Uber announced a series of initiatives on Wednesday to attract sensitive consumers in competition with Lyft, including launching a shuttle service in the US and expanding delivery partnerships with membership-based retailer Costco. These initiatives were announced at the company's GO-GET annual new product event to maintain the growth momentum after strong results in 2023 and the first annual profit. The company said it will allow Uber Shuttle users to reserve bus seats in crowded areas such as airports, concerts, and sporting events in advance. In terms of food delivery services, the company will provide additional discounts to US Costco members who order food through Uber Eats, as well as a long-term 20% discount on the Uber One annual plan. Analysts believe the North American market may be close to maturity, prompting the two companies to seek new growth channels, such as advertising and subscription services.