True to its spirit of innovation, the giant ride-sharing app – Uber – earlier this week announced the launch of its branding and personalization program: trip branding.
Ever since its inception, Uber has been on look out for creating ways to dominate the commute market. Earlier this March, Uber celebrated in Pakistan its 69th country launch destination. One of the company’s core strengths has been constantly working to allow seamless integration of its services into the commuters’ daily lives around the globe.
The announcement, targeting developers is aimed at providing them with a new opportunity in trip branding and personalization, enabling them to offer the customers helpful content during the ride — within the Uber app itself. The feature allows developers to specify branded, customized elements that show up on trip in the Uber app and link back to a URL of their choosing. This customization helps the developers to create a comprehensive experience around the two services. This is a new way to strengthen the connection between their app or site and the Uber ride experience. The idea behind is to make the rides a personalized experience for the customers by not only getting them where they need to be, but also providing them the information to make their trip a success. Developers who use deeplinks or Ride Reminders can now re-engage the users they send to the Uber app through trip branding and personalization.
It is significant to note that trip branding modifies the experience from within the Uber app, provided the ride was requested via a third-party app or website. This is where the developers embed their own experience into Uber, providing a seamless integration. The content that’s included is entirely up to the developers. But the ride request must originate through the third-party app, not via Uber itself.
Initially released in the US with launch partners Hilton, Zomato, American Airlines, Citymapper and a few others, trip branding utilizes deep linking and can be useful in a number of scenarios: [source]
Hilton uses Ride Reminders to help users book a ride to the hotel with a single tap. With trip branding and personalization, users can now have a direct link to view their stay details in Hilton’s app, and can even check into their room on their way. The app, thus, creates a personalized experience.
Zomato allows users to request rides from restaurant pages, and also lets users view restaurant menus in advance while on their way. In this way, it provides destination context.
American Airlines is using Uber’s trip branding integration to direct the desktop users to download its mobile app while they are on their Uber trip. It displays flight information only if the app is already installed on the user’s smartphone. The airline, this way, creates more downloads for its app.
Citymapper, the public transportation app with its multimodal car and transit routing helps plan routes that combine Uber with metros and trains. Now requesting an Uber from Citymapper, users could see the live train times, connect routes and plan the next leg of their journey.
Although the initial list of apps to integrate trip branding and personalization features is going to be a small one, Uber states that the feature is open to any third-party developer who is already integrating Ride Reminders and the ride request functionality through deep linking. This implies that more apps shall be offering up the trip branding features globally in a few months time.
Any developer looking forward to integrate the ride requests and ride reminders as well as the trip branding customization could begin right away by registering the app with Uber’s developer program.
image credit: nytimes.com