extent to which apps, such as Uber and GrabTaxi, can add value and improve efficiency, as
compared to the apps developed by the incumbents such as Comfort Delgro. If this question is not
answered, it will only fragment the market further74.
Communication Strategy
Desired effects Advocacy75
To influence academics to write about the benefits of the “sharing
economy” to the public (including consumers and other companies) such
that these reports could influence change in lifestyle, behaviour and mind-
set.
To achieve desired
effects
Creating advocacy involves creating shared values by aligning Uber’s brand
position and the priorities in public policy76.
Uber needs to
- Address the issue of market fragmentation and safety
- Convince how they can increase efficiency and add value to the
21
transport system in Singapore
Channels Contacting them through networks and seminars
Form Consultation77
1. Subsequent individual interviews and meetings with academics to
o Share information on Uber’s brand purpose and business
models
o Share how Uber has benefited from leveraging on the “sharing
economy” and its current and upcoming collaborations to
enhance safety and consumers’ experience
o Understand their perspectives and address their questions
o Illustrate how everyone can benefit from the research, which
can be jointly conducted by Uber, academics and other
relevant parties. The research area will cover
Importance of sharing economy and current
limitations
Uber’s role
Benefits of proposed collaborations with incumbents,
competitors and other stakeholders, such as
addressing safety concerns and overcoming market
fragmentation
Ways of enhancing collaborations to benefit all parties
Concepts used
- Building blocks of persuasion78
o Message: Arguments to demonstrate the importance of the
“sharing economy” and present solutions to address the
22
limitations
o Source: Uber showing and building goodwill with academics
o Channels: Common platform for communication
o Audience: Academics have high argumentativeness and need
for cognition. We need to have many messages to support our
objective and engage the academics in effortful information
processing
- Integrative negotiations to achieve interests of multiple parties79
- Story-telling80
o Success stories of Uber
o Stories of how everyone can benefit through collaborations
23
Competitors / Incumbents
Competitors:
The competitors defined here will be the apps in the market offering the same type of service as
Uber. This includes Easy Taxi, GrabTaxi, Hailo and MoobiTaxi. Similar to Uber, their business goals81
are capturing higher market share and earning higher revenue. They are also concerned about the
changing competitive landscape of transport services especially pertaining to the regulatory
framework in Singapore. Uber can be a fierce competitor or non-disruptive partner operating in the
“sharing economy”.
An academic specialising in public economics commented82, “Most platforms engage in price
competition…In broader economic point of view, we should try to increase utilisation of resources
rather than engage in price competition and fragment the market further.” In the tweets, we
identified some Uber users who also use other popular transport apps. Therefore, collaboration and
integration of various transport apps will enhance user’s convenience and more importantly close
information gap and meet transportation demands in Singapore.
Communication Strategy
Desired effects Influence83
- Ensuring that peers in the same competing space co-exist in
harmony and help to facilitate an overall more efficient transport
system by matching demand and supply of transport
To achieve desired
effects
- Aligning the business interests of stakeholders84
- Emphasizing on the benefits of collaboration and integration of the
Singapore transportation system
Channels - NTA
- Infocomm Development Authority of Singapore (“IDA”)
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- Networking with competitors
Form A. Consensus85
We proposed a collaboration of Uber and IDA in creating a multi-party
platform app. This will provide more convenience to drivers and users in
a “sharing economy” eco-system. LTA will be the central gatekeeper in
Singapore for taxi bookings via this app. We leverage on IDA, which is a
government agency, to show that we are acting on common interests
and promoting technology enhancements to benefit all parties.
Features of the app include:
o Integration of all the available transport-providing apps
which include taxi apps that are featured under LTA Journey
Planner > Taxi > Book a Taxi.
o Operating on the basis of a dynamic server allocation queues
with randomly varying connectivity. Basic function is to
randomly allocate an available taxi from any one of the four
companies without biasness when a commuter submits an
online booking.
o Advanced function which can be incorporated where
commuters can indicate their preferred taxi / private car
company to use.
o Real-time information and mix-and-match system
B. Consultation86
1. Meeting with competitors to
o Explain the limitations caused by market fragmentation and
the benefits of multi-party platform app and other possible
25
collaborations, such as
Overcoming limitations caused by market
fragmentation and price competition
Enhancing transport services and consumers’
experience, thereby increasing usage of their
services
Meeting the requirements imposed by LTA and
potentially influencing the requirements such that
consumers benefit and apps in transport service
market can thrive
o Share the findings by academics and other research to
support the above points
26
Incumbents:
Incumbents include taxi companies and private car companies. Another key incumbent group should
Uber break into the Singapore logistics market is the local and multinational logistic companies in
Singapore such as Shalom Movers, DHL, etc. According to Uber’s GM in New York, Uber’s delivery
business is more a long term vision than a current plan87. Uber may strengthen its foothold in this
segment in the long run. In fact, Uber kick-started a pilot logistics service in Manhattan in April
201488 and experimented different types of deliveries89.
As the Singapore economy flourishes, coupled with the burgeoning middle class, there are more
sophisticated demands in the transportation and logistics sector where one can take a share of the
pie by offering value-added services such as delivery of online goods and movement of physical
parcels from point A to point B.
Communication Strategy
Desired effects Influence90
To convince incumbents
- To be accepting of Uber in the transportation and logistics service
sector in Singapore
- To leverage Uber and multi-party platform app as additional
platforms
To achieve desired
effects
- Aligning promotion of value and idea of the “sharing economy” with
NTA. NTA is a key channel for Uber’s competitors to be more
accepting of Uber’s presence
- Aligning business interests of all the incumbents
Channels - Uber’s online media platform
- NTA
27
Form Looking at Road Map to External Alignment91, we can adopt consensus
and consultation approaches.
