Uber is throwing open its doors to third party developers to build content packages that can be accessed via the Uber app for the duration of a ride.
Billed as the biggest update to the Uber API since the release of Ride Request in March 2015, this fresh assault has been named 'Trip Experiences'.
Realising it can capitalise on a captive audience, it promotes potential ideas such as "10-minute playlists for a 10 minute trip" or "a five-minute news update for a five minute trip".
A blog posting from the company says, "During the holidays, we completed our billionth trip. Added together that’s a lot of time riders spend in an Uber which got us thinking. What if developers could also offer users of their apps new ways to enjoy themselves — or get stuff done — while they’re on the road?"
Uber points out that users will have to give permission before being targeted with the new content.
"They will need to give permission before their favourite apps can connect to Uber and access their trip details," the company says. "And users will be able to turn off the feature app by app at any point if it's not useful."
A provision in Uber's developer terms prohibits developers from using the Uber API to distribute unsolicited advertising or promotions.
However, carefully constructed and useful content - even if it is delivered by a brand - certainly has not been ruled out.
Email Nicola at nicolariches@yaffa.com.au.