Uber's plan to get more people into fewer cars | Travis Kalanick

Prevodilac: Vesna Radovic Lektor: Ivana Krivokuća

Today I wanted to -- well, this morning --

Danas, u stvari, ovog jutra,

I want to talk about the future of human-driven transportation;

želim da pričam o budućnosti prevoza za čijim volanom je čovek;

about how we can cut congestion, pollution and parking

o tome kako možemo smanjiti gužve, zagađenje i rešiti pitanje parkinga

by getting more people into fewer cars;

tako što će više ljudi koristiti manje vozila;

and how we can do it with the technology that's in our pockets.

i kako to možemo izvesti uz pomoć tehnologije koja nam je u džepu.

And yes, I'm talking about smartphones ...

Da, pričam o pametnim telefonima...

not self-driving cars.

ne samovozećim automobilima.

But to get started we've got to go back over 100 years.

Da bismo počeli, moramo da se vratimo više od stotinu godina unazad.

Because it turns out there was an Uber way before Uber.

Jer ispada da je postojao jedan Uber davno pre Ubera.

And if it had survived,

I da je tad preživeo,

the future of transportation would probably already be here.

budućnost prevoza bi verovatno već bila ovde.

So let me introduce you to the jitney.

Dozvolite mi da vas upoznam sa džitnijem.

In 1914 it was created or invented by a guy named LP Draper.

Godine 1914. ga je kreirao ili izumeo momak po imenu L. P. Drejper.

He was a car salesman from LA, and he had an idea.

On je bio prodavac automobila iz Los Anđelesa i došao je na jednu ideju.

Well, he was cruising around downtown Los Angeles,

Tumarao je po centru Los Anđelesa,

my hometown,

mog rodnog grada,

and he saw trolleys

i video je trole

with long lines of people trying to get to where they wanted to go.

i duge redove ljudi koji su pokušavali da stignu tamo gde su želeli.

He said, well, why don't I just put a sign on my car

Rekao je, pa zašto jednostavno ne bih stavio znak na svoj auto

that takes people wherever they want to go for a jitney --

i vozio ljude gde god žele za jedan džitni -

that was slang for a nickel.

što je bio sleng za novčić.

And so people jumped on board,

I tako su ljudi navalili,

and not just in Los Angeles but across the country.

i to ne samo u Los Anđelesu, već širom zemlje.

And within one year,

Za jednu godinu,

by 1915,

do 1915,

there were 50,000 rides per day in Seattle,

bilo je 50 000 vožnji dnevno u Sijetlu,

45,000 rides per day in Kansas

45 000 vožnji dnevno u Kanzasu

and 150,000 rides per day in Los Angeles.

i 150 000 vožnji dnevno u Los Anđelesu.

To give you some perspective,

Da bih vam to malo približio,

Uber in Los Angeles

Uber u Los Anđelesu

is doing 157,000 rides per day, today ...

ima 157 000 vožnji dnevno, danas...

100 years later.

100 godina kasnije.

And so these are the trolley guys,

Ovo su momci sa trolama,

the existing transportation monopoly at the time.

što je bio postojeći monopol u prevozu tog vremena.

They were clearly not happy about the jitney juggernaut.

Očito da nisu bili srećni zbog navale džitnija.

And so they got to work

I tako su oni prionuli na posao,

and they went to cities across the country

krenuli u gradove širom zemlje

and got regulations put in place to slow down the growth of the jitney.

i izborili se za propise koje će usporiti razvoj džitnija.

And there were all kinds of regulations.

A bilo je tu svakakvih propisa.

There were licenses -- often they were pricey.

Bilo je dozvola - često su bile paprene.

In some cities,

U nekim gradovima,

if you were a jitney driver,

ako ste bili vozač džitnija,

you were required to be in the jitney for 16 hours a day.

zahtevalo se od vas da budete u džitniju 16 sati dnevno.

In other cities,

U drugim gradovima,

they required two jitney drivers for one jitney.

tražili su dva vozača džitnija za jedan džitni.