A. Consensus
- Leveraging on NTA as a key vehicle for negotiations to show that
Uber is acting on common interests and striving to facilitate a more
efficient transport system for a mutually beneficial transport
business environment
B. Consultation
1. Meeting with NTA and taxi companies to
a. Share the positive externality of the “sharing economy” and
how it can achieve win-win situations for players in the
transport service
b. Emphasize that Uber is an additional platform for them to
leverage on
c. Share stories of how drivers and customers have benefited
from registering with Uber. The stories can be consolidated
from Uber’s social media platform and Uber Social Media
Contest
d. Market the value-added services of what Uber can offer to
become more relevant in consumers’ lives as compared to
the traditional taxi business
e. Share how the multi-party platform app can enable drivers
to use their time more efficiently by illustrating scenarios
f. Bring the viewpoints of academics on how collaborations
can overcome limitations from market fragmentation and
public safety concerns
28
g. Discuss further enhancements on the app and possible
collaborations
2. Meeting with private car companies to share success stories of how
companies and customers have benefited from using Uber
3. Meeting with logistics companies to
a. Share success stories of Uber’s collaborations with current
incumbents
b. Share success stories of Uber’s pilot logistic services in other
countries where applicable
c. Emphasize that Uber is not competing with them. Instead,
Uber is looking into the demands which current logistics
companies are unable to meet, such as urgent delivery and
delivery of larger items
d. Discuss on collaborations and marketing tactics, should Uber
decide to collaborate with certain logistics service
incumbents for couriers and delivery of goods
29
4. TIMELINE
Stakeholders January - March 20XX Feb 20XX Mar 20XX
April - June 20XX May 20XX Jun 20XX
July - September 20XX Aug 20XX Sept 20XX
October - December 20XX Nov 20XX Dec 20XX
Regulator - LTA Roadshows in neighbourhoods National Land Transport Month
Regional Coalition with ASEAN countries National Land Transport Conference
Dialogue / Parliamentary Session for Policy Reviews
Nomination and submission of Annual Recognition Program Annual Recognition Ceremony for Land Transport Drivers
Millennials Launch of CPP Sharing and Story Telling Partnership in Events and Campaigns
Analysis of CPP Sharing and Story Telling Partnership in Events and Campaigns
Promotion of Multi-party App
Review CPP Partnership in Events and Campaigns
Academics Speaking Opportunities Research Paper Contributions
Speaking Opportunities Research Paper Contribution
Consultation Speaking Opportunities Research Paper Contribution
Competitors / Incumbents
Connect with NTA NTA and Uber Collaboration
Promotion of Multi-party App Social Media Contests Blogger Endorsements
Promotion of Multi-party App
30
REFERENCES
1 http://www.davinciinstitute.com/papers/2050-and-the-future-of-transportation/
2 Module: Brand Management. Exhibit 2 is the framework for Situational Analysis. Refer to Session 6 of
Brand Management by Professor Leslie de Chernatony
3 Module: Strategy. We analyse market situation using PEST Analysis
4 http://www.lta.gov.sg/apps/news/page.aspx?c=2&id=a63138fa-6cf7-4fa4-8979-a1d1613b9ae5
5 http://www.tradingeconomics.com/singapore/gdp-growth
6 Module: Leading organisations across culture. The Hofstede Centre (2012). Cultural Tools, Country
comparison - Singapore. Retrieved 8 January 2015, from The Hofstede Centre Web site: http://geert-
hofstede.com/taiwan.html http://geert-hofstede.com/singapore.html
7 Module: Application Session. Cees van Riel (2012), The Alignment Factor, Leveraging Total Stakeholder
Support, Routledge. Refer to Application Session, Risk Management, slide 45, by Professor Mark Chong
8 http://www.edelman.com/post/trust-in-singapore-2014-edelman-trust-barometer/;
http://www.slideshare.net/DavidRBrain/2014-edelman-trust-barometer-singapore-findings
9 http://www.slideshare.net/DavidRBrain/2014-edelman-trust-barometer-singapore-findings
10 http://www.police.gov.sg/stats/crimebrief2014.html
11 http://time.com/3623001/uber-delhi-rape-ban-driver/ and Appendix 1
12 http://www.csmonitor.com/Business/In-Gear/2015/0105/Uber-updates-app-safety-features-following-
sexual-assault-allegations.-Good-enough
13 http://www.slideshare.net/wearesocialsg/social-digital-mobile-in-apac
14 http://www.networksasia.net/article/singapore-smartphone-and-tablet-penetration-rise-app-usage-
increasing-1371518626
15 http://www.straitstimes.com/news/singapore/transport/story/no-booking-no-use-lta-cab-app-draws-
flak-20141219
16 Module: Global Information Economy. Refer to Global Information Economy lecture notes (Information
Intensive Services) by Uday Karmarkar.
31
17 Badger, Emily (2014). Why Uber is joining the race to dominate urban logistics. Retrieved from:
http://www.washingtonpost.com/blogs/wonkblog/wp/2014/04/08/why-uber-is-joining-the-race-to-
dominate-urban-logistics/
18 Russell, Jon (2015). Uber’s Latest Experiment Is Uber Cargo, A Logistics Service In Hong Kong. Retrieved
from: http://techcrunch.com/2015/01/08/uber-cargo/ ; Horwitz, Josh (2014). ‘Uber for logistics’ is already
happening in Asia, and Uber is getting left behind. Retrieved from: https://www.techinasia.com/gogovan-
easyvan-in-hong-kong-uber-for-logistics-is-already-happening-in-asia-and-uber-has-missed-out/
19 Module: Global Information Economy. Refer to Global Information Economy lecture notes (Platform
Strategies) by Uday Karmarkar.
20 Module: Global Information Economy. Refer to Global Information Economy lecture notes (The
Information Infrastructure and Convergence) by Uday Karmarkar.
21 http://sanfrancisco.cbslocal.com/2015/01/27/how-ubers-autonomous-cars-will-destroy-10-million-jobs-
and-reshape-the-economy-by-2025-lyft-google-zack-kanter/
22 http://www.straitstimes.com/news/opinion/eye-singapore/story/rules-taxi-apps-show-theyre-here-stay-
20141227#sthash.vTFgZdHk.dpuf
23 https://vulcanpost.com/106871/tripda-thrift-companionship/
24 https://www.techinasia.com/after-year-amazing-highs-terrible-lows-will-2015-bring-taxi-apps-license-in-
india/
25 https://vulcanpost.com/4126/solving-manilas-traffic-problem-with-carpooling-app-tripid/
26 http://www.businessinsider.sg/new-york-city-taxis-could-get-their-own-app-to-rival-uber-2014-
12/#.VLn6gyuUd9k and Appendix 5: Interview Findings (Academics)
27 Appendix 2: Sentiments about Taxi in Singapore
28 http://www.straitstimes.com/news/singapore/more-singapore-stories/story/tales-taxi-uncle-st-
manpower-correspondent-toh-yong-chua
29 Appendix 2: Sentiments about Taxi in Singapore
30 Appendix 1: Sentiments about Uber in Singapore
32
31 Appendix 1: Sentiments about Uber in Singapore; https://www.techinasia.com/feeling-sour-uber-
singapores-free-ride-promo/
32 Obtaining integrative outcomes in multiple-party negotiations. Module: Negotiation Behaviour. Refer to
Negotiations notes by Professor Chris Erickson.
