TED2016
Travis Kalanick: Uber's plan to get more people into fewer cars
Travis Kalanik (Travis Kalanick): Uberov plan da više ljudi koristi manje automobila
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Uber nije počeo sa velikim ambicijama da smanji gužve i zagađenje. Međutim, kako se kompanija razvijala, suosnivač Travis Kalanik se pitao da li postoji način da navede ljude da koriste Uber duž istih putanja kako bi usput podelili vožnju, smanjili troškove i ispuštanje ugljen-dioksida. Rezultat je bio Uber Pul, kompanijin servis za grupne vožnje, koji je oslobodio puteve 7,9 miliona pređenih milja i 1 400 metričkih tona ugljen-dioksida iz vazduha Los Anđelesa. Sada, Kalanik kaže da bi grupna vožnja mogla da funkcioniše i za ljude u predgrađima koji putuju na posao. „Danas, sa tehnologijom u našim džepovima i malo pametnijim regulativama“, kaže on, „možemo pretvoriti svaki auto u deljeni, i možemo sebi vratiti naše gradove, počev od danas.“
Travis Kalanick - Entrepreneur
As Uber's co-founder and former CEO, Travis Kalanick is disrupting an entrenched industry and reinventing urban transportation. Full bio
As Uber's co-founder and former CEO, Travis Kalanick is disrupting an entrenched industry and reinventing urban transportation. Full bio
Double-click the English transcript below to play the video.
00:12
Today I wanted to --
well, this morning --
well, this morning --
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Danas, u stvari, ovog jutra,
00:15
I want to talk about the future
of human-driven transportation;
of human-driven transportation;
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želim da pričam o budućnosti prevoza
za čijim volanom je čovek;
za čijim volanom je čovek;
00:21
about how we can cut congestion,
pollution and parking
pollution and parking
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o tome kako možemo smanjiti gužve,
zagađenje i rešiti pitanje parkinga
zagađenje i rešiti pitanje parkinga
00:27
by getting more people into fewer cars;
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tako što će više ljudi
koristiti manje vozila;
koristiti manje vozila;
00:31
and how we can do it
with the technology that's in our pockets.
with the technology that's in our pockets.
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i kako to možemo izvesti
uz pomoć tehnologije koja nam je u džepu.
uz pomoć tehnologije koja nam je u džepu.
00:37
And yes, I'm talking about smartphones ...
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Da, pričam o pametnim telefonima...
00:40
not self-driving cars.
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ne samovozećim automobilima.
00:43
But to get started we've got
to go back over 100 years.
to go back over 100 years.
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Da bismo počeli, moramo da se vratimo
više od stotinu godina unazad.
više od stotinu godina unazad.
00:48
Because it turns out
there was an Uber way before Uber.
there was an Uber way before Uber.
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Jer ispada da je postojao
jedan Uber davno pre Ubera.
jedan Uber davno pre Ubera.
00:55
And if it had survived,
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I da je tad preživeo,
00:57
the future of transportation
would probably already be here.
would probably already be here.
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budućnost prevoza
bi verovatno već bila ovde.
bi verovatno već bila ovde.
01:03
So let me introduce you to the jitney.
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Dozvolite mi da vas upoznam sa džitnijem.
01:06
In 1914 it was created or invented
by a guy named LP Draper.
by a guy named LP Draper.
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Godine 1914. ga je kreirao ili izumeo
momak po imenu L. P. Drejper.
momak po imenu L. P. Drejper.
On je bio prodavac automobila
iz Los Anđelesa i došao je na jednu ideju.
iz Los Anđelesa i došao je na jednu ideju.
01:12
He was a car salesman from LA,
and he had an idea.
and he had an idea.
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01:16
Well, he was cruising around
downtown Los Angeles,
downtown Los Angeles,
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Tumarao je po centru Los Anđelesa,
01:18
my hometown,
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mog rodnog grada,
01:20
and he saw trolleys
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i video je trole
01:21
with long lines of people trying
to get to where they wanted to go.
to get to where they wanted to go.
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i duge redove ljudi koji su pokušavali
da stignu tamo gde su želeli.
da stignu tamo gde su želeli.
01:26
He said, well, why don't
I just put a sign on my car
I just put a sign on my car
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Rekao je, pa zašto jednostavno
ne bih stavio znak na svoj auto
ne bih stavio znak na svoj auto
01:29
that takes people wherever
they want to go for a jitney --
they want to go for a jitney --
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i vozio ljude gde god žele
za jedan džitni -
za jedan džitni -
01:32
that was slang for a nickel.
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što je bio sleng za novčić.
01:34
And so people jumped on board,
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I tako su ljudi navalili,
01:37
and not just in Los Angeles
but across the country.
but across the country.
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i to ne samo u Los Anđelesu,
već širom zemlje.
već širom zemlje.
01:40
And within one year,
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Za jednu godinu,
01:41
by 1915,
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do 1915,
01:44
there were 50,000
rides per day in Seattle,
rides per day in Seattle,
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bilo je 50 000 vožnji dnevno u Sijetlu,
01:47
45,000 rides per day in Kansas
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45 000 vožnji dnevno u Kanzasu
01:51
and 150,000 rides per day in Los Angeles.
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i 150 000 vožnji dnevno u Los Anđelesu.
01:54
To give you some perspective,
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Da bih vam to malo približio,
01:57
Uber in Los Angeles
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Uber u Los Anđelesu
01:59
is doing 157,000 rides per day, today ...
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ima 157 000 vožnji dnevno, danas...
02:05
100 years later.
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100 godina kasnije.
02:09
And so these are the trolley guys,
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Ovo su momci sa trolama,
02:11
the existing transportation
monopoly at the time.
monopoly at the time.
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što je bio postojeći monopol
u prevozu tog vremena.
u prevozu tog vremena.
02:14
They were clearly not happy
about the jitney juggernaut.
about the jitney juggernaut.
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Očito da nisu bili srećni
zbog navale džitnija.
zbog navale džitnija.
02:18
And so they got to work
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I tako su oni prionuli na posao,
02:20
and they went to cities across the country
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krenuli u gradove širom zemlje
02:23
and got regulations put in place
to slow down the growth of the jitney.
to slow down the growth of the jitney.
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i izborili se za propise
koje će usporiti razvoj džitnija.
koje će usporiti razvoj džitnija.
