I have said it on various occasions that I firmly believe in APIs - thinking of your services and products as platforms that allow partners to integrate and leverage your and their business - is a misunderstood, underestimated, huge business opportunity for many companies out there. But most lack both the strategic and first and foremost the technical skill to tap into this business. So it's again innovator time. In this case: Uber. Launching with 11 partners and allowing them to integrate Uber's services into their apps. Win-win-win (the third win being the customer), "lose" for taxi businesses and Uber's competitors.