Dubai has introduced onboard entertainment systems in 4,500 taxis, enabling passengers to enjoy internet browsing and various shows during their rides. This initiative, launched by the Roads and Transport Authority (RTA) on Tuesday, is aimed at enhancing the travel experience within the emirate.
The move follows a successful pilot of in-car interactive digital screens in 250 taxis throughout 2022. This project was a collaboration between RTA, the e-hailing taxi solution provider Hala, and the passenger experience company Binary Media.
The formal inauguration of this project saw key figures like Ahmed Bahrozyan, the CEO of Public Transport Agency at RTA; Khaled Nuseibeh, CEO at Hala; and Santosh Sarma, Co-Founder and CEO at Binary Media, come together to sign the agreement.
Bahrozyan expressed enthusiasm about the partnership, emphasizing the goal to provide passengers with curated content that enhances their travel experience. Nuseibeh highlighted the added value for customers in discovering local offers and promotions during their rides.
Binary Media’s Onboard Entertainment System offers passengers interactive digital screens with access to entertainment across four categories: Discover, Multi-Media, Games, and Browse. These categories aim to provide exclusive experiences ranging from exploring Dubai’s attractions to enjoying a variety of multimedia content, playing games, and browsing essential websites.
Sarma shared a vision of making the journey as enjoyable and productive as the destination, transforming travel time into an opportunity for entertainment and discovery.
With Hala managing 21,000 captains across a fleet of 12,000 cars, this initiative is set to significantly enhance the commuting experience for Dubai’s residents and visitors alike.