But there was a really interesting regulation

Bio je tu i jedan vrlo zanimljiv propis

which was they had to put a backseat light --

po kome su morali da stave svetlo na zadnje sedište -

install it in every Jitney --

da to ugrade u svaki džitni -

to stop a new pernicious innovation which they called spooning.

kako bi zaustavili opaku inovaciju koju su nazivali ljubakanje.

(Laughter)

(Smeh)

All right. So what happened?

U redu. Pa šta se dogodilo?

Well, within a year this thing had taken off.

U roku od jedne godine, ova stvar je buknula.

But the jitney, by 1919, was regulated completely out of existence.

Međutim, džitni je, do 1919. godine, propisima skroz izbačen iz posla.

That's unfortunate ...

Nažalost...

because, well, when you can't share a car, then you have to own one.

jer, kad ne možete da delite auto, onda morate da ga kupite.

And car ownership skyrocketed

Prodaja auta je premašila sva očekivanja,

and it's no wonder that by 2007,

pa onda nije ni čudo što je do 2007. godine

there was a car for every man, woman and child in the United States.

postojao auto za svakog čoveka, ženu i dete u Sjedinjenim Državama.

And that phenomenon had gone global.

I taj fenomen se proširio globalno.

In China by 2011,

U Kini je do 2011. godine

there were more car sales happening in China than in the US.

bilo više prodatih automobila nego u Sjedinjenim Državama.

Now, all this private ownership of course had a public cost.

Sva ova privatna vlasništva su, naravno, imala svoju cenu.

In the US, we spend 7 billion hours a year,

U Sjedinjenim Državama provodimo 7 milijardi sati godišnje,

wasted, sitting in traffic.

uzalud, sedeći u saobraćaju.

160 billion dollars in lost productivity,

Izgubi se 160 milijardi dolara u pogledu produktivnosti,

of course also sitting in traffic,

takođe zbog sedenja u saobraćaju,

and one-fifth of all of our carbon footprint

i jedna petina našeg ugljenikovog otiska

is spewed out in the air by those cars that we're sitting in.

se ispušta u vazduh iz ovih automobila u kojima sedimo.

Now, that's only four percent of our problem though.

No, to je samo četiri procenta našeg problema.

Because if you have to own a car

Jer, ako morate da imate auto,

then that means 96 percent of the time your car is sitting idle.

to onda znači da vaš auto miruje 96 posto vremena.

And so, up to 30 percent of our land and our space

I tako se oko 30 procenata našeg zemljišta i našeg prostora

is used storing these hunks of steel.

koristi za skladištenje ovih gvožđurija.

We even have skyscrapers built for cars.

Imamo čak i nebodere građene za kola.

That's the world we live in today.

U takvom svetu mi danas živimo.

Now, cities have been dealing with this problem for decades.

E sad, u gradovima se radilo na ovom problemu decenijama.

It's called mass transit.

To se zove masovni tranzit.

And even in a city like New York City,

Pa čak i u gradu poput Njujorka,

one of the most densely populated in the world

jednog od najgušće naseljenih gradova na svetu

and one of the most sophisticated mass transit systems in the world,

i jednog od najsofisticiranijih sistema masovnog tranzita na svetu,

there are still 2.5 million cars that go over those bridges every day.

još uvek ima 2,5 miliona automobila koji prelaze preko onih mostova svaki dan.

Why is that?

Zašto?

Well, it's because mass transit hasn't yet figured out

Pa, masovni tranzit još uvek nije došao do rešenja

how to get to everybody's doorstep.

kako da dođe do svačijeg praga.

And so back in San Francisco, where I live,

Da se vratimo u San Francisko, gde ja živim, tu je situacija mnogo gora,

the situation's much worse,

in fact, much worse around the world.

zapravo, mnogo je gora širom sveta.

And so the beginning of Uber in 2010 was --

I tako je začetak Ubera 2010. godine bio -

well, we just wanted to push a button and get a ride.

pa, samo smo želeli da pritisnemo dugme i vozimo se.

We didn't have any grand ambitions.

Nismo imali neke ogromne ambicije.

But it just turned out

Međutim, ispalo je

that lots of people wanted to push a button and get a ride,

da je dosta ljudi želelo da pritisne dugme i vozi se,

and ultimately what we started to see was a lot of duplicate rides.

i na kraju smo uočili da je bilo dosta identičnih vožnji.

