Uber is making it easier to give the gift of Uber

You can now add Uber to your list of holiday gift ideas.

The ride-hailing service just rolled out a set of updates that include the ability to request trips for friends and family members without Uber accounts, as well as new in-app gifting features, and a new "live location" sharing feature.

The update rolls out today and lets Uber users request rides for others who may not have an Uber account, or even a smartphone. 

Uber says this is something that's already commonplace, particularly in markets like Brazil, where smartphones aren't as ubiquitous as they are in the U.S. Now, though, people can choose individuals from their contacts list and call a car on their behalf. The driver will see their name and phone number, as well as their location, which the Uber user also specifies. Read more...