AusRAIL, Passenger Rail, Signalling & Communications

AusRAIL: Gender-sensing camera aims to improve passenger experience

Melbourne Metro train. Photo: Creative Commons / Marcus Wong

EXHIBITOR PROFILE: Technology provider Micromax will present a unique angle on enriching the passenger experience, with demographic-sensing camera and signage system on display.

Micromax will display seven key products tailored to the rail industry at the AusRAIL PLUS exhibition and conference in Melbourne between November 24 and 26.

Among them is the Smart camera with gender recognition.

Micromax’s Marilyn Lopez told Rail Express the Smart camera utilises “a video-based audience measurement system that documents the gender, age group and ethnicity of those in the vicinity whilst still complying with the Privacy Act”.

The system is designed to help operators tailor signage and other information systems to the passengers in need of information.

“This product is particularly useful for marketing and communications professionals,” Lopez continued.

“The product allows companies to tailor digital signage at railway stations or on trains based on the predominant demographic in the area at any given time, creating a truly engaging experience.

“It also allows companies to sell digital signage advertising space based on evidence and boosts RoI.”

Lopez told Rail Express the camera was one of several pieces of unique technology Micromax had to show the Australasian rail industry.

“Visitors to the Micromax stand can expect to be introduced to concepts and products they may have never seen or thought existed,” Lopez said.

Another key product Micromax will feature at AusRAIL is its non-destructive ballast assessment technology, which uses ground-penetrating radar (GPR) to non-destructively detect objects and types of material, several metres beneath the earth’s surface.

“The tool will be of great interest to rail maintenance teams and companies given its early maintenance detection and precise location identification,” Lopez said.

“It will help the rail industry reduce track possession time, increase track safety and improve cost savings.”

Micromax, which distributes for a number of global companies including JAQUET Technology Group, Siebert Group and ADLINK, will exhibit at stand 224 with ADLINK.


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1 Comment

  1. Has it been considered that advertising or information displays tailored to the majority within a location will contribute to a percieved discrimination and sense of exclusion of those in the minority?