London - It has changed the way we hail taxis for good, and has started to sink its teeth into takeaway food home deliveries.
Now Uber is taking a punt on river trips in Cambridge in the UK running trials this week on 40-minute tours which can be booked using its app.
The trips for up to eight take in the university city’s most popular sights and cost £10 (about R185) a boat.
They are being run in conjunction with local firm Tyrrell’s Punting, with proceeds going to charity.
But rival boat firms dismissed the offer as a gimmick, saying chauffeured trips usually cost from £15 per person, while self-guided punts are around £30 an hour.