Dubai RTA transforms taxi rides with interactive screens

Dubai: Dubai's Roads and Transport Authority (RTA) has introduced 4,500 interactive screens in taxis across the emirate. These screens aim to provide passengers with a variety of content including lifestyle, news, entertainment, offers and promotions while on the move.

The initiative follows a successful pilot program conducted in 2022, where in-car interactive digital screens were tested across 250 taxis. The project is a result of collaboration between RTA, e-hailing taxi solution provider Hala and passenger experience company Binary Media.

Key stakeholders including Ahmed Bahrozyan, CEO of Public Transport Agency at RTA, Khaled Nuseibeh, CEO at Hala and Santosh Sarma, CEO of Binary Media attended the formal signing ceremony event on Tuesday.

During the event, Ahmed Bahrozyan expressed his delight with the initiative.

"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", said Bahrozyan.

Khaled Nuseibeh, CEO at Hala, emphasised the commitment to providing a top-notch transportation experience.

He said, "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."

Santosh Sarma, Co-Founder and CEO at Binary Media shared his vision for the future of passenger experiences.

"We envision a future where the journey is as significant as the destination itself, transforming idle travel time into an opportunity for entertainment, discovery, relaxation, and productivity", Sharma said during the signing ceremony.

Hala currently manages 21,000 captains on its platform with a fleet of 12,000 cars provided by its franchise partners for Dubai residents and visitors.