{"id":33546,"date":"2018-11-13T18:19:46","date_gmt":"2018-11-13T23:19:46","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/waze-the-company-which-supports-or-even-incentivizes-its-users-to-break-the-rules\/"},"modified":"2018-11-13T18:19:46","modified_gmt":"2018-11-13T23:19:46","slug":"waze-the-application-which-supports-or-even-incentivizes-its-users-to-break-the-rules","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/waze-the-application-which-supports-or-even-incentivizes-its-users-to-break-the-rules\/","title":{"rendered":"Waze: the application which supports (or even incentivizes?) its users to break the rules"},"content":{"rendered":"

\u00a0<\/span><\/span><\/p>\n

Waze has the purpose of \u201cgetting the best route, every day, with real-time help from other drivers\u201d [1]. As a community-based traffic and navigation app, Waze builds on crowdsourcing as its operational cornerstone, with a network of 50 million users [2]. Besides the large customer base, the secret sauce that makes Waze better than Google or Apple in maps solutions is the customer engagement [3], which results in real time, extremely accurate route information. It also makes re-routing flexible and quick, which attracts even more user. Users report updates as they drive allowing the system to calculate and communicate the best possible route real time. This crowdsourcing formula makes Waze\u2019s app superior, and this is one of the key reasons Google paid over $1 billion to acquire the firm [4]. <\/span><\/span><\/p>\n

Synergies between the two companies will shape their short and mid-term strategies. Waze is already very advanced in several areas, including the accuracy of its recommended route choices, the flexibility it provides by rerouting seamlessly in seconds, and its established user community with incentives for crowd sourced contributions [5]. Google can learn a lot about these strengths from Waze. Conversely, Google\u2019s experience can help Waze resolve its safety-related concerns (with larger geographical coverage) over the coming years.<\/span><\/span><\/p>\n

According to multiple sources, Waze is addictive to its users [6][7]. Even if the intention of the app is good (i.e., helping the whole driver community find the best possible routes) [8], using the app while driving is distracting and can result in dangerous situations or accidents. From Waze\u2019s perspective, the desired behavior of the drivers is reporting traffic jams or speed traps as soon as possible, usually while behind the wheel. Although Waze asks the user if he\/she is a driver or a passenger (which can be interpreted as a precautionary measure), it still rewards drivers for reporting as many events as possible. \u201cWazers can be religious about reporting traffic jams or speed traps,\u201d so the incentivizing works [9]. Since the key to Waze\u2019s success is real time accuracy and the network effect, this expectation of real time reporting will not change and should not change. That is why I think Waze should focus on a less distractive, hands-free technical solutions, e.g. voice recognition-based reporting. As a user reporting an event currently needs some screen time, even two seconds on a phone can cost a driver loss of attention for ~30 meters (based on my calculation, assuming 60 km\/hour speed). Waze is already working on this issue, but according to customer reviews, the solution is still very limited and covers only a few countries [10]. Hopefully Google can give Waze a hand in increasing user safety features in the short or midterm future. <\/span><\/span><\/p>\n

Another concern is that the app incentivizes users to help each other outsmarting speed traps (and thereby drive faster), which can also result in more dangerous situations [11]. One ethical disadvantage of crowdsourcing comes out very clearly here: if users prefer to outsmart traffic enforcement and break speed limits, the app will enable them to do so. Due to the network effect and the large user base, this is a collective issue that will not solve itself without intervention from the app\u2019s designers. In my opinion, confronting questions of ethical values is a more difficult challenge for Waze than introducing voice recognition in the app. Indeed, the company does not seem to want to prevent bad behavior; it fully supports it by providing the option to report police cars, especially because if they decide to take an ethical stand, they will anger part of their core user base [12].<\/span><\/span><\/p>\n

In my view, Waze showcases how crowdsourcing can enable unethical user behavior and increase the risks of driving (although their original objective would be to decrease this risk). \u00a0To enhance the safety of using its app, Waze should take steps to control rule-breaking behavior and to develop a less distracting, hands-free user experience available in every location Waze is present. Will this happen in the future? Or will Waze stick to following its users\u2019 preferences, moreover continuing the support of unethical behavior by product development (i.e., new features in the app)?<\/span><\/span><\/p>\n

