Entertainment & Connectivity Archives

Immersive Skies: APEX FTE EMEA Panel Explores the Potential of Mixed Reality Onboard

Pictured left to right: Panel moderator and APEX Airline Engagement Director Antonio Penim; Meta Reality Labs Sales Manager Kasia Holthouse; Camillo Stark, MSM.digital Deputy Managing Director AR/VR Labs; TUI Head of Customer Experience Dagmar Fischer; and Emirates Head of Digital Platforms Sebastian Blumenthal. Photo: Grant Pritchard

Yesterday, during a panel discussion at APEX FTE EMEA focused on in-flight innovation, thought leaders from Meta and its partner MSM.digital, Emirates and TUI examined how immersive technology, especially mixed reality, could redefine in-flight entertainment (IFE). Anchored around an introduction to Meta’s in-flight experience program, the session emphasized a future where the passenger experience transcends screens to deliver seamless engagement, personalized content, and even onboard productivity.

Meta Reality Labs Sales Manager Kasia Holthouse ignited the panel with a sweeping vision of spatial computing’s place in aviation, before MSM.digital Deputy Managing Director AR/VR Labs Camillo Stark followed with a demonstration of immersive content experiences already reshaping how passengers relax, work, and play at altitude. Their presentations prompted sharp engagement from industry leaders including Emirates Head of Digital Platforms Sebastian Blumenthal and TUI Head of Customer Experience Dagmar Fischer.

While much of the conversation focused on future potential, panelists consistently returned to the fact that the technology exists today, and adoption depends not only on innovation but on scaling smartly and solving logistical concerns.

A New Layer in the Sky: Meta’s Immersive Vision

Holthouse opened her presentation by describing how we are on the edge of the transition to “spatial computing.” She defined Meta’s spatial computing platform, which combines the metaverse, AI and AI glasses, as “one that you perceive, not only with your eyes and your ears, but with everything that surrounds you, and one that’s accessible and stylish with a comfortable form-factor.”

She shared how this bold new frontier is already being trailed by the industry, highlighting a pilot program run by Lufthansa that sees Meta’s Quest 3 headsets used for IFE as part of the carrier’s Allegris business-class offering.

Meta’s immersive in-flight initiative is not about replacing traditional IFE, but about adding a new dimension. With its Quest 3 headsets and a growing content library, Holthouse argued passengers can now watch films on private virtual cinema screens, play spatial games, or take a virtual tour of their destination before landing.

“Passengers want more than just movies on screens,” she emphasized. “They want clever entertainment, they want high-quality experiences, and they want something that resonates with their digital lives.”

Excitingly, she shared that Meta is currently in the process of onboarding five launch airline partners to embrace the opportunities offered by the company’s mixed reality offering as part of its “Meta Immersive In-Flight Experience Program,” and encouraged delegates to get in touch if interested in participating.

Meta Reality Labs Sales Manager Kasia Holthouse presents Meta’s vision for mixed reality-powered in-flight entertainment onstage at APEX FTE EMEA. Photo: Grant Pritchard

Making Mixed Reality Work In-Flight: Logistics and Long-Term Value

The panel did not shy away from practical hurdles. MSM.digital’s Stark acknowledged the steep challenge of initial implementation, particularly distributing and managing headsets.

“We’re in phase one,” he explained. “Airlines need to handle logistics. But there are ways. And this phase is necessary because phase two is coming, which is when passengers bring their own headsets.” For that to succeed, he said airlines must ensure their content ecosystem remains relevant.

Stark’s message was clear: without branded, meaningful content, airlines risk losing their role in the passenger’s digital experience. “If you don’t build services now,” he warned, “passengers may simply log into something else and your touchpoint disappears.”

Stark outlined a two-stage strategy. In the short term, he said airlines need to distribute headsets onboard and create bespoke content designed for the airline seat environment. In the long-term, as headset ownership rises, he said airlines should shift to delivering value through exclusive content and tailored experiences.

“Passengers want more than just movies on screens. They want clever entertainment, they want high-quality experiences, and they want something that resonates with their digital lives.”
– Kasia Holthouse, Meta Reality Labs

From IFE to IFX: Delivering an Immersive Content Experience

Stark then reframed the discussion around not just hardware, but what passengers will actually experience. His company, partnered with Meta, builds content that harnesses Quest’s mixed reality capabilities, from wellness modules to interactive marketing.

