Uber took the lead in point-to-point, on-demand transportation, literally changing the way we move. It competes not by building its own fleet but by leveraging peer-to-peer coordination between drivers and passengers. At the time of this case, Uber was a privately held firm with an exceptionally high market valuation. Uber disrupted the taxi and limo industry with an innovative business model that outpaced many laws regulating this industry. Nothing seemed to hold the company back...

1. Describe how Uber uses information technology, data and business analytics as a differentiator and competitive advantage in building its strong market position.

2. How should Uber leverage its business analytics competency to continue to disrupt and innovate and map out a favorable future market position in the on-demand transportation industry?