33http://www.lta.gov.sg/content/dam/ltaweb/corp/PublicationsResearch/files/ReportNewsletter/LTMP201
3Report.pdf
34 Module: Public Affairs. Model: The theory of public affairs. Refer to Public Affair lecture notes by Mr
David Ku
35 http://statutes.agc.gov.sg/aol/search/display/view.w3p;page=0;query=CompId%3Af26b611a-6e71-468e-
9b2e-74263d7b7f20;rec=0#legis
36 http://isoc.sg/wp-content/uploads/2014/09/6742_TMT-Roundtable_Flyer_Brian-
Scott_Apr14_Final_Print.pdf
37 http://sprs.parl.gov.sg/search/topic.jsp?currentTopicID=00006933-WA¤tPubID=00006949-
WA&topicKey=00006949-WA.00006933-WA_1%2Bid-e3424471-009e-4a1a-82af-ee78f89bc303%2B
38 Appendix 3: Interview Findings (Regulators)
39 Benford, Robert D., and David A. Snow. "Framing processes and social movements: An overview and
assessment." Annual review of sociology (2000): 611-639
40 http://etcproceedings.org/
41http://www.lta.gov.sg/content/dam/ltaweb/corp/PublicTransport/files/VLPS-Handbook-
English(Revised).pdf
42 Module: Application Session. Cees van Riel (2012), The Alignment Factor, Leveraging Total Stakeholder
Support, Routledge. Refer to Application Session, Risk Management, slide 45, by Professor Mark Chong
43 http://www.lta.gov.sg/content/dam/ltaweb/corp/PublicTransport/files/QoS.pdf
44 http://isoc.sg/wp-content/uploads/2014/09/6742_TMT-Roundtable_Flyer_Brian-
Scott_Apr14_Final_Print.pdf
45 https://agenda.weforum.org/2014/11/four-ways-cities-can-embrace-sharing-economy/
46 Appendix 3: Interview Findings (Regulators)
33
47 Appendix 1: Sentiments about Uber in Singapore
48 Appendix : Survey
49 http://en.wikipedia.org/wiki/Millennials
50 http://www.nielsen.com/lb/en/press-room/2014/global-consumers-embrace-the-share-economy.html
51 Appendix 4: Survey Findings
52 Appendix 4: Survey Findings
53 Module: Public Affairs. Model: The theory of public affairs. Refer to Public Affair lecture notes by Mr
David Ku
54 http://blogs.wsj.com/digits/2014/03/13/data-point-how-many-hours-do-millennials-eat-up-a-day/
55 https://sg.finance.yahoo.com/news/14-popular-e-commerce-sites-122042096.html
56 Module: Persuasion. Model: Building blocks of persuasion. Refer to Persuasion: The Building Blocks
lecture notes by Dr Susheela A. Varghese
57 http://www.slideshare.net/DavidRBrain/2014-edelman-trust-barometer-singapore-findings
58 Module: Storytelling in Business. Model: framework for organizational storytelling. References: Forman, J.
(2013). Storytelling in Business: The authentic and fluent organization. Stanford Business Books.
59 Appendix 4: Survey Findings
60 http://blog.uber.com/tag/holiday-parties/
61 Examples of events can be found on
http://www.yoursingapore.com/content/traveller/en/browse/whats-on/festivals-and-events.html
62 Examples of events can be found on http://www.gardensbythebay.com.sg/en/the-gardens/whats-
on/calendar-of-event.html
63 Module: Persuasion. Model: Social Judgement Theory. Refer to Using Social Judgement Theory to
Persuade Better lecture notes by Dr Susheela A. Varghese; Griffin, Em (2011). A First Look at
Communication Theory. New York, New York: McGraw Hill. pp. 194–204.
64 http://www.csmonitor.com/Business/In-Gear/2015/0105/Uber-updates-app-safety-features-following-
sexual-assault-allegations.-Good-enough; http://time.com/3623001/uber-delhi-rape-ban-driver/
65 Appendix 4: Survey Findings
34
66 Please refer to Situation Analysis, under Social
67 https://www.concur.com/blog/en-us/concur-airbnb-sharing-economy
68 http://www.businesstimes.com.sg/technology/spore-among-first-10-cities-to-enjoy-uber-spotify-service
69 Appendix 4: Survey Findings
70 Appendix 4: Survey Findings
71 Module: Persuasion. Model: Building blocks of persuasion. Refer to Persuasion: The Building Blocks
lecture notes by Dr Susheela A. Varghese
72 http://www.edelman.com/post/trust-in-singapore-2014-edelman-trust-barometer/
73 Appendix 5: Interview Findings (Academics)
74 Appendix 5: Interview Findings (Academics)
75 Module: Public Affairs. Model: The theory of public affairs. Refer to Public Affair lecture notes by Mr
David Ku
76 Module: Public Affairs. Model: The theory of public affairs. Refer to Public Affair lecture notes by Mr
David Ku
77 Module: Application Session. Cees van Riel (2012), The Alignment Factor, Leveraging Total Stakeholder
Support, Routledge. Refer to Application Session, Risk Management, slide 45, by Professor Mark Chong
78 Module: Persuasion. Model: Building blocks of persuasion. Refer to Persuasion: The Building Blocks
lecture notes by Dr Susheela A. Varghese
79 The approach to share information and ask questions applies the strategies for obtaining integrative
outcomes and the group meeting is a multiple party negotiation. Module: Negotiations Behaviour. Refer to
Negotiations notes by Professor Chris Erickson.
80 Using authentic stories and incidents to tell stories and illustrate the benefits. Module: Storytelling in
Business. Model: framework for organizational storytelling. References: Forman, J. (2013). Storytelling in
Business: The authentic and fluent organization. Stanford Business Books.
81 Communication Campaign Planning Framework by Dr Gregor Halff
82 Appendix 5: Interview findings (Academics)
35
83 Module: Public Affairs. Model: The theory of public affairs. Refer to Public Affair lecture notes by Mr
David Ku
84 Module: Negotiations Behaviour. Refer to Negotiations notes by Professor Chris Erickson.
85 Module: Application Session. Cees van Riel (2012), The Alignment Factor, Leveraging Total Stakeholder
Support, Routledge. Refer to Application Session, Risk Management, slide 45, by Professor Mark Chong
86 Module: Application Session. Cees van Riel (2012), The Alignment Factor, Leveraging Total Stakeholder
Support, Routledge. Refer to Application Session, Risk Management, slide 45, by Professor Mark Chong
87 http://www.businessinsider.com.au/uber-looking-into-delivery-service-2012-7
88 http://www.washingtonpost.com/blogs/wonkblog/wp/2014/04/08/why-uber-is-joining-the-race-to-
dominate-urban-logistics/
89 http://www.businessinsider.com.au/why-uber-is-worth-34-billion-2013-8
90 Module: Public Affairs. Model: The theory of public affairs. Refer to Public Affair lecture notes by Mr
David Ku
91 Module: Application Session. Cees van Riel (2012), The Alignment Factor, Leveraging Total Stakeholder
Support, Routledge. Refer to Application Session, Risk Management, slide 45, by Professor Mark Chong
APPENDIX 1: SENTIMENTS ABOUT UBER IN SINGAPORE
Objective
Explorative research to understand the perceptions and experiences about Uber in Singapore
Methods (Data Analytics)
Key words used: “Uber”, “Sing” (for Uber Sing) and “Singapore”
Other restrictions: Comments about Uber by people in Singapore or about Uber in Singapore; only English
comments to prevent wrong translations
Period of Analysis: 18 November 2014 to 10 December 2014
We identified key news and events of Uber to determine the period of analysis. The signature events and
news include collaboration with Spotify in 17 November 2014, Scandal in 18 November 2014,
announcement of LTA’s new regulations on taxi applications in 20 November 2014, waiver of booking fees
from 24 November to 7 December 2014 which was announced in 23 November 2014, rape case in New
Delhi and announcement of extending waiver of booking fees to end of 2014 on 7 December 2014. We
extended the analysis to 10 December to take into account the repeated news reports on twitter and other
media and the possible lapse in receiving the news.
