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Uber has launched an online petition to rally support for its illegal UberX cab service in Portland.

The city of Portland filed a lawsuit Monday afternoon against asking a judge to order the controversial ride-sharing company to stop picking up riders until it complies with local regulations.

Portland transportation officials said the complaint, filed in Multnomah County Circuit Court, proves they are serious about coming down hard on the multi-billion-dollar San Francisco-based startup, which defiantly launched its UberX cab service in the city limits on Friday night.

A court hearing is expected to be scheduled for Dec. 19.

UberX -- which allows people to use a smartphone app to hail drivers using their vehicles as a de facto taxis – should be declared an "illegal, unregulated transportation service," the suit says.

PBOT Director Leah Treat also issued a cease-and-desist order against Uber, ordering its $1.65-per-mile drivers to immediately stop picking up riders within the city limits. If they don't comply, city officials said they will move forward with civil and criminal penalties, which could include hefty fines, arrests and impounding vehicles.

Meanwhile, the city gave Uber until 5 p.m. Thursday to stop using images of the historic "Portland, Oregon" sign in Old Town in its advertising. "The sign's image is a trademark registered with the State of Oregon," according to a statement from the city.

Of course, this isn't new territory for Uber.

Last month, Uber suspended operations in Nevada after the state sued and a judge granted a request for a court order blocking the company. In fact, Uber is battling several other cities, taxi companies and labor groups in court.

"Our main concern is public health and safety, because the state invested in the cities the responsibility to do that," said Portland Mayor Charlie Hales in a statement. "Beyond that, though, is the issue of fairness. Taxi cab companies follow rules on public health and safety. So do hotels and restaurants and construction companies and scores of other service providers."

Although city Commissioner Steve Novick supports a comprehensive review of the city's taxi codes, he says the new ride-sharing upstarts have an unfair advantage over the city's regulated taxi industry.

"If Uber thinks there should be no maximum price on what they charge Portlanders, they should make their case to the Portland City Council," said Novick, who oversees PBOT.

"If Uber thinks taxi companies shouldn't have to serve people with disabilities, they should make their case," he said on Monday. "If Uber thinks taxis should not have to have proper insurance in case of a crash, they should tell us why we should allow that."

Who will ultimately win the Portland vs. Uber battle?

Jon Down, a University of Portland business professor who is an expert in startups and disruptive technologies, said he would bet on Uber.

"It seems like the market has fallen in love with its services," Down said.

Down certainly sees Uber revolutionizing transportation in Portland.

Unlike New York City or Washington, D.C., Portland doesn't have a vibrant taxi culture, where someone can easily hail a cab on the street. In fact, most Portlanders have never really viewed cab companies as an integral part of the transportation network, Down said.

"But with Uber and the convenience of its technology," he said, "a lot of people who wouldn't normally use a taxi like the idea of using their smartphone to get a quick ride that's a little cheaper. People want to use the technology."

The city's citations and lawsuits, Down said, are only slowing the inevitable – elected officials will be forced to change the city's old rules to meet the desires of the market.

Down said he expects Portland to follow Seattle's example.

Responding to pressure from consumers, the Seattle City council earlier this year approve legislation creating a new regulatory framework for Uber and competitors such as Lyft to operate as "transportation network companies."

"Portland does seems to be a good potential market," he said. "This is what this city says it wants to be known for -- technology, innovation, companies attracting venture capitol. As services such as Uber get established, I expect them to become less expensive and more responsive."

-- Joseph Rose