BEIJING – Hainan Airlines this week began allowing passengers on some routes to use Rokid’s augmented reality glasses for free in-flight entertainment, the technology startup announced Thursday.
Chinese startup Rockid claims it’s the first time augmented reality glasses – which allow computer-generated images to be overlaid on the real world – will be used on a large-scale flight. Passengers can use the glasses to watch 3D movies, read e-books and play simple games without having to do so on the built-in screen.
Among the scope of delivery is Apple’s virtual reality headset Vision Pro, which is not yet available in China Motion Stabilization “Travel Mode” For use in aircraft. The device allows the wearer to view the real world using technology the company calls “spatial computing.”
Rockkid’s deal with Hainan Airlines is a marketing effort to raise consumer awareness of augmented reality glasses rather than a major business deal, the startup’s founder and CEO Misa Zhu said in a telephone interview with CNBC on Wednesday.
He claimed that Rocade was discussing similar partnerships with “several airlines,” including at least one major international operator. Chu said he was not authorized to divulge details but expected more announcements in the next few months.
Hainan Airlines is one of the largest airlines in China and also offers international flights. The company released a short video to promote its collaboration with Rokid.
The airline has purchased hundreds of Rokid AR glasses that passengers can use for free on more than 20 flights, Chu said. Each pair costs just 3,000 yuan ($420) and weighs 75 grams.
For comparison: Apple’s Vision Pro costs about $3,500 and weighs 600 to 650 grams.
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Hainan Airlines first tested the Rokid AR glasses on a commercial flight from Shenzhen to Xi’an on Wednesday and is rolling out the devices on several other flights starting Thursday, Rokid said.
The first phase of testing will last a month and coincides with the week-long Chinese New Year holiday, which officially begins on Saturday, during which millions of locals travel domestically.
“Airlines are very excited because they can offer more services and are very competitive,” Zhu said in Chinese, as translated by CNBC.
Rokid is also discussing integrating augmented reality glasses into other modes of transportation, such as high-speed trains, he said.
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