The Secret of Uber’s Success: The Application of Mobile Marketing Does Matter


As the mobile statistics in Australia from IAB Australia (2015) showed, the total time spent on smart devices, the number of smartphone and tablet owner and internet surfing trends are steadily, continually increasing.

What is mobile marketing?

Mobile marketing is a promotional activity and strategy that delivering advertisement, apps, messages through the mobile devices (e.g. tablets, smartphones, laptops) to the audiences (Leppaniemi & Karjaluoto, 2005).

Mobile marketing’s development and trends

In the high-tech and internet era, mobile consumption and usage are becoming higher and higher. Hence, the mobile marketing developed.


(source from

As the picture (DCI, 2017) illustrated above, it can be concluded that mobile marketing is broadly applied in the businesses effectively and efficiently since it accounts for 50% of the whole digital ads expenditure in 2016. At the same time, many companies are benefit from it. One of the outstanding companies is Uber.

What is Uber?

Uber is a worldwide transportation network company, which is founded in 2009. After the fast-growing demands of ordering ride, it develops the UberEats, starting to deliver food to their customers. Except for these, Uber not merely aims to get revenue from the profitable project (e.g. Uber riding, UberEats), it also focuses on cooperating with some non-profit organizations such as the Red Cross etc., promoting the public beneficial activities (i.e. UberGiving). As a result, Uber earns its reputation among people as the word of mouth power helps it become more popular and bring more revenue to the company.

Example of Uber’s mobile marketing

On 28 May 2017, Uber are going to implement a charity activity called UberGiving by partnering with Australian Red Cross. In this activity, people can request a car to collect and deliver their quality pre-loved clothing to any Red Cross Shop, raising funds and supporting communities all over the world. Moreover, the delivery is free for charge.

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(source from


In one word, mobile is a necessity in everyday life, it is always hand carried and kept opened. It is much more influential than before. What a company can do is that it should forecast the trends and provide a specific, relevant and useful experience to its audiences through the mobile devices.




DCI. (2017). Mobile Usage & Mobile Marketing Statistics that You Need to Know in 2017 [photograph]. Retrieved from

IAB Australia. (2015). 3rd Mobile Ratings Report – September Data, 2015. Retrieved from

Leppaniemi, M., &Karjaluoto, H. (2005). Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3(3), 1-1.

Uber. (2017). Tap a button, make a difference. [photograph]. Retrieved from



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