After cleaning the data1, we did word cloud (using wordle) and sentiment graph to find out the general
sentiments about Uber. We also categorised the sentiments to derive the sentiments in response to
particular news or actions by Uber.
General Findings
The table summarises the findings from the tweets. Aside from the responses to news and services by Uber,
tweets also had suggestions to Uber as follows:
Year-end party involving Wego, Airbnb SG, Uber Sing, Simply her, SpotifySG, Kiss92fm and hotfmsg
National giving campaign (which was done in US)
Cut taxi fares by half (which was done in New York)
1 Module: Data Analytics. For methods to clean data, please refer to Lab exercise of Data Analytics module
2 Module: Data Analytics. Using word cloud to find out the theme of the tweets
Positive Negative Neutral
Waive: 23 Nov (from 24/11-7/12, extended to 31/12)
20 - You have my unwavering loyalty for two weeks! - In love with Uber - Pleasant surprise - thank you
7 - Damage Control (1) - Booking fee still being charged (2) - Cannot get taxi (1) - not all drivers are informed (1) - No u guys should just bring back the discount
63 retweets
Regulation: 20Nov
7 - Because it wasn't cool that I was briefly able to get a taxi with relative ease.\n\nSingapore to regulate Uber - #Uber is a brilliant service in Singapore, let's hope they don't overdo the regulation - All hail the rise of taxi-booking apps - I want to use this app
11 - Singapore to regulate Uber, GrabTaxi, won't let them charge more than regular taxis - Restrict Uber
13 - Not sure how @Uber_SING plans to navigate this --> Third party taxi booking apps set to be regulated by LTA: http://t.co/AHJZhgvaHZ - retweets of news
Spotify+Uber Event: 21Nov
27 1 - Book @Uber_SING to MBS at 1.9x standard, driver phones me to say he'll drop me off halfway -only taking people to @Spotify event #fail
4 - just retweets
Spotify: 17Nov
7 - Loving the @Spotify @Uber_SING hookup. - Why @Uber is so awesome?
2 - has the @Uber_SING spotify function never worked before - been on a few Uber rides, none with Spotify. None.
7 - just retweets
promo10
29 I love uber promotion code
0 1
Scandal: 18Nov
0 1 “if you don't say it's awesome, you'll get doxxed!”
1
Rape case: 7Dec
0 2 - Shocking - #Uber I dare you apply same yardstick in Singapore as in Delhi. Shame on you!!
2 - retweets news reports
other promo 11 2
9
Others2
66 -Fast (taxi; customer service)
58 - Driver (driver fell asleep at the
22 - Queries
Findings (Word Cloud)
Using word cloud, we can summarise and derive the themes when people “talk” about Uber in general.
For tweets about Uber, people mostly talk positively about the collaboration between Spotify and Uber,
Uber promo code, waiver of booking fees, cool perception (‘cool’) and being happy about Uber. People also
mostly talk negatively about Uber’s drivers, the long wait, the fee and comparison with GrabTaxi.
For tweets not related to any news, people generally talk positively about the services, comfort and
experience by Uber and negatively about Uber drivers, cancellations and long wait. The word clouds
generated are as below:
Positive about Uber
- Service (safe, happy and great service) Other words: - Comfortable - Experience - Thanks -Easy - Love - try
wheel in traffic, driver harassing friend, etc) - Cancellations (undue and sudden cancellations) - Long wait (no/limited taxi; waiting for customer service to reply) e.g. “ Argh. @Uber_SING needs to get more taxis! So many drivers on GrabTaxi around but not on Uber” “seriously wtf. I'm still waiting but now for grabtaxi.” Others: - complain, payment, Error
-News
Total 167 84 122
Negative about Uber
Positive feedback about Uber (Others)
Negative feedback about Uber (Others)
Findings (Sentimental analysis)
The sentiments are generally positive, with peak at 24 November due to the waiver of booking fee and the
retweets. During the period from 9 to 10 November 2014, the negative sentiments are more than positive
sentiments due to rape case and lapse of service despite the extension of waiver of booking fee. We can
conclude that perhaps safety is more important than price in brand promise.
Limitations
Sentiment analysis using tweets requires time and effort to monitor. In addition, tweets that are not
extracted within a week cannot be extracted. Thus, we are unable to find out perceptions and responses
related to important news such as the launch of Uber, UberX and UberTaxi at different periods of time as
well as the launch of similar apps to Uber such as GrabTaxi and EasyTaxi.
Moreover, there are few relevant tweets about Uber Singapore. Further research is required to understand
the perceptions about Uber and Uber’s role in transportation. However, the tweets can be used as a base
for coming up with relevant survey and interview questions.
0
10
20
30
40
50
60
No
of
sen
tim
en
ts p
er d
ay
Date
General Sentiments for Uber Singapore
Positive
Negative
Neutral
APPENDIX 2: SENTIMENTS ABOUT TAXI IN SINGAPORE
Purpose
Explorative research to identify the gaps or opportunities for Uber
Methods (Data Analytics)
Key words used: “taxi” and “Singapore”
Other restrictions: Comments about taxi in Singapore only; only English comments to prevent wrong
translations
Period of Analysis: 18 November 2014 to 10 December 2014
The period of analysis is similar to the one in Appendix 1. Ideally the period of analysis should be longer to
identify more gaps. However, after 7 December 2014, there were few tweets about taxi in Singapore (only
one in 9 December and four in 10 December) and the recommended period is where there is related news
about taxi in Singapore. Thus, we stopped at 10 December 2014.
Unlike Appendix 1 findings, we did not do sentiment graph and word cloud since we were only identifying
the gaps and did not need to observe the patterns over time.
Findings
The perceptions could be grouped into drivers, standards and regulations, price, availability of taxis and
others. The table below shows the number of sentiments as well as some of the related comments.
Sentiments about taxi drivers are generally positive and have the most number of tweets while the second
most number of tweets is about the lack of taxi.
Positive Negative Neutral
Drivers 37 Comments: - Cab drivers in Singapore so well trained, helpful and good - better than Dubai - Tales of taxi uncle - chat with taxi drivers - wisdom of taxi drivers -“badly treated by government”
6 Comments: - picky drivers - rude - don’t know directions - laziest
0
- “worst self-employment”
Standards and Regulations
3 Comments: - It is high time that Govt. of Delhi run its taxi service on Singapore pattern - You won't get this kind of 'protection' in Singapore!
4 Comments: -worst taxi service -Singapore govt not doing enough on taxi availability -*ROLL EYES*\nTwo years on, some taxi operators still missing the mark -slow follow-up on complaints
0
Price 0 3 Comments: - Expensive
1
Availability 0 21 0
Others 0 4 Comments: - “Wa taxi stand macham great singapore sale queue sia” - “fuck, pissed.”
