Uber is fantastic at disruption, but it needs to do much to convince the public that it considers them as much a priority as it does its investors and financial stakeholders.
As Uber dips its toes in the logistics and delivery industry it has to be careful of how thin it spreads itself as its core product faces scrutiny around the world.
Although travel transactions are as simple as few taps, getting consumers actually into an app to book remains companies greatest challenge. Deep linking solves that by creating efficient channels from demand to purchase through industry partnerships.
Uber has gone from an unknown mobile app to a global service whose ambitious, and at times reckless, growth has brought it into the mainstream in cities around the world.
Consumers are sharing more personal data than ever before through mobile apps and a growing number of digital partnerships is making that data available to a growing number of related travel companies.