Sup-Uber bundling

Anyone in any doubt that superbundling is just a fanciful idea cooked up by MNOs must think again: Uber has just gone and one it. Here’s why it matters

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Uber has joined forces with Bango to expand the reach of its membership programme, Uber One, by bundling the programme into mobile and broadband plans. This strategic move helps Uber to expand its subscriber base by opening-up indirect channels worldwide, to grow its 19 million strong membership base.

Launching in the US, Uber One will be available as an add-on through the Digital Vending Machine(DVM) from Bango.

Uber One offers users exclusive benefits such as discounted rides and deliveries, with monthly memberships available for $9.99 and annual memberships for $96. Uber One also includes partnerships with third-party offers, such as discounted memberships to eligible users. Members enjoy perks including a $0 Delivery Fee plus up to 10% off eligible deliveries and orders, as well as 6% Uber Cash on eligible rides.

By joining the Bango DVM, Uber can establish direct relationships with telcos and other reseller partners with ease, enabling Uber One to be included in Super Bundling content hubs and other bundled offers.

The DVM handles all the intricacies involved in resellers creating and managing subscription bundles and targeting offers that include Uber One such as free trials, multi-bundle deals and discounts.

As subscription costs rise, subscribers seek better deals through new cost-effective methods.

Recent research by Bango shows that indirect subscriptions have become a major market in 2024, with combined subscriptions, bundles, and third-party sales driving growth. In the US, one in five subscribers (20%) exclusively sign up through indirect channels.

”Expanding the reach of our Uber One subscription service through indirect channels is an important way for us to increase uptake,” says Danielle Sheridan, Head of Global Membership at Uber. “We look forward to using this partnership to reach new au- diences and grow our membership base.”

Anil Malhotra, CMO at Bango adds: “Uber extending the reach of its subscription service through telcos is a major validation of the demand for more choice and flexibility in how people access their favourite subscription services. Uber One is already a great example of a multipurpose subscription, providing rides and deliveries, all in one place. It’s exactly that type of all-in-one convenience that today’s subscribers are looking for, and that will be further served through Uber One’s inclusion in the Digital Vending Machine® and future bundles.

“As more users opt for subscription services via indirect channels, the Digital Vending Machine offers a seamless and expedited solution for marketleading products and services such as Uber One.”