It’s for this reason that Samsung continues to devote considerable effort to initiatives that promote road safety. The technologies outlined below were designed to raise awareness of the dangers of distracted driving, and offer intuitive means for drivers and cyclists to manage their mobile devices while keeping their eyes on the road.

‘Eyes on the Road’: Promoting Road Safety Through VR

June is Singapore Road Safety Month, and to help encourage proper road safety habits, Samsung Electronics Singapore, the initiative’s official technology partner, developed immersive VR content that illustrates the critical importance of staying focused when behind the wheel.

The Eyes on the Road VR experience presents an array of potentially hazardous situations that commuters may place themselves in when distracted by mobile devices. In one such scenario, for example, users take the point of view of a driver who, distracted by his mobile phone, nearly gets into an accident at a pedestrian crossing.

The realistic scenarios are brought to life with Samsung’s Gear VR, and encourage users to be more careful when on the road by allowing them to experience the dangers of such distractions firsthand.

Eyes on the Road is currently available to download for free in the Oculus Store.

In-Traffic Reply: Auto-Responses for When You’re on the Road

Developed as part of an effort to curb road accidents in the Netherlands, Samsung’s In-Traffic Reply app allows commuters to send automated responses to calls and messages while keeping their hands firmly on the wheel.

The app activates as soon as it detects that the user is driving or riding their bike, and allows users to automatically send a standard reply (“I’m driving, so I cannot answer at the moment”), a fun, animated response, or their own personal message whenever they’re on the road.

In-Traffic Reply is currently available to download via the Google Play Store.

Ahead: A Smart Helmet Accessory

It’s always smart to wear a helmet when commuting. Especially a helmet that’s not only capable of keeping you safe, but keeps you connected to your smartphone, too.

A product of C-Lab, Samsung’s in-house startup incubation program, Ahead is a small, triangular device that snaps instantly onto any helmet. When paired with a smartphone, Ahead allows users to seamlessly make and take calls, listen to music, track their fitness data and interact with their phone’s voice assistant, all while keeping their ears open and hands free.

In addition, the device’s lightweight design and water resistance make it ideal for navigating bustling city streets. Those interested in purchasing Ahead may do so via the device’s Kickstarter page.

Samsung’s technologies reflect an ongoing commitment to innovating in the field of transportation. By making it easier for drivers to stay focused and connected when on the road, Samsung is adding new convenience to the driving experience and making streets safer.

Recent research by PanelWizard in the Netherlands has found that 18 percent of traffic accidents involving youngsters are caused by people being distracted by their smartphones. In an effort to take charge of the issue and protect children when they’re at play, Samsung, has teamed up with VVN, a traffic safety organization based in the Netherlands, to educate local children on the dangers of distracted smartphone use in a fun and interactive way.

Based on a concept developed by creative marketing agency Cheil, the ‘Beat the Street’ campaign comprises a virtual reality app that simulates potentially dangerous traffic situations for students’ navigation. The game succeeds in conveying critically important lessons in traffic safety and awareness in an immersive and engaging manner.

The first batch of students experience the Beat the Street virtual reality game

Developed by Dutch VR-production studio WeMakeVR, the Beat the Street app allows users to safely experience and manage potentially hazardous traffic conditions. Upon strapping on the game’s Samsung Gear VR headset, users are thrust into pressing traffic situations and forced to make calculated decisions in order to navigate the jungle of cars and motorcycles.

The game requires users to carefully consider whether they should, for instance, cross the street or wait, answer their phone or let it ring, and encourages them to be ever-aware of oncoming traffic. The app educates students on a very serious matter but incorporates key comical elements to create a lighthearted tone, allowing students to learn important lessons while having fun. By letting the youngsters experience these potential dangers in an entertaining virtual world, we help them avoid the same hazards in reality.

Samsung, Cheil, VVN and WeMakeVR officially launched the campaign on September 22 at IJsselcollege High School in Rotterdam, Netherlands. After an informative introduction by Vice President of Samsung Electronics Netherlands Menno van den Berg, Corporate Affairs Manager Michiel Dijkman, Director of IJsselcollege Bram van Welie and VVN Director Felix Cohen, more than 30 children were invited to be the first to test their skills in the virtual traffic scenarios.

VVN Director Felix Cohen experiences Beat the Street for himself

Journalists of media outlets from around the country were on site to report on the campaign’s launch and interview participating children. They managed to catch some of the energetic young students’ more animated responses upon playing the interactive game, such as “I shouldn’t have looked at my phone! Now it’s game over for me!”

Menno van den Berg, Vice President at Samsung Electronics Netherlands, discussed the campaign on local radio

In the coming months Samsung will organize a road tour for visiting high schools across the country to allow more children to experience the Beat the Street game. Many Samsung employees have already enthusiastically volunteered to join us in the endeavor and help share the immersive safety experience with more students.

Hoon Chung, President of Samsung Electronics Benelux, says “Technology and innovation have a big impact on the society. It is important for us to invest in, contribute to and be involved with the society you are a part of.” With this initiative, Samsung hope to help raise more awareness on the dangers of distracted smartphone use in traffic situations and create safer roads for all to enjoy. Together, we can Beat the Street!

A participating child describes the virtual reality experience