Passengers on Hainan Airlines Can Now Use Rokid’s AR Glasses for In-flight Entertainment
A passenger tries out a pair of Rokid AR glasses on a Hainan Airlines flight in China.
Rokid
Hainan Airlines Introduces Rokid’s Augmented Reality Glasses for In-flight Entertainment
BEIJING — China’s Hainan Airlines has recently announced a groundbreaking partnership with tech startup Rokid, offering passengers on select routes the opportunity to experience Rokid’s state-of-the-art augmented reality (AR) glasses for in-flight entertainment.
Rokid’s AR glasses allow computer-generated images to be superimposed on the real world, revolutionizing passenger experience aboard flights. Compared to the conventional built-in monitors, passengers can now enjoy 3D movies, e-books, and games through Rokid’s AR glasses.
AR Glasses Take Off on Hainan Airlines Flights
Hainan Airlines has become the first major airline to incorporate AR glasses into its in-flight entertainment offerings. Conducting a trial period starting on a flight from Shenzhen to Xi’an, Hainan Airlines intends to roll out Rokid’s AR glasses on several other flights, enhancing the passenger experience.
Rokid, a Chinese tech start-up, has positioned this collaboration as a marketing effort to increase consumer awareness of AR glasses. Misa Zhu, the founder and CEO of Rokid, confirmed ongoing discussions with numerous airlines for similar partnerships, including with a major international operator.
Notably, the current trial period coincides with the weeklong Lunar New Year holiday in China, attracting hundreds of millions of domestic travelers.
Superior Capabilities at a Competitive Price
While Apple’s Vision Pro virtual reality headset, which incorporates spatial computing technology, offers a “travel mode” for airplane usage, it doesn’t yet have a presence in China. Rokid’s collaboration with Hainan Airlines has positioned its AR glasses to provide users with the unique experience of AR entertainment during flights.
Additionally, Hainan Airlines has acquired hundreds of Rokid AR glasses, each retailing for just over 3,000 yuan ($420) and weighing a mere 75 grams. This puts Rokid’s price point and lightweight design at a distinct advantage when compared to Apple’s Vision Pro, which retails at around $3,500 and weighs 600 grams to 650 grams.
A Glimpse into the Future: AR in Transit
Rokid’s collaboration with Hainan Airlines opens the door for AR glasses to make their way into various modes of transportation. Misa Zhu expressed ongoing discussions with other transit channels such as high-speed trains, further extending the reach and utility of AR glasses for travelers.
