Ivee wants to break the five-star barrier when it comes to fantastic user experiences in shared mobility.

Individual sound bubbles, mood-based lighting and haptic feedback—it doesn’t sound like your average ride-hailing experience, but that’s changing. The shared mobility industry is poised for notable growth in the coming years. McKinsey projects that spending on all forms of shared mobility globally could reach between US$500bn and US$1tr by 2030, which would be four to eight times the 2019 level. Investing in the next level of user experience could provide a huge return on investment for service operators.

Mobility software specialist Ivee (In-Vehicle Experience Enhanced) and automotive interior supplier Toyota Boshoku showed off their vision of a new sensory experience for ride-hailing passengers at CES 2023. It’s all about personal preference, with numerous options available through a touchscreen. “Many people will spend an hour every day in transit,” notes Ivee Chief Executive Alex Giannikoulis. “What do they do with that hour? Our answer to that question is that they’re going to choose their own adventure. Our mission is to help them make the most of their time on the go.”

The setup closely resembles an online version of the infotainment systems offered on long-haul commercial airline flights. As soon as they sit down, passengers can adjust their desired settings and select if they want to watch a film or listen to music. An office setting provides privacy-enabled video conference calling for those that remain in work mode. Riders that are tired or stressed after a long day may go for the spa-like experience offering a guided meditation audio (which comes out of speakers in the headrest) supported by ambient lighting. Then there’s a theatre-like experience recreating the sounds of a cinema while vibrating seats accompany high-intensity scenes or explosions.

“Not only will you see and hear your content, you’ll also feel your content,” emphasises Giannikoulis. “This creates an immersive environment.”