Hainan Airlines and Rokid Pioneer Augmented Reality In-Flight Entertainment
In an innovative leap forward for in-flight entertainment, Hainan Airlines has introduced Rokid's augmented reality (AR) glasses on select routes, marking a significant milestone in aviation technology. This collaboration, announced by the Chinese tech startup Rokid, represents the first large-scale deployment of AR glasses for in-flight entertainment, providing passengers with a unique and immersive way to enjoy 3D movies, e-books, and games during their flights.
Unlike traditional in-flight screens, Rokid's AR glasses overlay digital content onto the passengers' real-world view, offering a futuristic entertainment experience. According to CNBC, this initiative not only sets Hainan Airlines apart in the competitive airline industry but also showcases the potential of AR technology to transform the passenger experience.
While Apple's Vision Pro virtual reality headset introduces a "travel mode" feature designed for airplane use, it has yet to be released in China. Rokid's integration of AR glasses into Hainan Airlines' flights, therefore, positions the startup at the forefront of in-flight entertainment technology.
The partnership is primarily a marketing strategy aimed at increasing consumer awareness of AR glasses, according to Rokid's founder and CEO, Misa Zhu. Despite this, the initiative has garnered interest from various airlines, hinting at a broader adoption of AR technology in the aviation industry. Zhu disclosed ongoing discussions with several airlines, including a major international carrier, suggesting that similar partnerships could soon be announced.
Hainan Airlines, a leading flight operator in China with both domestic and international routes, has invested in hundreds of Rokid's AR glasses. These glasses, which are significantly lighter and more affordable than Apple's Vision Pro, will be available for passengers to use free of charge on over 20 flights during an initial trial period coinciding with China's Lunar New Year holiday—a peak travel season.
This pioneering initiative by Hainan Airlines and Rokid not only enhances the in-flight entertainment options for passengers but also signals a shift towards more innovative and personalized entertainment solutions in the air. As Rokid explores the possibility of expanding AR technology to other forms of transportation, such as high-speed trains, the future of travel appears increasingly immersive and technology-driven.