02:28
And there were all kinds of regulations.
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A bilo je tu svakakvih propisa.
02:31
There were licenses --
often they were pricey.
often they were pricey.
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Bilo je dozvola - često su bile paprene.
02:33
In some cities,
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U nekim gradovima,
02:34
if you were a jitney driver,
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ako ste bili vozač džitnija,
02:36
you were required to be
in the jitney for 16 hours a day.
in the jitney for 16 hours a day.
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zahtevalo se od vas da budete
u džitniju 16 sati dnevno.
u džitniju 16 sati dnevno.
02:40
In other cities,
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U drugim gradovima,
02:42
they required two jitney
drivers for one jitney.
drivers for one jitney.
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tražili su dva vozača džitnija
za jedan džitni.
za jedan džitni.
02:45
But there was a really
interesting regulation
interesting regulation
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Bio je tu i jedan vrlo zanimljiv propis
02:48
which was they had to
put a backseat light --
put a backseat light --
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po kome su morali
da stave svetlo na zadnje sedište -
da stave svetlo na zadnje sedište -
02:51
install it in every Jitney --
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da to ugrade u svaki džitni -
02:53
to stop a new pernicious innovation
which they called spooning.
which they called spooning.
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kako bi zaustavili opaku inovaciju
koju su nazivali ljubakanje.
koju su nazivali ljubakanje.
02:57
(Laughter)
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(Smeh)
02:59
All right. So what happened?
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U redu. Pa šta se dogodilo?
03:01
Well, within a year
this thing had taken off.
this thing had taken off.
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U roku od jedne godine,
ova stvar je buknula.
ova stvar je buknula.
03:04
But the jitney, by 1919, was regulated
completely out of existence.
completely out of existence.
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Međutim, džitni je, do 1919. godine,
propisima skroz izbačen iz posla.
propisima skroz izbačen iz posla.
03:10
That's unfortunate ...
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Nažalost...
03:13
because, well, when you can't share a car,
then you have to own one.
then you have to own one.
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jer, kad ne možete da delite auto,
onda morate da ga kupite.
onda morate da ga kupite.
03:17
And car ownership skyrocketed
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Prodaja auta je premašila sva očekivanja,
03:19
and it's no wonder that by 2007,
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pa onda nije ni čudo
što je do 2007. godine
što je do 2007. godine
03:23
there was a car for every man,
woman and child in the United States.
woman and child in the United States.
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postojao auto za svakog čoveka,
ženu i dete u Sjedinjenim Državama.
ženu i dete u Sjedinjenim Državama.
03:27
And that phenomenon had gone global.
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I taj fenomen se proširio globalno.
03:30
In China by 2011,
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U Kini je do 2011. godine
03:33
there were more car sales
happening in China than in the US.
happening in China than in the US.
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bilo više prodatih automobila
nego u Sjedinjenim Državama.
nego u Sjedinjenim Državama.
03:37
Now, all this private ownership
of course had a public cost.
of course had a public cost.
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Sva ova privatna vlasništva su,
naravno, imala svoju cenu.
naravno, imala svoju cenu.
03:41
In the US, we spend
7 billion hours a year,
7 billion hours a year,
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U Sjedinjenim Državama
provodimo 7 milijardi sati godišnje,
provodimo 7 milijardi sati godišnje,
03:46
wasted, sitting in traffic.
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uzalud, sedeći u saobraćaju.
03:48
160 billion dollars in lost productivity,
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Izgubi se 160 milijardi dolara
u pogledu produktivnosti,
u pogledu produktivnosti,
03:52
of course also sitting in traffic,
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takođe zbog sedenja u saobraćaju,
03:54
and one-fifth of all
of our carbon footprint
of our carbon footprint
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i jedna petina našeg ugljenikovog otiska
03:57
is spewed out in the air
by those cars that we're sitting in.
by those cars that we're sitting in.
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se ispušta u vazduh
iz ovih automobila u kojima sedimo.
iz ovih automobila u kojima sedimo.
04:02
Now, that's only four percent
of our problem though.
of our problem though.
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No, to je samo četiri procenta
našeg problema.
našeg problema.
04:05
Because if you have to own a car
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Jer, ako morate da imate auto,
04:07
then that means 96 percent of the time
your car is sitting idle.
your car is sitting idle.
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to onda znači da vaš auto miruje
96 posto vremena.
96 posto vremena.
04:11
And so, up to 30 percent
of our land and our space
of our land and our space
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I tako se oko 30 procenata
našeg zemljišta i našeg prostora
našeg zemljišta i našeg prostora
04:15
is used storing these hunks of steel.
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koristi za skladištenje ovih gvožđurija.
04:18
We even have skyscrapers built for cars.
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Imamo čak i nebodere građene za kola.
04:23
That's the world we live in today.
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U takvom svetu mi danas živimo.
04:27
Now, cities have been dealing
with this problem for decades.
with this problem for decades.
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E sad, u gradovima se radilo
na ovom problemu decenijama.
na ovom problemu decenijama.
04:31
It's called mass transit.
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To se zove masovni tranzit.
04:33
And even in a city like New York City,
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Pa čak i u gradu poput Njujorka,
04:35
one of the most densely
populated in the world
populated in the world
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jednog od najgušće naseljenih
gradova na svetu
gradova na svetu
04:37
and one of the most sophisticated
mass transit systems in the world,
mass transit systems in the world,
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i jednog od najsofisticiranijih sistema
masovnog tranzita na svetu,
masovnog tranzita na svetu,
04:41
there are still 2.5 million cars
that go over those bridges every day.
that go over those bridges every day.
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još uvek ima 2,5 miliona automobila
koji prelaze preko onih mostova svaki dan.
koji prelaze preko onih mostova svaki dan.
04:48
Why is that?
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Zašto?
04:50
Well, it's because mass transit
hasn't yet figured out
hasn't yet figured out
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Pa, masovni tranzit
još uvek nije došao do rešenja
još uvek nije došao do rešenja
04:55
how to get to everybody's doorstep.
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kako da dođe do svačijeg praga.
04:58
And so back in San Francisco,
where I live,
where I live,
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Da se vratimo u San Francisko,
gde ja živim, tu je situacija mnogo gora,
gde ja živim, tu je situacija mnogo gora,
05:01
the situation's much worse,
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05:02
in fact, much worse around the world.