0
Total 40 38 1
APPENDIX 3: INTERVIEW FINDINGS (REGULATORS)
Objective
- To understand the perspective of the regulator (in particular LTA) about transport in Singapore, taxi/car
apps such as Uber and the “sharing economy”
- To understand the work and the interest of the regulator (in particular LTA)
Interviewee
Ms. Genevieve Leong, Assistant Manager (Policy), Land Transport Authority
Interview questions and response:
1) What is your view on taxi/private car apps such as Tripda, Uber, Gomyway, iCarsclub in Singapore?
The Ministry of Transport (“MOT”) and the Land Transport Authority (“LTA”) are pressing ahead with
improvements to the public transport system as a top priority. However, we recognise that in a land-
constrained Singapore, there is a need to introduce and calibrate measures to alleviate congestion and
manage road usage.
To clarify, all these apps you mention serve different purposes. Tripda is an online carpooling platform that
connects drivers commuting with empty seats in their cars and passengers heading the same way. Uber
provides transportation services by private hire cars (Uber X, Uber Black and Uber Executive) and taxis
(Uber Taxi). GoMyWay is a location-based app that allows users to share taxis in a secure and private way.
iCarsclub is a membership -based community for peer-to-peer car sharing on weekends and public holidays.
Carpooling apps and taxi-sharing apps serve a useful purpose in that they encourage more people to travel
together in a private car or taxi that was already going to make the trip anyway, hence they may contribute
to a reduction in congestion. Taxi -booking apps provide commuters an additional means to get a taxi when
they are unable or unwilling to do street hail, wait at a taxi stand or perform a call booking. P2P car-sharing
could be useful on weekends and public holidays, as an additional option for point-to-point mobility.
As shared via a press release on 21 November 2014, a regulatory framework for third-party providers is
expected to come into effect in the second quarter of 2015. Taxi drivers of third-party jobs can collect the
booking surcharge set by the third party, up to the booking surcharge set by the respective taxi operator.
2) What is your view on car-sharing?
Car-sharing provides an additional point-to-point mobility option, especially for households who do not
own a car, for occasional use such as on weekend trips with the family. It has also been estimated that one
shared car in a well-organised car-sharing scheme can replace 15 private cars, and hence can help
contribute to lower parking demand and car ownership. LTA is hence working with HDB to facilitate more
parking spaces to be set aside for car-sharing stations, and there are plans underway for a one-way car-
sharing trial involving up to 1000 electric vehicles, slated to start around 2016.
Nevertheless, we wish to reiterate that our top priority for land transport is still public transport, which
refers to rail, buses and taxis.
3) Do you think Uber's concept on car-sharing is in line with the car-sharing concept of LTA? Why?
Uber does not currently operate a car-sharing service in Singapore. It is illegal in Singapore for a private car
to be used for hire and reward, except under the Private Car Rental Scheme (PCRS; see the following link:
hbp://www.lta.gov.sg/content/ltaweb/en/roads-and-motoring/renting-out-or-hiring-a-private-car.html).
Please see the answer to Q1 for more details on the other types of services app-based providers are
allowed to operate in Singapore and MOT/LTA’s view on these.
4) Do you think it has helped improve transportation situation in Singapore? Why?
It is not clear what concept you are referring to. Please see the answer to Q3 above.
5) Does LTA have any past collaboration with private companies? If no, what kind of future partnerships
will you be interested in?
LTA is a regulator, and does not collaborate with private car companies.
6) Is LTA interested in having an integrated platform for all taxi and car-sharing apps? Why?
LTA encourages industry players to identify gaps in the market and develop more competitive apps for the
benefit of commuters.
7) What is your ideal view of transportation system in Singapore?
One where an overwhelming majority of trips is made on public transport, and/or walking and cycling. Our
aim is for 75% of peak hour trips to be made on public transport by 2030, you can refer to the Land
Transport Master Plan 2013 for more details. Please do not hesitate to clarify with us if you have any other
questions.
APPENDIX 4: SURVEY FINDINGS
Objective
- To understand the perception of millennials in Singapore about Uber and its role in the “sharing
economy”
- To find out if the millennials are receptive to some of the proposed tactics of our communication plan
Target Audience: Millennials in Singapore
Conceptual Definition3: People in Singapore born in 1980s, 1990s and year 2000.
Sampling
Purposive sampling4 was used because of the short timeframe, restricted budget and specific target
audience – Millennials. Our sample size is 100.
The survey platform used is Fluid Survey and the link was sent to participants from the target age group
and also posted on Facebook groups with participants of the target age group.
3 Module: Communication Research
4 Module: Communication Research
Questions
Uber in Singapore
Uber is a company that uses its smartphone application (app) to arrange rides between riders and drivers.
The app was launched in Singapore on February 2013. Currently, Singaporeans can use UberExec (for
comfortable private cars), UberX (cheaper alternative to UberExec) and UberTaxi (for current taxi drivers).
All the Uber drivers in Singapore are licensed. Prices may vary according to demands. At the end of the ride,
Uber seeks feedback from the users and reviews the feedback to ensure quality of the service provided.
All data collected will only be used for this Capstone project and will be not be shared with any other
sources.
1. LTA recently announced that they will introduce new regulations for taxi booking app in 2015. What is
your opinion?
(you may choose more than one)
Redundant. It does not solve the problems of taxi availability
Will make it more difficult to get taxi
Will kill off the good taxi applications. Due to lack of competition, the services will not get better
They should not put so many restrictions on good taxi apps like Uber and GrabTaxi that have improved
the transport service in Singapore
There will be no difference. The current apps have met/will meet the necessary criteria and regulations
Need to observe longer to see whether it will help to improve the transport system
New regulations are needed but should not be so strict that it restricts competition
Good framework to help both the passengers and the drivers
Good framework for the passengers but bad for the drivers
There should be new regulations for private car rentals too
The new regulations should be stricter to enhance the safety and reliability
2. Choose three most important factors in deciding on the taxi /private car app to use: (you may choose
more than one)
Safety
Reliability
Ease of getting the transport
Convenient to use
Ease of payment
Comfort
Price in general
Promotions
Pleasant service by drivers
Value-added services (music, events, collaborations, with hotels etc)
About Uber
3. Have you ever used Uber app?
Yes
Yes, but I only use UberTaxi
No, and I will not use it
I have not heard about Uber
4. What will deter/deters you from using UberX / UberExec (private cars)? (you may choose more than one)
Not safe even if drivers are licensed
Not comfortable with drivers of private cars even if they are licensed
The cars are not comfortable
Not reliable
Do not respond fast enough
Price
I don't trust Uber
Others, please specify:
5. If Uber provides the driver’s story or background, are you more likely to use Uber?
Yes, if they provide driver’s background and story that will show his/her personality and profile
Yes, if they provide driver’s background
Does not matter. The reviews about the driver are sufficient enough
Does not matter. As long as the driver is friendly and provides good service
The driver does not affect my decision as long as I get to my destination
6. How do you find the price charged by Uber?
Choices: Relatively Expensive, Reasonable, Relatively cheap, Depends
7. To what extent do you agree that Uber is ___________?
Strongly Agree Agree
Neither agree
nor disagree Disagree
Strongly
Disagree
Safe
Strongly Agree Agree
Neither agree
nor disagree Disagree
Strongly
Disagree
Reliable
Easy to
use
8. How will you rate the service provided by Uber __________ ?
Poor Fair Good Excellent
drivers
customer service
9. To what extent do you agree the transport provided by Uber is comfortable?
Strongly Agree Agree
Neither agree nor
disagree Disagree Strongly Disagree
About Uber eXperience
10. To what extent do you agree that the ride-sharing idea by Uber has helped the drivers in effectively
using their vehicles?
