Uber is looking transform its ride-sharing app to allow customers to access third-party content while in rides, according to a report by TechCrunch.
The company plans to turn the app into a so-called content marketplace, with the update to arrive as early as next month.
Uber App To Offer Customers Content
Uber, while currently embroiled in several real-world issues, continues its growth and business expansion. Its app is an aspect of its business that has been experiencing such growth, with a major makeover released in November 2016 that introduced a cleaner interface which made all information more easily accessible for riders.
According to TechCrunch, more changes are coming to the Uber app, as the company is said to be looking to tap dozens of third-party content providers to add an entertainment feed and other features to it.
Documents seen by TechCrunch describe the content marketplace that will be introduced into the Uber app as a new version of the Trip Experiences feature that was launched in January 2016. The feature offered apps by third-party developers to Uber riders depending on their trip. For example, a 20-minute trip might offer riders a Spotify playlist that lasts for that period of time, while a 5-minute trip might show riders a news article.
The reasoning behind the development and rollout Trip Experiences is similar to what is pushing Uber to offer third-party content through its app, and that is going beyond offering rides to customers. With the planned update, the engagement of customers with the Uber app will no longer be only to book a ride and leave ratings to drivers, as riders will keep the app open while on their trip to enjoy the offered content.
Uber launched such an experiment in December 2016, when certain Snapchat filters were offered only during an Uber ride.
What Kind Of Content Will Users Be Able To Access?
To be able to draw customers away from using the other apps in their smartphones while on a requested ride, the Uber app should offer top-quality and relevant content.
According to the TechCrunch report, the app will change into "a rich feed of cards" once the ride starts, with several third-party apps that will provide customers with information regarding their destination, different kinds of entertainment, work and productivity tools, and communication with the specific place that they are going to.
A source claims that developers will initially not be charged to be able to have their apps participate in the updated Trip Experiences, with another source adding that Uber will not be showing advertisements in the feed. This point to the fact that Uber is gearing the future primarily to be able to increase the role of its app in the rides of customers, though there is certainly potential for the move to become an additional revenue channel for the company.
Uber In The News
Uber has not been making good headlines recently, with claims of sexism and an abusive workplace within the company surfacing, and its CEO Travis Kalanick caught on video arguing with an Uber driver regarding low fares.
The most recent report revealed that Uber used a secret tool named Greyball to deceive authorities in locations where the service is illegal or even banned.
