Enhanced Cockpit Experience and Safety
Debuting at Display Week
Rain Technology, creator of the world’s most advanced
directional display technologies, announced that partner Tianma
Microelectronics Co., Ltd. (Tianma) will showcase its Passenger
Infotainment Display (PID) innovations, combining
No-Driver-Distraction™ and Display Screen Branding™ for the
automotive industry, in Booth 516 at SID Display Week in San Jose
on May 14-16, 2024.
According to the National Highway Traffic Safety Administration
(NHTSA), distracted driving claimed 3,308 lives and injured an
estimated 289,310 people in 2022 in the U.S. The U.S. Department of
Transportation has taken note and is currently driving the adoption
of guidelines which would disable the use of many electronic
capabilities installed by automotive manufacturers while the
vehicle is in motion, unless they are intended for use by the
passenger and cannot reasonably be accessed or seen by the driver.
Similar regulations are under consideration in the European Union
as well.
“Driver distraction is a significant challenge that is
accelerating because vehicles have more, larger displays that
deliver rich content for all occupants,” stated Robert Ramsey, CEO
at Rain Technology. “Solutions that address driver distraction are
no longer just ‘nice to have.’ This is the year that automakers
will need to figure out driver distraction prevention to meet
regulations and also provide the richer experiences that consumers
are demanding. Rain Technology’s No-Driver-Distraction solution
delivers exactly that.”
Added Feng Qin, general manager-R&D center at Tianma,
“Beyond meeting the urgency for safe driving, this technology
improves the driver experience by reducing reflected light and
allowing passengers to engage more fully with infotainment systems.
For manufacturers and brands, the design options for the cockpit
view while in No-Driver-Distraction mode — or even when the display
is off — offer a unique opportunity for a compelling brand
impression. Displays within automotives no longer need to appear
blank when not in use. Now, a passenger screen in a car is both a
passenger entertainment system and a brand engagement system for
the driver.”
At Odds: Driver Safety and Passenger Experience
Automotive display is becoming increasingly important as
manufacturers endeavor to balance driver safety — driven by
heightened regulations — and the increasing demand for passenger
experience. These experiences and brand interactions encompass all
stages of interaction with a vehicle, not just the in-motion
experience.
Building on more than 30 years of developing a robust portfolio
of proprietary intellectual property (IP) optical technologies from
3D cinema to VR to micro LED, Rain Technology is now
revolutionizing the automotive industry. With two key innovations
that can be integrated independently or together and function
across both flat and curved displays, Rain Technology is meeting
the requirements of traditional PID displays as well as modern
pillar-to-pillar displays.
No-Driver-Distraction
No-Driver-Distraction is a switchable display solution for
automotive safety. Passengers want to enjoy infotainment on the
larger display screens of modern vehicles, while safety and
regulatory requirements dictate minimizing screen distraction for
the driver.
In an automotive setting, Rain Technology’s embedded screen
technology electronically switches between:
- No-Driver-Distraction mode, in which the light output
from the display is precision engineered to provide infotainment to
the passenger but is not viewable by the driver.
- Share mode, in which both driver and passenger can enjoy
the display when the vehicle is stationary, displaying map data, or
in an approved self-driving mode.
Display Screen Branding
Display Screen Branding is a switchable display solution for
branding by marketers in retail, ATM, POS and consumer electronics
segments — and especially automotive settings with multiple screens
for different purposes and audiences. Consumers are expecting more
from their screen experiences, while manufacturers want to maximize
their brand experience.
In an automotive setting, Display Screen Branding provides
benefits in multiple modes:
- Privacy mode, in which the driver will see the
automotive badge, branding or messaging, while passengers will have
an unimpeded view of content.
- Display off mode, during which a design can be shown
when the screen is off, allowing for a brand impression before the
automobile or passenger infotainment is turned on.
Technically Speaking
No-Driver-Distraction and Display Screen Branding are IP
innovations from Rain Technology that entail a proprietary active
layer within the display that enables capabilities to be switched
on and off by a software trigger.
In automotive scenarios, this capability is often asymmetric to
account for differing requirements for driver versus passenger. The
optical design can account for varying display types, sizes,
locations, brightness, and driver side (right or left). Due to the
switchable nature of the capability, automotive displays leveraging
Rain Technology easily adapt to future requirements that may arise,
such as those associated with autonomous driving, via remote
software update. This provides a future-proof capability and
ultimate adaptability.
For Display Screen Branding, the reflective design is determined
during the panel manufacturing process. The layer may be activated
by any hardware or software trigger as dictated by the product
manufacturer. When activated, the design will be displayed only to
those viewing angles determined to be obscured by privacy mode.
No-Driver-Distraction and Display Screen Branding solutions are
available today. For more information on Rain Technology’s
automotive solutions, please visit
www.raintechnology.com/automotive-solutions.
About Rain Technology
Rain Technology is the creator of the world’s most advanced
directional display technology including switchable privacy
displays. The company licenses its IP to supply chain partners and
manufacturers of laptops and monitors, smartphones, point-of-sale
systems, ATMs, automotive displays, and AR/VR devices. IT
departments and users benefit from embedded privacy technology for
transaction security, No-Driver-Distraction™, and Display Screen
Branding™. Founded in 2017 and privately held, Rain Technology is
headquartered in Boulder, Colorado, with operations in the UK and
Taiwan. Visit Rain Technology at www.raintechnology.com, and follow
the company on LinkedIn, Facebook, and Instagram.
No-Driver-Distraction, Display Screen Branding and Anamorphic-XR
are trademarks of Rain Technology. All other brand names and
solution names are trademarks or registered trademarks of their
respective companies.
Tags: Rain Technology, No Driver Distraction, Display Screen
Branding, Anamorphic-XR, Tianma, SID Display Week, infotainment
display, automotive display, directional display, driver
distraction, augmented reality, virtual reality, AR, VR, ATM
display, retail POS, point of sale, switchable privacy display,
display privacy, e-privacy display
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version on businesswire.com: https://www.businesswire.com/news/home/20240513536466/en/
Dottie O’Rourke TECHMarket Communications 650-344-1260
RainTechnology@techmarket.com