Since the company's founding in 2009, Uber's ultimate goal has been to make it as easy as possible for anyone to get from point A to point B in as little time as possible. As it is today, the service is generally considered to be very efficient, but the company's not happy enough with that - it wants to make things even more efficient.
That's where the company's new mobile API comes into play. With it, any mobile app developer can integrate Uber's service in their own app, potentially making it even easier for anyone to hail a ride. So far, at least eleven companies have already jumped on board, including Starbucks, United Airlines, OpenTable, TripAdvisor, Tripcase, and Hyatt.
Of course, Uber integration can reap some financial benefits for those who partake. For any new customer that signs up for the service directly through your app, Uber will give you $5, and you'll be able to pique people's interest by being able to offer them a discount on their first ride. Revenue aside, the developer's page on Uber's site mentions that you can earn credits towards your own Uber rides as well.
Overall, this is a very smart move by Uber, and one I'd suspect will become a lot more common as time goes on.