Blog Sree Vijaykumar | From the Editor's Desk The trade-off between vertical integration (including asset ownership) and scaling speed is an important one. The reason Uber managed to scale so quickly is because they were able to maintain a high quality customer experience, while keeping the most expensive asset in the transportation business, namely the car, out of their ownership. They were able to do this through smart use of technology and data (accurate maps, driver ratings and incentives, predictive algorithms, etc), where car ownership did not matter for the customer experience. This did not work in the case of hyperlocal and delivery businesses because these startups were not able to control the customer experience using data. Part of the reason is market maturity - gathering real-time inventory data across hundreds of small vendors and SKUs is nearly impossible. This is a challenge in marketplace ecommerce businesses as well. The player that is able to continuously improve the customer experience using technology and data will eventually win this game. The full stack seems to be back in vogue, but what we really need are asset-light models that do a better job of utilizing technology and data.
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