In the coming weeks, Uber is launching "SPOT", a technology it's using to more easily connect riders with their drivers, thereby cutting down wait times.
It works very simply: while waiting for pickup, you select a colour in the Uber app, and when your driver shows up, he'll have a glowstick-like device matching the colour you've chosen in his windshield. He'll also more easily be able to find you if you choose to light up your phone screen with the same colour.
The tech should be especially handy at night time, when it can be harder to find your driver, and when lighting is more vibrant.
SPOT is being tested in Seattle only for now. If it's a success, presumably it will roll out in other regions of the country and world as well.