Yes lower fees for drivers and passengers. Uber is wasting too much money on shtick marketing, too many managers &amp; executives and expanding to other countries with anticompetitive laws. My approach will involve a relatively smaller operating team. We will not need 20 billion to compete directly with Uber, because our goals are different from Uber. Having Uber as a competitor provides a clear contrast for potential drivers and customers. Easier to compete when you are lean &amp; understand the market.