Strongly Agree Agree Disagree Strongly Disagree
11. To what extent do you agree that Uber has made it easier for people in Singapore to get taxi/transport
to reach the destination?
Strongly Agree Agree Disagree Strongly Disagree
12. To what extent do you agree that Uber has helped in improving the overall experience of transport in
Singapore?
Strongly Agree Agree Disagree Strongly Dsiagree
13. Uber offers many promotions, such as free rides during two days in October and no booking fee for two
weeks. What is your view?
These promotions are redundant
These promotions are good but they cannot match the demand for the taxis/transport
These promotions are good but there are other issues they need to resolve first
These promotions are very good ideas to get consumers to use and Uber should offer more
About Joint-collaboration
14. Uber collaborates with other companies like Spotify and Airbnb to provide additional value-added
services. What is your view on this?
There should be more of such collaborations for more value-added services and better experience
It makes the ride more pleasant and is nice to have
It is good but it is alright not to have those services
The collaborations are redundant
It is better not to have those services
15. What merchants do you like to see Uber collaborate in the future?
credit card companies such as VISA, AMEX, MASTERCARD
airlines and airline alliances such as Star Alliance, Oneworld, SkyTeam
online promotions sites such as Groupon, Ratuken, Lazada
Others, please specify:
Which age group do you belong to?
Choices: 16 to 20, 21 to 25, 26 to 30, Above 30
Which sector do you belong to?
Choices: Private Companies, Government and Statutory Boards, Entrepreneurs, Students, Stay Home
Submit
Findings (Perception of Uber and its role in the “sharing economy”)
Our millennial respondents perceived “Ease of getting transport” (72), “Reliability” (65) and “Safety” (48) as
the top three most important factors in deciding on the app to use. “Convenient to use” or the ease of
usage was another important factor chosen by our respondents. Looking at these four factors, while Uber is
generally perceived to be reliable and easy to use and make it easier for people to get transport,
respondents reserved their opinions about its safety.
48
65
72
47
15
3
28
9
10
0
0 10 20 30 40 50 60 70 80
Safety
Reliability
Ease of getting the transport
Convenient to use
Ease of payment
Comfort
Price in general
Promotions
Pleasant service by drivers
Value-added services (music, events,…
Exhibit 4A: Top 3 most important factors in deciding taxi/private car app to use
0
7
24 25
44
51
34
55
49
30 32
0
7 7 10
20
0 4
0 0
Safety Reliability Ease to Use Ease of getting transport
Exhibit 4B: Perceptions about Uber
Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree
Although price was stated as the main reason that will deter them from using UberX and UberExec (Exhibit
4C), more than 50% respondents found the price by Uber reasonable (Exhibit 4D) and price (26) was less
important than the four other factors, as listed in Exhibit 4A.
Although the number is less significant, we should also look into the second most important factor –
respondents feeling uncomfortable about private cars even if they are licensed. This is because the concept
of maximising the use through rental of private cars is one of the key ideas in making the trasnportation in
the “sharing economy” work. 7 out of 25 respondents who chose discomfort with private cars also chose
safety as a factor that will deter them from using.
11
25
56
23
8
10
5
4
0 10 20 30 40 50 60
Safety
Uncomfortable with drivers of private cars
Price
Slow response
Reliability
Trust in Uber
Don't use or do not need
Not applicable - ok with private cars
Exhibit 4C: What deters/ will deter you from using UberX and UberExec
Relatively Expensive
16%
Reasonable 53%
Relatively Cheap 0%
Depends 31%
Exhibit 4D: Perception about Uber's Price
Regarding Uber’s role in the “sharing economy” and transport in Singapore (Exhibit 4E), more than 70% of
the respondents felt that the ride-sharing idea of Uber has helped drivers to use their vehicles more
effectively and improve the overall experience of transport in Singapore.
Regarding brand awareness of Uber (with reference to Question 3), 9 respondents have not heard of Uber
and 27 do not use Uber. For those who do not use, 7 respondents do not use because they drive, walk or
take public transport to their destination and another 3 respondents replied that they do not trust Uber.
Using these findings, we can elaborate about the ease of getting transport and reliability in our
communication plan on the importance of the “sharing economy” while thinking about ways to improve
the perception about safety and reduce the discomfort in boarding private cars which could also be related
to safety. If possible, we can also elaborate on how the “sharing economy” will help to effectively match
supply with demand and in the process reduce price.
18
25
53 48
1 1
28 26
0 0 0
10
20
30
40
50
60
Effective use of vehicles Overall experience improved
Exhibit 4E: Uber's role in transport
Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree
Findings (Regulations)
Below are the responses towards the new regulations. They are not mutually exclusive as respondents can
select up to three options.
Responses Number of people who chose this option
Redundant. It does not solve the problems of taxi availability 50
Will make it more difficult to get taxi 16
Will kill off the good taxi applications. Due to lack of competition, the services will not get better 25
They should not put so many restrictions on good taxi apps like Uber and GrabTaxi that have improved the transport service in Singapore 35
There will be no difference. The current apps have met/will meet the necessary criteria and regulations 8
Need to observe longer to see whether it will help to improve the transport system 30
New regulations are needed but should not be so strict that it restricts competition 40
Good framework to help both the passengers and the drivers 26
Good framework for the passengers but bad for the drivers 5
There should be new regulations for private car rentals too 7
The new regulations should be stricter to enhance the safety and reliability 9
Findings (Receptiveness to tactics)
The tables below show the findings on whether providing background and/or reviews will affect the
likeliness to use Uber, especially for those who have not used Uber.
More than half of the respondents felt that providing background and reviews may increase their likelihood
of using while the rest do not feel that reviews are necessary. Using Chi-square test, the p-value = 0.34
(more than significance level of 0.05) which indicates that we are unable to establish relationship between
usage, reviews and background. However, we note that the sample size is too small to establish a
significant relationship. We also note that providing background and reviews is one way of improving the
perception of safety.
With background and reviews No reviews required Total
Used Uber 39 25 64
Have not used Uber 20 16 36
TOTAL 59 41 100
More than 50% of respondents felt that promotions are good but Uber should resolve other issues, such as
the demand for transport. Most respondents also felt that collaborations are good. When asked about the
types of collaborations, more than 60 respondents chose the collaborations with credit card companies.
The 2nd most popular choice is the collaboration with online promotion sites. Other suggestions include
collaborations with restaurants or all of the choices.
