Imagine shared flight-information
screens at airports that are tailored to the individual traveler, in real time.
Delta plans to make it a reality beginning this year at its Detroit
Delta CEO Ed Bastian introduced the technology, called
Parallel Reality, Tuesday at the CES 2020 show in Las Vegas in conjunction with
the carrier’s technology partner, Misapplied Sciences.
“This new, opt-in technology allows multiple customers to
see personalized content tailored to their unique journey on a single digital
screen -- at the exact same time and in their preferred language,” Delta said.
“At a glance, the category-defining technology will provide wayfinding and
personalized travel information, like directions to your departure gate, or the
closest Delta Sky Club.”
Misapplied Sciences said nearly 100 travelers can look at a single
screen and see something personalized because “pixels can simultaneously
project up to millions of light rays of different colors and brightness. Each
ray can then be software-directed to a specific person.”
During the Detroit beta trial, passengers will be able to view
content tailored to their individual travel on a digital screen located just
beyond the TSA security checkpoint in the airport’s Concourse A. Delta flyers
who choose to participate will scan their boarding pass, then select their
language. Along with wayfinding and Sky Club locations, participants may see their
flight information, such as boarding time and upgrade or standby status.
“This breakthrough technology has to be seen to be believed --
it has the potential to make even the busiest airports much easier to navigate,
even if you don’t speak the language,” Delta COO Gil West said in a statement.
Also, Bastian announced Delta’s latest plans to upgrade the
Fly Delta app. The app’s next improvement, to be rolled out later this month,
will notify customers when their specific seat, rather than just their flight,
is boarding. Upcoming improvements are to include faster and more proactive
notifications of schedule delays, access to in-flight entertainment across the
day of travel rather than only on the plane and an expanded partnership with Lyft.
With that expansion, the app will offer multiple points for
individuals to link their SkyMiles and Lyft accounts, which Delta says will
make it easier for SkyMiles members to earn points with Lyft rides. The
companies are also exploring the possibility of offering a premium Delta-Lyft
experience at selected airports and offering the option to pay for rides with SkyMiles