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zapravo, mnogo je gora širom sveta.
05:06
And so the beginning
of Uber in 2010 was --
of Uber in 2010 was --
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I tako je začetak Ubera 2010. godine bio -
05:09
well, we just wanted
to push a button and get a ride.
to push a button and get a ride.
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pa, samo smo želeli
da pritisnemo dugme i vozimo se.
da pritisnemo dugme i vozimo se.
05:12
We didn't have any grand ambitions.
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Nismo imali neke ogromne ambicije.
05:14
But it just turned out
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Međutim, ispalo je
05:15
that lots of people wanted
to push a button and get a ride,
to push a button and get a ride,
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da je dosta ljudi želelo
da pritisne dugme i vozi se,
da pritisne dugme i vozi se,
05:18
and ultimately what we started to see
was a lot of duplicate rides.
was a lot of duplicate rides.
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i na kraju smo uočili
da je bilo dosta identičnih vožnji.
da je bilo dosta identičnih vožnji.
05:24
We saw a lot of people
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Videli smo da dosta ljudi
05:26
pushing the same button at the same time
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pritiska isto dugme u isto vreme
05:29
going essentially to the same place.
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u osnovi se krećući ka istom cilju.
05:31
And so we started thinking about,
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Počeli smo da razmišljamo
05:33
well, how do we make those two trips
and turn them into one.
and turn them into one.
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o tome kako da od ove dve vožnje
napravimo jednu.
napravimo jednu.
05:37
Because if we did,
that ride would be a lot cheaper --
that ride would be a lot cheaper --
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Jer ako bismo to uspeli,
ta vožnja bi bila dosta jeftinija -
ta vožnja bi bila dosta jeftinija -
05:41
up to 50 percent cheaper --
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i do 50 posto jeftinija -
05:43
and of course for the city
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a opet što se grada tiče,
05:44
you've got a lot more people
and a lot fewer cars.
and a lot fewer cars.
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imate mnogo više ljudi
koji koriste mnogo manje kola.
koji koriste mnogo manje kola.
05:47
And so the big question for us was:
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Veliko pitanje za nas je bilo:
05:49
would it work?
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da li bi to funkcionisalo?
05:51
Could you have a cheaper ride
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Da li je moguća jeftinija vožnja,
05:54
cheap enough that people
would be willing to share it?
would be willing to share it?
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dovoljno jeftina da ljudi
žele da je podele?
žele da je podele?
05:58
And the answer, fortunately,
is a resounding yes.
is a resounding yes.
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Odgovor je, srećom, glasno „da“.
06:02
In San Francisco,
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U San Francisku,
06:03
before uberPOOL, we had --
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pre Uber Pula,
06:06
well, everybody would take their car
wherever the heck they wanted.
wherever the heck they wanted.
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svi bi išli svojim kolima
kuda god su želeli.
kuda god su želeli.
06:09
And the bright colors
is where we have the most cars.
is where we have the most cars.
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Jasne boje su tamo gde imamo
najviše automobila.
najviše automobila.
06:12
And once we introduced uberPOOL,
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Kad smo uveli Uber Pul,
06:15
well, you see there's not
as many bright colors.
as many bright colors.
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vidite da nema toliko jarkih boja.
06:18
More people getting around
the city in fewer cars,
the city in fewer cars,
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Više ljudi se kreće po gradu
u manjem broju automobila,
u manjem broju automobila,
06:22
taking cars off the road.
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čime uklanjaju automobile sa puta.
06:24
It looks like uberPOOL is working.
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Izgleda da Uber Pul funkcioniše.
06:27
And so we rolled it out in Los Angeles
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Onda smo prešli na Los Anđeles
06:30
eight months ago.
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pre osam meseci.
06:32
And since then, we've taken
7.9 million miles off the roads
7.9 million miles off the roads
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Od tada smo oslobodili puteve
7,9 miliona pređenih milja
7,9 miliona pređenih milja
06:38
and we've taken 1.4 thousand
metric tons of CO2 out of the air.
metric tons of CO2 out of the air.
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i uklonili smo 1,4 hiljada tona
ugljen-dioksida iz vazduha.
ugljen-dioksida iz vazduha.
06:45
But the part that I'm really --
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Ipak, deo na koji sam -
06:47
(Applause)
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(Aplauz)
06:51
But my favorite statistic --
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Moj omiljeni statistički podatak -
setite se, ja sam iz Los Anđelesa,
06:54
remember, I'm from LA,
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06:55
I spent years of my life
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proveo sam mnoge godine
06:56
sitting behind the wheel,
going, "How do we fix this?" --
going, "How do we fix this?" --
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sedeći za volanom, razmišljajući:
„Kako ovo možemo da poboljšamo?“ -
„Kako ovo možemo da poboljšamo?“ -
06:59
my favorite part
is that eight months later,
is that eight months later,
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moj omiljeni deo je da smo,
posle osam meseci,
posle osam meseci,
07:03
we have added 100,000 new people
that are carpooling every week.
that are carpooling every week.
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dodali 100 000 novih ljudi koji učestvuju
u grupnim vožnjama svake sedmice.
u grupnim vožnjama svake sedmice.
07:10
Now, in China everything is supersized,
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E, sad, u Kini je sve megalomanski,
07:13
and so we're doing 15 million
uberPOOL trips per month,
uberPOOL trips per month,
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i tako obavljamo 15 miliona vožnji
Uber Pula mesečno,
Uber Pula mesečno,
07:18
that's 500,000 per day.
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što je 500 000 dnevno.
07:20
And of course we're seeing
that exponential growth happen.
that exponential growth happen.
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Naravno, gledamo kako taj broj
eksponencijalno raste.
eksponencijalno raste.
07:23
In fact, we're seeing it in LA, too.
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Zapravo, to takođe vidimo
i u Los Anđelesu.
i u Los Anđelesu.
07:25
And when I talk to my team,
we don't talk about,
we don't talk about,
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Kada razgovaram sa svojim timom,
mi ne pričamo:
mi ne pričamo:
07:27
"Hey, well, 100,000 people
carpooling every week and we're done."
carpooling every week and we're done."
