I wish they wouldn't call it holographic because it seems like it has nothing to do with what are traditionally called holograms which involve using interference patterns, diffraction, and coherent light to record and reproduce light field information into and from a 2d medium.

What this appears to be is recording pseudo-light felid with thin strips of vertical prisms or lenses with many vertical strips per micro-lens so that you get depth from the horizontal but not vertical perspective (tilting the display up and down won't change the image, but panning left and right will)