We saw a lot of people

Videli smo da dosta ljudi

pushing the same button at the same time

pritiska isto dugme u isto vreme

going essentially to the same place.

u osnovi se krećući ka istom cilju.

And so we started thinking about,

Počeli smo da razmišljamo

well, how do we make those two trips and turn them into one.

o tome kako da od ove dve vožnje napravimo jednu.

Because if we did, that ride would be a lot cheaper --

Jer ako bismo to uspeli, ta vožnja bi bila dosta jeftinija -

up to 50 percent cheaper --

i do 50 posto jeftinija -

and of course for the city

a opet što se grada tiče,

you've got a lot more people and a lot fewer cars.

imate mnogo više ljudi koji koriste mnogo manje kola.

And so the big question for us was:

Veliko pitanje za nas je bilo:

would it work?

da li bi to funkcionisalo?

Could you have a cheaper ride

Da li je moguća jeftinija vožnja,

cheap enough that people would be willing to share it?

dovoljno jeftina da ljudi žele da je podele?

And the answer, fortunately, is a resounding yes.

Odgovor je, srećom, glasno „da“.

In San Francisco,

U San Francisku,

before uberPOOL, we had --

pre Uber Pula,

well, everybody would take their car wherever the heck they wanted.

svi bi išli svojim kolima kuda god su želeli.

And the bright colors is where we have the most cars.

Jasne boje su tamo gde imamo najviše automobila.

And once we introduced uberPOOL,

Kad smo uveli Uber Pul,

well, you see there's not as many bright colors.

vidite da nema toliko jarkih boja.

More people getting around the city in fewer cars,

Više ljudi se kreće po gradu u manjem broju automobila,

taking cars off the road.

čime uklanjaju automobile sa puta.

It looks like uberPOOL is working.

Izgleda da Uber Pul funkcioniše.

And so we rolled it out in Los Angeles

Onda smo prešli na Los Anđeles

eight months ago.

pre osam meseci.

And since then, we've taken 7.9 million miles off the roads

Od tada smo oslobodili puteve 7,9 miliona pređenih milja

and we've taken 1.4 thousand metric tons of CO2 out of the air.

i uklonili smo 1,4 hiljada tona ugljen-dioksida iz vazduha.

But the part that I'm really --

Ipak, deo na koji sam -

(Applause)

(Aplauz)

But my favorite statistic --

Moj omiljeni statistički podatak -

setite se, ja sam iz Los Anđelesa,

remember, I'm from LA,

I spent years of my life

proveo sam mnoge godine

sitting behind the wheel, going, "How do we fix this?" --

sedeći za volanom, razmišljajući: „Kako ovo možemo da poboljšamo?“ -

my favorite part is that eight months later,

moj omiljeni deo je da smo, posle osam meseci,

we have added 100,000 new people that are carpooling every week.

dodali 100 000 novih ljudi koji učestvuju u grupnim vožnjama svake sedmice.

Now, in China everything is supersized,

E, sad, u Kini je sve megalomanski,

and so we're doing 15 million uberPOOL trips per month,

i tako obavljamo 15 miliona vožnji Uber Pula mesečno,

that's 500,000 per day.

što je 500 000 dnevno.

And of course we're seeing that exponential growth happen.

Naravno, gledamo kako taj broj eksponencijalno raste.

In fact, we're seeing it in LA, too.

Zapravo, to takođe vidimo i u Los Anđelesu.

And when I talk to my team, we don't talk about,

Kada razgovaram sa svojim timom, mi ne pričamo:

"Hey, well, 100,000 people carpooling every week and we're done."

„E, 100 000 novih korisnika svake nedelje, super je to.“

How do we get that to a million?

Kako da dođemo do milion?

And in China, well, that could be several million.

A u Kini, pa, moglo bi da bude nekoliko miliona.

And so uberPOOL is a very great solution for urban carpooling.

I tako je Uber Pul sjajno rešenje za gradske grupne vožnje.

But what about the suburbs?

Međutim, šta ćemo sa predgrađima?

