Dubai-based leading transportation network company, Careem collaborates with Robert Bosch Middle East FZE to introduce in-ride entertainment services. As the initial launching phase, 200 Careem Cars in the Emirate of Dubai will be equipped with the new service in June 2019 and the company will later expand these services to others areas in the Middle East Region. The partnership is aimed to improve the customer experience during the ride with a customized information and entertainment options.

Speaking about the partnership, Volker Bischoff, GM & VP, Robert Bosch Middle East FZE, comments, “At Bosch, our strategic objective is to continuously improve quality of life through innovative and connected products and services. 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”.

‘iero’, an artificial intelligence (AI) platform developed by Bosch’s subsidiary Robert Bosch Engineering and Business Solutions helps to create a unique experience for each Careem user.

With an objective of having an enabled personalization, the platform ‘iero’ analyzes user preferences from multiple sources and match entertainment content for every ride they make with Careem. The service includes providing movies, music, shows, series, weather updates, nearby restaurants and more to the user according to the results. Talking about the platform, Vijay Ratnaparkhe, President& MD, Robert Bosch Engineering Solutions, says, “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”.

Commenting on this partnership, Adib Samara, Business Development – Head, Careem, states, “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”.

Incepted in 2012, Careem expands its services to include mass transportation, delivery and payments. Careem focuses to improve the lives of people with its technologies, infrastructure and has created over one million employment opportunities and generated over $2 billion in earnings. Spread over 120 cities across the globe, Careem works with governments and other leading non-state actors to bring forward changes that make the life better.