{
 "company": "uber",
 "as_of": "2026-09-25",
 "choices": [
  {
   "id": "uber-p01",
   "business": "Mobility",
   "category": "product",
   "dimension": "Initial concept declined",
   "statement": "Garrett Camp's first idea was a limousine timeshare: he and Kalanick would split the cost of a driver, a Mercedes S-Class and a garage space and summon the car with an iPhone app. The company launched without owning cars.",
   "event_date": "2009",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "UB1"
   ]
  },
  {
   "id": "uber-p03",
   "business": "Mobility",
   "category": "product",
   "dimension": "App rebuild before release",
   "statement": "Graves had an outside firm rebuild Camp's prototype, which did not work well, before it was pushed to the App Store.",
   "event_date": "2010",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "UB10"
   ]
  },
  {
   "id": "uber-p05",
   "business": "Mobility",
   "category": "product",
   "dimension": "Dispatch algorithm",
   "statement": "Whelan optimized dispatch to account for drivers who might miss a dispatch, work he says lasted about three years.",
   "event_date": "2010",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "UB10"
   ]
  },
  {
   "id": "uber-g01",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "First riders",
   "statement": "Early riders came from Camp and Kalanick inviting friends and Graves presenting at startup demo events; by December 2010 Kalanick counted thousands of active riders in San Francisco.",
   "event_date": "2010",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "UB1"
   ]
  },
  {
   "id": "uber-p02",
   "business": "Mobility",
   "category": "product",
   "dimension": "First test",
   "statement": "Three cars ran a test in Manhattan's SoHo, Chelsea and Union Square areas with a few users.",
   "event_date": "2010-01",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "UB1"
   ]
  },
  {
   "id": "uber-p04",
   "business": "Mobility",
   "category": "product",
   "dimension": "Card-on-file sign-up",
   "statement": "The first engineer built sign-up flows that took a credit card and created user accounts; with them the service officially launched on June 1, 2010.",
   "event_date": "2010-06-01",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "UB10"
   ]
  },
  {
   "id": "uber-g02",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Driver recruiting",
   "statement": "Geidt recruited drivers by cold-calling them from Yelp listings.",
   "event_date": "2010-08",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "UB10"
   ]
  },
  {
   "id": "uber-g03",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Launch playbook",
   "statement": "Geidt took notes on everything she did launching a city; the notes became the first playbook and were refined with each later launch.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "UB10"
   ]
  },
  {
   "id": "uber-g04",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Washington launch",
   "statement": "Holt arrived in Washington on November 8, 2011, and the first ride took place on November 18.",
   "event_date": "2011-11-18",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "UB10"
   ]
  },
  {
   "id": "uber-p06",
   "business": "Mobility",
   "category": "product",
   "dimension": "Dynamic pricing",
   "statement": "Prices rise algorithmically when wait times and unfulfilled requests climb, to add supply and damp demand; the mechanism grew out of the early 2012 Boston test.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "UB11"
   ]
  },
  {
   "id": "uber-p07",
   "business": "Mobility",
   "category": "product",
   "dimension": "Low-cost tier",
   "statement": "UberX, a cheaper hybrid-car tier, was running in San Francisco alongside black cars by September 2012.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB15"
   ]
  },
  {
   "id": "uber-g06",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Peak driver pay test",
   "statement": "The Boston team tested higher driver pay on Friday and Saturday nights around 1 a.m.; on-road supply rose 70 to 80% and two-thirds of unfulfilled requests were eliminated.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "UB11"
   ]
  },
  {
   "id": "uber-g05",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Driver assurance",
   "statement": "After the taxi commissioner declared the service illegal, Holt called every driver partner and promised to reimburse any tickets and citations.",
   "event_date": "2012-01",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "UB10"
   ]
  },
  {
   "id": "uber-g07",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Low-price positioning",
   "statement": "Kalanick said a rival's advantage in getting supply was 'a problem' and that Uber had to become 'a low-cost Uber as well'.",
