Uber is teaming up with Cargo, an online retailer, to create an app for selling products to Uber riders. It's being described as SkyMall, but for Uber. I would have to disagree. And if this metaphor is guiding the beliefs of how this will impact their users' experience, then they may not have the full picture.
For those of you who don't know, SkyMall is a shopping catalogue that is (was?) available in airplane seat pockets. It contained an assortment of products from multiple retailers all housed in a single catalogue. They offered everything from full size replicas of King Tuts sarcophagus to cat heating pads. It was a great idea at the time when the internet wasn't what it is today. If you wanted to buy something, then you needed to mail a check or call a customer service number.
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