Spafax IQ: Data Analytics Platform Enables Airlines to Maximize IFEC Investment
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APEX Insight: Spafax has come up with a solution that puts in-flight entertainment data to work. With the introduction of Spafax IQ, a data analytics platform, the media agency hopes to help airlines make the most of their investment in movies, TV shows and music for in-flight entertainment. “Spafax IQ is built to provide our airline clients with the insights they need to drive future in-flight entertainment and connectivity product strategy and development,” said Spafax CEO Niall McBain.
Spafax today announced the launch of Spafax IQ, a first-of-its-kind data analytics solution designed to help airlines optimize their investment in in-flight entertainment content, which will be demonstrated at Aircraft Interiors in Hamburg.
Key to Spafax IQ is a dashboard that displays the performance information of a title at a glance, including the number of times a movie has been viewed, what each view is costing the airline, what language it has been viewed in, as well as whether the title performs better on certain routes or even aircraft cabins – information that will improve its predictive analytics capabilities over time. The platform will also pull data from an airline’s mixed stock of IFEC systems from different companies, whether they be from Panasonic Avionics, Thales or Zodiac Inflight Innovations, for example.
“Spafax IQ is built to provide our airline clients with the insights they need to drive future in-flight entertainment and connectivity (IFEC) product strategy and development,” said Spafax CEO Niall McBain. “We use the latest research methodologies to build a detailed view of passenger behavior with entertainment while traveling and their expectations for richer, more valuable content experiences across every stage of the journey.”
According to Spafax, as more aircraft become connected, advertisers will expect quality metrics to inform decisions on targeted advertising campaigns. This will help airlines, which are already grappling with what to do with their IFE data, to maximize ad revenue in an ever-more connected space: Research conducted by Frost & Sullivan showed that in 2012, 68 precent of the IFEC-services market share was hardware, 20 percent was connectivity and 12 percent was content. In 2020, hardware is expected to drop to 48 percent, connectivity will increase to 44 percent and content will dip to 8 percent.