{"id":7144,"date":"2018-03-22T00:53:19","date_gmt":"2018-03-22T04:53:19","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/show-me-the-waze-to-go-home\/"},"modified":"2018-03-22T00:53:19","modified_gmt":"2018-03-22T04:53:19","slug":"show-me-the-waze-to-go-home","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/show-me-the-waze-to-go-home\/","title":{"rendered":"Show me the Waze to go home"},"content":{"rendered":"

\u201cShow me the Waze to go home\u201d<\/strong><\/p>\n

Waze is a navigation app that uses crowd-sourced driver data to optimize routes, provide accurate ETAs, and alert drivers of upcoming road hazards. [1]<\/a><\/p>\n

Most of Waze\u2019s data is passively collected from drivers who are using the app to navigate.\u00a0 Drivers can also use a simple interface to report road hazards such as accidents, police, construction and traffic jams.\u00a0 As other Waze drivers approach these reported hazards, Waze sounds an alert, and the driver is prompted to confirm whether the hazard was present. [2]<\/a><\/p>\n

\"\"<\/a><\/p>\n

With its search and maps further enabled by Google\u2014which acquired Waze in 2013 for over $1 billion [3]<\/a>\u2014Waze has quickly become the navigation app of choice, logging 22.5 billion kilometers driven. [4]<\/a><\/p>\n

Value creation<\/strong><\/p>\n

Waze creates significant value for individual drivers by providing unparalleled route information and ETAs.\u00a0 Moreover, the network effects generated by Waze\u2019s crowd-sourcing model (i.e., each additional driver adds more accurate and valuable information for all drivers) are a natural defense to multi-homing on other navigation apps.<\/p>\n

Waze continues to add features to create even more value for its community of users.\u00a0 For example, Waze is trying to crowd-source information about gas prices so it can route drivers to the lowest priced gas station.\u00a0 Waze also has integrated with other apps, such as Outlook (syncing your calendar with ETA-based departure reminders), Messenger apps (one-tap function to send your ETA via email\/text) and Spotify.<\/p>\n

Waze\u2019s crowd-sourcing also creates significant value for society.\u00a0 By optimizing routes, Waze helps reduce congestion and air pollution in urban areas.\u00a0 Waze also helps alert drivers to approaching hazards, such as stopped vehicles or debris in the road, which helps prevent automobile accidents and injuries.<\/p>\n

Value capture<\/strong><\/p>\n

While Waze passes on much of its value creation to its driver community, it does capture significant value from its crowd-sourced information.\u00a0 Waze offers a variety of in-app ads, such as branded pins (reminder of business location on route map), promoted search (location appears at top of search results), and zero-speed takeover billboards (apps shown when drivers are at a complete stop). [5]<\/a><\/p>\n

\"\"<\/a><\/p>\n

Waze also captures the massive amounts of commuter data generated by its driver community, which it can aggregate and use for a variety of purposes. [6]<\/a><\/p>\n

Waze incentivizes extra participation with superuser status and map raids<\/strong><\/p>\n

Like many free crowd-sourced apps, Waze incentivizes extra participation through superuser status, which grants additional editing powers to users as they progress in experience.\u00a0 Users begin as map editors, and can progress through manager roles (area, state, country), and eventually be promoted to a local or global champ<\/a> (thereby earning \u201ceternal glory<\/a>\u201d) [7]<\/a>.\u00a0 Waze also allows for self-organized map raids, where users gather for a time-limited event to overhaul a certain area.<\/p>\n

Next destination? \u00a0Uber and Lyft<\/strong><\/p>\n

Waze has introduced Waze Carpool to California, Texas and most recently Washington state. [8]<\/a>\u00a0 Waze Carpool connects commuters who have similar commutes and mutual friends.\u00a0 But unlike Uber or Lyft, Waze does not seek to compensate drivers beyond cost.\u00a0 Instead, Waze Carpool seeks to \u201cshare\u201d the costs, with riders paying \u201cfor an affordable ride, while drivers get money back for gas.” [9]<\/a><\/p>\n

\"\"<\/a><\/p>\n

Challenges<\/strong>\u00a0<\/strong><\/p>\n

But Waze still faces tough criticism, especially from law enforcement.\u00a0 While police recognize the value of alerting drivers to road hazards, they are concerned about Waze sharing police locations, since it jeopardizes officer safety. [10]<\/a>\u00a0 Also, gains in safety and accident prevention may be offset by increased speeding and reckless driving, e.g., by drivers who do not see an upcoming police alert.\u00a0 Waze will need to find innovative ways of addressing these concerns.<\/p>\n

 <\/p>\n

[1]<\/a> See generally <\/em>https:\/\/www.waze.com<\/a>.<\/p>\n

[2]<\/a> Waze Press Assets,\u00a0available at <\/em>https:\/\/brandfolder.com\/waze<\/a>, (accessed Mar. 20, 2018).<\/p>\n

[3]<\/a> Amir Efrati and Ben Fox Rubin, \u201cGoogle Confirms Waze Maps App Purchase,\u201d WSJ.com (June 11, 2013), available at<\/em> https:\/\/www.wsj.com\/articles\/SB10001424127887323949904578539370980686106<\/a>.<\/p>\n

[4]<\/a> Waze Company Factsheet (accessed Mar. 20, 2018), available at <\/em>https:\/\/brandfolder.com\/waze<\/a>.<\/p>\n

[5]<\/a>\u00a0“Bring drivers to your business with the world’s largest community-based navigation app,” Waze.com, available at<\/em> https:\/\/www.waze.com\/business\/index.html<\/a>, (accessed March 20, 2018).<\/p>\n

[6]<\/a> Waze Privacy Policy, available at <\/em>https:\/\/www.waze.com\/legal\/privacy<\/a>, (accessed March 20, 2018).<\/p>\n

[7]<\/a> \u201cRoles and Responsibilities,\u201d Wazeopedia.waze.com, available at<\/em> https:\/\/wazeopedia.waze.com\/wiki\/USA\/Roles_and_responsibilities<\/a>, (accessed March 20, 2018).<\/p>\n

[8]<\/a> Darrell Etherington, \u201cWaze Carpool expands to the entire state of Washington,\u201d Techcrunch.com (March 20, 2018), available at <\/em>https:\/\/techcrunch.com\/2018\/03\/20\/waze-carpool-expands-to-the-entire-state-of-washington<\/a>.<\/p>\n

[9]<\/a> \u201cMake the most of your commute,\u201d Waze.com, https:\/\/www.waze.com\/carpool<\/a>, (accessed March 20, 2018).<\/p>\n

[10]<\/a> Muthukumar Kumar, \u201cPolice officers in US are worried about Waze sharing their location information,\u201d GeoAwesomeness.com (Jan. 27, 2015), available at<\/em> http:\/\/geoawesomeness.com\/police-officers-in-us-are-worried-about-waze-sharing-their-location-information<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

With 22.5 billion kilometers logged and 100 million users, Waze has rapidly become the navigation app of choice.
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