Grab brings in-vehicle entertainment to car fleet

MANILA, Philippines — Grab Philippines is teaming up with media technology company IDOOH International to deploy in-vehicle media screens in its cars.

Through the partnership with Asia Pacific’s largest in-vehicle screen network provider, Grab Philippines seeks to provide its passengers and drivers with an enhanced commute experience.

“As an everyday app, we always look for ways to improve the experience of both passengers and drivers. Thanks to our partnership with IDOOH, passengers will be able to discover, engage with, and receive deals from quality brands. At the same time, it allows our drivers to have additional sources of income. We look forward to working hand-in-hand with IDOOH to create meaningful customer engagement for brands that lets them have the edge over their competitors and reach their audience,” said Steven Martin Luchangco, head of Grab for Business in the Philippines.

A fully interactive 10-inch IDOOH display tablets will be integrated into selected GrabCar vehicles, providing passengers with an array of high-quality lifestyle, news, and entertainment as well as e-commerce function while in transit.

Drivers can also look forward to an additional revenue source of monthly incentives and rewards that will be awarded based on the number of trips completed and duration of screen activation, Grab said.

Aside from in-vehicle entertainment, the partnership is also part of a broader strategy to provide opportunities for brands to reach passengers through integrated online-to-offline branding solutions spanning in-app, in-car and mobile billboards, offered by IDOOH and GrabAds.

“As the largest in-vehicle screen player in the Philippines, we are thrilled to combine forces with Grab, the largest offline-to-online mobile platform in the Philippines and Southeast Asia, to transform the in-vehicle experience through disruptive media technology.

Beyond the commute experience, this partnership opens up a rideshare business ecosystem that will serve as a window for collaboration across other ridesharing services like advertising, delivery, and fulfilment of e-commerce transactions on the move,” IDOOH Group chief executive officer Mark Forsyth said.

To create a customized in-vehicle experience, IDOOH uses proprietary in-vehicle technologies like geo-fencing and day-parting to juxtapose the offered content against specific factors such as vehicle speed, location, weather and traffic conditions.

IDOOH is also testing technologies like presence and facial recognition and augmented reality to provide an even more personalized in-vehicle experience in future.

The company has an inventory of 14,000 screens spanning across diverse platforms including ride-sharing cars and taxis.

Grab, meanwhile, has quickly become an “everyday app” with over 125 million downloads region-wide and a presence in one in two smartphones in the Philippines.