describes the IVEE (In-Vehicle Entertainment Experience) as a 10-inch tablet with a universal mounting system. It comes with a USB cable, a 12-volt adapter, and two USB-A outlets.

The tablet attaches to the front seat, and once it is up, a customer can use it to watch streaming videos and music, learn, play games, and use relaxation guides. Eventually, you will be able to use the IVEE to shop.

The tablet responds to voice control and touch and will go dark after a preset amount of time if it remains inactivate.

Once it is activated, you get five modes. These are Watch, Work, Relaxation, Learn, and Explore. Watch involves videos from IVEE's media partners and the internet.

Streaming music works without the screen. You can listen through a headphone jack or built-in speakers.

There are both entertaining and educational games and relaxation programs that will be pre-loaded. IVEE has a premium subscription for their tablets for TV shows, and they hope to integrate big-name streaming services with their program.

IVEE will have some controls, such as filters for sexually explicit websites and optional child controls. The system also won't let you put personal information on shopping websites. It will send your phone a QR code or SMS text to complete transactions instead.

IVEE also offers drivers an optional seat massager. It slips over the seat and provides vibration with low-frequency sounds or various massages.

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IVEE business model

Drivers will get the IVEE for free. Static ads are scattered throughout the interface, and some of the videos are sponsored content. The sponsored videos are contextual, so you get ads related to your search.

These advertisements generate revenue, and both the driver and IVEE split these funds. Currently, they sell directly to the driver or owner of Uber and Lyft cars, but they are also partnering with businesses that have fleets.

The driver charges for the optional massager and other premium features, such as an ad-free experience. They get to set the prices, though they have an IVEE guide to suggest price points.

Fleet operators of rideshare programs can also buy-in. Car fleet operators can customize the experience with their own branding in every vehicle.

IVEE hopes to personalize the interface so that customers can buy a user profile to temporarily install when they get in an Uber or Lyft car. They also hope to install Bluetooth programming.

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When will you see an IVEE?

IVEE launched its programs in Los Angeles and Miami. They are selling to Uber and Lyft in Miami, and they are selling to Opoli, a rideshare business with a fleet, in Los Angeles.

In order to experience IVEE, you will have to ask for a ride with a local partner in those launch cities. The only other way is to get very lucky in which Uber or Lyft you take.

Hopefully, you will see it spread throughout the country if it catches on. You might also get to see IVEE soon on high-end hotel shuttles.

Automakers that sell to hotel shuttle fleets have shown an interest in them.

Insurance to off-set accessories

While this new entertainment system may be a great addition to the car, it won't change the insurance needs of drivers. You will still need cheap policies.

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