To Make Amends, Uber Looks Ahead, and Facebook Looks Back
*By Madison Alworth*
Uber's new [national TV ad](https://www.youtube.com/watch?v=WMZyw5lPKgE) doesn't tout new services or offer limited-time discounts. This minute-long video makes a solemn promise, from Uber's new CEO himself, Dara Khosrowshahi, "to always do the right thing."
It's part of Uber's effort since Khosrowshahi took over last August to present the company as a better, more caring corporate citizen of the world. After years of bad news about Uber's cutthroat strategy to grow at any cost, this ad represents a carefully crafted pivot.
"I do think its effective," said Jon Swartz, a senior reporter at Barron's. "I actually think of it as kind of a State of the Union address from Dara."
Khosrowshahi inherited from the founder and former CEO Travis Kalanick a company dealing with investor lawsuits, a federal investigation into stolen trade secrets, and software used to hide its vehicles from law enforcement. Not to mention an incriminating video of Kalanick [berating an Uber driver](https://www.bloomberg.com/news/articles/2017-02-28/in-video-uber-ceo-argues-with-driver-over-falling-fares). The advertisement serves as a reset of public expectations.
"I think what Dara is doing is really, really good," said Swartz. "In fact, what he's doing is he's starting his administration, so to speak, on a positive angle."
Uber is not the only company looking to publicly make amends for past transgressions. Facebook has also released an advertisement, ["Here Together,"](https://www.youtube.com/watch?v=Q4zd7X98eOs) which promises a return to what users may have first liked about Facebook.
Swartz said the Facebook ad is different from Uber's because the social media company is in a different stage of the so-called public apology tour.
"The difference between the two is that Uber is trying to take a first wave of the new administration and set a precedent," Swartz said in an interview Thursday on Cheddar. "While Facebook is kind of retrenching and trying to correct what has been a problem and what will continue to probably be a problem when we hear about other data breaches or problems that occur there."
It remains to be see how the public ー and investors ー will respond to the companies' new promises.
"I think there's this general sense that tech is not well liked throughout the rest of the country," Swartz said, adding that these ads cold have a broad impact with consumers who have impressions of the companies shaped by what they hear as much as what they experience.
"You're resetting the company and its expectations, because again, in Silicon Valley, the companies are reflected by their CEOs," Swartz said. "That's the personality of the company, whether good, or bad, or indifferent."
For the full interview, [click here](https://cheddar.com/videos/silicon-valley-is-sorry).
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In the ongoing saga of AT&T and Verizon versus airlines over the U.S. rollout of 5G near airports, the telecom giants have agreed to delay some deployments. The decision came after arguments that the technology could pose a threat to the safety and security of flights. However, AT&T countered that airlines had two years to prepare for this rollout date.
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Telecom giants AT&T and Verizon have agreed to delay activating their 5G services around airports and runways once again. This comes after major U.S. airlines voiced their concern over the rollout of 5G technology, warning of an impending "catastrophic" aviation crisis. Peter Andersen, Chief Investment Officer, Anderson Capital Management joined Cheddar's Opening Bell to discuss.
Earnings season kicks into high gear this week as big players are on tap to report their Q4 numbers. Goldman Sachs, Procter & Gamble, United Airlines, and Netflix are just a few of the companies we're keeping a close eye on to give us a better idea of how they're dealing with the Omicron variant, inflation and interest rates. David Nelson, chief strategist at Belpointe, gives a preview of what to expect.
Thomas Hayes, Chairman at Great Hill Capital, joined Wake Up With Cheddar to break down what to look for on the economic front in the coming months amid an Omicron surge and planned interest rate hikes.