   "event_date": "2012-09-12",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "UB15"
   ]
  },
  {
   "id": "uber-p08",
   "business": "Mobility",
   "category": "product",
   "dimension": "Personal-car drivers",
   "statement": "UberX was extended to ride sharing with drivers' personal cars in April 2013, after Uber published a white paper on rivals exploiting unclear rules.",
   "event_date": "2013-04",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB16"
   ]
  },
  {
   "id": "uber-g08",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Repeated UberX price cuts",
   "statement": "Gurley reports that Uber cut UberX prices many times as utilization improved, pricing it well below a taxi in Los Angeles.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "UB12"
   ]
  },
  {
   "id": "uber-g21",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Capital raised ahead of revenue",
   "statement": "Uber raised $1.2 billion at a $17 billion valuation while operating in 128 cities.",
   "event_date": "2014-06-06",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB34"
   ]
  },
  {
   "id": "uber-p09",
   "business": "Delivery",
   "category": "product",
   "dimension": "First food delivery test",
   "statement": "UberFRESH delivered a $12 set lunch in Santa Monica on weekdays, curbside in about ten minutes, by Uber drivers, with no delivery fee; a Corner Store test ran in Washington.",
   "event_date": "2014-08-26",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB21"
   ]
  },
  {
   "id": "uber-g22",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Capital raised for expansion",
   "statement": "Uber raised a further $1.2 billion, which Kalanick said would fund substantial investment in Asia Pacific; it had gone from 60 cities to over 250 in a year.",
   "event_date": "2014-12-04",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "UB35"
   ]
  },
  {
   "id": "uber-p10",
   "business": "Delivery",
   "category": "product",
   "dimension": "Instant delivery in the ride app",
   "statement": "UberEATS instant delivery, limited to five menu items, sat inside the ride app and was given a more prominent position in summer 2015.",
   "event_date": "2015",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB22"
   ]
  },
  {
   "id": "uber-g09",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Fare cuts with guarantees",
   "statement": "Uber cut fares in 48 newer cities and guaranteed driver earnings in every city where it cut prices.",
   "event_date": "2015-01-08",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB17"
   ]
  },
  {
   "id": "uber-p11",
   "business": "Delivery",
   "category": "product",
   "dimension": "Standalone Eats app",
   "statement": "A separate UberEATS app launched in Toronto, with deliveries made by Uber's driver partners.",
   "event_date": "2015-12-09",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB22"
   ]
  },
  {
   "id": "uber-g12",
   "business": "Whole company",
   "category": "go_to_market",
   "dimension": "China exit",
   "statement": "Uber transferred its China business to Didi in exchange for a stake.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB2"
   ]
  },
  {
   "id": "uber-g23",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Spending ahead of revenue",
   "statement": "Kalanick said Uber was profitable in the US but losing over $1 billion a year in China.",
   "event_date": "2016-02-18",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "UB36"
   ]
  },
  {
   "id": "uber-p12",
   "business": "Delivery",
   "category": "product",
   "dimension": "Restaurant menus and tracking",
   "statement": "The US Eats app offered full menus of hundreds of restaurants plus an instant menu, and showed the driver's progress on a map as in the ride app.",
   "event_date": "2016-03-15",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB23"
   ]
  },
  {
   "id": "uber-g11",
   "business": "Delivery",
   "category": "go_to_market",
   "dimension": "Cross-promotion from the ride app",
   "statement": "The ride app directed users to download the separate UberEATS app, an approach Uber said it took from Facebook's Messenger.",
   "event_date": "2016-03-15",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB23"
   ]
  },
  {
   "id": "uber-p13",
   "business": "Delivery",
   "category": "product",
   "dimension": "Instant menu dropped",
   "statement": "In New York the ten-minute instant menu was cancelled in favor of made-to-order meals.",
   "event_date": "2016-04",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB24"
   ]
  },
  {
   "id": "uber-g10",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Launch staff and scale",
   "statement": "Geidt trained new launch hires, many former consultants, on her playbook and oversaw the launch of about 400 markets outside China.",