“We’re not replacing screens,” Stark clarified. “We’re adding a new layer. Just like your car might still have a radio, but now it also has a smart display.”

Stark walked attendees through the potential onboard journey. After takeoff, a headset is handed to the passenger, requiring no wires or instructions. Upon activation, users receive a quick orientation and then encounter a branded digital interface offering entertainment, wellness, and productivity options, all accessible via intuitive hand gestures.

He emphasized that content, not technology, would make or break adoption. “Hardware and software might be king,” he said, “but content is King Kong.”

Stark’s presentation showcased use cases like immersive concerts and movies and AR product demos. He underscored that these experiences also introduce monetization opportunities, enabling airlines to build branded environments or partner with sponsors for unique promotions.

Scaling Smart: Emirates’ Approach to Implementation

Emirates’ Sebastian Blumenthal praised the innovation but grounded the conversation in the airline’s priorities: scaling effectively and maintaining quality. “Don’t forget the basics,” he cautioned. “This all needs robust connectivity underneath, even when some of it runs offline.”

He highlighted Emirates’ dual focus: improving foundational connectivity while also integrating immersive tools into training and premium-class enhancements. Emirates recruits approximately 120 cabin crew members weekly, an operational reality where VR training already creates efficiencies. The next step involves enriching Emirates’ extensive business-class product suite using mixed reality.

For Blumenthal, success hinges on matching innovation with infrastructure. “We’re investing heavily to make connectivity stable across the fleet,” he said. “That’s the table stakes. Once we have that, the immersive layer becomes not only possible but powerful.”

Emirates recently started using virtual reality to train its cabin crew. Image via Emirates

TUI’s Take: From Seatback to Destination

TUI’s Dagmar Fischer TUI emphasized mixed reality’s ability to turn the flight itself into the start of a passenger’s holiday.

She explained that rather than focusing purely on entertainment, TUI aims to create seamless transitions between onboard experience and destination services. As an example, the group recently introduced excursion booking via its onboard streaming platform, enabling passengers to plan holiday activities mid-flight.

“The holiday should start on the aircraft,” Fischer asserted. “We’re looking at how to expand this offering across our fleet, with more personalized services.”

Fischer’s insights highlighted that the use of immersive technology need not center on cinematic experiences but instead on utility, using spatial computing to make travel more connected and convenient.

“Hardware and software might be king, but content is King Kong.”
– Camillo Stark, MSM.digital

Embracing New Technology Quickly, but Carefully

All speakers agreed on a central premise: the future of in-flight engagement hinges on delivering intuitive, connected, and value-added experiences.

Blumenthal reflected on Emirates’ approach. “We see VR as an addition, not a trade-off. It’s about giving passengers more choice and making sure it works beautifully.”

Fischer echoed that sentiment with an emphasis on personalization. “If we can offer the right experience at the right moment, whether that’s before, during, or after the flight, we increase value for everyone,” she said.

Malthouse stated the importance of acting quickly to embrace the new technology: “This isn’t about someday. It’s about now. Mixed reality on flights is no longer a question of possibility – it’s a question of who leads.”

For more content from APEX FTE EMEA 2025, click here.

Viasat Showcases In-Flight Advertising Potential at SXSW 2025

At South by Southwest (SXSW) 2025 in Austin, Viasat made a bold statement about the future of in-flight advertising, showcasing how brands can connect with air travelers in a way that is both targeted and scalable. Positioned just outside the festival’s advertising hub, Viasat’s activation drew global advertisers, airlines, and marketing professionals eager to explore the company’s ad-supported connectivity solutions.

On Sunday, March 9, 2025, APEX Insights discussed Viasat’s innovations with Viasat Director of Product Marketing for Aviation & Advertising Solutions Kelsey Goodman and Viasat Senior Marketing Manager for Aviation Isabella Lenhoff, focusing on how the company is revolutionizing in-flight advertising.

“We’re here connecting with like-minded brands,” Goodman explained. “South by Southwest is an awesome opportunity to meet people who want to do things differently in advertising. Viasat Ads is a great example—bringing connectivity into the in-flight space and allowing advertisers to serve a more dynamic, targeted experience to passengers.”

