On flights, it's enjoyable to watch movies and shows. But what if we told you that you can have the same experience while riding in a taxi? It sounds like a lot of fun, doesn't it? Well, it is! Dubai's Roads and Transport Authority (RTA) has launched an innovative project on Tuesday, 19 March, which aims to bring happiness to taxi riders in the emirate. The project involves introducing 4,500 advanced interactive screens that offer passengers a diverse range of premium lifestyle, news, entertainment, promotions, and offers. These screens enable passengers to access all of this while on the go.
RTA collaborated with Hala, an e-hailing taxi solution provider, and Binary Media, a passenger experience company, to conduct a successful pilot of interactive digital screens in 250 taxis in 2022. The project was officially launched through a signing ceremony attended by Ahmed Bahrozyan, CEO of RTA’s Public Transport Agency, Khaled Nuseibeh, CEO of Hala, and Santosh Sarma, Co-Founder and CEO of Binary Media.
.jpg)
Ahmed Bahrozyan, CEO of the Public Transport Agency at RTA expressed his delight with the launch of this initiative that aims to raise the happiness and satisfaction of taxi riders. He added, “Hala has been at the forefront of introducing innovative initiatives to offer convenience and comfort to its customers across Dubai. We are delighted to collaborate with Hala and Binary Media to deliver an immersive travel experience that offers curated informational and entertaining content during a customer’s commute."
What To Expect From The In-Car Interactive Screens
The interactive screens of Binary provides interactive digital screens that offer exclusive experiences to passengers. Hala customers can choose from four categories of entertainment, which include:
- Discover: An excellent guide for passengers to explore Dubai's attractions and discover both popular and lesser-known spots.
- Multi-Media: A collection of carefully selected content that includes kid-friendly videos, informative talk shows, calming relaxation videos, and cultural insights from Dubai Culture.
- Games: A variety of hyper-casual games to provide leisurely enjoyment for passengers.
- Browse: An option that allows customers to browse essential websites for up-to-date news and travel-related information.
Commenting on the initiative, Khaled Nuseibeh, Chief Executive Officer at Hala said, "At Hala, our commitment lies in delivering a best-in-class transportation experience for our customers. Our partnership with RTA and Binary significantly reinforces this commitment. The introduction of our digital screens showcases our dedication to investing in technology to enhance and provide an unparalleled customer experience in line with Dubai's vision to become a leading digital hub globally."