   "event_date": "2017-01-20",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "UB14"
   ]
  },
  {
   "id": "uber-g13",
   "business": "Shared platform",
   "category": "go_to_market",
   "dimension": "Ride Pass",
   "statement": "Ride Pass offered steady ride prices for $15 a month in markets such as Los Angeles and Miami.",
   "event_date": "2018-10",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB29"
   ]
  },
  {
   "id": "uber-p14",
   "business": "Shared platform",
   "category": "product",
   "dimension": "Shared technology stack",
   "statement": "Uber described Eats as built on its existing technology stack and used by many of the same consumers as ridesharing.",
   "event_date": "2019-04-11",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "UB13"
   ]
  },
  {
   "id": "uber-g14",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Incentives to build liquidity",
   "statement": "Uber said it could use driver and consumer promotions to attract both sides of the network, at a negative margin until it reached sufficient scale.",
   "event_date": "2019-04-11",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "UB13"
   ]
  },
  {
   "id": "uber-g15",
   "business": "Shared platform",
   "category": "go_to_market",
   "dimension": "Uber Pass test",
   "statement": "Uber Pass combined ride discounts, free Eats delivery and bike and scooter rides for $24.99 a month in San Francisco and Chicago.",
   "event_date": "2019-07-22",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB28"
   ]
  },
  {
   "id": "uber-g16",
   "business": "Shared platform",
   "category": "go_to_market",
   "dimension": "Uber Pass national rollout",
   "statement": "Uber Pass reached more than 200 US cities outside California at $25 a month.",
   "event_date": "2020-08-18",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB29"
   ]
  },
  {
   "id": "uber-p15",
   "business": "Whole company",
   "category": "product",
   "dimension": "Self-driving unit sold",
   "statement": "The Advanced Technologies Group was sold to Aurora, with an Uber investment and a partnership to bring Aurora's technology to Uber's network.",
   "event_date": "2020-12-07",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB6"
   ]
  },
  {
   "id": "uber-p16",
   "business": "Shared platform",
   "category": "product",
   "dimension": "Membership benefits",
   "statement": "Uber One gave 5% off eligible rides and deliveries, $0 delivery fees on qualifying orders, priority service and a credit when a delivery estimate was missed.",
   "event_date": "2021-11-17",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB30"
   ]
  },
  {
   "id": "uber-g17",
   "business": "Shared platform",
   "category": "go_to_market",
   "dimension": "Uber One pricing",
   "statement": "Uber One launched at $9.99 a month or $99.99 a year, with a half-price annual offer at launch.",
   "event_date": "2021-11-17",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB30"
   ]
  },
  {
   "id": "uber-g18",
   "business": "Delivery",
   "category": "go_to_market",
   "dimension": "Rides as an acquisition channel",
   "statement": "Khosrowshahi said rides brought Eats more new customers than Google, Meta and Instagram combined, at about a quarter of the cost.",
   "event_date": "2023-06-13",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "UB27"
   ]
  },
  {
   "id": "uber-g19",
   "business": "Delivery",
   "category": "go_to_market",
   "dimension": "Courier onboarding",
   "statement": "Khosrowshahi said couriers can start earning on Eats without a car inspection and are then offered other work on the platform.",
   "event_date": "2023-06-13",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "UB27"
   ]
  },
  {
   "id": "uber-p17",
   "business": "Mobility",
   "category": "product",
   "dimension": "Autonomous rides in the app",
   "statement": "Riders requesting UberX, Green or Comfort in 37 square miles of Austin could be matched with a Waymo vehicle at no extra cost and unlock it from the Uber app.",
   "event_date": "2025-03-04",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB7"
   ]
  },
  {
   "id": "uber-g20",
   "business": "Mobility",
   "category": "go_to_market",
   "dimension": "Exclusive autonomous distribution",
   "statement": "In Austin, Waymo rides were available only on the Uber app.",
   "event_date": "2025-03-04",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "UB7"
   ]
  },
  {
   "id": "uber-p18",
   "business": "Shared platform",
   "category": "product",
   "dimension": "Family Sharing",
   "statement": "Uber One members could extend benefits to another adult and their teens at no extra cost.",
   "event_date": "2026-02-04",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "UB32"
   ]
  }
 ]
}