Uber implemented price cut in several cities to counter the negative effects of the winter season after experiencing decline in number of bookings during the same season the past five years.

The company said in a statement that winter season affects every business, including ride-sharing services like Uber, because people prefer to stay at home and save money. In order to attract riders to book rides and help drivers earn enough, Uber is convinced that cutting prices is the most logical solution.

"Fewer trips are tough on drivers, many of whom want to save money and pay off their holiday credit card bills now that January is here," Uber said in a statement. "Five and a half years in, we've learned that the single most effective way to boost demand during the winter slump is to cut prices for riders."

The price cut will be enforced in more than 100 cities in the United States and Canada. The company pointed out that they also did the same thing in 2014 and 2015 in several cities, including Boston, Los Angeles, Minneapolis, Albuquerque, Memphis and Washington, D.C.

According to CBS, prices in San Francisco Bay Area changed on Sunday. UberX service in San Francisco and the North Bay dropped 10 percent, while UberX service prices decreased by 20 percent. In East Bay and South Bay, price went down 20 percent, while UberXL dropped 40 percent. There will also be up to 75 percent discount on UberPOOL.

The company said that the price cut will still attract and help drivers because there will be more incentives for them in order to make sure that drivers will not get discouraged. However, popular blogger Harry Campbell of The Ride Share Guy disagreed and said that most of the drivers will be disappointed.

"I don't think there's a single driver that's been around for any amount of time that thinks lower fares means that they're going to make more," Campbell wrote. "I don't buy that for one second."

Bloomberg also reported that there are Uber drivers who are planning to spend more time using Lyft, which is Uber's biggest rival in the U.S. Uber driver Ryan Talley told Bloomberg that he is not buying Uber's promise about incentives and guarantees.

"The guarantees don't last," Talley said. "They only last for about two months. All they're worried about is their own bottom line."

Uber admitted that they are open to changes if the drivers' earning will drop significantly, similar to what they did in Charlotte and Seattle last year.