Viasat’s ad network enables brands to reach travelers across multiple airlines, offering a scalable alternative to individual airline advertising programs. The company currently works with 12 airlines, including American Airlines, JetBlue, Virgin Atlantic, Aeroméxico, Azul, Breeze, Porter, and Neos.

A Global Approach to In-Flight Advertising

Viasat’s presence at SXSW highlighted the increasing demand for targeted, data-driven advertising within the airline industry. The company’s ad platform allows brands to reach travelers based on their destinations, making it a valuable tool for marketers looking to engage a high-income, captive audience.

“We’ve been incredibly impressed by the global audience we’ve encountered here,” Lenhoff shared. “For example, Azul is one of our airline partners, and we’ve met multiple Brazilian advertisers. Being able to intentionally match advertisers with airlines ensures that we’re bringing the best possible partnerships to the industry.”

Expanding the reach of in-flight advertising. Viasat Senior Marketing Manager for Aviation Isabella Lenhoff (left) and Viasat Director of Product Marketing for Aviation & Advertising Solutions Kelsey Goodman (right) explore the capabilities of Viasat’s audience targeting platform at SXSW 2025. The tool helps advertisers understand how they can connect with passengers based on their routes and destinations.

Unlocking Free Wi-Fi Through Sponsored Ads

One of the most compelling aspects of Viasat’s ad-supported model is its ability to offer passengers free in-flight Wi-Fi in exchange for engaging with sponsored content. This approach benefits both travelers and airlines while giving advertisers a unique opportunity to reach consumers in a focused setting.

“Just as a human who travels every single week, I find it fascinating to hear people’s reactions when we say, ‘You can unlock free Wi-Fi with an ad,’” Lenhoff noted. “For many, that’s a game-changer—whether it’s avoiding another travel expense or keeping kids entertained on a flight. The ability to provide this experience in a way that benefits everyone is really exciting for us.”

This aligns with broader trends in media consumption, where ad-supported models have become mainstream across streaming services and digital platforms. Viasat is now bringing this familiar model into the airline industry, allowing passengers to access connectivity while brands gain premium exposure.

The future of ad-supported connectivity. Viasat’s activation at SXSW included an interactive display demonstrating how brands can target airline passengers based on their destinations. Viasat Senior Marketing Manager for Aviation Isabella Lenhoff (left) and Viasat Director of Product Marketing for Aviation & Advertising Solutions Kelsey Goodman (right) discuss the potential of in-flight advertising.

The Viasat “Wheel of Adventure”

One of the standout features at Viasat’s SXSW exhibit was the “Wheel of Adventure,” an interactive display showcasing the variety of ad formats available to brands. From sponsored internet access to pre-roll ads in in-flight entertainment, the platform provides a range of options for advertisers looking to engage airline passengers.

“Our activation is all about showing advertisers the wide variety of ways they can connect with passengers,” Goodman explained. “For example, if a brand wants to target all red-eye flights or travelers heading to a specific destination, we can facilitate that in a way that makes sense for both the advertiser and the airline.”

The wheel also highlighted the seamless integration of Viasat Ads across its airline partners, ensuring brands can reach the right audiences without requiring individual deals with each airline.

Spinning the future of in-flight advertising. Viasat Senior Marketing Manager for Aviation Isabella Lenhoff (center) and Viasat Director of Product Marketing for Aviation & Advertising Solutions Kelsey Goodman (right) discuss the impact of ad-supported connectivity with APEX Group CEO Dr. Joe Leader (left) at SXSW 2025. Viasat’s “Wheel of Adventure” highlights various advertising opportunities available through its platform.

Expanding the Reach of In-Flight Advertising

Viasat’s ability to connect advertisers with travelers extends beyond just digital ads. The company’s new “Audience Explorer” tool enables brands to map out potential advertising campaigns based on flight routes.

“We’ve been able to walk our advertising partners through the process and ask, ‘What’s your dream destination? What’s your dream ad campaign?’” Lenhoff explained. “If an advertiser wants to target every flight into Los Angeles, we can show them exactly how many routes could be connected for a more intentional ad strategy.”

This level of targeting provides a major advantage for brands, particularly those in the travel, hospitality, and luxury goods sectors. Airlines also benefit from the additional revenue generated through ad-supported connectivity, which can help offset operational costs and enhance the passenger experience.

