In order to provide a seamless mobility experience for its users, Micromax and Uber today announced a new strategic partnership which will allow Micromax users to book a ride directly from its Around service, integrated into company’s smartphones. 
To recall, Micromax recently launched its new native experience service known as Around, which aggregates information from apps across categories including food, travel, shopping, cricket, news and weather and publishes it in a native environment on the device. The service is deeply embedded into Micromax devices and is also available exclusively for Micromax users on Google Play Store as well.
As per the press release, this partnership will aim to target 100 million Micromax users to ride an Uber through integrated experiences over the next three years.Through this partnership, a Micromax user will able to book an Uber ride through its smartphone by linking his/her Uber account to the Around platform. Users will be able to get the ETA and fare estimates for the ride as well.
“We are thrilled to work with India’s leading handset manufacturer, Micromax, in ensuring that millions of Indians get easy, instant access to the Uber App without having to download it. This seamless native user experience will introduce ridesharing, and the benefits it brings to riders, drivers and cities, to a new generation of smartphone users in India,” Eric Alexander, President for Business, Uber APAC (Asia-Pacafic) said.
As a result of this partnership, a user will have both on-device native integration, through in-house services including Around, and factory loading of the Uber app on Micromax devices. This service will be available for all new Micromax users and planned upgrades to existing users will also be rolled out over time.
Commenting on the strategic partnership, Rahul Sharma, Co-Founder, Micromax Informatics said, “Mobile is increasingly becoming the 24×7 companion for a user and the native experience combined with host of services are driving that trend. In the recent days, Indian economy has witnessed mobile playing a vital role right from digi-payments to travel to music to social engagement. We are committed to bring services and partners that are valued by our consumers and UBER is a testimony to that. This partnership will help UBER unlock growth across the huge user base of Micromax in India and also help our consumers get the best in class experience from the leaders in ride sharing. Our focus, going forward, will be on building native experiences that will bring alive a connected ecosystem”.