This is the street where I grew up in Los Angeles,

Ovo je ulica gde sam odrastao u Los Anđelesu,

it's actually a suburb called Northridge, California,

to je zapravo predgrađe koje se zove Nortridž u Kaliforniji,

and, well --

i, pa -

look, those mailboxes, they kind of just go on forever.

pogledajte, ovi poštanski sandučići prosto se nižu u nedogled.

And every morning at about the same time,

I svako jutro, u otprilike isto vreme,

cars roll of out their driveway,

automobili izlaze sa parkinga,

most of them, one person in the car,

u većini njih je samo po jedna osoba,

and they go to work, they go to their place of work.

i idu na posao, idu do mesta gde rade.

So the question for us is:

Pitanje za nas je

well, how do we turn

kako da pretvorimo

all of these commuter cars --

sve ove putničke automobile -

and literally there's tens of millions of them --

a bukvalno ih je na desetine miliona -

how do we turn all these commuter cars into shared cars?

kako da pretvorimo sva ova putnička auta

u ona koja se dele?

Well, we have something for this that we recently launched called uberCOMMUTE.

Pa, imamo nešto za taj problem što smo nedavno pokrenuli

i zove se Uber Komjut.

You get up in the morning, get ready for work, get your coffee,

Ustanete ujutru, spremite se za posao, popijete kafu,

go to your car

odete do svog auta

and you light up the Uber app,

i uključite Uber aplikaciju,

and all of a sudden,

i gle, odjednom,

you become an Uber driver.

postali ste vozač Ubera.

And we'll match you up with one of your neighbors

Povezaćemo vas sa nekim vašim susedom

on your way to work

dok idete na posao

and it's a really great thing.

i to je stvarno nešto sjajno.

There's just one hitch ...

Ima samo jedna caka...

it's called regulation.

zove se zakonska regulativa.

So 54 cents a mile, what is that?

Šta je to 54 centa za milju?

Well, that is what the US government

Tu je cenu vlada SAD-a odredila

has determined that the cost of owning a car is per mile.

za posedovanje auta po milji.

You can pick up anybody in the United States

U Sjedinjenim Državama možete pokupiti bilo koga

and take them wherever they want to go at a moment's notice,

i momentalno ga odvoziti gde god on poželi,

for 54 cents a mile or less.

za 54 centa po milji ili manje.

But if you charge 60 cents a mile, you're a criminal.

Međutim, ako naplatite 60 centi za milju, vi ste kriminalci.

But what if for 60 cents a mile

Šta ako za 60 centi za jednu milju

we could get half a million more people carpooling in Los Angeles?

možemo da dobijemo pola miliona ljudi više u grupnim vožnjama u Los Anđelesu?

And what if at 60 cents a mile

I šta ako bismo za 60 centi po milji

we could get 50 million people carpooling in the United States?

mogli da dobijemo 50 miliona ljudi u grupnim vožnjama u Sjedinjenim Državama?

If we could,

Kad bismo mogli,

it's obviously something we should do.

to je očigledno nešto što bi trebalo da uradimo.

And so it goes back to the lesson of the jitney.

I tako se vraćamo na lekciju o džitniju.

If by 1915 this thing was taking off,

Ako je do 1915. godine ova stvar bila u usponu,

imagine without the regulations that happened,

zamislite bez regulativa koje su usledile,

if that thing could just keep going.

da je to samo moglo da se nastavi,

How would our cities be different today?

kako bi naši gradovi bili drugačiji danas?

Would we have parks in the place of parking lots?

Da li bismo imali parkove umesto parking mesta?

Well, we lost that chance.

Pa, tu šansu smo propustili.

But technology has given us another opportunity.

Međutim, tehnologija nam je pružila još jednu priliku.

Now, I'm as excited as anybody else about self-driving cars

Uzbuđen sam koliko i svi drugi u vezi sa samovozećim automobilima,

but do we have to really wait five, 10 or even 20 years

ali da li zaista moramo da čekamo još pet, 10, ili čak 20 godina

to make our new cities a reality?

da bi te novine u našim gradovima postale stvarnost?

