Uber’s aggressive global expansion has taken the $18 billion-valued private car company into well over 100 cities worldwide, many of which are about to experience a taste of the future when its ice cream delivery service goes global this Friday. The company says that the summertime initiative – which lets customers order ice cream on demand from the Uber app — will go live in 130 cities this Friday. For the record, that spans 38 countries and 6 continents, and is a significant rise on last year’s ‘Ice Cream Day’ initiative, which ran in 33 cities. So what is it that is special about this publicity stunt? Perhaps it is trivial, but the ability to order a refreshing ice cream from the Uber app will provide many thousands of Uber users with their first experience of a paid-for service from the company that has nothing to do with cars.