This is worrisome. Under a new plan, Uber will be offering passengers the option of linking their Uber accounts to their Starwood Preferred Guest accounts. Doing so means agreeing to give Starwood ALL of your Uber data, with your name attached. It’s optional. It’s tempting. And few passengers will fully understand the implications. >>>
Uber: The Big Data Company (Forbes)
…I am no longer just a passenger or a fare. I am a big data goldmine and, in case you hadn’t noticed, Uber just broke out the pickaxes.
This year, we are going to see the transformation of Uber into a big data company cut from the same cloth as Google, Facebook and Visa – using the wealth of information they know about me and you to deliver new services and generate revenue by selling this data to others…..