Every week in London, 30,000 people download Uber to their phones and order a car for the first time. The technology company, which is worth $60bn, calls this moment “conversion”. Uber has deployed its ride-hailing platform in 400 cities around the world since its launch in San Francisco on 31 May 2010, which means that it enters a new market every five days and eight hours. It sets great store on the first time you use its service, in the same way that Apple pays attention to your first encounter with one of their devices. With Uber, the feeling should be of plenty, and of assurance: there will always be a driver when you need one.