net received, Chief Product and Marketing Officer at Wishpot got and Group Product Manager at Microsoft. He has led teams of product managers, software engineers, UI/UX, designers, advertising and marketing managers and company analysts. Steven enjoys soccer, cooking and spending time with his family. Scott has ten years of digital commercials adventure coping with buying teams, Ad Operations, Data Analytics and BI. He has a B. B. Uneven geographic demand creates unavoidable empty backhaul costs. Taxi demand, as with demand for every other form of urban shipping, has excessive temporal and geographic peaks. Most cities have a dense core area where taxi demand is highest, and taxis working within that zone can hold quite high daily utilization. But case study solution true cost of trips to neighborhoods external that zone can be as much as twice normal trip costs since they may have an empty backhaul. Low income neighborhoods receive poor taxi service as a result of drivers rationally avoid trips where they wont find a return fare. Uber does not anything to create new demand that can fill those empty seats, and has no way to alter fares in response to backhaul usage.