Our goal is eventually you don't even think about becoming an Uber driver, you say I'm going to do this when I'm running errands or running to the airport, I'll just make a little bit of money," he said.
"Think about that. I'm not an Uber driver per-say, but on those ten times a week when I'm driving to work I'll press the button on my phone and if there's someone in my neighbourhood I'll take them in.
"It won't work the same in terms of price, it'll be less expensive, but we think that's a huge potential benefit."
Plouffe rejected criticism, voiced by London Mayor Boris Johnson among others, that services such as Uber increased congestion and insisted that the company was "filling a void" between the desire to travel and modern technology.
EDITORIAL COMMENT: by Jim Thomas.
Have Uber Shot Themselves In The Foot, Over NYE Record Price Surge?
Reports have come in to Taxi Leaks that over the New Year's evening, Uber passengers were deleting the app in their thousands as it surged to record heights of 6.9 times the normal fare.
The good news is thousands of customers went on to download and used the Black Taxi Hailo app.