Taking an Uber is already a much more enticing option than hailing a cab. One of the things that makes it so great is that it's so amazingly convenient. Uber is almost everywhere, and you can get a lift without having cash on you, or even knowing the local language. All you need is a smartphone.

Now it's about to get even better. Uber is allowing other sites and apps to introduce their own branding and functionality into the core Uber experience, provided the user was directed to it through a deep link or ride reminder.

Uber has already quietly signed up a number of big names, with more undoubtedly to follow.

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