Questions for you as Ubers CMO:

-:For the Stakeholder framework, use pages 101 to 102 of theSec S-1 document for analysis.

Based on an Ridesharing $10 Per Trip Excess Incentives No or Yes, what are the revenues for Drivers (who are Suppliers) and Uber revenues?

What is your analysis to test the reasonableness of the Average $10 Trip?

Who Wins and Who Loses? Why with supporting analysis?

Other Stakeholders to consider & what is significant?

For Uber, what is impact on share of revenues with autonomous cars and impact on BMH?

Focus only on Uber Mobility (i.e. Rides) and be Long Term in your assessment: What grade would you give yourself on how well positioned Uber is going forward to take advantage of Market Opportunities? Apply the relevant frameworks. Note: Focus only on Uber Rides.

What is your Long Term Prize?

What are your Marketing Strategy Recommendations? Must be supported by the Takeaways from your frameworks.

What are your other relevant Frameworks analyzed? What are the respective Takeaways? What are the significant international considerations?

Given your BMH&F, what is the range of your future annual investment in $ Billions which includes strategies to accomplish your Prize? Why?

Uber The Prize Other Frameworks Strategies Competitive: Brand Product Pricing Target / Promotion Distribution Digital Marketing Annual Investment Range $B Uber STAKE Takeaway: Ridesharing \$10 Trip Excess Incentives None Yes Gross Driver Uber Rev Reasonable test of $10 / Trip Winners Losers Other Stakeholders Stockholders? Mgt? Suppliers - Others? Uber The Prize Other Frameworks Strategies Competitive: Brand Product Pricing Target / Promotion Distribution Digital Marketing Annual Investment Range $B Uber STAKE Takeaway: Ridesharing \$10 Trip Excess Incentives None Yes Gross Driver Uber Rev Reasonable test of $10 / Trip Winners Losers Other Stakeholders Stockholders? Mgt? Suppliers - Others