Uber has introduced a new feature, prepaid passes, to help customers save money on their frequently traveled routes. The passes are offered in bundles of five, 10, 15, or 20 rides at a discounted price. The discount varies from 5% to as much as 20%, depending on the number of prepaid passes purchased in advance. Marketing approach Price comparison to market prepaid passes Uber plans to market these prepaid passes by comparing the fare of a single ride with that of a bulk purchase. When buying the prepaid passes, customers choose a one-hour request window during which they usually book rides.