In a bid to generate further income and recover from its $2.8 billion 2016 losses, Uber is adding route-based pricing to its transport services. In addition to charging customers based on distance, travel time, and regular/peak hours, Uber will also expect more money for covering routes in high demand. For example, riding from the suburbs to a downtown establishment may cost more than the opposite route.
The company has implemented an algorithm to predict what customers are absolutely willing to pay in order to get to a certain destination. The final fare will be …