Smartphone car services like Uber and Lyft are attempting to recreate how people travel. To do so, they must distinguish themselves from other types of urban transportation.
Uber is hoping to find its niche by lowering rates, with the goal of providing transportation that is cheaper than owning a car or taking a taxi. But with prices low, to stay profitable the company is also gambling that more customers will use its services.
Read more about the future of smartphone-based transportation services here.