Uber Capping Prices During Snowmageddon 2015
An anonymous reader writes that yesterday Uber announced a cap on surge pricing during the mammoth snow storm hitting the northeast this week; there will still be surge pricing, but it will be capped at 2.8 times the usual fares.
The cap comes after an agreement struck between Uber and the New York City Attorney General’s office in January 2014 that required Uber to limit prices during “abnormal disruptions of the market”, including emergencies and natural disasters. Uber also announced a national policy for its price limits during those emergencies. ... While Uber plans to limit dynamic pricing during this storm, the company has had a bad history with emergency situations and surge pricing. In late 2012, Uber received criticism for raising fares during Hurricane Sandy. (The agreement with the NY AG came in part as a result of Hurricane Sandy backlash.)
The purpose of the elastic pricing was to make sure that there was always a nice supply of drivers. Cap the prices, and you won't have as many drivers available to drive you around in the snow. Econ 101, right?
Most of the affected area seems to have one.
No sir I dont like it.
They tax booze, tobacco, and anything fun, and raise tariffs, expressly to reduce demand. They subsidize whatever they want more of, to nudge people and to reward cronies.
Yet they think raising the minimum wage will increase the demand for low skill workers, they think wage and price controls will reduce demand and increase supply, they think capping surge pricing will increase supply and reduce demand, on and on the hypocrisy goes.
Just go away, nannies. Go away.
Infuriate left and right
This move by the AG office shows a complete lack of understanding of basic economics. But I suppose it also goes to priorities. Is your priority to deliver services to people in need during major disruptive events, or is it to prevent people from having to pay high prices for goods and services during major disruptive events?
If you want people to be able to get supplies and mobility (via Uber), then you'd let prices find their own level. Nobody wants to be out running a car service in a blizzard. But if the price is right? Maybe you get in your SUV and go to work. Higher prices means more supply - until there is enough supply to meet demand. Then prices will fall again as demand wanes and supply increases.
If you need milk, bread, ice and water after a hurricane hits you could wait for FEMA to deploy and deliver while using the law to keep prices stable. Or you could let prices rise until it is worth it for someone with a big truck and a chainsaw for clearing downed trees to drive a load of supplies in from another state.
Politicians are going to respond to the outrage of "Price Gouging", which places the priority on price stability at the expense of delivering needed services.
Uber's model is to allow prices to find their own level. If there are not enough cars to meet demand, prices rise until there are. If there are too many cars chasing too few riders, prices fall until there is balance. This is the best way to ensure that service is delivered to those who need it, but it doesn't guarantee what the price will be.
It's a company. They are not in the "only trying to help" business. What company has ever done that? They're in the grow market share and make money business...by filling a need in society and adhering to local laws when needed.
My God can beat up your God. Just kidding...don't take offense. I know there's no God.
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It would be simpler for the government to forbid the trade of goods and services during an emergency situation.
Uber does a poor job with how they present their pricing. They need to reboot how they present it. You cannot just increase prices, no matter how justifiable it is, without feeling backlash from consumers, because this create a "loss" scenario for them, for which there is no "win" to contrast it.
Uber should increase their baseline pricing 400% and offer a 75% discount during non-surge/off-peak times. They should make sure the consumer is well aware of this whenever they ride. eg: "Fair cost: $80. Off-peak discount: $60. Amount due: $20" This is a win, and will be something Uber users feel good about for 95% of their trips.
During surge pricing, you remove the discount. Now this isn't a loss from a consumer's perspective - it's just "normal" pricing.
Cool, they can just live with fewer Uber drivers.
Hypothetically speaking, if I'm desperate to get somewhere, and I'm willing to pay *whatever it takes*, why is it a good idea to limit the surge pricing?
If raising the price from 1.0 to 1.5 raises the number of drivers considerably, what about raising it from 3.0 to 4.5? In both cases the price increases by the same multiplier.
Or what about having an auction system where each person that wants a ride indicates how much they're willing to pay for it? Would you want to cap that as well?
They would randomly choose "zones" in NYC, and charge for surge pricing in some, and not charge in others.
Then they could provide data to tell us how the demand for Uber vehicles matched the supply.
My guess: you would see more demand than supply in the areas with no surge pricing. Which is pretty banal. What might be interesting is to see the magnitude of the difference.
The factor that limits the number of cabs on the street is not the willingness of cab drivers to work, it's the number of medallions the City issues. If they wanted more cabs, they could just issue more mediallions.
The main problem with that is that the (public) streets have limited capacity, and more cabs would cause more traffic jams, with the end result that nobody could get through the (public) streets. I know that every day at 6pm 9th Avenue is jammed with bumper-to-bumper traffic, and I can walk faster than a cab.
http://www.deathandtaxesmag.co...
http://www.nationaljournal.com...
Price gouging, especially during an emergency situation, is illegal in many places. So basically what Uber is doing here is making themselves legally liable to return every red cent they collect over the normal rate during the snowstorm, not to mention inviting punitive damages.
This is a direct reaction to what they did in Sydney during the Martin Place Hostage Crisis. Uber was caught charging $100 for a ride that only cost $30 in a normal, licensed and insured taxi. Their response was "free market, so fuck you Australia". Whilst the world ignores this happening in Australia, they wont ignore it happening in NY.
Calling someone a "hater" only means you can not rationally rebut their argument.