For 2019 the French bike wheel titan Mavic increases the number of wheels with tubeless Road UST rims while the wheels with conventional rims are in decline.
In short, the Road UST eases mounting tyres due to the design of rim and tyre bead. Mavic also informs that the Road UST tires require a lower air pressure for getting seated in the rim.
The tubeless Road UST standard is during approval by the ISO and ETRTO organisations for other manufacturers to take advantage of it. Currently only Mavic manufactures tyres and wheels for Road UST.