In an attempt to offer a unique inflight entertainment experience, Hainan Airlines has started providing passengers with Rokid’s augmented reality (AR) glasses for free on some of its routes. This move comes after the tech startup announced its partnership with the airline earlier this week.
The AR glasses, which allow computer-generated images to be superimposed on the real world, will enable passengers to watch 3D movies, read e-books, and play simple games during their flights. This initiative is said to be the first large-scale use of AR glasses on flights and is intended to offer a more immersive and interactive entertainment experience compared to traditional in-flight monitors.
Interestingly, Rokid’s AR glasses will be made available for free to passengers on Hainan Airlines flights, contrasting with Apple’s Vision Pro virtual reality headset, which, though featuring a motion-stabilizing “travel mode” for inflight use, typically comes at considerable cost and has yet to be made available in China. This decision by Hainan Airlines is seen as a marketing effort to elevate awareness of AR glasses rather than a substantial commercial agreement.
Customers can expect more exciting developments in the future as Rokid’s founder and CEO, Misa Zhu, has hinted at ongoing negotiations with numerous airlines, including at least one major international operator for similar partnerships. Zhu also disclosed that these conversations may result in additional announcements within the next few months.
Hainan Airlines, known for its international routes, is set to provide hundreds of Rokid AR glasses for inflight use on more than 20 flights. Considering the comparatively low retail price of just over 3,000 yuan ($420) and a lightweight of 75 grams for each pair, the accessibility and convenience of using AR glasses as opposed to other virtual reality headsets are evident.
Furthermore, the initial trial period of the AR glasses coincides with the week-long Lunar New Year holiday in China. This period, which attracts millions of domestic travelers, provides an excellent opportunity to gather passenger feedback and gauge interest in this innovative form of inflight entertainment.
The success of this initiative could potentially lead to the incorporation of AR glasses in other modes of transit, such as high-speed trains. Based on the early positive response from airlines and passengers alike, a broader rollout of AR glasses across various transportation channels could be on the horizon.
Hainan Airlines, acknowledging the need for more innovative services to stay competitive, has shown a keen interest and enthusiasm for the possibilities offered by AR glasses. With the ongoing global shift towards enhancing customer experiences through technology, it’s exciting to see companies like Rokid and Hainan Airlines leading the charge in this space.
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