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Uber driving local commerce, boosting mobile presence through YP app

Uber is continuing to build its presence in the mobile marketplace by allowing consumers to order rides to businesses in their area from the YP local search mobile application, meeting accelerated demand for integration of mobile functionality and service.

Uber?s first integration with a local search site shortens the time between searching for a local business such as a hardware store or a movie theater and getting there to make a purchase. The partnership points to the power of mobile to generate more in-store traffic for local merchants by bridging the gap between online research and in-store commerce.

?YP is Uber?s first deal with a local search leader,? said Darren Clark, chief technology officer at YP, an online advertising company and directory publisher based in Tucker, GA. ?It enables a win-win situation that creates both a more immersive, convenient, and seamless YP experience for consumers and supports the continued growth and success of local businesses and Uber?s growing workforce.?

Booking transportation
First, the searcher goes to the YP local search app to look for an establishment such as a hardware store or a movie theater. He or she then can book a car by using a new Uber button on a business?s page.

Uber's reach continues to grow.

The service takes the user from the research stage to being on the way within minutes. It points to an opportunity for local merchants listed on YP, one of the largest local search sites in the United States, to potentially garner more in-store traffic to their locations.

For San Francisco-based Uber, the mobile application that allows users to order and pay for ride service via smartphone, the deal is another opportunity to grow through partnerships to satisfy consumers? demand for convenience accelerated by their ability to get virtually anything they want, anytime, on mobile. 

Its partnership with Resy let consumers book a primetime table at a New York restaurant and then order and pay for taxi transportation via smartphone. The integration reduced to just five screen taps the process of making a reservation and arriving at the restaurant. 

Hyatt Hotels recently began integrating its mobile application with the Uber ride-service app to make it easier for guests to get from their current location to their Hyatt hotel.

In another hotel-related deal, Starwood Hotels and Resorts and Uber teamed up to offer the hotel brand?s Preferred Guest members the ability to earn more rewards points each time they took a ride with an Uber vehicle.

For YP, formerly known as Yellow Pages, the Uber integration is the latest in a series of integrations including GrubHub, Fandango and Goodzer. YP?s activities include marketing products that move businesses toward the front of major Web search pages.

Removing friction
Last year, a YP executive at the 2014 MMA Forum explained how the company is using scientific rigor to accelerate behavioral and location-based product development in advertising through its newly acquired ad firm Sense Networks.

Making local connections easier for consumers.

?At the end of the day, consumers want to get things done quickly, easily and efficiently,? Mr. Clark said. ?We make it easy for consumers to connect with local businesses wherever they are.  

?The integration with Uber underscores our commitment to taking the friction out of local commerce,? he said.

Final Take
Michael Barris is staff reporter for Mobile Marketer, New York