Touchmedia unveils talking taxi map for Shanghai Expo

The map is inside a touch-sensitive colour LCD screen installed in the back of the taxi driver's headrest. After touching a map icon, a map of Shanghai appears on the screen.

Passengers can easily look up tourist attractions, shopping areas, hotels, entertainment, restaurants, Government offices and major transportation. The map has nearly 100 important landmarks in total, many with photographs.

The map can also 'talk' to the driver. On finding the location in English or Chinese, the passenger can press a button and the unit will immediately tell the driver in Mandarin where to go.

Shanghai's Expo is expected to attract more than 50 million out-of-town visitors for the Expo, including 3.5 million from outside China.

Stewart Li, the new chief marketing officer of Touchmedia, said “Unlike a mobile GPS, the Shanghai Map can actually talk to the driver. We hope this service will make visitors' stay more convenient and enjoyable in Shanghai, not just while they visit the Expo, but wherever they travel, to restaurants, shopping and attractions all over the city.”

Li was previously MD for Zenith Media Shanghai and Carat Hong Kong.

Touchmedia is in talks with advertisers to produce location-based advertising opportunities. The next phrase will include a special map of the Expo area, which will launch 1 January.

The theme of the Expo, which will have heavy brand involvement, is 'Better city. Better life'.

Last year Touchmedia announced it was expanding its network in China.