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„E, 100 000 novih korisnika
svake nedelje, super je to.“
svake nedelje, super je to.“
07:34
How do we get that to a million?
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Kako da dođemo do milion?
07:36
And in China, well,
that could be several million.
that could be several million.
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A u Kini, pa, moglo bi da bude
nekoliko miliona.
nekoliko miliona.
07:39
And so uberPOOL is a very great
solution for urban carpooling.
solution for urban carpooling.
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I tako je Uber Pul sjajno rešenje
za gradske grupne vožnje.
za gradske grupne vožnje.
07:45
But what about the suburbs?
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Međutim, šta ćemo sa predgrađima?
07:47
This is the street
where I grew up in Los Angeles,
where I grew up in Los Angeles,
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Ovo je ulica gde sam odrastao
u Los Anđelesu,
u Los Anđelesu,
to je zapravo predgrađe
koje se zove Nortridž u Kaliforniji,
koje se zove Nortridž u Kaliforniji,
07:50
it's actually a suburb
called Northridge, California,
called Northridge, California,
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07:52
and, well --
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i, pa -
07:54
look, those mailboxes,
they kind of just go on forever.
they kind of just go on forever.
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pogledajte, ovi poštanski sandučići
prosto se nižu u nedogled.
prosto se nižu u nedogled.
07:58
And every morning at about the same time,
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I svako jutro, u otprilike isto vreme,
08:01
cars roll of out their driveway,
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automobili izlaze sa parkinga,
08:03
most of them, one person in the car,
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u većini njih je samo po jedna osoba,
08:07
and they go to work,
they go to their place of work.
they go to their place of work.
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i idu na posao, idu do mesta gde rade.
08:11
So the question for us is:
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Pitanje za nas je
08:12
well, how do we turn
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kako da pretvorimo
08:15
all of these commuter cars --
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sve ove putničke automobile -
08:17
and literally there's
tens of millions of them --
tens of millions of them --
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a bukvalno ih je na desetine miliona -
08:21
how do we turn all these
commuter cars into shared cars?
commuter cars into shared cars?
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kako da pretvorimo sva ova putnička auta
u ona koja se dele?
08:25
Well, we have something for this that we
recently launched called uberCOMMUTE.
recently launched called uberCOMMUTE.
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Pa, imamo nešto za taj problem
što smo nedavno pokrenuli
što smo nedavno pokrenuli
i zove se Uber Komjut.
08:29
You get up in the morning,
get ready for work, get your coffee,
get ready for work, get your coffee,
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Ustanete ujutru, spremite se
za posao, popijete kafu,
za posao, popijete kafu,
08:32
go to your car
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odete do svog auta
08:33
and you light up the Uber app,
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i uključite Uber aplikaciju,
08:35
and all of a sudden,
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i gle, odjednom,
08:37
you become an Uber driver.
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postali ste vozač Ubera.
08:40
And we'll match you up
with one of your neighbors
with one of your neighbors
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Povezaćemo vas sa nekim vašim susedom
08:42
on your way to work
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dok idete na posao
08:44
and it's a really great thing.
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i to je stvarno nešto sjajno.
08:47
There's just one hitch ...
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Ima samo jedna caka...
08:50
it's called regulation.
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zove se zakonska regulativa.
08:52
So 54 cents a mile, what is that?
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Šta je to 54 centa za milju?
08:54
Well, that is what the US government
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Tu je cenu vlada SAD-a odredila
08:56
has determined that the cost
of owning a car is per mile.
of owning a car is per mile.
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za posedovanje auta po milji.
09:01
You can pick up anybody
in the United States
in the United States
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U Sjedinjenim Državama
možete pokupiti bilo koga
možete pokupiti bilo koga
09:04
and take them wherever they want to go
at a moment's notice,
at a moment's notice,
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i momentalno ga odvoziti
gde god on poželi,
gde god on poželi,
09:08
for 54 cents a mile or less.
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za 54 centa po milji ili manje.
09:10
But if you charge 60 cents a mile,
you're a criminal.
you're a criminal.
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Međutim, ako naplatite 60 centi
za milju, vi ste kriminalci.
za milju, vi ste kriminalci.
09:14
But what if for 60 cents a mile
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Šta ako za 60 centi za jednu milju
09:17
we could get half a million more people
carpooling in Los Angeles?
carpooling in Los Angeles?
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možemo da dobijemo pola miliona ljudi više
u grupnim vožnjama u Los Anđelesu?
u grupnim vožnjama u Los Anđelesu?
09:21
And what if at 60 cents a mile
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I šta ako bismo za 60 centi po milji
09:24
we could get 50 million people
carpooling in the United States?
carpooling in the United States?
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mogli da dobijemo 50 miliona ljudi
u grupnim vožnjama u Sjedinjenim Državama?
u grupnim vožnjama u Sjedinjenim Državama?
09:28
If we could,
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Kad bismo mogli,
09:30
it's obviously something we should do.
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to je očigledno nešto
što bi trebalo da uradimo.
što bi trebalo da uradimo.
09:33
And so it goes back
to the lesson of the jitney.
to the lesson of the jitney.
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I tako se vraćamo na lekciju o džitniju.
09:36
If by 1915 this thing was taking off,
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Ako je do 1915. godine
ova stvar bila u usponu,
ova stvar bila u usponu,
09:40
imagine without
the regulations that happened,
the regulations that happened,
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zamislite bez regulativa koje su usledile,
09:43
if that thing could just keep going.
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da je to samo moglo da se nastavi,
09:46
How would our cities be different today?
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kako bi naši gradovi bili drugačiji danas?
09:49
Would we have parks
in the place of parking lots?
in the place of parking lots?
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Da li bismo imali parkove
umesto parking mesta?
umesto parking mesta?
09:52
Well, we lost that chance.
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Pa, tu šansu smo propustili.
09:54
But technology has given us
another opportunity.
another opportunity.
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Međutim, tehnologija
nam je pružila još jednu priliku.
nam je pružila još jednu priliku.
09:57
Now, I'm as excited as anybody else
about self-driving cars
about self-driving cars
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Uzbuđen sam koliko i svi drugi
u vezi sa samovozećim automobilima,
u vezi sa samovozećim automobilima,
10:02
but do we have to really wait
five, 10 or even 20 years
five, 10 or even 20 years
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ali da li zaista moramo da čekamo
još pet, 10, ili čak 20 godina
još pet, 10, ili čak 20 godina
10:07
to make our new cities a reality?
