Uber has come up with an ingenious strategy to beat the competition — grab a substantial amount of user base active on other apps. Uber’s latest plan is to spread its presence deep into the mobile app segment by launching a Ride Request Button.
The feature, which is available for Android and iOS apps functioning in the US, can be integrated into any app by following a plug in SDK and simple lines of code. App developers can also provide link to Uber’s app and in return to their generosity, Uber will be paying the US developers $5 for every first time rider referred through their app. Uber has made away with the complicated codes app developers had to deal with before integrating such a feature into an app.
In order to curb app developers into integrating similar feature for other taxi-aggregators, Uber has put a ban on having rival taxi-aggregators services on to an app which is already offering Uber’s Ride Request Button.
App developers can integrate the button for instance, next to the address of restaurants searched by users in food discovery apps. In other apps developers can add an intent to ride section through which users can make use of Uber’s services.
This is what the T&C read,
You may not use the Uber API, Uber API Materials, or Uber Data in any manner that is competitive to Uber or the Uber Services, including, without limitation, in connection with any application, website or other product or service that also includes, features, endorses, or otherwise supports in any way a third party that provides services competitive to Uber’s products and services, in our sole discretion.
Uber has not limited the functionality of this feature solely to requesting a ride. Developers can go beyond that and offer additional information such as the type of Uber service they would like to entail, the pick-up location, destination etc.
The over $70 Billion valued US upstart made it into app development by launching an API in August last year. It had collaborated with OpenTable and TripAdvisor to test out the feature. Uber also tried integrating a deep link button into Google Maps.
Uber’s API is a bit complicated for the developers as they have to design and run a test before integrating the deep link into an app. This has perhaps prompted Uber to make changes into the API as it becomes far easier than ever to integrate deep link with the new Ride Request Button with the plug in SDK.
However, Uber is obviously not the first nor will be the last new-age company to make its presence felt on other apps. Facebook and Twitter have done the same with their Like and Follow buttons respectively, which have helped the social media platforms get more traffic into their platforms.
