Uber launches exclusive feature for women in Saudi Arabia
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Uber Launches Women Preferred View for Women Drivers in Saudi Arabia
Introduction
After a successful pilot run last year, Uber has announced the launch of a new “Women Preferred View” for women drivers in Saudi Arabia. This new feature, currently exclusive to the country, allows women pilots the preference to be connected with women riders only.
Significance of the Feature
This global first for Uber has emerged due to its popularity and has transitioned into a full-fledged feature exclusive to women drivers in Saudi Arabia. The launch of this feature is part of Uber’s Masaruky initiative, which aims to increase women’s participation in the workforce through access to affordable transportation.
Comments from Uber Management
Commenting on the announcement, Tino Waked, General Manager of Uber Middle East and North Africa, stated:
“Last year we announced the launch of Masaruky, an initiative aimed towards empowering women with economic opportunities by providing accessible transport solutions. We have seen an incredible response in the Kingdom thus far. As part of this initiative, this newly introduced feature will open new doors and opportunities for women as Uber driver-partners, while being conscientious of local cultural norms.”
Research Behind the Initiative
The introduction of the new feature followed months of research aimed at understanding the perspectives of Saudi women on transport and driving, culminating in a pilot run last year. Uber’s research, conducted in collaboration with Ipsos in February 2018, found that almost 31% of those surveyed indicated interest in driving as an earnings opportunity. In a more recent study, the company discovered that 74% of prospective women drivers interviewed would only be interested in driving women riders.
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