Interactive screens now available in RTA Taxis

Dubai’s Roads and Transport Authority (RTA) is set to enhance the passenger experience by introducing 4,500 new interactive screens in taxis across the city. These screens will offer passengers a range of lifestyle, news, entertainment, offers, and promotions while on the move.

The decision to roll out these interactive digital screens follows a successful pilot program that saw 250 taxis equipped with the technology in 2022. The initiative is a result of a collaboration between RTA, e-hailing taxi solution provider Hala, and passenger experience company Binary Media.

The official inauguration of the project took place at a signing ceremony event attended by key figures including Ahmed Bahrozyan, CEO of Public Transport Agency at RTA; Khaled Nuseibeh, CEO of Hala; and Santosh Sarma, CEO of Binary Media. Speaking about the collaboration, Ahmed Bahrozyan emphasized the importance of delivering an immersive travel experience that offers informative and entertaining content to passengers.

In addition to enhancing the passenger experience, the new screens will also provide opportunities for advertisers to reach a captive audience. Khaled Nuseibeh, CEO of Hala, highlighted that customers will soon be able to access relevant local offers and promotions during their rides.

Binary’s Onboard Entertainment System, which powers the interactive digital screens, will deliver exclusive experiences to passengers while also offering a brand-safe environment for advertisers to engage with a highly attentive audience. Santosh Sarma, CEO of Binary, emphasized the platform’s ability to deliver content in a clutter-free environment where attention spans are at their highest.

Hala, which currently manages 21,000 captains and a fleet of 12,000 cars in Dubai, aims to provide residents and visitors with a seamless and enjoyable transportation experience through this innovative partnership.