With the technology in our pockets today,

Danas, sa tehnologijom u našim džepovima,

and a little smart regulation,

i samo malo pametnijim regulativama,

we can turn every car into a shared car,

možemo svaki auto pretvoriti u deljeni,

and we can reclaim our cities starting today.

i možemo sebi vratiti naše gradove počev već od danas.

Thank you.

Hvala.

(Applause)

(Aplauz)

Chris Anderson: Travis, thank you.

Kris Anderson: Hvala ti, Travise.

Travis Kalanick: Thank you.

Travis Kalanik: Hvala tebi.

CA: You know -- I mean the company you've built is absolutely astounding.

KA: Znaš - mislim da je kompanija koju si osnovao prosto zapanjujuća.

You only just talked about a small part of it here --

Ovde si pričao samo o malom delu -

a powerful part --

moćnom delu -

the idea of turning cars into public transport like that,

ideji o pretvaranju automobila u javni prevoz kao takav,

it's cool.

to je kul.

But I've got a couple other questions

Ali ja imam još neka pitanja

because I know they're out there on people's minds.

zato što znam da se ovi ljudi isto to pitaju.

So first of all, last week I think it was,

Kao prvo, mislim da je bilo prošle nedelje,

I switched on my phone and tried to book an Uber

uključio sam telefon i pokušao da rezervišem Uber

and I couldn't find the app.

i nisam mogao da nađem aplikaciju.

You had this very radical, very bold, brave redesign.

Vi ste sproveli veoma radikalan, veoma hrabar izmenjen dizajn.

TK: Sure.

TK: Naravno.

CA: How did it go?

KA: Kako je prošao?

Da li i drugi ljudi nisu mogli tog dana da pronađu aplikaciju?

Did you notice other people not finding the app that day?

Are you going to win people over for this redesign?

Da li ćete pridobiti ljude ovim novim dizajnom?

TK: Well, first I should probably just say,

TK: Pa, prvo bih želeo da istaknem

well, what we were trying to accomplish.

ono što smo hteli da postignemo.

And I think if you know a little bit about our history,

A mislim da ako znate nešto malo o našoj istoriji,

it makes a lot more sense.

imaće više smisla.

Which is, when we first got started,

To jest, kada smo započeli,

it was just black cars.

bila su to samo crna kola.

It was literally you push a button and get an S-Class.

Bilo je, bukvalno pritisnete dugme i dobijete S klasu.

And so what we did

I ono što smo uradili

was almost what I would call an immature version of a luxury brand

bila je skoro, što bih ja rekao, nezrela verzija nekog luksuznog brenda

that looked like a badge on a luxury car.

koji je izgledao kao bedž na luksuznim kolima.

And as we've gone worldwide

I kako smo se širili po svetu

and gone from S-Classes to auto rickshaws in India,

i išli od S klase do motorizovanih rikši u Indiji,

it became something that was important for us

desilo se nešto što je nama bilo važno -

to be more accessible,

da budemo dostupniji,

to be more hyperlocal,

da budemo više usko lokalni,

to be about the cities we were in

da budemo u skladu sa gradovima u kojima smo,

and that's what you see with the patterns and colors.

i to je ono što vidite sa šarama i bojama.

A zbog upečatljivosti,

And to be more iconic,

because a U doesn't mean anything in Sanskrit,

jer „U“ ne znači ništa u sanskritu,

and a U doesn't mean anything in Mandarin.

i „U“ ne znači ništa na mandarinskom,

And so that was a little bit what it was about.

to je bilo nešto na čemu smo radili.

Now, when you first roll out something like that,

E, sad, kad prvi put pokrenete nešto takvo,

I mean, your hands are sweating,

mislim, ruke vam se znoje,

you've got --

imate -

you know, you're a little worried.

znate, malo ste zabrinuti.

What we saw is a lot of people --

Videli smo da je puno ljudi -

actually, at the beginning, we saw a lot more people opening the app

zapravo, u početku, primetno je više ljudi koristilo aplikaciju

because they were curious what they would find when they opened it.

jer su bili radoznali šta će pronaći kada je otvore.

And our numbers were slightly up from what we expected.

I brojevi su bili malo veći nego što smo očekivali.

CA: OK, that's cool.

