# Professor Arun Sundararajan illustrates how Juno, a competitor to Uber, sets itself apart

1 Faculty News October 10, 2016 ![The New Yorker logo](/sites/default/files/styles/246w/public/assets/images/con_032750.jpg?itok=hERliZMl)>

Excerpt from [The New Yorker](http://www.newyorker.com/magazine/2016/10/10/juno-takes-on-uber) -- "'If I was going to compete with Google, I would compete on privacy,' [Arun Sundararajan](http://www.stern.nyu.edu/faculty/bio/arun-sundararajan), a professor at NYU’s business school and the author of the book 'The Sharing Economy,' says. 'I can’t compete with them on search-engine quality, because they’ve got all the best algorithms. So I compete on something that they can’t respond to easily. With Uber, it’s not quite as clear-cut, but if you look at all the different dimensions of their execution the driver relationship is the weakest, and it’s not one that they can easily correct.'"

[Read more](http://www.newyorker.com/magazine/2016/10/10/juno-takes-on-uber)