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da bi te novine u našim gradovima
postale stvarnost?
postale stvarnost?
10:11
With the technology in our pockets today,
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Danas, sa tehnologijom u našim džepovima,
10:14
and a little smart regulation,
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i samo malo pametnijim regulativama,
10:16
we can turn every car into a shared car,
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možemo svaki auto pretvoriti u deljeni,
10:21
and we can reclaim our cities
starting today.
starting today.
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i možemo sebi vratiti naše gradove
počev već od danas.
počev već od danas.
10:25
Thank you.
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Hvala.
10:26
(Applause)
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(Aplauz)
10:35
Chris Anderson: Travis, thank you.
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Kris Anderson: Hvala ti, Travise.
10:37
Travis Kalanick: Thank you.
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Travis Kalanik: Hvala tebi.
10:38
CA: You know -- I mean the company
you've built is absolutely astounding.
you've built is absolutely astounding.
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KA: Znaš - mislim da je kompanija
koju si osnovao prosto zapanjujuća.
koju si osnovao prosto zapanjujuća.
10:43
You only just talked
about a small part of it here --
about a small part of it here --
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Ovde si pričao samo o malom delu -
10:46
a powerful part --
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moćnom delu -
ideji o pretvaranju automobila
u javni prevoz kao takav,
u javni prevoz kao takav,
10:47
the idea of turning cars
into public transport like that,
into public transport like that,
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10:50
it's cool.
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to je kul.
10:51
But I've got a couple other questions
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Ali ja imam još neka pitanja
10:53
because I know they're
out there on people's minds.
out there on people's minds.
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zato što znam da se ovi ljudi
isto to pitaju.
isto to pitaju.
Kao prvo, mislim da je bilo
prošle nedelje,
prošle nedelje,
10:55
So first of all, last week I think it was,
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10:58
I switched on my phone
and tried to book an Uber
and tried to book an Uber
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uključio sam telefon
i pokušao da rezervišem Uber
i pokušao da rezervišem Uber
11:01
and I couldn't find the app.
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i nisam mogao da nađem aplikaciju.
11:03
You had this very radical,
very bold, brave redesign.
very bold, brave redesign.
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Vi ste sproveli veoma radikalan,
veoma hrabar izmenjen dizajn.
veoma hrabar izmenjen dizajn.
11:07
TK: Sure.
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TK: Naravno.
11:08
CA: How did it go?
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KA: Kako je prošao?
Da li i drugi ljudi nisu mogli
tog dana da pronađu aplikaciju?
tog dana da pronađu aplikaciju?
11:10
Did you notice other people
not finding the app that day?
not finding the app that day?
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11:12
Are you going to win people over
for this redesign?
for this redesign?
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Da li ćete pridobiti ljude
ovim novim dizajnom?
ovim novim dizajnom?
11:15
TK: Well, first I should
probably just say,
probably just say,
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TK: Pa, prvo bih želeo da istaknem
11:17
well, what we were trying to accomplish.
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ono što smo hteli da postignemo.
11:19
And I think if you know
a little bit about our history,
a little bit about our history,
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A mislim da ako znate
nešto malo o našoj istoriji,
nešto malo o našoj istoriji,
11:22
it makes a lot more sense.
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1936
imaće više smisla.
11:24
Which is, when we first got started,
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To jest, kada smo započeli,
11:27
it was just black cars.
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bila su to samo crna kola.
11:28
It was literally you push a button
and get an S-Class.
and get an S-Class.
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Bilo je, bukvalno pritisnete dugme
i dobijete S klasu.
i dobijete S klasu.
11:31
And so what we did
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I ono što smo uradili
11:32
was almost what I would call
an immature version of a luxury brand
an immature version of a luxury brand
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bila je skoro, što bih ja rekao,
nezrela verzija nekog luksuznog brenda
nezrela verzija nekog luksuznog brenda
11:38
that looked like a badge on a luxury car.
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koji je izgledao kao bedž
na luksuznim kolima.
na luksuznim kolima.
11:41
And as we've gone worldwide
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I kako smo se širili po svetu
11:42
and gone from S-Classes
to auto rickshaws in India,
to auto rickshaws in India,
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i išli od S klase
do motorizovanih rikši u Indiji,
do motorizovanih rikši u Indiji,
11:47
it became something
that was important for us
that was important for us
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desilo se nešto što je nama bilo važno -
11:49
to be more accessible,
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da budemo dostupniji,
11:51
to be more hyperlocal,
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da budemo više usko lokalni,
11:53
to be about the cities we were in
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da budemo u skladu
sa gradovima u kojima smo,
sa gradovima u kojima smo,
11:55
and that's what you see
with the patterns and colors.
with the patterns and colors.
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i to je ono što vidite sa šarama i bojama.
A zbog upečatljivosti,
11:58
And to be more iconic,
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jer „U“ ne znači ništa u sanskritu,
11:59
because a U doesn't mean
anything in Sanskrit,
anything in Sanskrit,
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12:02
and a U doesn't mean anything in Mandarin.
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i „U“ ne znači ništa na mandarinskom,
12:04
And so that was
a little bit what it was about.
a little bit what it was about.
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to je bilo nešto na čemu smo radili.
12:06
Now, when you first
roll out something like that,
roll out something like that,
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E, sad, kad prvi put
pokrenete nešto takvo,
pokrenete nešto takvo,
12:09
I mean, your hands are sweating,
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mislim, ruke vam se znoje,
12:11
you've got --
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imate -
12:12
you know, you're a little worried.
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znate, malo ste zabrinuti.
12:14
What we saw is a lot of people --
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Videli smo da je puno ljudi -
12:15
actually, at the beginning,
we saw a lot more people opening the app
we saw a lot more people opening the app
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zapravo, u početku, primetno je
više ljudi koristilo aplikaciju
više ljudi koristilo aplikaciju
12:19
because they were curious
what they would find when they opened it.
what they would find when they opened it.
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jer su bili radoznali
šta će pronaći kada je otvore.
šta će pronaći kada je otvore.
12:23
And our numbers were slightly up
from what we expected.
from what we expected.
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I brojevi su bili malo veći
nego što smo očekivali.
nego što smo očekivali.
