Passenger mode
So here's the deal: Waze is great bc it helps users find the best route and helps businesses let users know they are nearby. The problem is, drivers are (I hope) more focused on the road than the road, so a significant percentage of the paid ads go unnoticed. But there is a solution: make using waze fun for a passenger. Here's how to do that: enable a passenger mode (yes, I know, we can already select "passenger" but we all know that's legal bs) whereby they are engaged in the app playing a game with various advertisers, perhaps a augmented reality scavenger hunt or just using the map to find various places. This can be engineered so that around meal times eateries pop up to be found, or if the drive has been going on uninterrupted for a while, start finding gas stations. There are obviously limitless possibilities related to the concept.
I hope you research it and make more coin:)
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Bill commented
I was going t put in something similar and saw this. The passengers could all get points by sending in reports (police, hazards, etc). The passengers could also write more detail on the type of reports like "two car wreck and we are all in left lane".