Ver Cuevana3. Uber is among the most recognisable brands in the world. It has become embedded in our language and has revolutionised the way we get from A to B. Over the past nine years, the edgy digital disruptor has upended an entire industry business model and made ride sharing cool. But Uber's ride to success has been far from smooth. How did the ruthless app giant outwit regulators and crush its competitors?