Experience tells me that you can’t always trust a name. Just because a business calls itself "A1" or "Ultimate" doesn’t make it true. There’s an exception and it’s called Uber.
Before a recent trip to Chicago someone suggested I download the Uber app for my iPhone (it's also available for Android, Blackberry and Windows phones) and test out its transportation model.
Uber, basically, is a quick and easy way to order a cab, a black car or a private SUV ride.
Create an account, download the app and you’re good to go. Open the app and it immediately finds you and shows you the cars in your area (you can even watch your car as it makes its way to you). A driver accepts your request immediately and you see the driver’s name, photo and car number. At the tap of a button you can send a text or call the driver.
A text tells you how long you’ll wait and another pops up to let you know the car is arriving, in case you’re waiting inside, for example.
With two exceptions, every time I requested a cab during my Windy City weekend, one arrived within minutes. In one of those exceptions, two drivers confirmed but must have picked up other fares en route and so I had to request three times to get a cab. But, all told, that still only took about five minutes from first call to opening the taxi door.
Another time, out in Bucktown on a Saturday night, no cabs were available, so I called a slightly more expensive black car ($19 versus about $13 spent on a cab to get out to Bucktown from Old Town), which arrived in four minutes.
Better still, the credit card info is part of my profile, so I didn’t pay or tip a single driver. It all automatically charged my card. A receipt more detailed than anyone could ever want – including average speed, mileage of trip, duration, etc. – is immediately emailed to you.
No muss, no fuss. Truly uber.
Alas, Uber isn’t yet available for Milwaukee. But they recently added Detroit so we can’t be far behind, can we?
Born in Brooklyn, N.Y., where he lived until he was 17, Bobby received his BA-Mass Communications from UWM in 1989 and has lived in Walker's Point, Bay View, Enderis Park, South Milwaukee and on the East Side.
He has published three non-fiction books in Italy – including one about an event in Milwaukee history, which was published in the U.S. in autumn 2010. Four more books, all about Milwaukee, have been published by The History Press.
With his most recent band, The Yell Leaders, Bobby released four LPs and had a songs featured in episodes of TV's "Party of Five" and "Dawson's Creek," and films in Japan, South America and the U.S. The Yell Leaders were named the best unsigned band in their region by VH-1 as part of its Rock Across America 1998 Tour. Most recently, the band contributed tracks to a UK vinyl/CD tribute to the Redskins and collaborated on a track with Italian novelist Enrico Remmert.
He's produced three installments of the "OMCD" series of local music compilations for OnMilwaukee.com and in 2007 produced a CD of Italian music and poetry.
In 2005, he was awarded the City of Asti's (Italy) Journalism Prize for his work focusing on that area. He has also won awards from the Milwaukee Press Club.
He has be heard on 88Nine Radio Milwaukee talking about his "Urban Spelunking" series of stories, in that station's most popular podcast.
