Indian upmarket taxi operator Easycabs is to install screens in 500 Mumbai cabs offering passengers fashion, entertainment, lifestyle and news programming.
Working with local firm En Route Media – distinct from Britain’s Enroute Media Ventures – it will deploy in an initial 40 Mumbai cabs and then 460 more in India’s commercial capital before rolling out in other conurbations.
The Linux-based touchscreens in headrests will show content from providers such as Fox, National Geographic, and TechCrunch as well as local information. The one-to-five-minute clips will be updated weekly via data cards.
A brand of CIPL, Easycabs operates 1800 GPS- and GPRS-enabled cars in Delhi, Bangalore, Hyderabad and Mumbai.
A competitor in the same cities, cab operator Meru, last year began work on the rollout of digital advertising screens in its vehicles. It remains to be seen, however, whether Easycabs will also seek to generate ad revenue from its screens or simply use them to improve the customer experience, gaining recommendations and repeat bookings.
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