This picture was taken not so recently. Been meaning to blog about this but it just slipped my mind until I rummaged through the pictures in my iPhone.Most cab-takers probably already realized that several cabs in Singapore have been installed with TV, more specifically, iCabTV.
At first, I thought it was interesting to have some entertainment on the go. So I tried pressing on a few buttons to see how this thing worked. Not too bad... not only is the screen a mobile tv but it also doubles up as a digital street directory, informing passengers of the nearest atm machine, shopping malls etc.
I think I played with the buttons for about 5 mins before I stopped. Cos having to sit up and go against the force of a moving vehicle is just too tiring. So I just sat back, relaxed, and tried to focus on whatever was on screen at that moment. Quite difficult when the cab driver had the RADIO on AT THE SAME TIME.
Saw an ad where I could win a t-shirt with Luo Zhi Xiang's signature. Vividly remembered that ad. It was a tourism ad on Taiwan. I even sent in my sms. Cool. Wasted 30 cents within my time in the cab. Haha.
After a while, the tv started to become irritating. The same ads were showing and it was rather loud. Good thing I could adjust the screen settings by pressing a few buttons.
After a longer while, I started to realize that I was ignoring the tv. I was doing what I used to do in the cab. Staring blankly at the moving scenery through the window. Why? Because I was starting to get motion sickness. The same feeling I get when I try to read a book, play iPhone games and watch movies on my iPod on a moving vehicle. At the corner of my eye, the moving images of the screen started to irritate me. The sound just made me feel like banging the screen.
First I muted the tv. Not enough. I figured that I had to turn that stupid thing off. All I had to do was press mute twice. Voila! A black screen stared me back in the face.
RELIEF FINALLY!
As a marketing student, I feel that this is just another pathetic attempt trying to catch consumers on the go.
So what if you are able to chuck a tv in front of consumers? They must be willing to watch the screen and not switch it off. Guess you have to strike those with motion sickness off your list.
And as for the advertisers. Yea, you do know how many TVs they have installed, but are you aware of the numbers of TVs SWITCHED ON? For all you know, they probably have 100 iCabTVs running on the road, but 80% of them are turned off by passengers. Is this the number you want? *shrugs* (this is just an extreme example... these are not facts)
Cons of iCabTV (or you could see these as questions that I have myself)
- How can one watch the TV with both the TV and radio on at the same time? Are you going to say no radio for cabs installed with iCabTV?
- What if one passenger turns the TV off? Will the cab driver switch it on again for the next passenger? If not, how will the next passenger be able to "enjoy" the TV if he sees the contraption for the first time and has no idea how to turn it on?
- Assuming the driver will turn on the TV. But what gives the driver the incentive to listen to whatever is on iCabTV as compared to their long-time old friend - the radio?
- Will iCabTV be able to track how many screens are on or off at any point in time?
Hope advertisers will be more discerning when it comes to this new medium in advertising. I say the best way to find out how popular this form of advertising is, would be to ask the cab drivers directly.
iCabTV.... yay or nay?
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