12:28
CA: OK, that's cool.
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KA: Okej, to je kul.
12:29
Now, so you, yourself,
are something of an enigma, I would say.
are something of an enigma, I would say.
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Ti sam si, rekao bih, neka vrsta enigme.
12:34
Your supporters and investors,
who have been with you the whole way,
who have been with you the whole way,
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Oni koji te podržavaju i investitori
koji su uz tebe sve vreme,
koji su uz tebe sve vreme,
12:39
believe that the only chance
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veruju da je jedina šansa
12:40
of sort of taking on
the powerful, entrenched interests
the powerful, entrenched interests
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da se upuste u neke takve snažne,
stabilne interese
stabilne interese
12:44
of taxi industry and so forth,
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taksi industrije i tako to,
12:46
is to have someone who is
a fierce, relentless competitor,
a fierce, relentless competitor,
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da imaju nekog ko je žestok,
nemilosrdan igrač,
nemilosrdan igrač,
12:49
which you've certainly proved to be.
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što si ti zasigurno pokazao da jesi.
12:52
Some people feel you've almost
taken that culture too far,
taken that culture too far,
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Neki čak gotovo veruju da si preterao
sa tom kulturom, i znaš -
sa tom kulturom, i znaš -
12:55
and you know --
like a year or two ago
like a year or two ago
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negde pre godinu ili dve
12:57
there was a huge controversy
where a lot of women got upset.
where a lot of women got upset.
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postojala je ogromna kontroverza
kad su se mnoge žene pobunile.
kad su se mnoge žene pobunile.
13:01
How did it feel like
inside the company during that period?
inside the company during that period?
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Kakav je bio osećaj u kompaniji
tokom tog perioda?
tokom tog perioda?
13:06
Did you notice a loss of business?
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Da li si primetio manjak posla?
13:08
Did you learn anything from that?
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Da li si naučio nešto iz toga?
13:10
TK: Well, look, I think --
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TK: Pa, vidi, smatram -
13:12
I've been an entrepreneur
since I've been in high school
since I've been in high school
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preduzetnik sam još od srednje škole
13:14
and you have --
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i imaš -
13:17
In various different ways
an entrepreneur will see hard times
an entrepreneur will see hard times
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na mnogo različitih načina
preduzetnik prolazi kroz teške periode
preduzetnik prolazi kroz teške periode
13:21
and for us,
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i za nas,
13:22
it was about a year and a half ago,
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bilo je to pre oko godinu i po,
13:24
and for us it was hard times, too.
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1720
došao je težak period i za nas.
13:27
Now, inside, we felt like --
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2080
E, sad, u firmi nam je bilo -
13:30
I guess at the end of the day
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pretpostavljam na kraju dana
13:31
we felt like we were
good people doing good work,
good people doing good work,
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smo se osećali kao dobri ljudi
koji rade nešto dobro,
koji rade nešto dobro,
13:35
but on the outside that wasn't evident.
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ali spolja to nije bilo očigledno.
13:38
And so there was a lot that we had to do
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Bilo je puno toga
što smo morali da uradimo,
što smo morali da uradimo,
13:41
to sort of --
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kao...
13:43
We'd gone from a very small company --
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Počeli smo od vrlo male kompanije -
13:44
I mean if you go literally
two and a half years ago,
two and a half years ago,
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mislim, ako se vratimo
bukvalno pre dve i po godine,
bukvalno pre dve i po godine,
13:48
our company was 400 people,
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naša kompanija je imala 400 ljudi,
13:50
and today it's 6,500.
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a danas 6 500.
13:52
And so when you go through that growth,
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Kada prolazite kroz tako nešto,
13:54
you have to sort of cement
your cultural values
your cultural values
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morate imati čvrste kulturne vrednosti
13:57
and talk about them all of the time.
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i pričati o njima sve vreme,
14:00
And make sure that people
are constantly checking
are constantly checking
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i biti sigurni da ljudi
stalno ispituju da bi rekli
stalno ispituju da bi rekli
14:03
to say, "Are we good people
doing good work?"
doing good work?"
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da li smo mi dobri ljudi koji dobro rade.
14:05
And if you check those boxes,
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Ako štriklirate ova polja,
14:07
the next part of that
is making sure you're telling your story.
is making sure you're telling your story.
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sledeće je da budete sigurni
da pričate svoju priču.
da pričate svoju priču.
14:11
And I think we learned a lot of lessons
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A mislim da smo naučili dosta lekcija,
14:13
but I think at the end of it
we came out stronger.
we came out stronger.
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ali mislim da posle njih postanemo jači.
14:16
But it was certainly a difficult period.
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Ipak, to je definitivno bio težak period.
14:20
CA: It seems to me, everywhere you turn,
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KA: Čini mi se da gde god se okreneš,
14:22
you're facing people
who occasionally give you a hard time.
who occasionally give you a hard time.
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naiđeš na ljude
koji ti stvaraju neprilike.
koji ti stvaraju neprilike.
14:25
Some Uber drivers
in New York and elsewhere
in New York and elsewhere
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Neki vozači Ubera u Njujorku
i u drugim mestima
i u drugim mestima
14:28
are mad as hell now
because you changed the fees
because you changed the fees
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su sada ljuti kao risevi
jer ste promenili cene,
jer ste promenili cene,
14:30
and they can barely -- they claim --
barely afford the deal anymore.
barely afford the deal anymore.
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pa jedva mogu - tvrde oni -
jedva mogu da ispoštuju ugoovor.
jedva mogu da ispoštuju ugoovor.
14:35
How --
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Kako -
14:37
You know, you said
that you started this originally --
that you started this originally --
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znaš, rekao si
da ste ovo prvobitno pokrenuli
da ste ovo prvobitno pokrenuli
14:40
just the coolness of pressing a button
and summoning a ride.
and summoning a ride.
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jer je kul da samo pritisneš dugme
i time pozoveš auto.
i time pozoveš auto.
14:43
This thing's taken off,
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Onda je sve uhvatilo maha,
14:45
you're affecting the whole global
economy, basically, at this point.
economy, basically, at this point.
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utičete na celokupnu svetsku ekonomiju,
praktično, u ovom trenutku.
praktično, u ovom trenutku.
