"Uber paved the way for a new paradigm in urban mobility, and we’re tremendously excited to power seamless connectivity..."
After eight years and more than five billion journeys across 600+ cities, Uber have announced a partnership that will ally their offering closer to public transport. They will be engaging in a new strategic partnership with Masabi, the UK company best known for their mobile ticketing and Software-as-a-Service (SaaS) based fare collection for public transit. This tie-up, announced this week, will see Uber add public transit mobile ticketing into the Uber app. Once an agreement is reached with a transit agency, Uber users will have the option to book and display Masabi customers’ transit tickets in the app, allowing for seamless transfers from ride-sharing to public transit services for convenient multi-modal journeys. Masabi, already provides mobile payment options for public transit systems in New York, Boston, Los Angeles, and other cities around the world.
The two companies will also be working together to offer the integration to new cities around the globe. It’s been a busy week for Uber, who have also announced the extension of Uber Bike (booking of pedal-assist electric bike directly from the Uber app) pilot from San Francisco into Washington DC and the launch of Uber Rent (a car rental programme, also done through the Uber app).
No stranger to controversy, Uber’s rise has not been irresistible, but it is certainly becoming an ubiquitous aspect for many in global cities. And these developments will only add to the all encompassing offering they will be looking to deliver. If they have their way, in a few years, cities transport options, both public and private could be dominated by the San Francisco based company.
Dara Khosrowshahi, CEO of Uber ( @dkhos ) writing this week around these announcements: “Having a greater variety of transportation modes at your fingertips helps make it increasingly easy to live without a car. That’s why we want to provide alternatives to personal car ownership by bringing together multiple modes of transportation right in our app.”
Uber’s new ticketing option will be powered by Masabi’s Justride SDK, the first and only mobile ticketing SDK for public transit. The SDK allows 3rd party applications to request fare types, make payments, and deliver visual and barcode mobile tickets to a passenger through a secure ticket wallet.
The Justride SDK integration combines secure ticketing functionality with existing apps. This gives users greater and more convenient access to tickets for public transit services. For transit agencies, deploying via SDK means mobile ticketing is instantly available to an already established user base providing a seamless and convenient experience to transfer to or ride on transit services.
“At Masabi our mission has always been to make it quicker and easier to get around cities using a range of transit options and in Uber, we’ve found a perfect partner to help us further that mission,” said Brian Zanghi, CEO of Masabi ( @bkzanghi ). “Uber paved the way for a new paradigm in urban mobility, and we’re tremendously excited to power seamless connectivity between Uber’s options and public transit, reducing the number of cars on the road and enabling more on-demand transportation.”
“Having a greater variety of transportation modes at your fingertips helps make it increasingly easy to live without a car. That’s why we want to provide alternatives to personal car ownership by bringing together multiple modes of transportation right in our app,” said Jahan Khanna, Head of Product, Mobility at Uber. “We’re excited to partner with Masabi to incorporate transit as an option in the Uber app.”
This will be a development watched very closely by the transport industry, with Uber offering both an opportunity and a threat to current business models. But what this deal does do is offer a further example of how integrated multi-stage door-to-door trips , known to some as “Mobility-as-a-Service” (“MaaS”) can actually be delivered. We’ll be sure to keep you updated on the latest developments as this partnership is deployed in the real world.
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