Seite - 174 - in Digital Entrepreneurship - Impact on Business and Society

execution aswell as to control screens onbenches. It is an advertising display on a city bench, used to present an advertiser’s product or service. It is a new and innovative way of digital-out-of-home (DOOH) advertising venture. Mr. Velagić claims that Benchvertising’s social influence is immense, as it not only revolu- tionizes the traditional bench by bringing people together, but it also brings dynamics to usually calm areas in local communities where benches are installed. And finally, not least important, it tackles the issue of financing benches as it represents a profit source for bench owners/vendors. In order to enhance the spread of these benches around theworld,Mr. Velagić and his partners have decided to approach this business initiative by applying a well-known business model—franchising. Benchvertising.com is franchising their expertise to allow franchisees an opportunity to share their vision of the future of advertising, which helps local community growth and brings a substantial income to the franchisee.OnlyBenchvertising.com franchisees are entitled to strategically position andmanage benches in their local community and to sell advertising slots to other businesses. To conclude inMr.Velagić’swords: ‘We think this is the best way tocombineaglobal-borndigital initiativewith localknowledgeandexpertise.’ Case 3: Uber Another case in point when thinking about digital business and creativity is Uber. Uber was founded 10 years ago andwas one of the fastest-growing companies in theworld. In those years, Uber created over 160.000 jobs in theUSA (Siu 2016). The idea of Uber arose from the cab problem in San Francisco. Inhabitants thought of a simple way to solve the problem and avoidwaiting on the streets of San Francisco and avoid getting stranded. They came up with the Uber app that helped connecting local drivers and passengers. It was initially launched in San Franciscobutalreadyayear later it expanded toNewYorkwhichproved that itwas a good and convenient alternative to the public transport andoftenmore expensive cabs (Hyder 2017). Uber quickly became very popular due to its simplicity and convenience. It matched the problem of the cabs in San Francisco with the upcoming mobile technology, thus offering solutionswith newapproach todigital creativity.Namely UbermakesuseofGPSsystems to locate thedrivers andpassengersmaking it easy for both parties to seewhere the other is. It uses also digital payment opportunities via mobile phones, creating thereby not only a unique service experience for the user but also a highly safe service offer for drivers because no cash is involved (Hyder 2017). Uber relies on digital solutions for service quality feedback, as its application also offers driver feedback which improves the experiences for the customers.This transport service is available bycharginga20%feeover each ride. However, the app can be used for free. Even though customers’ overall feedback appears to be highly positive, the company and its application are continuously changing as new features are added. For example, the latest featuremakes it pos- sible to choose the type of vehicle that youwant (Siu 2016). Digital Creativity: Upgrading Creativity in Digital Business 179