What Is Uberization? (And How To Survive It)

“Uberization” is the phenomenon that new, lean, market players do business differently, and “steal” an enormous slice of your market share. They can also try to target the juiciest bits in your industry. Below I will describe 5 defensive measures.

Recently I read Survivalgids voor de Digitale Jungle (only in Dutch), a convenient guide for managers on how to counter digital threats. In this comprehensive book, security expert Brenno de Winter posits that we can learn from the animal kingdom when we want to keep our systems safe. For example, when zebras drink water, there is always a group that stands watch for possible danger. Hence, cybersecurity is not something that has to be paid attention to only occasionally; it needs constant vigilance.

The zebras’ lesson is also applicable to my field of expertise: disruption in business. In other words, companies should not only focus on their core business but also be alert to possible shifts in the market. You have to be a vigilant zebra.

This is emphasized by the rise of Uber and its ilk. René Jongen even sees “Uberization” as one of the current market trends. This concept can be described as the phenomenon that new, lean, market players do business differently, and “steal” an enormous slice of your market share. They can also try to target the juiciest bits in your industry.

I am confident that you don’t want to be “Uberized.” Though it sometimes seems as if disruptive companies such as Uber are forces of nature that you cannot stop, the good news is that there are some defensive measures that you can take. Let’s see:

1. Do not lean back if things are going well but be aware that your market position can be attacked at any time. In the first place, vigilantly guard the juicy bits of your industry but know that new players can also target the niches.
2. Customer-centricity is essential. Ask yourself what your client’s pains and gains are in each phase of the customer journey.
3. Monitor new players in your industry but also startups in other sectors that can affect your market. Can they better serve the customer than you do? If so, you have to reassess your business model.
4. Finally, be your own disruptor! Tear down your company to build a better one. How? A good first step is to play our DisruptR game and learn new, innovation techniques.