14:48
You're being forced to be,
whether you want it or not,
whether you want it or not,
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Primoran si da budeš, želeo ti to ili ne,
14:51
a kind of global visionary
who's changing the world.
who's changing the world.
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neka vrsta globalnog vizionara
koji menja svet.
koji menja svet.
14:54
I mean -- who are you?
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Mislim - ko si ti?
14:55
Do you want that?
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Da li želiš ovo?
14:57
Are you ready to go with that
and be what that takes?
and be what that takes?
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Da li si spreman da nastaviš
i prihvatiš sve što ide uz to?
i prihvatiš sve što ide uz to?
15:00
TK: Well, there's a few things
packed in that question, so --
packed in that question, so --
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TK: Čekaj malo, jedno po jedno -
15:04
(Laughter)
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(Smeh)
15:06
First is on the pricing side --
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Prvo, što se cene tiče -
15:09
I mean, keep in mind, right?
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mislim, imajte u vidu da je UberX,
15:11
UberX, when we first started,
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kada smo tek započeli,
15:13
was literally 10 or 15 percent cheaper
than our black car product.
than our black car product.
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bio bukvalno 10 do 15 posto jeftiniji
od našeg proizvoda sa crnim kolima.
od našeg proizvoda sa crnim kolima.
15:17
It's now
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Sada je to,
15:19
in many cities, half the price of a taxi.
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u mnogim gradovima, upola cene taksija,
15:23
And we have all the data to show
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i imamo sve podatke koji pokazuju
15:25
that the divers are making more per hour
than they would as taxi drivers.
than they would as taxi drivers.
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da vozači zarađuju više na sat
nego što bi to mogli kao taksisti.
nego što bi to mogli kao taksisti.
15:29
What happens is when the price goes down,
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Ono što se dešava je da kada cene padaju,
15:32
people are more likely to take Uber
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ljudi će pre uzeti Uber
15:35
at different times of the day
than they otherwise would have,
than they otherwise would have,
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u različito doba dana
nego što bi to inače radili,
nego što bi to inače radili,
15:38
and they're more likely to use it
in places they wouldn't have before.
in places they wouldn't have before.
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i pre će ga uzeti na mestima
gde to ne bi ranije.
gde to ne bi ranije.
15:41
And what that means for a driver
is wherever he or she drops somebody off,
is wherever he or she drops somebody off,
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A to za vozača znači
da čim on ili ona nekog odbaci,
da čim on ili ona nekog odbaci,
15:45
they're much more likely
to get a pickup and get back in.
to get a pickup and get back in.
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veća je verovatnoća
da će odmah pokupiti nekog u povratku.
da će odmah pokupiti nekog u povratku.
15:48
And so what that means
is more trips per hour,
is more trips per hour,
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To znači više vožnji po satu,
15:51
more minutes of the hour
where they're productive
where they're productive
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više minuta u satu kada su produktivni,
15:53
and actually, earnings come up.
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a zapravo se i zarada povećava.
15:55
And we have cities where we've done
literally five or six price cuts
literally five or six price cuts
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Imamo gradove gde smo bukvalno
postigli pet ili šest smanjenja cena
postigli pet ili šest smanjenja cena
15:59
and have seen those price cuts
go up over time.
go up over time.
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i videli da se ovo smanjenje
umnožava vremenom.
umnožava vremenom.
16:02
So even in New York --
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Čak i u Njujorku -
16:04
We have a blog post
we call "4 Septembers" --
we call "4 Septembers" --
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Imamo blog po imenu „4 septembra“ -
16:07
compare the earnings
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poredimo zarade
16:08
September after September after September.
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septembar za septembrom za septembrom.
16:10
Same month every year.
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Istog meseca svake godine.
16:12
And we see the earnings going up over time
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I vidimo da se vremenom zarada povećava
16:15
as the price comes down.
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kako cene padaju.
16:18
And there's a perfect price point --
you can't go down forever.
you can't go down forever.
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A tu imamo i savršenu cenovnu pravu -
ne možete zauvek da smanjujete.
ne možete zauvek da smanjujete.
16:21
And in those places
where we bring the price down
where we bring the price down
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A u onim mestima gde smanjujemo cene
ali ne vidimo da zarade rastu,
16:23
but we don't see those earnings pop,
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vraćamo na stare cene.
16:25
we bring the prices back up.
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16:27
So that addresses that first part.
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To bi bio odgovor na prvo pitanje.
16:29
And then the enigma and all of this --
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A onda enigma i tako to -
16:32
I mean, the kind of entrepreneur I am
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mislim, vrsti preduzetnika kakav sam ja
16:35
is one that gets really excited
about solving hard problems.
about solving hard problems.
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je veoma uzbudljivo
da rešava teške probleme.
da rešava teške probleme.
16:39
And the way I like to describe it
is it's kind of like a math professor.
is it's kind of like a math professor.
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I onako kako ja to volim da opišem
je da smo kao neki profesor matematike,
je da smo kao neki profesor matematike,
16:44
You know? If a math professor
doesn't have hard problems to solve,
doesn't have hard problems to solve,
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Shvatate? Ako profesor matematike
nema teških zadataka za rešavanje,
nema teških zadataka za rešavanje,
16:47
that's a really sad math professor.
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to je jedan tužan profesor matematike.
16:50
And so at Uber we like the hard problems
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I zato mi u Uberu volimo teške zadatke,
16:54
and we like getting excited
about those and solving them.
about those and solving them.
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uzbudljivi su nam i volimo da ih rešavamo.
16:59
But we don't want just any math problem,
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1936
Ali ne želimo bilo kakve zadatke,
želimo one najteže koji se mogu naći
17:01
we want the hardest ones
that we can possibly find,
that we can possibly find,
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i želimo one koje kad rešite,
17:03
and we want the one that if you solve it,
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17:05
there's a little bit of a wow factor.
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možete sebi da kažete „vau“.
17:08
CA: In a couple years' time --
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KA; Za par godina -
17:09
say five years' time, I don't know when --
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recimo pet, ne znam kad -
17:11
you roll out your incredible
self-driving cars,
self-driving cars,
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izađete sa neverovatnim
samovozećim automobilima,
samovozećim automobilima,
17:14
at probably a lower cost
than you currently pay for an Uber ride.
than you currently pay for an Uber ride.
