Uber Technologies Inc., bending to customer demand, said people now will be able to schedule a ride in advance.

The ride-hailing service is distinguished by its on-demand nature — push a button on your mobile phone and get a car. But some riders have been asking the company to let them schedule a trip ahead of time. Uber announced Thursday that customers can now book a car through its app 30 minutes to 30 days in advance.

“Scheduled rides have been a top requested feature at Uber since the very early days, even though we’re an on-demand company we totally get it,” said Tom Fallows, who leads the global experiences group at Uber. “Sometimes you want that extra reassurance.”

Uber’s biggest U.S. rival, Lyft Inc., several months ago started a scheduled service, which has been a key selling point in its pitch to businesses. Lyft has set its sights on significant growth from its 4 percent share of the U.S. business travel market.

©2016 Bloomberg L.P.

This article was written by Eric Newcomer from Bloomberg and was legally licensed through the NewsCred publisher network.

Tags: uber
Photo Credit: Uber's rival Lyft began testing scheduled pickups last month. Uber has now followed suit. Skift