Bringing brands and travelers together. Viasat’s advertising network spans 12 airlines, including major carriers like American Airlines, JetBlue, and Virgin Atlantic. At SXSW, Viasat showcased how brands can target travelers with destination-based advertising campaigns, enhancing engagement and monetization opportunities for airlines.

A Growing Ad Network with More to Come

As Viasat continues to expand its in-flight advertising network, the company remains focused on delivering value to airlines, advertisers, and passengers alike. While specific case studies on advertiser success have yet to be publicly released, Goodman hinted that more data would be available soon.

“We’ve got several more airlines coming online this spring, which is really exciting,” she said. “The interest from brands and advertisers has been incredible, and we’re just scratching the surface of what’s possible in this space.”

With airlines increasingly looking for new revenue streams and travelers expecting more personalized experiences, ad-supported connectivity is poised to play a major role in the future of in-flight entertainment and broadband.

“Air travel audiences are highly valuable for advertisers,” Goodman emphasized. “We know where passengers are coming from, where they’re headed, and that they’re in a unique mindset while traveling. That makes in-flight advertising an instantly recognizable and highly desirable market for brands.”

The Solution to Mitigating In-Flight Turbulence

Turbulence is not only scary for passengers, but it can also be dangerous. The aviation industry has been trying to mitigate turbulence issues—especially clear air turbulence (CAT)-for over thirty years. In nonfatal accidents, in-flight turbulence is the top cause of injuries to airline passengers and crews, per the Federal Aviation Administration (FAA). What’s more, turbulence can cost airlines millions of dollars in fuel, passenger safety, crew safety, maintenance, and greenhouse gas emissions.

Previously, there were not adequate tools that could accurately report and predict turbulence. Even meteorological forecasts are inaccurate almost 85% of the time, not to mention that weather radar can not detect clear air turbulence. Pilots report and receive information from air traffic control about turbulence, which is often subjective and sporadic, leading to pilots not using the most available tools in practice. Today, there is technology that can help solve the problem of turbulence. Meet SkyPath, whose technology helps mitigate turbulence issues.

SkyPath’s Technology

For years, the aviation industry has been looking for a tool that can detect CAT and provide the necessary information, such as where the turbulence begins and ends and the severity level. This is where SkyPath comes in, as it is a tactical tool that is the first source of reliable and accurate alerts about the location and severity of the turbulence. According to CEO Maya Shpak, SkyPath’s “integrated product ecosystem offers a holistic approach to aviation travel, seamlessly connecting operational teams, flight cabin, and sustainability initiatives to enable smoother, safer, and greener air travel.”

According to Shpak, “SkyPath started in 2019 with one of the major US airlines and had around 100 users per day,” meaning 100 planes were flying with SkyPath, reporting data and using the data to predict and mitigate turbulence. “Today, that number has grown to 30,000 users per day with SkyPath’s technology being utilized by major US carriers and other major airlines around the world,” Shpak said.

SkyPath’s technology is similar to Waze’s in that it utilizes crowdsourced technology. As such, SkyPath’s technology can only be used once the first aircraft encounters turbulence, and only then can it relay that information to all the other aircraft in the network. Through its application, which can be added to pilots’ electronic flight books (EFBs), pilots can log where they expect turbulence and alert other pilots flying through the same area. Similar to a car in a traffic jam, it will provide the data to all others. However, this does not predict clear air turbulence; it only notifies incidents that occur.

The second of SkyPath’s technologies is its unique machine learning model, which encompasses the information and data observed from the sensors. According to Shpak, “The granularity of the information that Skypath provides is 1,000 feet and 10 by 10 miles,” and the resolution is very high, which creates accurate data. The machine learning platform updates each hour and considers the different meteorological parameters- of which there are over 100, such as the temperature and overcasting of the jetstream. It then compares these parameters with the data collected from the sensors and can predict clear air turbulence. Thanks to SkyPath’s precise level of accuracy, pilots using SkyPath can either turn the seatbelt sign before they reach the turbulent areas or even avoid the area by requesting to be rerouted from ATC.

Enhanced Passenger Experience

The company’s approach is to work with the airline to bridge the data from the flight deck and the operational side to the passengers. The ecosystems of products enable a link between the flight deck and the cabin crew. For example, when the product in the flight deck gets a notification about upcoming turbulence, it can also notify the cabin crew through the cabin crew interface, enabling the crew to be more prepared for any upcoming event. SkyPath’s upcoming product will provide a digital path for passengers. This new product will have a direct link to the passenger app, so the airline can relay information to the passengers, such as if the flight will be bumpy or calm.