KA: Okej, to je kul.

Now, so you, yourself, are something of an enigma, I would say.

Ti sam si, rekao bih, neka vrsta enigme.

Your supporters and investors, who have been with you the whole way,

Oni koji te podržavaju i investitori koji su uz tebe sve vreme,

believe that the only chance

veruju da je jedina šansa

of sort of taking on the powerful, entrenched interests

da se upuste u neke takve snažne, stabilne interese

of taxi industry and so forth,

taksi industrije i tako to,

is to have someone who is a fierce, relentless competitor,

da imaju nekog ko je žestok, nemilosrdan igrač,

which you've certainly proved to be.

što si ti zasigurno pokazao da jesi.

Some people feel you've almost taken that culture too far,

Neki čak gotovo veruju da si preterao sa tom kulturom, i znaš -

and you know -- like a year or two ago

negde pre godinu ili dve

there was a huge controversy where a lot of women got upset.

postojala je ogromna kontroverza kad su se mnoge žene pobunile.

How did it feel like inside the company during that period?

Kakav je bio osećaj u kompaniji tokom tog perioda?

Did you notice a loss of business?

Da li si primetio manjak posla?

Did you learn anything from that?

Da li si naučio nešto iz toga?

TK: Well, look, I think --

TK: Pa, vidi, smatram -

I've been an entrepreneur since I've been in high school

preduzetnik sam još od srednje škole

and you have --

i imaš -

In various different ways an entrepreneur will see hard times

na mnogo različitih načina preduzetnik prolazi kroz teške periode

and for us,

i za nas,

it was about a year and a half ago,

bilo je to pre oko godinu i po,

and for us it was hard times, too.

došao je težak period i za nas.

Now, inside, we felt like --

E, sad, u firmi nam je bilo -

I guess at the end of the day

pretpostavljam na kraju dana

we felt like we were good people doing good work,

smo se osećali kao dobri ljudi koji rade nešto dobro,

but on the outside that wasn't evident.

ali spolja to nije bilo očigledno.

And so there was a lot that we had to do

Bilo je puno toga što smo morali da uradimo,

to sort of --

kao...

We'd gone from a very small company --

Počeli smo od vrlo male kompanije -

I mean if you go literally two and a half years ago,

mislim, ako se vratimo bukvalno pre dve i po godine,

our company was 400 people,

naša kompanija je imala 400 ljudi,

and today it's 6,500.

a danas 6 500.

And so when you go through that growth,

Kada prolazite kroz tako nešto,

you have to sort of cement your cultural values

morate imati čvrste kulturne vrednosti

and talk about them all of the time.

i pričati o njima sve vreme,

And make sure that people are constantly checking

i biti sigurni da ljudi stalno ispituju da bi rekli

to say, "Are we good people doing good work?"

da li smo mi dobri ljudi koji dobro rade.

And if you check those boxes,

Ako štriklirate ova polja,

the next part of that is making sure you're telling your story.

sledeće je da budete sigurni da pričate svoju priču.

And I think we learned a lot of lessons

A mislim da smo naučili dosta lekcija,

but I think at the end of it we came out stronger.

ali mislim da posle njih postanemo jači.

But it was certainly a difficult period.

Ipak, to je definitivno bio težak period.

CA: It seems to me, everywhere you turn,

KA: Čini mi se da gde god se okreneš,

you're facing people who occasionally give you a hard time.

naiđeš na ljude koji ti stvaraju neprilike.

Some Uber drivers in New York and elsewhere

Neki vozači Ubera u Njujorku i u drugim mestima

are mad as hell now because you changed the fees

su sada ljuti kao risevi jer ste promenili cene,

and they can barely -- they claim -- barely afford the deal anymore.

pa jedva mogu - tvrde oni - jedva mogu da ispoštuju ugoovor.

How --

Kako -

You know, you said that you started this originally --

znaš, rekao si da ste ovo prvobitno pokrenuli

just the coolness of pressing a button and summoning a ride.

jer je kul da samo pritisneš dugme i time pozoveš auto.

This thing's taken off,

Onda je sve uhvatilo maha,

you're affecting the whole global economy, basically, at this point.

utičete na celokupnu svetsku ekonomiju, praktično, u ovom trenutku.

