AIX 2025: PAC Announces Saudia as Launch Customer for Converix Hosting Platform; Reveals Riyadh Air will Launch Modular Interactive
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Panasonic Avionics Corporation (PAC) has unveiled Converix, its brand new open and neutral application hosting platform, and confirmed that Saudi Airlines (Saudia) will be the first to install the solution across its Dreamliner fleet of 18 Boeing 787-9s and 21 Boeing 787-10s. In addition, PAC shared the news that Riyadh Air will launch Modular Interactive (MI), its interactive design and publishing tool.
Converix: Making the “Connected Seatback” a Reality
PAC is billing Converix as a “complete aircraft-wide solution for non-safety critical services” that supports in-flight entertainment and connectivity (IFEC) integration, cabin and galley operations, lighting and other in-cabin applications.
The company said that Converix’s scalable storage capacity will support traditional media – up to four years’ worth of 4K media using one Converix box on a single twin-aisle aircraft – that, combined with in-flight connectivity, creates a connected seatback to deliver over the top streaming and dynamically available cached content.
Furthermore, PAC explained Converix’s modular approach to processing power ensures perpetual support for new applications and games.
Not Just a Server: How Converix will Harness AI
More broadly, Converix will allow airlines to monitor aircraft data, improve crew operations, manage cabin inventories and optimize aircraft maintenance. Using responsible artificial intelligence (AI), it can interface with over 10,000 data points across an aircraft. The platform will leverage Large Language Models (LLMs) and Agentic AI [something Alaska Airlines’ Charu Jain believes is the next big thing] to analyze multiple terabytes of both structured and unstructured data, and provide consumable and data-rich airline analytics.
The rigorous analysis will result in daily CEO and executive reports with a view to improving operational efficiency. It will also provide increased scope for personalization and targeted advertising.
Furthermore, Converix’s responsible AI will enable each passenger to have access to an AI virtual attendant at their seat, which can communicate information regarding their connections and luggage, hotel and car reservations, destination services and more.
“It gives passengers what they want – endless personalized content instantly at their fingertips.”
– Andy Masson, Panasonic Avionics Corporation
Converix: Putting the Airline in Control
As a neutral application hosting platform, Converix will give control of the onboard passenger experience directly to airlines, which is a strategic initiative PAC’s CEO Ken Sain said the company has been working towards for the past two years. Its Developer Platform offers airlines and third parties a natural ecosystem of software tools, environments and simulators to create and host applications seamlessly.
An open and neutral Operations Platform utilizing Continuous Integration/Continuous Deployment (CI/CD) allows those applications and content to be updated at the airline’s preferred cadence.
Andy Masson, Panasonic Avionics SVP Product and Strategy, said, “Converix […] transforms the airline ownership experience with a modular design that is both lighter and consumes less power. It improves operational efficiencies by eliminating the need for multiple server boxes running separate systems. It also gives passengers what they want – endless personalized content instantly at their fingertips.”
Saudia to Deploy Converix as part of Broader Panasonic IFE Solution
As well as launching Converix on its Dreamliners, Saudia has selected PAC’s Astrova IFE system, Arc 3D moving map and the capabilities of the company’s Modular Interactive and Marketplace solutions.
“Converix represents a major leap forward in how we think about in-flight connectivity and personalization,” commented Saudia Chief Guest Experience Officer Rossen Dimitrov. “At Saudia, our guest experience transformation is grounded in innovation, and this partnership with Panasonic Avionics brings us closer to a seamless, digitally rich journey for every guest. This platform allows us to shape and scale onboard services like never before, giving us the agility to meet evolving expectations with precision and speed.”
Hernan Abbes, PAC’s VP Global Sales, added, “The strategic partnership between our two companies highlights both our commitment to continuous innovation in seamless passenger journeys.”
Another Vote of Confidence for PAC from a Middle East Carrier
As part of its rollout of PAC’s Astrova IFE system, Riyadh Air will become the first carrier to deploy the company’s cloud-based Modular Interactive (MI) solution. Unveiled in 2022, MI offers a complete set of customizable, turnkey enterprise tools that help airlines extend their brand to their IFE system and engage with digitally savvy travelers.
The solution is centered on MI Studio, an interactive design tool that offers a quick and easy way to respond to the latest guest trends and provide seasonal updates and promotions. It helps create new levels of personalization at the seatback for dynamic and context-aware interactives, letting airlines speak directly to various guest personae through different loyalty schemes, flight themes, locations, and promotional offers by tier, airline route, or cabin class.
A “Live Preview” feature will verify and confirm updates in real time. These features and functionality will help Riyadh Air assess higher levels of guest engagement by simultaneously changing its interactive to display customized and tailored A/B testing campaigns. Once live, services can simply be turned on or off, and interactive layouts can be changed at any time and without additional software.
Anton Vidgen, Riyadh Air’s VP Guest Experience said, “As the world’s first digitally native airline set to fly in 2025, we aim to integrate modern technology and traditional Saudi hospitality with sustainability at the core. Panasonic’s MI solution will provide our guests with a differentiated and personalized experience and will allow us to quickly and easily update our IFE in response to evolving guest preferences and behaviors.”