The annual average cost of turbulence in the United States alone is around $500 million. SkyPath anticipates that it can save an average airline an average of $10 million in fuel, incidents, and maintenance reductions on the efficiency and operational side. On the customer side, Shpak believes that “SkyPath can increase customer satisfaction or (NPS) Net Promoter Score by increasing their confidence in the airline operation.” Airlines can increase their revenue by providing real-time data to the cabin.

Delta Showcases IFEC and AI Innovations at CES 2025

Delta Air Lines revealed a series of transformative in-flight entertainment and connectivity (IFEC) advancements on Tuesday during CES 2025, held at the iconic Las Vegas Sphere. The airline introduced upgrades that included next-generation seatback systems, cloud-based technology, and artificial intelligence (AI) tools designed to enhance personalization and streamline the passenger journey.

Next-Level In-Flight Entertainment Systems

Delta’s new collaboration with Thales has resulted in a significant update to its next-generation in-flight entertainment system. Set to launch on select aircraft beginning in 2026, the new system features 4K HDR QLED seatback screens, delivering cinema-grade visuals at 35,000 feet. “Technology has the power to transform travel and create moments for our customers to enjoy the journey as much as the destination,” said Delta CEO Ed Bastian.

At the core of this innovation is the system’s cloud-based architecture, supported by an Onboard Data Center (ODC) with a staggering 96 terabytes (TB) of storage. This represents 50 times the capacity of Delta’s existing systems, enabling the airline to maintain a vast library of movies, TV shows, music, and games. Passengers will benefit from frequent content updates that occur during regular aircraft turnaround, eliminating the need for lengthy ground-based system refreshes.

“We’re delighted to be at the forefront of innovation alongside Delta,” Thales Executive Vice-President of Avionics Yannick Assouad said. “Through our collaborative partnership, we’re bringing Thales’ state-of-the-art cloud-native IFE system on Delta aircraft as part of the Delta Sync experience, and with it endless opportunities to connect and engage travelers on their journeys.”

The inclusion of Bluetooth connectivity further enhances the system, allowing passengers to pair wireless headphones seamlessly. Personalized entertainment profiles synced with SkyMiles accounts ensure passengers can resume movies, shows, or playlists on future flights. This blend of features highlights Delta’s focus on providing a more immersive and user-friendly in-flight experience.

Ad-Free YouTube Streaming Onboard

Delta’s partnership with YouTube marks a first for commercial aviation, offering SkyMiles Members ad-free access to the platform’s content during flights. Passengers will have the ability to enjoy an extensive library of creator-driven content, podcasts, and music without interruptions.

The collaboration leverages Delta Sync technology, seamlessly integrating with the new in-flight entertainment system. Passengers with SkyMiles accounts can log in and receive tailored content recommendations based on their viewing habits. The interface, built into the seatback system, ensures a streamlined and intuitive user experience.

“As technology evolves, our customers expect their travel experience to adapt and evolve with them. They want it to be intuitive, contextual and seamless in a way that supports and guides them so that they can move through life with confidence,” Delta SVP of Customer Experience Design Ranjan Goswami explained, “To stay ahead of those expectations, Delta is committed to continuously evolving our industry-leading digital experiences across channels to ensure the sky is never the limit – it’s only the beginning.”

For travelers accustomed to on-demand entertainment, this partnership with YouTube bridges the gap between ground-based streaming services and in-flight options. The ad-free feature enhances overall satisfaction, catering to evolving consumption habits while maintaining consistent quality across flights.

“People want access to their favorite content – whether that’s on TVs, on their phones – or even onboard a plane,” YouTube Chief Business Officer Mary Ellen Coe said. “We’re thrilled to partner with Delta to bring YouTube creators, podcasts and music directly to their in-flight entertainment [system screens] so travelers can enjoy everything they love about YouTube while they fly.”

AI-Powered Enhancements Through Delta Concierge

Delta’s introduction of Delta Concierge represents a step forward in using AI to improve the travel experience. Embedded within the Fly Delta app, this AI-powered tool offers real-time updates and personalized assistance, acting as a virtual travel companion for passengers.

Delta CEO Ed Bastian explained, “The Delta Concierge will give customers a personal assistant in their pocket, providing timely, customized support throughout their travel journey.”

