BOSTON — Ridesharing is a phenomenon that has seen a growth in popularity, notably among college students, as demonstrated by student brand ambassador programs through companies such as Uber and Lyft, The Daily Free Press reported.

These companies, and other similar brands, are keen to expand their user bases by offering ridesharing services at competitive prices. With a rapidly changing landscape in which services are vying for the same customers, private and public transportation companies have to reorient themselves accordingly.

The transportation industry was relatively untouched until 2009, when Uber entered the marketplace, according to the report.

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