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verovatno po nižoj ceni
od one koja se trenutno plaća za Uber.
od one koja se trenutno plaća za Uber.
17:19
What do you say to your army
of a million drivers plus at that time?
of a million drivers plus at that time?
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Šta ćete tada reći svojoj armiji
sa više od milion vaših vozača?
sa više od milion vaših vozača?
17:24
TK: Explain that again --
at which time?
at which time?
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TK: Reci ponovo - kad?
17:26
CA: At the time when
self-driving cars are coming --
self-driving cars are coming --
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KA: Onda kada izađu samovozeći automobili-
17:28
TK: Sure, sure, sure.
Sorry, I missed that.
Sorry, I missed that.
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TK: Dobro, dobro, dobro.
Shvatio sam sad.
Shvatio sam sad.
17:31
CA: What do you say to a driver?
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KA: Šta ćete tad reći vozaču?
17:32
TK: Well, look, I think
the first part is it's going to take --
the first part is it's going to take --
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TK: Pa, vidi, smatram da
je prvi korak da se to uopšte desi -
je prvi korak da se to uopšte desi -
17:35
it's likely going to take a lot longer
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verovatno će trebati više vremena za to
17:37
than I think some of the hype
or media might expect.
or media might expect.
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nego što mislim da neki dizači buke
ili mediji očekuju.
ili mediji očekuju.
17:41
That's part one.
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To je prvi deo toga.
17:42
Part two is it's going to also take --
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Drugo, za to će biti potreban dug prelaz.
17:44
there's going to be a long transition.
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17:46
These cars will work
in certain places and not in others.
in certain places and not in others.
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Automobili će raditi
u nekim mestima, u nekima ne.
u nekim mestima, u nekima ne.
17:50
For us it's an interesting
challenge, right?
challenge, right?
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Za nas je to zanimljiv izazov, zar ne?
17:53
Because, well --
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Jer, pa -
17:56
Google's been investing
in this since 2007,
in this since 2007,
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Gugl ulaže u ovo od 2007. godine.
17:59
Tesla's going to be doing it,
Apple's going to be doing it,
Apple's going to be doing it,
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Tesla će raditi na tome,
Epl će raditi na tome,
Epl će raditi na tome,
18:02
the manufacturers
are going to be doing it.
are going to be doing it.
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proizvođači će raditi na tome.
18:04
This is a world that's going to exist,
and for good reason.
and for good reason.
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Ovo je svet koji će postojati,
i to iz dobrog razloga.
i to iz dobrog razloga.
18:08
A million people die a year in cars.
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Milion ljudi godišnje strada u udesima.
18:10
And we already looked at the billions
or even trillions of hours worldwide
or even trillions of hours worldwide
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A već smo pričali o milijardama
ili čak bilionima sati širom sveta
ili čak bilionima sati širom sveta
18:14
that people are spending sitting in them,
driving frustrated, anxious.
driving frustrated, anxious.
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koje ljudi provedu u kolima,
voze isfrustrirani, nervozni.
voze isfrustrirani, nervozni.
18:18
And think about the quality
of life that improves
of life that improves
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Zamislite kako će se poboljšati
kvalitet života kada im vratite vreme,
kvalitet života kada im vratite vreme,
18:22
when you give people their time back
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a kojem ne upravlja toliko nervoza.
18:25
and it's not so anxiety-ridden.
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18:27
So I think there's a lot of good.
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Tako da mislim da je to dosta dobro.
18:29
And so the way we think about it
is that it's a challenge,
is that it's a challenge,
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Mi razmišljamo o tome kao o izazovu,
18:32
but one for optimistic leadership,
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ali o onom za optimistične lidere,
18:35
Where instead of resisting --
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gde umesto opiranja -
18:37
resisting technology,
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opiranja tehnologiji,
18:39
maybe like the taxi industry,
or the trolley industry --
or the trolley industry --
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kao što radi taksi industrija
ili industrija trola -
ili industrija trola -
18:43
we have to embrace it
or be a part of the future.
or be a part of the future.
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moramo to prihvatiti
ili biti deo njene budućnosti.
ili biti deo njene budućnosti.
18:47
But how do we optimistically
lead through it?
lead through it?
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No, kako da optimistično vodimo kroz to?
Postoji li način udruživanja sa gradovima?
18:49
Are there ways to partner with cities?
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1936
18:51
Are there ways to have education systems,
vocational training, etc.,
vocational training, etc.,
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Postoji li način za obrazovne sisteme,
stručno osposobljavanje, itd.
stručno osposobljavanje, itd.
18:55
for that transition period.
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za taj prelazni period.
18:56
It will take a lot longer
than I think we all expect,
than I think we all expect,
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Potrajaće dosta duže
nego što svi očekujemo,
nego što svi očekujemo,
18:59
especially that transition period.
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posebno taj prelazni period.
19:00
But it is a world that's going to exist,
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Međutim, to je svet koji će postojati,
19:03
and it is going to be a better world.
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i biće to bolji svet.
19:06
CA: Travis, what you're building
is absolutely incredible
is absolutely incredible
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KA: Travise, ono što pravite
je apsolutno neverovatno
je apsolutno neverovatno
19:08
and I'm hugely grateful to you
for coming to TED and sharing so openly.
for coming to TED and sharing so openly.
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i veoma sam zahvalan
što si došao na TED i otvoreno to podelio.
što si došao na TED i otvoreno to podelio.
19:12
Thank you so much.
TK: Thank you very much.
TK: Thank you very much.
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Hvala ti mnogo.
TK: Hvala vama mnogo.
TK: Hvala vama mnogo.
19:14
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Travis Kalanick - EntrepreneurAs Uber's co-founder and former CEO, Travis Kalanick is disrupting an entrenched industry and reinventing urban transportation.
Why you should listen
In 2010, entrepreneur and angel investor Travis Kalanick, with his co-founder Garrett Camp, took a niche product -- Uber -- and turned it into a global platform that has transformed the way we move around the world.
In 68 countries and 360 cities, riders can push a button and get a ride, and drivers have a flexible, independent way to make money. With big investments in China, India, carpooling, self-driving cars and logistics, Uber's future promises to be as headline-grabbing as its past, continuing to reinvent urban transportation as we know it.
Travis Kalanick | Speaker | TED.com