08:30 – 09:30 Registration and Coffee

09:30 – 9:35 Welcome & Introduction
Presented by: Joe Leader – CEO, APEX

09:35 – 10:00 Keynote Address

10:00 – 10:25 Focused Service for All! Passengers, Crew, Colleagues
Presented by: Rossen Dimitrov – SVP, Customer Experience, Qatar Airways

10:25 – 10:50 Shaping the Future of Passenger Experience from First Search Forward
Presented by: Massimo Pascotto – Head of Innovation and Digital Solutions, SAS

10:50 – 11:10 Break

11:10 – 11:35 A Human Approach Supported by Technology
The Social Media team of KLM Royal Dutch Airlines is responsible amongst others for the social commerce activities (leading to approx. 27 MLN a year), the KLM Lost & Found service, the KLM Aviation Empire Platinum game, and the KLM on Messenger service, offering flight information via Messenger. Always supporting the security of personal information as the variety of these projects relate to flight bookings, e-commerce and other private details. Now, this team takes social frontrunner KLM to the next step: how to make sure that every customer gets a personal approach on social, being timely, correct and a one-stop-shop.
Presented by: Christiaan van de Koppel – Social Commerce Manager, KLM Royal Dutch Airlines

11:35 – 12:00 APEX and the Official Airline Ratings™
This session will offer an update on the partnership of APEX and TripIt and the status of the Official Airline Ratings™ program. This innovative industry program will gather passenger feedback based on travel itineraries and will provide an audited third-party analysis of the insights gathered. For the past four decades, APEX has served the industry as the non-profit international airline association focused upon improving passenger experience. This system will demonstrate APEX’s worldwide commitment to providing airlines audited passenger experience data.
Presented by: Luke Jones – Business Development Manager Senior, TripIt, ExpenseIt, and Concur Platform

12:00 – 12:45 The Industry’s Best of the Best…
APEX award submissions are thoroughly reviewed and judged by peers and members of the media. Who came out on top? This session features case studies from some of the winners themselves. Airline members will discuss all aspects of their award winning initiative including idea generation, planning processes, resource allocation, lessons learned, passenger feedback and ultimately, successes.
Best Original Audio – American Airlines 
Presented by: Megan Worley – Product Manager, Inflight Entertainment & Content
• Best Video Curation – Air Canada
Presented by: Éric Lauzon – Manager, Multimedia Entertainment

12:45 – 13:45 Networking Lunch

13:45 –14:15 Millennials & TV: Big Appetites, Little Patience
Studies show that the tech-savvy generation consumes considerable video content but any disruption to their discovery experience causes frustration and prompt disengagement. Charles will share insights on the behavior of U.S. millennials and how this coveted demographic interacts with video content, products and services in contrast to other generations. What is being done to overcome obstacles and best engage these viewers? What can be done inflight?
Presented by: Charles Dawes – Senior Director, International Marketing, TiVo

14:15 – 14:45 How to Build Deep Relationships with Customers through Content
The travel industry is rapidly going digital-everything, and navigating this sea of change intelligently will require more than a little guidance. PressReader has conducted surveys with Forbes Travel Guide and APEX to explore the future of digital content and the guest experience in the aviation and hospitality industries resulting in data-driven insights into the current trends, challenges, and opportunities airlines face when serving their passengers digital content. This session will hone in on the shift from print to digital, where newspapers and magazines fit within contemporary travel, and how brands can best build a deep relationship with customers through content.
Presented by: Igor Smirnoff – Chief Commercial Officer, PressReader

14:45 – 15:05 Break

15:05 – 15:50 Design for an Interactive and Engaging Experience
With increased space and content availabilities, options inflight continue to grow. Airlines are challenged to assist passengers with navigating the options and discovering new features. What are some best practices used both within our industry and outside to guide users to the treasures within. What should be avoided? What features should you capitalize on? How can you obtain ancillary revenue in the process? This session will answer these questions and offer insights as to how design can be a key to achieving goals. As the combination of design and technology continues to revolutionize products, services, and the very nature of competition, the role of the designer is ever more critical.
Moderated by: Al St. Germain – Publisher, APEX Media
Panelists:
Derek Ellis – Chief Creative Officer & Co-founder, Massive
Henrik Larsson – Lead UX Designer, Tactel
Shankar Velusamy – CTO, Ackila, Inc.
David Vogel – Executive User Experience Director, AKQA

15:50 – 16:05 Closed Captioning Update
The U.S. Department of Transportation (DoT) conducted a series of “negotiated rulemaking” meetings in 2016 and assembled an “ACCESS Advisory Committee” representing airlines, the advocacy community, technical experts and stakeholders in an effort to reach an agreement on recommendations to the DoT on issues involving disabled passengers inflight. Included was the provisioning of closed captions for the deaf and audio descriptions for the blind on inflight media and accessible interfaces to the IFE system for the blind and persons with limited dexterity. The agreements reached, objectives still to be achieved, and the impact of both on airline implementation of the forthcoming rules for aircraft flying in and out of the U.S. is the subject of this session.
Presented by: Katie Goshgarian – General Manager, APEX

16:05 – 16:50 Opportunities & Challenges with Music Onboard
The evolving music industry and continuous development of onboard entertainment systems have caused the music and airline industries to be increasingly aligned to serve mutually beneficial business arrangements, customer needs and marketing opportunities. This session will begin with an overview on the basics: how licensing works, which licenses are required, how to calculate the licenses and the need for accurate reporting. Following, a diverse panel of industry experts will offer insights on how to best embrace opportunities and overcome challenges relative to music and audio onboard including streaming, technical considerations, global coverage, rights, procurement strategies and security.
Moderated by: Steve Harvey – Head of Audio, Global Eagle Entertainment

16:50 – 17:10 Ask the Board