To challenge Ola’s Ola Play system, Uber has rolled out its infotainment system for riders in Mumbai for around 350 cabs, reports Killer FeaturesThe website also reports that Uber has partnered with a Mumbai-based startup OnRoute to implement the system.  The startup will provide head-rests, which have tablets embedded into them.

MediaNama confirmed the development with an Uber spokesperson who added that the company is partnering with  “several players” as well.

“We are constantly innovating and testing out new ideas to improve the rider and driver experience, this includes pilots on in car infotainment in select cities. We have been working with several players including, OnRoute, in Mumbai on these pilots.” – Uber spokesperson

According to Killer Features, users will have to sign in with their phone number to receive an OTP to access the system using Uber’s app on their phones. It will serve interactive ads, offering discounts and coupons to the riders, play customized content, for instance, video content based on your destination and will be personalised using the user’s video consumption history.  The company has been working on the prototype for six months, says the report. Currently, the device hosts Airtel and Jio SIMs.

Ola competition

Note that Ola had launched their onboard entertainment system Ola Play in November last year, for select Prime users in Bangalore, Mumbai and Delhi.  It has now expanded to six cities and the latest being Pune and Chennai. Ola says that the entertainment system is present in 50,000 cabs. 

Ola Play offers users various custom features like music and video streaming from Apple Music, Sony LIV, Audio Compass and Fynd, which can be controlled using the Ola app. The platform allows customers to resume music, videos etc., from where they left it last. Ola later also incorporated streaming services Eros Now,  ALT Balaji, and POPxo, a website targeted at Indian women.