\u00a0(704 words)<\/span><\/span><\/p>\n

References:<\/u><\/p>\n

[1] Waze\u2019s Vision<\/strong> (2018). Downloaded on Nov 12, 2018 from Waze Company Website: https:\/\/www.waze.com\/<\/a><\/p>\n

[2] Bradley, R. (2015). Waze and the Traffic Panopticon<\/strong><\/em>. Downloaded on Nov 12, 2018 from The New Yorker: http:\/\/www.newyorker.com\/business\/currency\/waze-and-the-traffic-panopticon<\/a><\/p>\n

[3] Cohan, P. (2013). Four Reason Google Bought Waze<\/strong><\/em>. Downloaded on Nov 12, 2018 from Forbes: http:\/\/www.forbes.com\/sites\/petercohan\/2013\/06\/11\/four-reasons-for-google-to-buy-waze\/#39f13cc81433<\/a><\/p>\n

[4] Empson, R. (2013). WTF is Waze and why did Google just pay a billion + for it?<\/strong><\/em> Downloaded on Nov 12, 2018 from Tech Chrunch: https:\/\/techcrunch.com\/2013\/06\/11\/behind-the-maps-whats-in-a-waze-and-why-did-google-just-pay-a-billion-for-it\/<\/a><\/p>\n

[5] Ungerleider, N. (2015). Waze is driving into city hall<\/strong><\/em>. <\/em>Downloaded on Nov 12, 2018 from Fast Company: https:\/\/www.fastcompany.com\/3045080\/waze-is-driving-into-city-hall<\/a><\/p>\n

[6] Bradley, R. (2015). Waze and the Traffic Panopticon<\/strong><\/em>.<\/em> Downloaded on Nov 12, 2018 from The New Yorker: http:\/\/www.newyorker.com\/business\/currency\/waze-and-the-traffic-panopticon<\/a><\/p>\n

[7] Ungerleider, N. (2015). Waze is driving into city hall<\/strong><\/em>.<\/em> Downloaded on Nov 12, 2018 from Fast Company: https:\/\/www.fastcompany.com\/3045080\/waze-is-driving-into-city-hall<\/a><\/p>\n

[8] Empson, R. (2013). WTF is Waze and why did Google just pay a billion + for it?<\/strong><\/em> Downloaded on Nov 12, 2018 from Tech Chrunch: https:\/\/techcrunch.com\/2013\/06\/11\/behind-the-maps-whats-in-a-waze-and-why-did-google-just-pay-a-billion-for-it\/<\/a><\/p>\n

[9] Empson, R. (2013). WTF is Waze and why did Google just pay a billion + for it?<\/strong><\/em> Downloaded on Nov 12, 2018 from Tech Chrunch: https:\/\/techcrunch.com\/2013\/06\/11\/behind-the-maps-whats-in-a-waze-and-why-did-google-just-pay-a-billion-for-it\/<\/a><\/p>\n

[10] Waze suggestion Box<\/strong> (2017). Downloaded on Nov 12, 2018 from Waze Company Website: https:\/\/waze.uservoice.com\/forums\/59223-waze-suggestion-box\/suggestions\/857565-client-suggestion-voice-recognition?page=2&per_page=20<\/a><\/p>\n

[11] Ungerleider, N. (2015). Waze is driving into city hall<\/strong><\/em>.<\/em> Downloaded on Nov 12, 2018 from Fast Company: https:\/\/www.fastcompany.com\/3045080\/waze-is-driving-into-city-hall<\/a><\/p>\n

[12] Ungerleider, N. (2015, April 15). Waze is driving into city hall<\/strong><\/em>.<\/em><\/strong> Downloaded on Nov 12, 2018 from Fast Company: https:\/\/www.fastcompany.com\/3045080\/waze-is-driving-into-city-hall<\/a><\/p>\n

Cover photo: Downloaded on Nov 13, 2018 from https:\/\/www.imore.com\/hey-siri-not-working-while-using-waze-heres-why<\/a><\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Waze is already very advanced in several areas, including the accuracy of its recommended route choices, the flexibility it provides by rerouting seamlessly in seconds, and its established user community with incentives for crowd sourced contributions. 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