First, let's list out the key goals for both the businesses & we will write down the impact of each of these strategies on these metrics.
- Create Awareness
- Acquire Users
- Retain Users
- Earn Revenue
- Decrease Costs
- Ease of development & use
To evaluate, we will look at Pros & Cons from business perspective of both these strategies against the goals.
|Goal||Advantages of having one App||Advantages of having different Apps|
|Create Awareness||Easier to create awareness of Uber eats via much used & liked Uber cab service.|| |
|Acquire Users||Easier to acquire users since there is only one app & cross-sell the services|| |
|Retain Users||Retention fo combined apps would be higher than different individual apps|| |
|Earn Revenue||Cross-selling can be done to increase revenue per user|| |
|Decrease Costs||Will lead to a decrease in marketing & customer acquisition cost as we need to market just one app|| |
|Convenience & Ease of use|| ||Will make development a little easier as two different apps can be managed separately. 2 businesses have to be in sync always in terms of feature & flows or else app may look disjointed.|
|Convenience & Ease of use||The app download is a huge friction point for a user & having one app reduces that friction|| |
|Convenience & Ease of use||Convenience to the user as he or she can use the same wallet etc and don't need to set up different apps|| |
|Convenience & Ease of use|| ||App size will keep on increasing even if the users don't want Uber Eats/. With different apps, app size can be controlled|
|Strategy|| ||ese are 2 entirely different needs & requirements so from 'user needs' point of view the strategy doesn't align|
Basis above data, I believe both Uber Eats & Uber Rides should be one app since advantages far outweigh disadvantages. Moreover, disadvantages can be handled with right interventions. While from user point of view it, this might look out of sync but concept of super app is not new & with the right UI we can make uber ride & uber eats user ‘oblivious’ to one another. Other key issue is business & development alignment which I believe can be handled with correct org structure and team setup. With respect to app size, I believe this is a challenge but with faster internet, availability of Wifi, cheaper internet, this is not going to be a huge challenge for Uber.