With a new update to its mobile application, Uber now tracks consumers for an extra five minutes after the ride is over, claiming an increase to rider safety but potentially worrying customers who are weary about how much of their data companies can access.

In a climate where consumers are increasingly worried about data breaches and weary of intrusive advertising, Uber is taking a risky move by extending the amount of time its app can track customers by an extra five minutes. Uber claims this extra time will help encourage rider safety as well as improving the customer experience.

“We do this to improve pickups, drop-offs, customer service, and to enhance safety,” an Uber spokesperson said.

Data gathering
Like many software providers and social networks, Uber is in a fraught position when it comes to data collecting.

On one end, collecting data on consumers is a valuable part of any digital enterprise. That data can be helpful in innumerable ways, from providing insight on how best to modify services to suit customers’ needs, analyze customer behavior, adjust scale based on the number and concentration of users and a variety of other helpful results.

Additionally, that data is often valuable for marketers and advertisers who want to know what consumers are doing, where and when, so they can deduce why and better serve them ads. Twitter brings in so much data every second of operation that it has even come up with a name for it: the Firehose.

On the other hand, as our world becomes more digital and interconnected, customers grow weary of the almost-leery way that brands gather data on them. Numerous controversies have arisen since the dawn of the digital era regarding data collection, advertising and other intrusive data collection methods.

These fears have been agitated by real concern over the increased governmental surveillance power accrued over the past two decades.

Useful vs. intrusive
In the middle sits Uber, which has made the controversial decision to extend the window of data gathering on its consumers for an extra five minutes after the ride ends.

Five minutes may seem like a trivial number, but in that time much can be gathered.

Uber claims that the data is collected to help find better pick-up and drop-off points. For many consumers however, this may make them a bit more uncomfortable with Uber’s tracking abilities.

Uber, for its part, has allowed an opt-out feature, meaning that users do not have to submit to the extra five minutes if they do not wish.

The move also comes after a full-on brand redesign the Uber app went through last month (see story).

In the end, navigating the fine line between resourceful and creepy is a balancing act that many digital companies will have to get used to.

“We’re always thinking about ways we can improve the rider experience from sharpening our ETA estimates to identifying the best pick up location on any given street. Location is at the heart of the Uber experience, and we’re asking riders to provide us with more information to achieve these goals,” the Uber spokesperson said.