Samsung Encourages Eyes on the Road – Circumventing the Dangers of Distractions from Mobile Phones while Driving

Samsung Encourages Eyes on the Road – Circumventing the Dangers of Distractions from Mobile Phones while Driving

Samsung develops VR content to educate public on potential implications of distraction from mobile devices while driving

Based on a study conducted by Virginia Tech Transportation Institute.

Singapore – May 26, 2017 – To help raise awareness on the dangers of distractions from using mobile devices while driving, Samsung today launched its latest development in VR content – Eyes on the Road – alongside the launch of the Singapore Road Safety Month by the Singapore Road Safety Council and Traffic Police. As the official technology partner of Singapore Road Safety Month, Samsung has created this immersive VR content to educate the public on the importance of staying focused while on the roads.

“The use of smartphones is already a mainstay in many of our lives and we depend on it throughout the day, be it for making calls, texting or even for navigation,” said Eugene Goh, Vice President, IT & Mobile, Samsung Electronics Singapore. “As a global mobile industry leader, we have harnessed the responsible use of VR technology to develop Eyes on the Road for the public to safely and realistically experience the dangers of driving while distracted by their mobile phones, and we hope that it will help to inculcate good road safety habits amongst road users in Singapore.”

Encouraging Safe Driving among Road Users

Although the number of fatal accidents has decreased by 5.4 percent from 2015 to 2016, the number of injury accidents has seen a rise of 2.7 percent in 2016 as compared to 20151. To help reduce the number of traffic incidents caused by distractions from mobile devices, Samsung’s Eyes on the Road VR content features different dangerous scenarios to discourage the use of mobile devices while on the road. For example, a scenario plays out whereby the user, experiencing the point of view of a driver, almost gets into an accident at a pedestrian crossing due to distractions from his mobile device.


Best viewed through the Samsung Gear VR2, this VR experience seeks to educate consumers in a safe yet realistic manner on the potentially hazardous situations they may place other road users in, or vice versa, when using mobile devices while driving.

“The use of VR technology to showcase these scenarios allows us as drivers and motorists to experience the dangers of distractions first hand,” said Daryl Seah, 28, Marketing Executive, a motorist who has viewed Samsung’s Eyes on the Road VR content. “After experiencing for myself how a quick glance at my playlist can have dire consequences, I’ll be sure to stay focused on driving when my car is in motion.”

Samsung’s Eyes on the Road VR content can now be downloaded via the Samsung VR store for free and will be compatible with all Samsung Gear VR-compatible devices3.

Celebrating Road Safety

Samsung’s Eyes on the Road VR content will be on display at the Singapore Road Safety Month roadshow event at Nex Shopping Centre from 24 to 28 May 2017 and at the Samsung Experience Store at VivoCity from 30 May to 2 July 2017. Additionally, Samsung will be holding two Samsung Eyes on the Road #EOTR contests on Instagram whereby participants can stand a chance to win a Galaxy S8 and a Gear VR with Controller4. One contest will take place at Samsung’s Eyes on the Road booth at Nex Shopping Centre from 24 May to 28 May 2017, and the other contest will take place at the Eyes on the Road experience corner at Samsung Experience Store at VivoCity from 30 May to 2 July 2017. To take part, interested parties simply need to:

       Head down to the Samsung’s Eyes on the Road booth at Nex Shopping Centre between 24 and 28 May 2017 OR the Eyes on the Road experience corner at Samsung Experience Store at VivoCity between 30 May and 2 July 2017.

       Take a photo of themselves against Samsung’s Eyes on the Road backdrop.

       Upload the photo to their own Instagram page and tag @samsung_sg and include the #EOTR hashtag within the captions.

One lucky winner from each contest who has the most creative image and caption will walk away with a

Samsung Galaxy S8 (worth $1,148) and a Gear VR with Controller (worth $188)4. Visitors of the Samsung’s Eyes on the Road booth at Nex Shopping Centre will also receive complimentary sweet treats5 when they experience Samsung’s Eyes on the Road VR content.

Forging Partnerships to Increase Responsibility on the Road

In order to help promote the importance of staying focused on the road and continuing to raise awareness around the subject, Samsung has partnered the Singapore Road Safety Council to forge several initiatives to foster a culture of safer road use:

       The Singapore Safety Driving Centre, ComfortDelGro Driving Centre and Bukit Batok Driving Centre will feature Samsung Gear VR units fitted with Samsung’s Eyes on the Road VR content, giving soon-to-be drivers an opportunity to experience a realistic setting on the potential hazards irresponsible driving might cause. The aim of this initiative is to develop a strong sense of responsibility among drivers on the roads, especially helping new drivers inculcate the right habits as they begin their journey.

       To further promote a culture of responsible on-the-road habits, Samsung has also sponsored 250 units of Samsung Galaxy J5 Prime to the Singapore Road Safety Community Park (RSCP).



o    The Galaxy J5 Prime units will replace the longstanding paper checklists that the Singapore RSCP has been using. Students will simply need to scan the QR code using the RCSP mobile


application installed in the Galaxy J5 Prime units to answer a question at each station they visit to automatically accumulate points that will be reflected in a summary table at the end of the programme. And in line with discouraging the use of mobile devices while on the roads, the RCSP mobile application will not be available when the user is in motion, i.e. driving a go-kart or riding a bicycle, to prevent the use of mobile devices while driving or riding.

1According to Annual Road Traffic Situation 2016 study conducted by the Singapore Police Force: http://www.police.gov.sg/~/media/spf/files/statistics/20170215_stats_road_traffic_situation_2016.pdf

2 Not recommended for children under 13 years, please see doctor before use if pregnant, elderly and/or with heart, epileptic or medical conditions. Detailed health and safety warnings apply, please see https://oculus.com/warnings.


3 The Samsung Gear VR is compatible with the Samsung Galaxy S6, Galaxy S6 edge, Galaxy S6 edge+, Galaxy Note 5, Galaxy S7, Galaxy S7 edge, Galaxy S8 and Galaxy S8+.
4              Contest Terms and Conditions apply.



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