XION, a walletless Layer 1 network, has officially announced its collaboration with Uber, the globally recognized ride-hailing company based in San Francisco. This partnership will enable Uber to enhance user acquisition worldwide through XION’s EarnOS, a digital advertising and payments platform that initially launched in beta last year.
Uber now joins a growing list of global brands utilizing EarnOS to optimize user acquisition. Previously, companies from various industries, including Baskin Robbins, Sunglass Hut, and The North Face, integrated the platform during its beta phase. Instead of relying on conventional marketing methods, Uber plans to leverage EarnOS for a more performance-driven approach to attracting users.
Addressing Growth Challenges with Innovation
While Uber’s user base has demonstrated steady growth over recent quarters, the pace has fluctuated. In the first quarter of 2024, the company recorded 149 million Monthly Active Platform Consumers (MAPCs), reflecting a 15% year-over-year increase. By the fourth quarter of 2024, the number had risen to 171 million, marking a 14% year-over-year growth.
Following the partnership, the XION-powered EarnOS platform has been deployed on the mainnet in collaboration with Uber. The ride-hailing company will take advantage of XION’s chain abstraction technology to accelerate user acquisition, engagement, and rewards in the digital advertising sector.
How EarnOS Enhances Uber’s Strategy
The integration of EarnOS is expected to benefit Uber in multiple ways:
By leveraging augmented reality experiences, EarnOS facilitates targeted global advertising to engage users more effectively.
Advertisers can use USDC micropayments on a global scale, expanding audience reach.
Without requiring personal data, EarnOS enables Uber to target high-intent users by allowing new riders to verify and access their ride history through accounts linked to competitors such as Lyft, Bolt, or Grab.
The platform fosters long-term rider engagement by permitting users to connect their Uber accounts for future reward-based campaigns, thus enhancing user activity.
Uber can instantly distribute rewards to users worldwide without requiring access to their bank accounts, utilizing XION’s cryptographic infrastructure for seamless cross-border payments.
Uber utilizes XION for customer acquisition on a global scale
Today, connect any ride-sharing account to get paid pic.twitter.com/wFHEQUPAQf
— XION (@burnt_xion) February 10, 2025
XION also eliminates gas fees and technical barriers, offering a user-friendly experience without the need for seed phrases, additional plugins, or complex transaction signing.
Disrupting Traditional Marketing Models
Uber’s shift toward blockchain-driven user acquisition reflects a strategic effort to move away from traditional marketing, which has become increasingly costly and inefficient. With acquisition costs rising and conventional advertising methods losing effectiveness, brands across industries are spending billions on marketing and sales. Additionally, tightening global privacy regulations have restricted the personalization capabilities of digital advertising.
By adopting a blockchain-powered acquisition model, Uber is positioning itself at the forefront of digital marketing innovation. This move has the potential to disrupt the $1 trillion digital advertising industry and may encourage other major brands to explore blockchain-based strategies for user acquisition in the future.