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Would you choose the Holograktor for your trip?

Immersive AR can become your companion on your future taxi drive, partly paying for the ride. Image credit: WayRay

A Swiss company, WayRay, is cresting what they feel will be the transportation of the future, the car in the metaverse. WayRay is a start up that has back up funding by companies like Porsche,  Hyunday, Alibaba. They are looking at re-inventing the car as a bridge to the Metaverse (by the way this is becoming a fancy name, although no-one knows exactly what it means!).

They have created a prototype of a fancy 3 seats car (the third seat is a sort of throne in the back and slightly above the 2 front seats) with plenty of holographic displays dedicated to each passenger. The ones for the driver are focussing mostly on assisted driving information, the ones for the passengers focus on entertainment and information on the surrounding.

The car (a prototype but they are targeting a product release next year) can be driven by a human driver sitting at the steering wheel or sitting in a room driving from remote. In this case the car has autonomous driving capability but is supervised by the remote driver connected via satellite and/or wireless network (5G where available).

A version of the car, the Holograktor, is designed as a taxi service. You ride the cab and you are immersed in holographic augmented reality information delivering advertisement. That will pay for part of your fare and if you buy something the ride is free. An interesting business model. Would you choose that to save on the ride? I am pretty sure many people would do. The problem I see is if the ads revenue would be sufficient to decrease he fare by a significant amount. A click on a web ads may generate a dollar but only a very small number of displayed ads get clicked. I guess the same would apply to ads displayed in a car, so the question is how much “revenue” can be generated by displaying ads in a car…

Take a look at the clip, showing the kind of holographic displays in a Holograktor. On YouTube you can see plenty more showcasing the car designed by WayRay.

About Roberto Saracco

Roberto Saracco fell in love with technology and its implications long time ago. His background is in math and computer science. Until April 2017 he led the EIT Digital Italian Node and then was head of the Industrial Doctoral School of EIT Digital up to September 2018. Previously, up to December 2011 he was the Director of the Telecom Italia Future Centre in Venice, looking at the interplay of technology evolution, economics and society. At the turn of the century he led a World Bank-Infodev project to stimulate entrepreneurship in Latin America. He is a senior member of IEEE where he leads the New Initiative Committee and co-chairs the Digital Reality Initiative. He is a member of the IEEE in 2050 Ad Hoc Committee. He teaches a Master course on Technology Forecasting and Market impact at the University of Trento. He has published over 100 papers in journals and magazines and 14 books.

One comment

  1. Hello Roberto, thanks for the interesting post! Somehow I think of the general experience of people working from home, including attending children and dogs in parallel. Do I want to have my taxi driver in such a situation? Maybe not.