As reported by The Verge: Uber is arming teams of
independent contractors with burner phones and credit cards as part of
its sophisticated effort to undermine Lyft and other competitors.
Interviews with current and former contractors, along with internal
documents obtained by The Verge, outline the company’s evolving
methods. Using contractors it calls "brand ambassadors," Uber requests
rides from Lyft and other competitors, recruits their drivers, and takes
multiple precautions to avoid detection. The effort, which Uber appears
to be rolling out nationally, has already resulted in thousands of
canceled Lyft rides and made it more difficult for its rival to gain a
foothold in new markets. Uber calls the program "SLOG," and it’s a
previously unreported aspect of the company’s ruthless efforts to
undermine its competitors.
Together, the interviews and
documents show the lengths to which Uber will go to halt its rivals’
momentum. The San Francisco startup has raised $1.5 billion in venture
capital, giving it an enormous war chest with which to battle Lyft and
others. While the company’s cutthroat nature is well documented, emails
from Uber managers offer new insight into the shifting tactics it uses
to siphon drivers away from competitors without getting caught. It also
demonstrates the strong interest Uber has taken in crushing Lyft, its
biggest rival in ridesharing, which is in the midst of a national
expansion.
After The Verge asked
Uber for comment on its report, the company stalled for time until they
could write this blog post introducing Operation SLOG to the world. "We
never use marketing tactics that prevent a driver from making their
living — and that includes never intentionally canceling rides," the company said.
‘A special ongoing project’
Earlier this month, CNN reported that Uber employees around the country ordered and then canceled 5,560 Lyft rides,
according to an analysis by Lyft. (Lyft arrived at this figure by
cross-referencing the phone numbers of users who tried to recruit Lyft
drivers to Uber with users who had previously canceled rides.) Uber
flatly denied trying to sabotage its competitor: "Lyft’s claims against
Uber are baseless and simply untrue," the company said.
But one Uber contractor The Verge
spoke with said Lyft’s complaint had merit. "What’s simply untrue is
that not only does Uber know about this, they’re actively encouraging
these actions day-to-day and, in doing so, are flat-out lying both to
their customers, the media, and their investors," the contractor said.
Until now, the canceled Lyft rides have been understood as a kind of
prank call designed to keep competitors’ drivers off the road. But
interviews and internal documents suggest another reason: Uber’s
recruitment program has vastly increased in size and sophistication, and
recruiters cancel rides in part to avoid detection by Lyft.
The ground troops in Uber’s
sabotage campaign are the company’s ambassadors, some of whom it hires
through TargetCW, a San Diego-based employment agency. For the most
part, ambassadors work at events or on college campuses, promoting Uber
as a cheap and easy way of getting around town. The primary goal is to
recruit riders, not drivers, and Uber calls the activity "slanging."
But since at least mid-summer, some brand ambassadors in New York have
been turning their talents against Lyft. Using Uber-provided iPhones and
credit cards, the contractors hail rides, strike up conversations with
their drivers, and attempt to sign them up before they arrive at their
destination. (In other cities recruiters travel with "driver kits" that
include iPhones and everything else a driver needs to get started on
Uber; ambassadors were told New York State does not allow this.)
Compensation varies, but contractors can earn a $750 commission for
successfully recruiting a single new driver to Uber, according to a
contractor.
Organizing a street team
As Lyft has gotten better at
sniffing out recruiters and banning them from the service, Uber has been
forced to alter its tactics. In the run-up to Lyft’s high-profile launch last month in New York City,
Uber organized a "street team" to analyze Lyft’s expansion strategy. On
July 9th, a marketing manager emailed a subset of the company’s
contractors in New York city with a new opportunity. "We have a special
ongoing project that we’re going to be rolling out next week and I
wanted to get about 8–10 of you to help out," he wrote. "This is going
to be completely based on your own personal hustle, as it’s not a
typical onsite event. We are going to have you working on your own time
helping us sign up Uber drivers, and there is HUGE commission
opportunity for everyone you signup."
