Last week Uber provided companies with access to install an official Uber ‘Ride Request’ button into their apps. By opening up its Application Programming Interface (API) the disruptive giant has allowed technology developers to embed Uber into their apps with ease.
Google added Uber to their map app earlier this year, and the company has announced a further 11 organisations including United Airlines, Starbucks, Expensify, OpenTable, TripAdvisor, Time Out, and Hyatt Hotels and Resorts as partners.
Some ‘select’ brands will have access to Uber directly, which means users can book a ride without having to open up the app. For instance, hotel and transport reservation options will appear on the same screen at Hyatt Hotels.
The partnerships with Uber comes with conditions. Those committed have agreed to use Uber exclusively and new partners will be excluded from dealing with competitive APIs.
It follows a trail of initiatives the company has been rolling out over the last 18 months:
- In October last year, they launched UberHEALTH in select cities in the USA. A delivery service that lets customers order flu prevention packs and shots through the app.
- In August, Uber joined with Airtel in a partnership that connected passengers to Airtel’s mobile wallet and provided Uber drivers with free internet access.
- UberEvents opened the company up to a new segment of the market in September by providing customers with the option to prepay for the service.
- They experimented with a removals service – UberCARGO – in Hong Kong, launched in January.
- In October they announced their same-day delivery service, UberRush, was open for business.
Right now Uber is active in 177 cities in 44 countries, and their latest move is another way to expand the brand’s reach even further.