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Fast Company’s Julie Walmsley discussed the future of mobility and how companies like Vugo can help make it free.

To a passenger, the tablet is free entertainment, with a few ads mixed into the YouTube clips they might skim. Depending on how the driver has set up the tablet’s offerings, a rider could browse Hulu or HBO Go, where they could satisfy a Game of Thrones fix during rush hour. Vugo’s secret sauce is its “TripIntent” technology, an algorithm that derives insights about passengers’ consumer tendencies based on the entertainment they choose, current location, and planned destination in order to deliver more tailored content.