Introduction When Uber first launched in San Francisco in 2010, it was a disruptor in the market. Its goal: to replace the existing passenger transportation system with a more progressive startup model. Having the first- mover advantage gave Uber a strong start, and no one can deny they’ve had an impact—but they have yet to meet the expectations they set out for themselves. After over a decade of unprofitable operations, Uber reported its first profitable quarter at the end of 2021, and the transit industry has much to learn from their trajectory.

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