You're being forced to be, whether you want it or not,

Primoran si da budeš, želeo ti to ili ne,

a kind of global visionary who's changing the world.

neka vrsta globalnog vizionara koji menja svet.

I mean -- who are you?

Mislim - ko si ti?

Do you want that?

Da li želiš ovo?

Are you ready to go with that and be what that takes?

Da li si spreman da nastaviš i prihvatiš sve što ide uz to?

TK: Well, there's a few things packed in that question, so --

TK: Čekaj malo, jedno po jedno -

(Laughter)

(Smeh)

First is on the pricing side --

Prvo, što se cene tiče -

I mean, keep in mind, right?

mislim, imajte u vidu da je UberX,

UberX, when we first started,

kada smo tek započeli,

was literally 10 or 15 percent cheaper than our black car product.

bio bukvalno 10 do 15 posto jeftiniji od našeg proizvoda sa crnim kolima.

It's now

Sada je to,

in many cities, half the price of a taxi.

u mnogim gradovima, upola cene taksija,

And we have all the data to show

i imamo sve podatke koji pokazuju

that the divers are making more per hour than they would as taxi drivers.

da vozači zarađuju više na sat nego što bi to mogli kao taksisti.

What happens is when the price goes down,

Ono što se dešava je da kada cene padaju,

people are more likely to take Uber

ljudi će pre uzeti Uber

at different times of the day than they otherwise would have,

u različito doba dana nego što bi to inače radili,

and they're more likely to use it in places they wouldn't have before.

i pre će ga uzeti na mestima gde to ne bi ranije.

And what that means for a driver is wherever he or she drops somebody off,

A to za vozača znači da čim on ili ona nekog odbaci,

they're much more likely to get a pickup and get back in.

veća je verovatnoća da će odmah pokupiti nekog u povratku.

And so what that means is more trips per hour,

To znači više vožnji po satu,

more minutes of the hour where they're productive

više minuta u satu kada su produktivni,

and actually, earnings come up.

a zapravo se i zarada povećava.

And we have cities where we've done literally five or six price cuts

Imamo gradove gde smo bukvalno postigli pet ili šest smanjenja cena

and have seen those price cuts go up over time.

i videli da se ovo smanjenje umnožava vremenom.

So even in New York --

Čak i u Njujorku -

We have a blog post we call "4 Septembers" --

Imamo blog po imenu „4 septembra“ -

compare the earnings

poredimo zarade

September after September after September.

septembar za septembrom za septembrom.

Same month every year.

Istog meseca svake godine.

And we see the earnings going up over time

I vidimo da se vremenom zarada povećava

as the price comes down.

kako cene padaju.

And there's a perfect price point -- you can't go down forever.

A tu imamo i savršenu cenovnu pravu - ne možete zauvek da smanjujete.

And in those places where we bring the price down

A u onim mestima gde smanjujemo cene

but we don't see those earnings pop,

ali ne vidimo da zarade rastu,

we bring the prices back up.

vraćamo na stare cene.

So that addresses that first part.

To bi bio odgovor na prvo pitanje.

And then the enigma and all of this --

A onda enigma i tako to -

I mean, the kind of entrepreneur I am

mislim, vrsti preduzetnika kakav sam ja

is one that gets really excited about solving hard problems.

je veoma uzbudljivo da rešava teške probleme.

And the way I like to describe it is it's kind of like a math professor.

I onako kako ja to volim da opišem je da smo kao neki profesor matematike,

You know? If a math professor doesn't have hard problems to solve,

Shvatate? Ako profesor matematike nema teških zadataka za rešavanje,

that's a really sad math professor.

to je jedan tužan profesor matematike.

And so at Uber we like the hard problems

I zato mi u Uberu volimo teške zadatke,

and we like getting excited about those and solving them.

uzbudljivi su nam i volimo da ih rešavamo.

But we don't want just any math problem,

Ali ne želimo bilo kakve zadatke,

želimo one najteže koji se mogu naći

we want the hardest ones that we can possibly find,

and we want the one that if you solve it,

i želimo one koje kad rešite,

there's a little bit of a wow factor.

možete sebi da kažete „vau“.

