UBER, Opportunity for African Women?

Esenam Nyador Photo Credit: Beam Blog

Uber has had a revolutionary effect on the unreliable transport systems in some African countries of which some Ghanaian Uber clients (riders) can attest to.
When asked about her first impression with Uber, Seyram Ocloo simple said, “It is so excellent. I loved it.”
“You sit in your office and you have your app with you. You press it and a driver comes. You don't need to go through the hustle of getting a car, bargain with the driver or anything. It assures safety, in the sense that, you can report to the office [if the driver does anything you don't like]. You have some comfort. The driver gives you a treat. Anything you ask for is been provided: if you want radio, music; whether you want ac or not. If you like some quite or chat you can. It is very entertaining.” she added.

Uber service is relatively new in Ghana. The company officially launched in June 2016. With its entry into the Ghanaian transport service individuals have more advantage to explore as car owner.
Mapping out the demand curve for Uber shows that US consumers alone are reaping billions of dollars a year in benefits. This realization was reached through a study conducted by Steve Levitt (author of Freakonomics) and other researchers in University of Oxford and Chicago.

Taking advantage of this remunerative offer to augment your financial positions surely is smart. Uber relies on ordinary people like mothers and fathers, students or workers who happen to be in your vicinity or are going along your way. A co-worker walked in one afternoon saying nice things about the Uber driver who had offered her a ride for cash. “He was very smart” she said, and continue to exaggerate the intellectual conversation she had in an Uber assured ride.
What is Uber? To some passengers, Uber is a safe, inexpensive taxi service. You hire a private driver  to come pick you up and send you to your destination by pressing a button on your phone.
“Drive with Uber and earn great money. Get paid weekly for helping your communities of riders get around town” says a communication of Uber.
Transportation fares in Ghana are likely to go up every three month. These periods are unsettling because of the price haggling it brings with it. Whereas with Uber, prices are stable and the factors that go into pricing of fare are transparent for both the drivers on Uber and passengers that patronize the Uber service.
In the experience of Seyram, “Uber is a great deal. You don't need to bargain because you can see the cost, you know fare before the driver arrives.. It gives you the feeling of owning a car. You feel like you own the car because you are been driven up every where you want. You could call up a car and it can be a Benz, Toyota Corolla or Camery.”
“Even if it were your parent's car, would you get the chance to sit at the back seat and feel comfortable?”she asked rhetorically.
Every economist knows that the quantity of goods or services demanded rises as the price falls. The penetration of Uber in Ghana is an inevitable possibility. All rest on the question that would the unemployed Ghanaian take advantage of this opportunity to become business owner?
When asked how she would feel when a lady pulled up to give her an Uber ride, a client said “it will be cool, why not” with a skeptic frown on her face. Some people have not thought of that possibility for women offering transport service just yet. Hopefully Uber's entrepreneurial opportunities might begin to change those perception of male chauvinism. After a quick retrospective consideration, the client illustrated how fun it could be for her to be driven up by a lady:
“Maybe she will give me a hair product or a perfume. I could also ask her what perfume she is wearing and she could offer to sell me some products.
“if someone drove me, I will like some else to have the feeling I had while been driven in an Uber service car” this is the final word Seyram left for prospective Uber entrepreneurs. She was reacting to a question to determine whether she too might want to 'give rides for cash' under the Uber model.
But then it struck me, is Uber going to cause a change in the male dominated taxi industry? Will we see more women finding their way into commercial driving as a professional choice?
Perhaps, I may be putting too much faith and expectation into what Uber might do to pioneer change in the transportation services.
Speaking of pioneers, some transport companies in Ghana are beginning to empower women in their meager way by recruiting female drivers. So much could be said for the Metro Mass Transit of Ghana. I am always amazed by the composure of these feminine drivers in the Metro Mass Transit buses, ever time I join the pass to the city centre.

Madam Florence - Photo credit: Accra We Dey

Madam Florence is also a long journey driver for the 'VIP' coaches and buses company based in Ghana. She is the driver for the Accra – Sunyani rout of the VIP. I believe those passengers who joined her bus had their doubts squashed after she took them to their destination, safely.
“She drove me from Wa to Accra” said Hassan Salih, reacting to a post a friend shared on Facebook.
Though women commercial drivers are sensational and an interesting occurrence, not all female drivers in Ghana have it rosy.
Madam Nyadroh sharees her experiences with Falk Blenke:
How did passengers react initially when they saw a woman behind the wheel?
“Commuters didn’t always recognize right away when they flagged me down, because I wear my hair short. Some would stand by the roadside giggling for a minute when they realized. [Esenam laughs and gets up to imitate the gestures people would make and we all burst out laughing.] Others were not certain if this was actually a taxi. I would always wait patiently and let them sit down and process the information. Some got so confused that they even forgot to tell me the destination.
During the ride a lot of passengers would doubt my competence and act like my driving instructor shouting things at me. Some people asked me if I could not find a female job, whatever that is. Sadly, some passengers refused to drive with me — even women. I remember one woman flagged me down and once she realized, she just said “Oh don’t mind.” I wanted to understand the reasons behind her decision, so I offered to drive her for free, but she still refused.
Luckily, I have never been attacked but I know female metro bus drivers who have experienced verbal and physical assault.”

Women empowerment must be comprehensive and not specialized. We cannot say we will empower women in some sectors and not others. With Uber, and now Taxify, penetrating the market of taxi transportation, it is my hope that, perspectives will change about what the feminine gender must do; and more opportunities will be available for women entrepreneurship in Ghana.