Interactive screens installed in 4,500 Dubai taxis for improved customer journeys
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by Balikbayan Store
1 min reading time
The Roads and Transport Authority (RTA) of Dubai has expanded its onboard entertainment services beyond air travel, now offering it to taxi riders as well. With this innovative move, passengers in Dubai can now browse the internet or enjoy various shows during their taxi rides.
The initiative, launched by the RTA on Tuesday, aims to bring joy and convenience to taxi riders across the emirate. This groundbreaking project involves installing state-of-the-art interactive screens in 4,500 taxis, providing passengers with a range of premium lifestyle content, news updates, entertainment options, as well as exclusive offers and promotions on the go.
This expansion follows a highly successful pilot project conducted in 2022, where interactive digital screens were introduced in 250 taxis. Collaborating with the e-hailing taxi solution provider Hala and passenger experience company Binary Media, the RTA aims to revolutionize the taxi riding experience in Dubai.
Ahmed Bahrozyan, CEO of Public Transport Agency at RTA, expressed his delight in collaborating with Hala and Binary Media, emphasizing the goal of delivering an immersive travel experience to customers.
Khaled Nuseibeh, CEO at Hala, highlighted the added benefits for customers, stating that they can now discover and access relevant local offers and promotions during their taxi rides.
The Binary Onboard Entertainment System offers passengers entertainment across four categories:
Discover: Acting as a guide for passengers to explore Dubai’s attractions, showcasing both popular spots and hidden treasures.Multi-Media: Curating a collection of content spanning from kids-friendly videos to informative talk shows, relaxation videos, and cultural insights from Dubai Culture.
Games: Providing a diverse array of hyper-casual games for leisurely enjoyment.
Browse: Allowing customers to access essential websites for up-to-date news and travel-related information.
Santosh Sarma, Co-Founder and CEO at Binary Media, shared his vision for transforming travel time into an opportunity for entertainment, discovery, relaxation, and productivity.
Currently, Hala manages 21,000 captains on its platform, with a fleet of 12,000 cars provided by its franchise partners, serving Dubai residents and visitors alike.
