Uber has unveiled in a blog post a new feature that will allow users to request rides for other people.

This feature focuses heavily on providing transportation for elderly family members, with the ride-hailing company noting that 10 percent of the world's population consists of people 65 and older.

New Feature In Uber Ride Hailing

The system is fairly simple. Whenever a user requests an Uber pickup in a location other than their current location, Uber will ask whether the ride is for a friend or family member. If the user says yes, then Uber will allow the customer to select a person from their list of contacts. Uber will then send that person a text containing a link to track the driver, as well as information such as who is paying for the ride and the type of car the driver will be in.

Benefits For Seniors

While this feature will be useful for a lot of people, Uber's blog post makes it clear that the service is aimed at seniors. This has potential to make things a lot easier for people living in rural areas or those who are too old or ill to rely on public transit. Even in major cities, public transit has to contend with the last mile problem. It's very rare that a train or bus will take someone exactly where they need to be. Walking a few blocks isn't a problem for someone in good health, but, for many seniors, it can be a nearly impossible task. Uber's service would allow elderly or disabled people to more easily get where they need to be.

During an interview with Tech Crunch, Uber's Kyle Miller explained that this feature was most heavily requested by international users whose older relatives often did not have smartphones or lived in areas that had poor internet access.

Uber's new service is launching today in 30 countries with plans to expand in the future. In order to use this feature, Uber recommends that users download the latest version of the app.

A Matter Of Timing

Uber's latest feature comes at a time when the company really needs a win. A series of scandals involving everything from the actions of the company's dispute with Waymo to charges of sexism have left the company in a vulnerable position. The company is likely hoping that this new feature will bring back some customers who may have left in the wake of the company's recent problems.