Uber has entered into a partnership with BlackBerry that will allow rides to be ordered from within BlackBerry Messenger. Crucially, this will still work without installing the Uber app; allowing everything to work from within BBM itself.
The partnership is the result of a collaboration between Uber and Indonesia-based Creative Media Works. CMW is part of the PT Elang Mahkota Teknologi Tbk group, which operates BBM globally for BlackBerry.
BBM, which separated itself from BlackBerry and is now available on both Android and iOS, was once the most popular instant messaging app in the world. The flagging fortunes of BB10 has reduced the impact of the service; although it continues to enjoy some level of popularity in Indonesia.
There has not yet been a global announcement for the partnership; although we don’t expect much to be said considering the limited appeal of BBM across the globe. However, we assume that this is only the first step for Uber; and more partnerships with instant messaging apps will appear over time.