Nick Boylan

Passengers continue to reap the benefits of Uber, with the ride sharing company announcing a 15 per cent price cut to customers via email on Wednesday at midnight. This follows further announcements on Tuesday that Uber would be partnering with Optus to provide customers with Wifi and mobile phone fast chargers. Despite the negative opinions of Public Transport Minister Jacinta Allan and Nathan Brenner’s $900 fine in December of 2015, Uber is continuing to grow in Melbourne.

Following a previous price cut in May of 2015, Uber are attempting to “increase driver-partner earning potential”, the company said in a statement on their website. The new price cut would mean that the base pick up rate would drop from $6 to $5.20. While positive for passengers, the price cuts have angered some drivers. “Took this latest kick in the guts to learn the lesson. Not doing uber any favours anymore as they sure as **** don’t do any for us,” said in an online Uber forum. 

With some drivers threatening to strike, other Uber drivers are less worried, believing it will eventually be a win-win scenario. “Because I drive a six cylinder car, it means that my fuel is more expensive. It’s obviously great for customers but not the best for drivers at first. But hopefully it will generate more service for us, increase the demand, and balance out the price cut,” said Uber driver Sijin Joseph. 

Previously mentioned, passengers will now have access to Wifi hotspots in Uber vehicles, with up to 10 mobile devices able to connect at any one time. Uber drivers will also have access to discounted Optus data and mobile plans, with a special BYO $40 plan. This will include unlimited calls and text messages, 300 minutes of international calls and a large data pack of 10GB. “Uber has fundamentally changed the way we think about getting from point A to point B, and for us this is an opportunity to create a truly connected experience for drivers and riders by using our superfast 4G Plus Network,” said Director of Local Markets Steve Long in a media release.

As cab ranks become even more barren, the millennial generation continue to be the main demographic of Uber customers. In a report by Goldman Sachs, it’s explained that ride-sharing services like Uber are able to provide the access over ownership that millennial crave, promoting what is effectively a “sharing economy”. One of these millennials is Dana Kavanagh, who has used Uber since. “I feel much safer and like I’m getting better value out of getting an uber when compared to a taxi. I think it comes down to Uber drivers structuring of driving/working when they have free time or when they feel like it. Whereas cabbies have shifts and if you catch them in a bad mood it’s a pretty unpleasant and uncomfortable experience when you’re paying for the service. At the end of the day, Uber>Cabs” Miss Kavanagh says.