IEEE Technology and Society Magazine - June 2016 - 39
of how the company has treated
them. He suggested such drivers feel
that in introducing UberX, the company has effectively turned its back on
the professional drivers that helped
build the brand. Maybe the company
doesn't care about the professional drivers - maybe its long game
lies with UberX. But if informed and
experienced professional drivers
don't trust Uber, it's hard to see how
amateurs are going to do so.
So, Uber needs two things in
order to build and maintain trust.
First, it needs to make smarter use
of the technology at its fingertips.
Some of that is already in place -
simple, trustworthy financial transactions are clearly a key component
of the company's success to date.
But it also needs to assure users
that, for example, the company can
be trusted with the vast amounts of
data it gathers on their travel behavior. Finally, the company needs not
just the technical infrastructure
of trust; it needs to engage in the
behavior that will signal to users
that the company is here to stay,
here to be trusted, here to be a
reliable and trustworthy service provider for the long run.
Author Information
Christ MacDonald is with the Ted
Rogers School of Management, Ryerson University, Toronto, Canada.
Email: chris.macdonald@ryerson.ca.
Acknowledgment
This article is based on a blog post
that originally appeared December
10, 2014, on canadianbusiness.com.
nEWS AnD noTES
ISTAS 2016: An Update
he Steering Committee a nd orga nizing team of
ISTAS 2016 is glad
to report that the
planning process for the Symposium is proceeding according to schedule. At this time,
we are in the process of publicizing
the CFP and are accepting paper
submissions. For more information,
please visit our website at http://
istas2016.org
Here are a couple of updates:
The deadline for paper submission has been extended to 1
June 2016. The latest CFP
can be found on p. 6 of this
issue, and is available at http://
istas2016.org/cfp/.
■ The Steering Committee has
decided to have a Community
Engagement Workshop, an IEEE
Young Professionals workshop,
and a Women in Engineering
(WiE) workshop during Day 0
(Oct. 20, 2015) of the Conference. The Community Engagement Work shop w ill br ing
T
■
Digital Object Identifier 10.1109/MTS.2016.2572740
Date of publication: 2 June 2016
june 2016
∕
IEEE Technology and Society Magazine
together practitioners and organizations involved in socially relevant technologies. For more
information on the program,
please check http://istas2016.
org/programme/.
We request you to kindly encourage paper submissions to ISTAS
2016 from interested communities
that you are in touch with. We also
invite you to Trivandrum, Kerala,
India, during October 2016, to participate in person!
39
http://www.canadianbusiness.com
http://istas2016
http://http://
http://www.istas2016.org/cfp/
http://http://
http://www.istas2016.org
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