Cover Story: Travel Smarter
Uber wants to change the way you think about travel. Emmet Ryan spoke with Jo Bertram, the firm's general manager for Britain and Ireland.
Like its market rival Hailo, Uber doesn't take a traditional approach to reaching its audience. The taxi and executive car-hire firm relies heavily on social media and word of mouth to spread interest. This strategy goes beyond traditional cost-cutting - the business is trying to make the first time in an Uber car more important in the decision process than when the user first hears about the business.
''Typically the way we do ...