CA: In a couple years' time --

KA; Za par godina -

say five years' time, I don't know when --

recimo pet, ne znam kad -

you roll out your incredible self-driving cars,

izađete sa neverovatnim samovozećim automobilima,

at probably a lower cost than you currently pay for an Uber ride.

verovatno po nižoj ceni od one koja se trenutno plaća za Uber.

What do you say to your army of a million drivers plus at that time?

Šta ćete tada reći svojoj armiji sa više od milion vaših vozača?

TK: Explain that again -- at which time?

TK: Reci ponovo - kad?

CA: At the time when self-driving cars are coming --

KA: Onda kada izađu samovozeći automobili-

TK: Sure, sure, sure. Sorry, I missed that.

TK: Dobro, dobro, dobro. Shvatio sam sad.

CA: What do you say to a driver?

KA: Šta ćete tad reći vozaču?

TK: Well, look, I think the first part is it's going to take --

TK: Pa, vidi, smatram da je prvi korak da se to uopšte desi -

it's likely going to take a lot longer

verovatno će trebati više vremena za to

than I think some of the hype or media might expect.

nego što mislim da neki dizači buke ili mediji očekuju.

That's part one.

To je prvi deo toga.

Part two is it's going to also take --

Drugo, za to će biti potreban dug prelaz.

there's going to be a long transition.

These cars will work in certain places and not in others.

Automobili će raditi u nekim mestima, u nekima ne.

For us it's an interesting challenge, right?

Za nas je to zanimljiv izazov, zar ne?

Because, well --

Jer, pa -

Google's been investing in this since 2007,

Gugl ulaže u ovo od 2007. godine.

Tesla's going to be doing it, Apple's going to be doing it,

Tesla će raditi na tome, Epl će raditi na tome,

the manufacturers are going to be doing it.

proizvođači će raditi na tome.

This is a world that's going to exist, and for good reason.

Ovo je svet koji će postojati, i to iz dobrog razloga.

A million people die a year in cars.

Milion ljudi godišnje strada u udesima.

And we already looked at the billions or even trillions of hours worldwide

A već smo pričali o milijardama ili čak bilionima sati širom sveta

that people are spending sitting in them, driving frustrated, anxious.

koje ljudi provedu u kolima, voze isfrustrirani, nervozni.

And think about the quality of life that improves

Zamislite kako će se poboljšati kvalitet života kada im vratite vreme,

when you give people their time back

and it's not so anxiety-ridden.

a kojem ne upravlja toliko nervoza.

So I think there's a lot of good.

Tako da mislim da je to dosta dobro.

And so the way we think about it is that it's a challenge,

Mi razmišljamo o tome kao o izazovu,

but one for optimistic leadership,

ali o onom za optimistične lidere,

Where instead of resisting --

gde umesto opiranja -

resisting technology,

opiranja tehnologiji,

maybe like the taxi industry, or the trolley industry --

kao što radi taksi industrija ili industrija trola -

we have to embrace it or be a part of the future.

moramo to prihvatiti ili biti deo njene budućnosti.

But how do we optimistically lead through it?

No, kako da optimistično vodimo kroz to?

Are there ways to partner with cities?

Postoji li način udruživanja sa gradovima?

Are there ways to have education systems, vocational training, etc.,

Postoji li način za obrazovne sisteme, stručno osposobljavanje, itd.

for that transition period.

za taj prelazni period.

It will take a lot longer than I think we all expect,

Potrajaće dosta duže nego što svi očekujemo,

especially that transition period.

posebno taj prelazni period.

But it is a world that's going to exist,

Međutim, to je svet koji će postojati,

and it is going to be a better world.

i biće to bolji svet.

CA: Travis, what you're building is absolutely incredible

KA: Travise, ono što pravite je apsolutno neverovatno

and I'm hugely grateful to you for coming to TED and sharing so openly.

i veoma sam zahvalan što si došao na TED i otvoreno to podelio.

Thank you so much. TK: Thank you very much.

Hvala ti mnogo. TK: Hvala vama mnogo.

(Applause)

(Aplauz)