Here describes it as a "unifying abstraction layer." In short, it wants to be the middle person between ride-hailing services and commercial businesses (which, by extension, include everyday customers like you and me). Its clientele could include airline companies that want to help customers grab a lift from the airport, businesses that own self-service kiosks in public spaces and event-venue owners who want to help attendees find their way back home. Ride-hailing companies should benefit from the extra exposure while customers gain from having easy access to the cheapest, fastest or most-convenient transport options.

At the same time, Here is launching a tool called Mobility Dispatch. It's a platform that allows ride-hailing companies to effectively manage their fleet of drivers. Most of the major services have their own version of this; however, Here's platform also links in to its Mobility Marketplace. In addition, Here is touting advanced algorithms and "unprecedented fleet utilization," which could help companies stay ahead of their usually well-funded competition. "Our solutions democratize a fragmented and siloed industry, opening new channels to access the best mobility tools and services available," said Liad Itzhak, vice president and head of Here Mobility.

Here is a late entrant into an already crowded space. Its role as a facilitator rather than a direct competitor to services such as Lyft, Uber and Didi Chuxing could be a smart bet, however. The new business venture follows a dizzying number of automotive projects, including a next-gen communications hub for autonomous cars and traffic alerts via crowdsourced car-sensor data. No wonder Bosch took a five percent stake in the company recently.

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