Passengers can receive notifications on gate changes, weather-related disruptions, and baggage status. The integration of Delta Concierge with Delta Sync ensures updates are available on seatback screens, keeping passengers informed throughout their flight.

The AI system is designed to predict and address common travel disruptions, providing solutions before they escalate into larger issues. By reducing uncertainty and stress, Delta Concierge enhances the overall passenger experience while showcasing the potential of AI in aviation.

“Delta’s ability to host 50 times more licensed content on-board, dynamically updated on demand, showcases the extraordinary impact of their 96TB cloud-based system,” APEX Group CEO Dr. Joe Leader stated. “With tools like ad-free YouTube streaming turning an IFE system into a web browser and AI-powered travel assistant, Delta demonstrates how technology can redefine the expanding expectations of in-flight entertainment.”

Airlines Soar with Embedded IFE: The Key to Profit and Passenger Satisfaction

Pictured: United Airlines’ Economy Plus seating, featuring embedded in-flight entertainment. Photo via United Airlines

In a fiercely competitive industry, airlines investing in embedded in-flight entertainment (IFE) systems dominate, capturing the lion’s share of profits and achieving top customer satisfaction and Net Promoter Scores. Airlines like Aeromexico, Air Canada, Delta, Emirates, JetBlue, Qatar, Singapore, United, and many others prioritize passenger experience using advanced IFE systems, leading to increased revenues and customer loyalty.

United Airlines’ shift regarding seatback IFE in the past few years exemplifies this strategy’s effectiveness. As United CEO Scott Kirby remarked last week, “[In 2016,] I was president of American, and we were putting seatback entertainment systems on every one of our airplanes. Everyone in American thought that was a stupid idea. The day after I left, they reversed it and they spent money to take it off the airplanes because it would reduce weight and save fuel burn. We put it on at United. We’re putting it on every single airplane.”

The Forbes article featured another quote where Kirby further emphasized the impact of IFE: “[On my last United flight,] as I always do when I fly on one, I walk from back to front. Two thirds of the customers on the airplane are watching movies.“ He said that when customers are pleased with the movies, they rank United higher in other areas, including flight attendants, gate agents and even their TSA experience. The carrier also posted strong financial results for the first quarter of 2024 compared to the same time last year.

This shows how cutting-edge IFE systems not only help to retain customers but also attract new ones, significantly contributing to airlines’ bottom lines.

Elevating Passenger Expectations

Passengers now demand more than just a seat; they seek a comprehensive in-flight experience, and airlines recognizing this shift reap substantial benefits, so United’s recent success can no doubt be somewhat attributed to its investment in state-of-the-art IFE systems, offering passengers a wide range of entertainment options, high-speed internet and personalized content.

For the most part, the US airline industry has embraced this strategy wholeheartedly. Delta Air Lines’ Director of Onboard Product and Brand Experience Ekrem Dimbiloglu emphasized, “We know how much our customers value entertainment on board. That’s why we have installed seat-back screens in over 700 aircraft and continue to forge partnerships with entertainment giants . . . to bring more diversity and variety to the entertainment options we offer in flight.”

Passengers engaging in a “Watch Party” courtesy of JetBlue’s “Blueprint” personalized IFE experience. Image via JetBlue

In its renaissance under newly appointed CEO Joanna Geraghty, JetBlue has also showcased its commitment to IFE. “JetBlue has always been an innovator as the first to have seatback screens . . . [by] launching Blueprint by JetBlue, we are doubling down on our commitment to help customers create an in-flight experience tailored to their needs and preferences, making their flight as comfortable as their own living rooms,” JetBlue’s Head of Marketing and Customer Support Jayne O’Brien recently stated.

It’s the same for premium carriers in the Middle East. Celebrating over 30 years of IFE leadership, Emirates’ SVP Retail, IFE & Connectivity Patrick Brannelly echoed similar sentiments on the importance of IFE to passenger satisfaction: “When Emirates introduced personal screens on every seatback in 1992, it was considered a massive industry innovation. Other airlines questioned the sense of this huge investment, estimated at about US$15,000 per seat at that time, but we quickly realized that our customers loved being entertained throughout the flight. It made their journeys feel shorter and fostered customer satisfaction and loyalty.”

