In China, Uber users are required to open the app for at least 90 seconds after they get into the car they have hailed. While this does not seem to be a long duration, Uber is planning to capitalize on that minute-and-a-half mark by sending out valuable information or even ads to users.

In May, Uber launched its UberLIFE project in China. This project creates a mesh of content that include recommendation of dining, sports, and cultural hotspots in the country. These recommendations are based on the data collected by Uber from its users.

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Uber's latest strategy is part of the company's effort to maintain is current customer base while trying to lower subsidies. Uber said that it aims to deliver a service that "understand the lives" of its users, and not just their ride hailing habits.

While Uber already has a handful of services uniquely tailored for its user base in China, UberLIFE is considered by many tech analysts as a rather risky move for the ride hailing company. The initiative is Uber's first ever foray into providing content for its users. It is important to note that the Chinese government has a rather strict policy when it comes to acquiring, delivering and curating contents.

In China, Uber is working with the country's biggest search engine service Baidu. However, even Baidu has not escaped the regulatory claws of the Chinese government. Chinese regulators recently issued a ruling that requires Baidu to clearly identify all of the ads that are presented on its platform.

In similar news, Uber recently launched Uber+Travel, a new service exclusive only to China. The newly launched service will allow Uber users in China to request boat rides, and even hot air balloon excursions.

The new service was confirmed by Uber China Vice President of Operations, Kate Wang.

TagsUber, Uber China, china, UberLIFE, Uber 90 seconds, Uber News, Uber feature