Uber's upper hand on the taxi industry has everything to do with convenience. It's much easier to order an Uber ride with the tap of a finger than ringing a taxi or waving down a cab in the street. Now Uber is becoming even more convenient, thanks to a new API update.

The "Request API endpoint" option will allow third-party developers to include full Uber functionality within their own apps. This means you won't have to open the Uber app to order a car or even have the app installed on your device. It will be as simple as tapping the Uber functionality from whichever app you're currently using. You will still need to own an Uber account and log into the website the first time you order from the third-party app.

"We believe developers are going to create some really powerful integrations with the Request endpoint," wrote Uber developer Scott Woolsey Biggart in a blog post. "Putting this power in the hands of developers has our imaginations running wild," he added.

Some of Biggart's suggestions include ordering an Uber ride by SMS or from within a calendar app to get to a meeting. 

The move looks to be a smart one for Uber. Obviously, the further the service spreads, the better that is for the growth of the company. This could be appealing to app developers, too, as adding Uber functionality could keep users on their app for longer.

To entice developers, Uber has launched a hackathon on ChallengePost. Contestants have until May 15 to submit an app using the API, and the winner will get a free trip to San Francisco to meet Uber CEO, Travis Kalanick.

The news should help distract from the setback Uber had on March 16, when the company CFO surprisingly resigned, supposedly to spend more time with his family.