Uberization: definition, examples

The uberization of work and the economy is a concept born with the company Uber. It is the result of the development of new technologies. But how far is it going?

Definition of uberisation

The American company Uber was born in the United States (San Francisco) in 2009. The idea of the founders, one day that they could not find a taxi, was to put in direct contact, via a computer application available on a smartphone, the customer and a service of private drivers. UberCab (super taxi) was born. Thanks to several fundraisers, Uber has been able to develop in various cities around the world. His dazzling success earned him to be observed, and imitated, and gave his name to a social phenomenon, uberization. This consists of putting individuals and service companies in direct contact with each other (meal delivery, for example) thanks to new technologies that develop applications so that this connection is almost instantaneous.

Uberization of work

Now there are apps to connect employers and job seekers, with live appointments and immediate responses. Admittedly, it’s more violent, but at least it has the merit of being clear and fast. In this world where you always have to go faster, this is the number one advantage of uberisation. Go faster, it is what we ask employees, and also executives, reachable twenty-four hours on twenty-four or so, who must respond in the second at the least mail or SMS.

Uberization of society

Uberization of society

Everywhere, therefore, uberisation makes emulators. It is a question of putting back to the heart of the processes the customer and the will to satisfy it, and this, by removing the intermediaries (Le Bon Coin is an illustration). It works at the CtoC (consumer to consumer, from consumer to consumer), which has a positive impact in terms of environment and time earned. In 2014, the collaborative economy represented $ 115 billion. It is the flowering of individual companies, micro-entrepreneurs and other platforms. However, these platforms are criticized for perpetuating the classic capitalist model, while generating greater risks in terms of guarantees.

Example of uberisation

Uber and AirBnB are becoming the most famous examples of uberisation. But there are many others. To publish a digital book, it is to Amazon that one addresses, and to obtain an answer to a legal problem, to WeClaim or to the American Bar Association for the anglophones. The creation of algorithms makes it possible to answer simple questions asked by individuals and companies, with instant answers. This uberisation of the law allows players in this profession to spend more time on tasks with higher added value. The linking of service proposals and needs via the web is perfectly illustrated by BlaBlaCar, the carpooling website.

From : journaldunet.fr