As the year draws to a close, we reflect on the impact and unique challenges that the COVID-19 pandemic has created. It has become a litmus test not only for governments and frontline workers stepping up to protect the communities they serve, but also for businesses and their leaders, who now need to find ways to pivot, to quickly adapt to the "new normal".

As Country Manager for Uber, I am passionate about using technology to impact the social and economic development of our continent, and during the pandemic I worked closely with our teams to leverage our technology and innovative partnerships, to adapt and work in this 'new normal' while continuing to support the needs of our users, businesses and communities.

Innovation for communities

It has become evident that technology plays a vital role in providing a platform for digital transformation and digitalisation. We therefore came up with business solutions to address some of the challenges that came as a result of the pandemic. Part of the push was to create an affordable and convenient way for users to send essential items to each other with ease which is where Uber Connect originated from. Connect leverages our logistics technology and network of driver-partners, to offer a same-day courier service. Food businesses like Cupcake Boutique and The Wingman have successfully utilised Connect as a seamless means of delivering meals to their clientele.

As part of our unyielding commitment to safety, we needed to promote social distancing to help flatten the curve. Earlier this year, the app built innovative technology designed to verify that drivers on Uber are wearing a mask. As part of a new in-app safety checklist, before drivers go online they will be asked to take a selfie to verify they are wearing a mask or face covering using new object recognition technology. Any driver who is not wearing a mask or other face covering will not be able to go online.

To ensure that riders also adhere to the directives set by the government, to have a mask on in any public setting, we also introduced a new rider mask verification feature using the same technology. If a driver reports to Uber that a rider wasn't wearing a mask, the rider will be required to take a selfie with their face covered before they're able to take another trip with Uber. With the addition of this new feature, one driver's feedback can help ensure the safety of another.

Increasing opportunities to help sustain independent operators

Drivers are doing essential work that allows communities to keep moving as we fight this virus, and while our business has been hit hard by the pandemic, it is our responsibility to support them in these uncertain times. While we are supporting drivers that test positive for COVID-19, or who are individually asked to self-isolate by public health authorities with financial assistance for up to 14 days, we know that as people work remotely and fewer trips are needed, this produces a genuine need for Uber drivers to have access to additional ways to earn money.
To remedy this situation, we unlocked Uber Connect for UberX and Uber Select drivers, so that they can do deliveries and make additional earnings.

Adapting safety efforts

Apart from adapting our business strategy, there was a need (and will be for some time to come) to adapt safety procedures. Safety has always been a priority to Uber, however, the focus has now been placed on hygiene and compulsory preventative measures, such as the wearing of masks and sanitizing.

Within this era of the COVID-19 pandemic, companies are under a lot of pressure to provide the direction required that will help their businesses survive the effect of the virus, protect their employees, and contribute towards society's upliftment during and post the pandemic. Businesses who invest in technology, and can align the core business competencies of their organisations with social enterprise action to uplift affected communities, while enabling their companies to become more agile and responsive to business challenges, will be the most successful.