‘Alternative Uber’ serves Sao Paulo’s no-go zones When Alvimar da Silva realized Uber did not reach some of the more dangerous, far-flung areas of Brazil's biggest city Sao Paulo, he saw an opportunity: if the popular ride-sharing service did not go there, he would. Da Silva launched his own rival service JaUbra in the sprawling northern district of Brasilandia in 2017, transporting residents to the doctors or on a night out, riding on undiscovered business opportunities. IMAGES AND SOUNDBITES