Referencing the ongoing scenario between Uber and Metered taxi drivers in regions like Kenya and South Africa, Taryn Morris, Operations and Logistics Manager for Uber South Africa, said the company has prioritised consultation with transport authorities and driver partners - and believes the company is a powerful example of disruption using innovation.

Speaking at the Innovation Live & Crowdsourcing Week Africa Summit (CWS) held in Midrand, Gauteng on 24 June, Morris said Uber has made consistent interaction an important part of their latest launches in Accra, Kampala and Dar es Salaam following recent violent opposition in Johannesburg, where they first launched in Africa three years ago.

"Initially we came in here and we didn't really engage as we have done more now in Port Elizabeth for example. We have engaged with different areas of government and metered taxis knowing what the backlash can be which we weren't really aware of when we initially entered. There has definitely been more engagement with local authorities, ministers of transport and local service providers. As we go into more countries and start deciding on our next launch cities we consider who we can work with better rather than compete."

"The way we bring drivers on board in Africa has always been different to how we do it in a developed country where a driver does not necessarily need to go into an office because they just watch a YouTube video and pull their smartphone and get online for the sign up. We are taking more time in the onboarding process to guide drivers through and that is quite unique and it is because some of them have not had access to a smartphone before. We also change how we communicate by using sms more than email, but it is also encouraging to see their skills sets grow because more of them are using smartphones and email."

Meaningful engagement

Simon Hill, former business consultant and CEO of idea management software company Wazoku says Uber's growing popularity proves that they are doing a lot of things right very quickly, but more meaningful engagement from the company in Africa is possible in order to allow all role players to make their contribution - which can help the company perform even better.

"I think it is absolutely critical for businesses going forward to think about engaging better within the context of what they are trying to do. People are not stupid and they know when it is really or just lip service when a company is reaching out. Change will always be met with resistance and if it is very disruptive it will be met with even more resistance by those who are most scared of it, those who it impacts the most. The more you can bring people into the process of change and not just ask them for their opinion and walk away, but get them to help you to shape solutions will result in less resistance to change."

Hill says while social media is proving to be a convenient way of engaging, disruptive companies should also initiate real-world get-togethers where necessary.