Although Uber was launched in 2012, it was only this summer that it came to prominence in the UK, after provoking the ire of London cabbies.
In June, they went on strike to protest against the taxi app, which they claim is unregulated and employs a meter system that, in London, only black cabs can legally use. This prompted a cheeky press ad from Uber with the line "Keeping London moving".
The publicity generated by the action brought Uber to the attention of many Londoners who had not previously heard of it; downloads soared.
Uber, which was valued at nearly £17bn this year, has a slick social-media plan. By offering referral credits, influential users and celebrities can enjoy months of free travel by sharing their unique code online and having followers sign up – all while Uber benefits by attracting thousands of users.
Allied with cabbies railing against the service around the world, it seems Uber’s profile will remain high, further boosting interest in the app.