By  on June 19, 2013

Before Uber and Lyft came to American cities, Steve Yankovich, vice president, innovation and new ventures at eBay Inc., was in London and tried Addison Lee, a similar taxi service that knew where he was and promptly picked him up and dropped him off without Yankovich having to open his wallet or really say much of anything.

“It’s unbelievable,” exclaimed Yankovich. “This is an entirely new experience for something we’ve done in what turns out to be a clunky way before the technology shows up.” As mobile devices empowered with geofencing capabilities and consumer data enable more and more of those sort of experiences, he continued, they are “changing what we expect in the physical world.”

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