Uber Philly: on-demand car service soft launches with ‘Rider Zero’ Josh Kopelman

Fast-growing Uber, the on-demand car service that lets users nab rides using SMS or its mobile apps, has soft-launched in Philadelphia today.

To quietly kick off its local research mode — where it rolls out cars and finds a local charge rate for its dynamic pricing — the team had First Round Capital managing partner Josh Kopelman, who invested in the service, serve as its first local user. Philadelphia will be the ninth city.

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“At 8:15 this morning, First Round Capital’s Managing Partner Josh Kopelman (sporting a Flyers cap) whipped out his iPhone, requesting a secret Uber car from Philly’s Rittenhouse Square,” wrote an Uber company release sent to Technically Philly. “Gibson showed up in a slick, black Cadillac Escalade with “wooder” in the back, escorting Josh to catch his train. Uber’s secret *testing* phase on the streets of Philadelphia has begun.”

As part of its rollout strategy, Uber has declined to officially comment or give a specific release date. The service aims to disrupt the taxi and private car market, which has gotten it pushback in other new markets — more than one. In December, the service raised another $32 million in funding, and in February, Uber was launching Los Angeles and Toronto.

The release went on to caution: “Although there are a few cars on the road, please keep in mind that Uber Philly is still in research mode. The experience you have during our *secret* Uber phase *may not blow your mind the way it will once we officially launch (though likely will). We’re still in the process of building our supply and hitting the perfect price point, so feedback is welcomed.”