Between Heaven mode and Hell: Uber use of big data puts users in a purgatory of certainty around privacy issues

As first published in the Privacy Law Bulletin, September 2017, Vol 14.7, p 131-134

Ridesharing app developer Uber is frequently hailed as the "disruptor du jour", in part due to its ability to use big data to quickly establish a seamless network of drivers and passengers in almost every city they seem to show up in. While the company is admired by some, it has also rapidly become headline fodder for a number of missteps and dubious business practices including the use of big data and technological prowess to aggressively outperform its competitors and avoid regulatory red tape.

With so many customers rushing to join the so-called "ridesharing revolution", the entry price is the privacy and data of its users, which means riders need to really think about who they are handing over precious personal information to and what the ramifications might be — now and in the future.