Your Uber is arriving now: Controversial taxi firm pulls into Black Country

The firm has submitted plans to operate a base from offices at The Waterfront in Brierley Hill and expects to have the service up and running later this year.

The operation - which has sparked protests from traditional cabbies elsewhere - sees customers download an app, which allows them to order a car directly from the nearest driver. They will get details of the estimated waiting time and journey cost.

There are no telephone calls to book a private cab as everything is done through the app in less than a few minutes.

GPS is used to put passengers in touch with the closest drivers to the pick-up location.

Uber operates in the Birmingham but this would be the company's first service in the Black Country.

General manager for the Midlands Fouzan Ali confirmed the plans to start operating in Dudley in the future - but said it was too early to say when the service would start.

"We have applied to operate in Dudley. We have plans to operate in lots of areas in the Midlands," he added.

He has submitted an application for a certificate of lawful use for operating a private hire operator business from a base at Dudley Court South.

In February, Birmingham became the fourth city in the UK to be targeted by the American firm which now operates in more than 50 countries.

Dudley Private Hire and Taxi Association chairman, Shaz Saleem, said while he didn't think his members would support Uber, he doesn't believe the firm's arrival would affect business.

"I think people prefer the security of the traditional taxi. Uber doesn't offer the same security and there have been complaints elsewhere.

"I don't think Uber will benefit anyone. I'll be interested to see what happens."

Uber hasn't been welcomed in London where thousands of cabbies brought the capital to a standstill last summer as they protested against the smartphone app, along with the rise in unlicensed minicabs and rickshaws.

There was more controversy during July's London Underground strikes when Uber was criticised over pricing after fares were said to have doubled in some areas.

Commuters took to social media to report rises as high as 200 per cent as they sought to find alternative ways to work with the Underground out of action.

But Uber said its programming means that in times of high demand for cars, prices are increased to encourage more drivers on to the roads.