These promotions are redundant
5% These promotions are good but they cannot match the demand for the taxis/transport
26%
These promotions are good but there
are other issues they need to resolve first
30%
These promotions are very good ideas to get consumers to use and Uber should
offer more 39%
Exhibit 4F: Promotions by Uber
Provide background and reviews of drivers
Provide reviews
No reviews required Total
Used Uber 14 25 25 64
Have not used Uber 10 10 16 36
TOTAL 24 35 41 100
28
17
42
23
1
0 5 10 15 20 25 30 35 40 45
There should be more of such collaborations for morevalue-added services and better experience
It makes the ride more pleasant and is nice to have
It is good but it is alright not to have those services
The collaborations are redundant
It is better not to have those services
Exhibit 4G: Collaborations
62
2
23
10
0 10 20 30 40 50 60 70
credit card companies such as VISA, AMEX,MASTERCARD
airlines and airline alliances such as Star Alliance,Oneworld, SkyTeam
online promotions sites such as Groupon, Ratuken,Lazada
Others, please specify:
Exhibit 4H: Types of collaborations
APPENDIX 5: INTERVIEW FINDINGS (ACADEMICS)
Objectives
- To understand the work of academics and their motivation and interests
- To get insights from the perspectives of academics about the “sharing economy” especially in context of
Singapore transportation system and the role of Uber in promoting the benefits of the “sharing economy”
Sampling
Purposive sampling5 was used because of the short timeframe, restricted budget and specific target
audience – Academics, with research area/area of expertise in urban planning and public policy especially
on urban transport. We use faculty listing as well as individual networks and newspaper articles to identify
the academics to approach and sent an email to request for interview.
List of academics that we have approached
Name Title and/or School Research Areas/Areas of expertise
Response
Yooil Bae Assistant Professor of Political Science, School of Social Sciences SMU
Urban Problems and Public Policy
NIL response after 3 emails
Chung Wai Keung Assistant Professor of Sociology (Education), School of Social Sciences, SMU
Urban Problems and Public Policy
Rejected. Not area of expertise
John A Donaldson Associate Professor of Political Science, School of Social Sciences SMU
Urban Problems and Public Policy
Rejected. Not area of expertise
Ann Florini Professor of Public Policy School of Social Sciences SMU
Urban Problems and Public Policy
Rejected. Not area of expertise
Hiro Saito Assistant Professor of Sociology, School of Social
Urban Problems and Public Policy
Rejected. Not area of expertise
5 Module: Communication Research
Sciences SMU
Song Jiyoung Assistant Professor of Political Science School of Social Sciences SMU
Urban Problems and Public Policy
NIL response after 3 emails
Forrest Zhang Associate Professor of Sociology School of Social Sciences SMU
Urban Problems and Public Policy
NIL response after 3 emails
Bussarawan Puk TEERAWICHITCHAINAN
Assistant Professor of Sociology School of Social Sciences SMU
Urban Problems and Public Policy
NIL response after 3 emails
Ashish Lall National University of Singapore
Asian competitiveness Growth and technology in Asia Regulatory policy Trade, investment and finance Transport policy
Rejected. Not area of expertise
Paul A. Barter National University of Singapore
Bicycle policy Public transport policy and regulation Travel demand management Urban transport policy Barter, P.A. (2013): Singapore’s Mobility Model
Rejected due to time
Lee Der Horng Department of Civil and Environmental Engineering, National University of Singapore
Intelligent Transportation Systems (ITS), container port operations, aviation management, traffic simulation, transportation policy, regional and urban transportation planning, sustainable transportation and mobility.
No response
Asst Prof Walter Edgar Theseira
Assistant Professor Division of Economics School of Humanities and Social Sciences, Nanyang Technological University
Applied Microeconomics (Empirical) Public Economics Industrial Organization Labor Economics
Responded
Template for Interview Questions*
1) How has your past research contributed to the urban planning and transportation in Singapore?
2) What is your view on the transportation system and framework in Singapore?
3) The “sharing economy” is seen to be the current trend in our current world. What is your view on the
“sharing economy”?
4) What is your view on the “sharing economy” in terms of transportation in Singapore?
5) What is your view on the latest news of LTA's new regulatory framework for third-party taxi booking
services (21 Nov 2014)?
6) What do you think of Uber in promoting the “sharing economy” and improve the transportation
situation in Singapore?
7) What will motivate you to write on how the “sharing economy” can help certain key sectors such as
transportation in Singapore, especially when transportation is an integral part of Singaporeans' lives?
*Questions may be altered to suit the situation and get relevant insights
Phone Interview with Professor Walter Edgar Theseira (Assistant Professor Division of Economics
School of Humanities and Social Sciences, NTU)
Prof Walter: I saw your questions but maybe we will just focus on just Uber and transport since your
project is about Uber and the “sharing economy”. We shall just skip question 1 and 2.
From the economic point of view, the “sharing economy” allows resources as one certain factor of
production to be utilised to greater extent than traditional organisations. So we have Airbnb and Uber.
Previously there is transaction cost. If you compare the use of private cars and the use of taxis, especially in
Singapore, people may choose to buy a car because of the transaction cost of finding a taxi.
The “sharing economy” works because internet reduces transaction cost. However, there are questions
about how successful the “sharing economy” is. There are certain issues. One issue is that it is not clear
about Uber, Uber especially, and its business model and how economically self-sustainable the business
model is. Uber spends a lot of money on capturing market share but its business model can be copied by
others. So we have several new platforms. Most platforms engage in price competition and the question is
which platform is better capitalised. In broader economic point of view, we should try to increase utilisation
of resources rather than engage in price competition and fragment the market further.
In economic terms, there is a fixed cost so anything that increases utilisation will be motivation for
enhancing. Uber does help to improve transport network by allowing people to utilise the underutilised or
unutilised private cars. Traditionally, people need to call the phone number of the different private car
rental companies. Now they could call Uber to match up to the private car rental. Apps like Grabtaxi and
EasyTaxi, increase the efficiency in matching supply and demand. Traditionally taxi drivers know about the
location where there is demand for taxis, through experience, chats and word-of-mouth. Now the apps
allow the taxi drivers to know more about where the passengers are.
Question: Can you tell us more about the benefits and limitations about the “sharing economy”
especially in the context of transport and Uber?
Prof Walter: The limitations will be in the regulatory and the business models. First, the model about
private cars is not clear. Is it the best model?
Taxis provide service for the passengers where they move passengers from one point to another. They are
regulated because taxi drivers have power over the passengers while moving them and thus the passengers
are uniquely vulnerable. Uber drivers are not subjected to same regulations in different countries. While
Uber has assured people through insurance and licensing, there are still concerns. As their concept of
matching private cars is new, they are not allowed in other places or they have to match the existing
regulations on private car rentals and taxis. Uber’s potential lies in matching private cars which are
generally under-utilised especially compared to taxis. However, there is no regulatory framework for
private car. Also, their business model for private cars has yet to address the issues about public safety.
There are still open questions.
Question: LTA recently announced the new regulations for 3rd party taxi booking app. Under the new
regulations, all apps have to be registered and drivers have to be licensed, there will be fare-related
safeguards for commuters, the services cannot require commuters to specify destination and they need
to provide customer support service for commuters. What is your view about the new regulations,
especially on the impact on apps especially Uber, consumers and the “sharing economy”.
