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Shafayet Hossain Yashfi
Shafayet Hossain Yashfi

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When Tech Plays Mind Games, The Curious Case of Uber Pricing

Recently, I came across an intriguing post that sparked a lot of thought. It was about an experience that offers a fascinating glimpse into the intersection of technology, behavioral analytics, and pricing strategies.

Here’s the story:
A colleague tried booking an Uber ride from the same location to the same destination using two phones at the same time. The goal? To improve the chances of securing a ride during peak hours. But here’s what happened instead:

  • On Android, the fare was Tk 407.31.
  • On iPhone, the fare was Tk 479.70.

Same app, same time, same route, yet different fares!

Now, this isn’t a bug. It’s a deliberate pricing strategy, powered by technology and data-driven decision-making. But why does this happen? Here are a few potential reasons:

1. User Behavior Profiling
iPhone users are often perceived as "premium customers." Data shows that they’re generally willing to pay more, and businesses leverage this insight.

2. Platform Fees
Apple charges up to 30% commission for in-app purchases, which often leads to adjusted pricing for iOS users to offset this cost.

3. Dynamic Personalization
Modern apps analyze user data, including device type, spending habits, and browsing behavior, to tailor pricing dynamically.

The Big Question: Fair or Deceptive?

From a business perspective, it’s a smart move to maximize revenue using data. However, for users, this can feel deceptive and unfair. especially when the same service comes with different price tags.

Should businesses be more transparent about such strategies?
Does this align with user-first design principles, or does it violate trust?

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