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Sun 6 Oct 2019 10:50 AM

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Gitex 2019: Dubai's RTA to debut digital advertising on taxi windows

The advertising is displayed using electronic shading that allows the public and users to see advertising content in full HD format

Gitex 2019: Dubai's RTA to debut digital advertising on taxi windows
The RTA said that the advertising will be displayed “through an innovative electronic shading that does not cause inconvenience to riders and at the same time enables the public as well as road users to see the advertising content in full HD format.”

Dubai’s Roads and Transport Authority (RTA) will launch a test-run of digital advertising on taxi windows this week at Gitex.

In a statement, the RTA said that the advertising will be displayed “through an innovative electronic shading that does not cause inconvenience to riders and at the same time enables the public as well as road users to see the advertising content in full HD format.”

The statement made no mention of when the technology is expected to be implemented across the Dubai taxi fleet.

Additionally, the RTA will also display new ‘smart gates’ for metro stations fitted with HD cameras with 3D sensors that help preventing the collision of strollers and wheelchairs with the metro entry gates.

At Gitex, RTA will also showcase its new free WiFi service - which riders can log in via taxiconnect.ae – to access a number of features including direct communication with taxi drivers involving instant interpretation of the language selected by the rider and driver on the taximeter display.

Using the technology, the riders can also see their journey route and share it online, check out currency rates and pay the equivalent taxi fare in dirhams, and use a ‘happiness’ index to register one’s satisfaction and rate the performance and attitude of the driver.

“RTA attaches considerable attention to digitisation and the introduction of smart and innovative services considering it a key pillar of technological advancement,” said Mattar Al Tayer, director-general and chairman of the RTA’s board of executive directors.

"We are focused on revolutionising smart transit systems and broadening the scope of modern technologies in enhancing the efficiency of public transport and traffic systems.

“We are also seeking to achieve physical and informational integration of transit means such that smart and e-services will be the platform for serving customers. We firmly believe that the smart transformation will cut the need for using vehicles in daily mobility,” he added.

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