Prof Walter: In basic market mechanism, the prices would be adjusted to match the demand and supply.
However, in regulated taxi markets, they do not allow the adjustments. One reason is to protect consumers,
especially in Singapore where you cannot get taxi at certain hours. LTA prohibit price adjustment because
they believe that protecting consumers who cannot afford the price hikes are more important than letting
consumers get taxi by paying more. In this aspect, the efficiency of getting resources, in this case taxis, is
reduced.
Second impact will be caused by the restrictions to specify destinations. Taxi drivers have preference for
places and thus do not want to take people to some places especially where nobody can access. Thus, LTA
implemented this regulation.
Any last question?
Question: As an academic, what do you think about the “sharing economy” as a topic to write on? What
will motivate academics to write about it? Do you think the trend will continue?
Prof Walter: If we take a step back to what I have mentioned earlier, the “sharing economy” works when
the business model reduces the transaction cost and separate out production and integration. It will be
efficient when the surplus can be captured by people.
The trend will definitely continue but to academics, one thing to ask ourselves is to what extent it (the
organisation/app leveraging on the “sharing economy”) improves efficiency. Currently, it is not clear. For
example, the current taxi apps add value and help to improve efficiency. In fact apps like Comfort Delgro
have decent matching system although more can be improved. If the app does not add value and increase
efficiency, it will only fragment the market further.
APPENDIX 6: REVIEWS OF CAPSTONE REPORT BY UBER CONSULTANT
Objective
To gather further insights about transport system in Singapore and Uber, especially from the perspective of
Uber’s consultant
Respondent
Steven Liew, Executive Director at APCO Worldwide, Consultant to Uber Singapore
Email response
From: Liew, Steven <[email protected]>
Sent: 25 February 2015 17:17
To: Isaac Kyle AHMAD
Cc: Jasmine LEONG; LEE Shu Fen
Subject: RE: SMU Capstone Project - Research Paper on Uber
Hey man - all good points but I am not sure Uber is going to be so altruistic to deal with the
disintermediation of human drivers by providing them with alternative employments. Having said that, they
do have a great UberVet program in the US where returning war veterans are trained and offered easy
loans to become drivers.
On the 2nd point, I think it is already happening. Technology companies, by and large, had an easy run for
the last 2 decades. Now they are getting way too big. Controlling way too many aspects of our daily lives.
And behaving, well sometimes, in ways which are a bit insensitive to the feelings of their customers. So, I
do expect more backlash against Uber and any other tech companies which do not put their customers first
in their priorities.
SL
-----Original Message-----
From: Isaac Kyle AHMAD [mailto:[email protected]]
Sent: Wednesday, February 25, 2015 2:26 PM
To: Liew, Steven
Cc: Jasmine LEONG; LEE Shu Fen
Subject: Re: SMU Capstone Project - Research Paper on Uber
Hi Steven
Thank you very much for your quick response.
The topic of autonomous vehicles is getting hot recently. When Uber replaces all its drivers with
autonomous vehicles, it will support LTA’s movement to reduce the number of cars on the road. However,
it will leave many drivers unemployed. I must say that part of the building blocks that Uber will need to
include in the master plan should cover HRM aspects such as compensation packages, skill retraining for
those who affected and job placements in other sectors or even job mobility opportunities within the ONE
ASEAN region or other regions. This will then involve many other government organisations to collaborate.
We will aim to address this issue on how Uber can aligned itself to the future vision.
Can the scenarios for the tech industry be similar to the banking industry? Just like how M&As had have
happened and the disintegration of banks, the loss of public trust and reputation. Could Uber and its
competitors be subjected outcome? I think it is all part of a cycle of business evolution. Correct me if I am
wrong on this. Similarly, we will review this aspect and finalise our recommendations based on this
anticipated outcome.
Sure, we will send you the final copy by the weekend.
Thank you very much once again for all your help.
Best regards,
Isaac
> On Feb 24, 2015, at 6:15 AM, Liew, Steven <[email protected]> wrote:
Hi Issac - this is good. I agree with most of your findings and recommendations. As validation, we have
done or are doing a lot of the stuffs you have outlined. They are still work-in-progress so you probably only
found some reporting in the public domain. Quite a bit of the work is still behind closed doors. But you guys
are definitely on the right track.
> Only 2 comments/suggestions:
> 1. There are 2 pieces of long term planning in Singapore which have relevance for our work here - the
Smart Nation Initiative and the Sustainable Singapore Blueprint. Uber looks at itself as more than just
providing on-demand transport for human beings. When Uber CEO talks about his long-term vision, he
envisages Uber being the matrix connecting people to things they want in a city. So, in the not too distant
future when we have fully autonomous vehicles (cars, boats, bikes, drones, planes, whatever), your Uber
app becomes a remote control for you to order anything (products or services) you may want from your
couch and have it/him/her delivered to you. Or you delivered to the place where you can consume
whatever it is you want to consume. Both master plans have elements which hint at such a future and are
also putting in place building blocks which allow for something like this future. So, how can Uber's stories in
Singapore be aligned with this future vision?
>
> 2. The technology sector is a winners take all industry. This is especially so with dot-coms. They use a p.c.
term called "scale". As a lawyer, I call it "market dominance". Think about all the leading dot-coms out
there. The leader is usually also the most dominant market leader. Uber, IMHO, wants to kill all its
competitors - be they fellow app companies or the incumbents. As you think about your strategy to engage
these 2 groups of stakeholders, keep this "winners take all" philosophy in mind.
>
> Hope this helps. Do send me a final copy when you are ready to submit. Great stuffs.
>
> Best regards,
>
> Steven Liew
>
On 24 Feb 2015, at 3:35 am, Isaac Kyle AHMAD
<[email protected]<mailto:[email protected]>> wrote:
>
> Hi Steven
>
> Thank you for agreeing to review my group’s research paper on Uber and its role in Singapore’s
transportation Shared Economy sector.
> Please find attached two documents; the research paper itself and the other is the appendices section.
> It would be great to hear your honest feedback about our findings and recommendations. We look
forward to hearing from you latest by EOD this Wednesday 25 March. We reserve the last 2 days of this
week to make any final changes to the paper before we submit it on 1 March.
>
> Thank you very much for all your help throughout our journey in producing these documents.
> Best regards,
> Isaac
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APPENDIX 7: REVIEWS OF CAPSTONE REPORT BY COMMUNICATION PROFESSIONALS
Objective
To gather more insights and feedback about the communication plan from perspectives of communication
professionals
Respondents
Graduates of Masters of Science in Communication Management class 2013
1. Marcus Loh, Associate Director, Ogilvy Public Relations Worldwide
2. Gloria Tan, HR Director at National Environment Agency
Response 1
Below is the feedback from Mr Marcus Loh after reading first draft. We have incorporated his
recommendations in subsequent drafts and final paper.
Response 2
Below is the feedback from Gloria after reading the final draft