JetBlue’s New A320 Cabins Focus on IFE With Debut of Thales STV+
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APEX Insight: “At home in the air” is how JetBlue describes its new Airbus A320. In partnership with Thales, the airline is bringing passengers an industry first: direct-broadcast satellite TV and Internet connectivity through one seatback interface. JetBlue and Thales have been cooking up this cabin redesign since 2014, and have finally unveiled the look and functionality of the new JetBlue PaxEx.
This is the first A320 revamp from JetBlue since 2000, and the airline went not only for an update, but for future-proofing as well. JetBlue apparently looked at the divergent trends of more inclusive seatback in-flight entertainment and connectivity (IFEC) solutions and the bring-your-own-device ethos, and decided to go with both.
“Travel preferences have changed in the last 15 years, and we’re investing in what customers want today,” said Jamie Perry, JetBlue’s VP of Brand and Product Development in a press release. “Our new cabin, combined with our award-winning customer service, is a powerful way for us to once again challenge the status quo.”
“Our new cabin, combined with our award-winning customer service, is a powerful way for us to once again challenge the status quo.” – Jamie Perry, JetBlue
JetBlue is making sure each seat has the capability to charge a passenger’s smart device. That’s important, because Fly-Fi – the in-flight Wi-Fi delivered by Thales and ViaSat – is now available gate-to-gate.
JetBlue Debuts Thales STV+
Seatback screen size is nearly doubling. The remote controls will be ditched in favor of a touchscreen interface. Looped movies will be replaced by a range of on-demand entertainment offerings. Meanwhile, JetBlue has become the launch customer for Thales’ new streaming TV system, STV+. “We really focused on reducing the total cost of ownership of this system for the airline and reducing the weight was a major element of that,” says Glenn Latta, president, Connectivity and TV, Thales InFlyt Experience.
The new product is built on the Google Android platform, presenting unbounded opportunity for live content streaming, on-demand audio and video, and custom app design down the road. “Because the seatback device is an Android-based device, that opens up a whole Android third party development ecosystem as a method by which new experiences can be created,” explains Barry Schliesmann, chief product officer, Connectivity and TV, Thales InFlyt Experience.
“Because the seatback device is an Android-based device, that opens up a whole Android third party development ecosystem.” – Barry Schliesmann, Thales
And key to JetBlue’s new “fully connected in-seat experience” is STV+’s NFC capabilities, allowing passengers to pair their device with the seatback system through the airline’s in-flight internet. “[Airlines] can leverage payment capabilities,” says Schliesmann and adds that JetBlue is in a unique position to take full advantage of the NFC feature with its high-speed internet capabilities. “When it’s connected with a high-speed pipe [airlines can] establish third party relationships with the likes of Amazon or Netflix,” he adds.
Besides newly-added content streaming, JetBlue will up its DirecTV channel options from the current 36 to 100. A passenger can choose to binge watch or… what’s the term for sampling different episodes of different shows? Tapas-watching? As with those tasty tapas dishes, variety will be part of the deal.
Comfort and Ambience
It’s not just about the seatback, but the seat itself: JetBlue tapped B/E Aerospace for its new Pinnacle seats, which are ergonomically designed for long-haul and short-haul comfort. Indeed, JetBlue claims the most coach-class legroom, on average, of any US airline. LED mood lighting and space-optimized kitchen and lavatory modules complete the new cabin arrangement.
The retrofitted A320 aircraft will carry 162 seats, up from 150; while the A321 will have 200, up from 159. A low-tech perk that will be carried over from the current fleet: free snacks and soft drinks.
How soon can passengers experience the new A320 JetBlue cabins? The airline will begin the retrofit in early 2017 with completion targeted for 2019.