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MACAU BUSINESS 1.2 million views No. of ad views broadcast in 300 taxis via W A.I. Go


information for promotional campaigns to passengers, a segment of high-spending customers in the eyes of hotels, casinos and high-end brands here, they believe. According to Rickie Too, co-founder of WISOO, the W A.I.


“Right now we have designated 24 key zones in Macau; namely, tourist areas and hotel-resorts,” says Rickie Too, co-founder of WISOO. “Our clients can request their ads to be only displayed for passengers catching a cab from Galaxy Macau or Wynn Macau [for example].”


Go system has a speech recognition function and can accurately identify taxi passenger information, namely the number of passengers and their destinations on each ride. The system will display any relevant advertisements on the screen once it has successfully identified keywords uttered by passengers. For example, if the system detects


passengers saying ‘hotel’, it will then automatically broadcast a relevant advertisement without the need to touch the device. “We now have a list of about 30 keywords for the system to identify, which could be expanded to as many as possible,” says Tim Ma, co-founder and CTO (Chief Technology Officer) of the company.


Another highlight of the W A.I. Go system is that it can


detect the instant location of taxis, allowing room for more specific marketing strategies. “Right now we have designated 24 key zones in Macau;


namely tourist areas and hotel-resorts,” says Too. “Our clients can request their ads be only displayed for passengers catching a cab in Galaxy Macau or Wynn Macau [for example].


“This location-specific approach is important as some companies may only want to have their products and services target a specific type of audience,” continued Too, who has accumulated more than a decade of experience in digital and content marketing. “For instance, the area around StarWorld Hotel [on the Macau Peninsula] is known for boasting high-spending customers… Ad placement on channels like Facebook, WeChat and Google cannot be that location specific, but we are able to achieve that.”


High conversation


The platform underwent a trial run in a number of taxis for several months in 2018 and was officially launched in November following installation in 50 taxis. Mr. Too expects the number will rise to 100 taxis in January and 300 in March, or over 18 per cent of about 1,600 taxis in the city. “With about 300 taxis, the platform could generate a total of 1.2 million ad views every month,” he believes. The platform has so far attracted four clients, including one hotel, two gaming-related companies and a high-end


24 FEBRUARY 2019


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