Operation SLOG
The special ongoing project had
a different codename: SLOG. Contractors in New York who responded to
the "special ongoing project" message were invited to individual
hour-long meetings with Uber marketing managers, who had traveled from
Los Angeles and Washington, DC, to New York to oversee the team’s
creation.
It was there that the company
laid out its plan, according to a contractor. With Lyft’s arrival in New
York imminent, Uber said it was creating a "street team" charged with
gathering intelligence about Lyft’s launch plans and recruiting their
drivers to Uber. Contractors were then handed two Uber-branded iPhones
and a series of valid credit card numbers to be used for creating dummy
Lyft accounts. Uber assumed every contractor would be caught by Lyft
eventually; the second phone, according to a contractor interviewed by The Verge, was issued so "you would have a backup phone if and when that happened so you wouldn't have to go back."
Backup phones for days
A follow-up email outlined the
process for recruiting Lyft drivers in detail. It emphasizes the
importance of requesting rides from different physical locations so as
not to arouse Lyft’s suspicions, suggests methods of recruiting, and
outlines the process for signing up drivers on Uber’s platform.
The message linked to an
online form, which was still active as this story went to press, where
Uber could collect information about the Lyft drivers.
As their plans evolved, Uber
realized the likelihood that Lyft drivers would be recruited multiple
times by its team members and alert Lyft about the street team’s
existence. The solution: a private group on the messaging app GroupMe
where members of the street team could post Lyft driver profiles. That
way, Uber contractors could make sure their Lyft driver had not already
been pitched. "You guys will run into drivers you have already got in
cars with," a Los Angeles-based marketing manager emailed the team.
"Post the driver profiles in groupme when you request so people are
aware."
In messages to the
contractors, Uber’s marketing managers are full of good cheer. "Hello my
lovely Sloggers!" begins one note, which gives instructions for filling
out some paperwork. Once that’s out of the way, she writes, "then it’s
all the little Lyfts your hearts desire." She ends her sentence with the
hashtag #shavethestache, a reference to the big pink mustaches Lyft
drivers affix to their vehicles’ grilles.
Uber appears to be replicating its program across the country. One email obtained by The Verge
links to an online form for requesting burner phones, credit cards, and
driver kits — everything an Uber driver needs to get started, which
recruiters often carry with them. The form lists 10 cities, including
LA, Seattle, Boston, Miami, and Washington, DC. "We are growing and
growing so with that said this will put some organization to your
madness," says the form, which was still live at the time of
publication. "I need BA phones to make a lyft account," reads one line,
referring to brand ambassadors; "Great how many do you need," reads the
line below.
"This will put some organization to your madness!"
Uber’s aggressive tactics
reflect the fact that ridesharing is largely a zero-sum game: a driver
picking up an Uber customer can’t simultaneously pick up a Lyft
customer. (Drivers are allowed to drive for both services, though the
companies discourage the practice.) Having more active drivers on the
road creates a virtuous circle
that improves geographical coverage, increases demand, and allows
services to lower prices by taking a smaller cut from a growing number
of rides. Uber and Lyft are competing to become the first app you think
of when you need a taxi, and the service with the most drivers likely
stands the best chance of winning.
That helps to explain why competition between the two has become so vicious, with Uber and Lyft both offering hefty bonuses and other perks
to drivers who switch services. For a time, Uber lost money on every
ride to help spur demand. And Lyft has itself aggressively recruited
Uber drivers, offering cash bonuses for joining, and hosting free taco lunches at its driver center. The Spy-vs.-Spy
nature of their competition was revealed again earlier this month, when
Uber caught wind of Lyft’s multi-passenger ridesharing offering and
preemptively announced a nearly identical offering the night before Lyft
made its announcement.
Lyft declined to comment for this story. After Uber became aware that The Verge
was asking questions, Target CW sent out multiple emails warning
contractors that talking to the press violated a non-disclosure
agreement they signed when they joined.
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