Uber riders can select a color to look for in the new Uber Beacon. (Image: Uber)
A new feature from Uber will soon make it easy for riders to find the right vehicle in the dark at busy pickup locations.
The company calls the new feature Uber Beacon. It’s a battery-powered, lighted Uber logo that the driver puts in his windshield. There are no wires and it uses a Bluetooth connection to the Uber app.
And it changes colors.
“With this technology, riders can personalize their pickup by selecting from an endless number of colors for the Beacon to glow on their driver’s vehicle,” the company said. “And it’s instantly recognizable with the same design as the rider app icon.”
Uber tested it in Seattle some months ago and found it reduced cancellation rates “in historically tricky pickup locations.” The company just rolled out the device to drivers in Miami, Denver and Nashville, and will broaden distribution to more locations in the New Year.
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