On-demand transportation startup Uber is making a serious commitment to its UBERx service, making on-demand rides with hybrid cars and community drivers less expensive. Today on the Uber Blog, the company confirmed what we reported last week — that it will be cutting fares on UBERx rides in an effort to be more competitive with ride sharing apps like Lyft and SideCar.

San Francisco, which was the first market for Uber, has become one of the most competitive cities, with a wide range of low-priced options. With convenience and reliability becoming a commodity, now the battle has moved to price.