Over the weekend, Uber launched ‘UberEvents’ in the US as it attempts to open itself up to a new segment of the transportation and logistics market.
The strategy will see customers be able to arrange a pre-paid option for rides, allowing individuals and organisations to arrange large-scale transport solutions for corporate and social events.
The offering is based around customers being able to purchase credits that can be circulated via promotional codes for their guests. Uber is hoping that it will encourage event organisers to tap into the service as a way of adding value to its attendees, as well as streamlining the logistics.
The new service is only available to business account holders of Uber and is currently only available in selected areas of New York City. Like most of the company’s roll-outs, the global ride-sharing app will look to monitor the progress of the soft launch, with a view to rolling it out on a larger scale.
A pre-paid option is something that traditional taxi’s do not officially offer in Australia. As Uber explores the boundaries of its service via this type of billing system it will again be putting pressure on the transport industry. The more malleable Uber’s platform becomes, the greater amount of offerings it is able to provide to its customers.
Of late Uber has been constantly challenging the status quo around what transport and logistics should look like. Some of its recent trials have included, “UberCargo”, a courier service in Hong Kong; “Corner Store”, a same day delivering service for incidentals; as well as “UberHealth”, a collaboration with mHealth startup Pager that sent nurses to people’s home in order to receive a flu shot.