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Careem partners with Bosch to launch in-ride entertainment service in the Middle East

Careem LogoCareem, a ride-hailing provider in the Middle East, signed a memorandum of understanding with Robert Bosch Middle East FZE, a leading supplier of technology and services, to launch in-ride entertainment services. Set to launch on 200 Careem cars in Dubai in June 2019, the service will later expand to additional areas in the Middle East region.

Careem is aiming to enhance the customer experience during the ride by offering them access to a variety of tailor-made information and entertainment options. The new service will offer a program of music, shows and series as well as helpful information on available restaurants in the area, weather updates, and much more.

Bosch will enable personalization of this service with ‘iero’, an artificial intelligence (AI) platform to create a unique experience for each Careem customer. ‘iero’ analyzes user preferences from multiple sources including purchase history, application usage and other behavioral indicators and pools this knowledge with Careem’s in-house applications. By combining Bosch’s AI-based personalization with Careem’s sharing service, the user always gets the matching entertainment content for each ride.

Volker Bischoff, General Manager and Vice President, Robert Bosch Middle East FZE, commented on the recent partnership and said: “At Bosch, our strategic objective is to continuously improve quality of life through innovative and connected products and services”. Bischoff added, “With Dubai leading the way in smart cities, a technology pioneer such as Careem is the ideal partner to further increase the ride-hailing customer experience in the Emirate and beyond”.

The innovative iero solution was developed by the Bosch’s subsidiary Robert Bosch Engineering and Business Solutions. Vijay Ratnaparkhe, President and Managing Director of Robert Bosch 

Engineering and Business Solutions said, “Bosch is developing mobility that is automated, connected, electrified, and personalized. By developing services for shared mobility, Bosch makes traveling from A to B not just easier and more flexible for users, but also more entertaining. We are happy to partner with Careem on this exciting venture”.

Adib Samara, Head of Business Development at Careem, added: “Careem is a homegrown brand set up to serve the MENA region, so across all our cities we seek out opportunities with local and international companies that have renowned reputations and whom customers trust. Working with a technology-oriented giant such as Bosch not only allows us to serve our customers better, but also help us provide seamless and differentiated, personalized in-ride customer experience. We are very excited to get this rolling and to see what the future holds”.

The in-ride entertainment service is set to launch in June of this year with 200 cars initially, and both partnering companies look forward to provide this service in a higher number of cars in the Emirate of Dubai in the future.


BiS Team

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