Transforming Low-Cost Carriers

Interestingly, the trend extends beyond full-service airlines. By the end of this decade, leading low-cost carriers (LCC) and ultra-low-cost carriers (ULCC) will likely incorporate embedded IFE screens nearly as thin and light as seatback plastic.

This technological advancement will enable these carriers to offer enhanced passenger experiences without compromising on cost efficiency. The integration of even more lightweight, durable, and easily swappable IFE systems will allow LCCs and ULCCs to maintain competitive pricing while significantly improving customer satisfaction.

Revolutionizing In-Flight Technology

Thinner, lighter IFE screens revolutionize the airline industry. These innovations reduce aircraft weight, leading to fuel savings while providing passengers with seamless, enjoyable in-flight experiences. The new generation of IFE systems, designed to be more energy-efficient and user-friendly, further enhances their appeal to airlines and passengers alike.

Airlines failing to invest in IFE technology risk falling behind. The clear correlation between IFE investment and financial performance underscores the importance of staying ahead in technological advancements.

A shot of the screen that allows passengers to pair their personal devices with their seatback IFE screen. Photo via Delta Air Lines

Strategic Imperative for Airlines

The evidence proves overwhelming: investing in embedded IFE systems stands as a strategic imperative for airlines aiming to secure a competitive edge. Success stories of airlines like Delta, Emirates and United highlight the significant impact that enhanced passenger experiences have on profitability and customer loyalty. As technology evolves, airlines prioritizing IFE innovation will dominate the industry, with those who do so enjoying sustained growth and a loyal customer base.

Conclusion: Adapting to a New Era

In summary, the airline industry’s future hinges on its ability to adapt and invest in passenger-centric technologies. Embracing advanced IFE systems ensures airlines remain at the forefront of the industry, achieving both financial success and unparalleled customer satisfaction. The stakes have never been higher, and the rewards never more significant. As Ed Bastian points out, “The airline that prioritizes the passenger experience sets itself up for enduring success.”

AIX 2024: MAYA Business-Class Suite Concept Unveiled by Collins, Panasonic Avionics

Collins Aerospace (Collins) and Panasonic Avionics have jointly unveiled MAYA, a new business-class suite concept focused on the next generation of millennial and Gen-Z travelers, at the 2024 Aircraft Interiors Expo in Hamburg.

During an in-depth demonstration of the suite, Collins’ VP and General Manager of Interiors Christoph Blanc said MAYA was designed from a clean sheet with four key pillars in mind: Comfort; an immersive experience; accessibility and sustainability.

In terms of providing comfort, Blanc explained that as well as being “ergonomically enhanced,” the seat is equipped with Collins’ active sensor system, ARISE, which “listens to the passenger’s body.” The system monitors body pressure and adjusts the seat cushions accordingly, as well as automatically utilizing the heating and cooling system based on a passengers’ body temperature.

The immersive component is afforded by the 45-inch ultra-wide, ultra-high-definition, curved OLED Astrova display with a headphone-less directional mirror audio system and complementary haptic feedback system in the seat.

During the initial unveiling, Ken Sain, Panasonic Avionics’ CEO, announced, “The 45-inch Astrova Curve OLED display is three times larger than typical screens and the first Ultra-Widescreen CinemaScope (21:9) display in the sky – the same screen format in cinemas. Based on seat geometry and viewing angles, MAYA delivers a 50 percent more immersive viewing experience than sitting in a theater and 30 percent more immersive than an IMAX.”

“The 45-inch Astrova Curve OLED display is … the first Ultra-Widescreen CinemaScope (21:9) display in the sky.”
Ken Sain, Panasonic Avionics

Panasonic Avionics’ VP Product Management Andy Masson went on to explore the in-flight entertainment technology in more detail. “What’s great about having a 21:9 display is it creates more different ways of integrating with a show. You no longer have to exit out of the movie to go and look at a map, you can bring those other things in while you’re watching.”

With a continuing emphasis on a personalized experience that appeals to digital natives, he also outlined a new feature integrated into the moving map experience allowing passengers the possibility to edit their own journey in terms of “bringing forward breakfast” or “sleeping through dinner” through the IFE screen; a journey they can then look back on throughout the flight.

Accessibility-wise, the suite uses an application called ADAPT that links with passengers’ electronic devices to provide full control of the seat and the IFE experience using “the same accessibility preferences you have on your phone.”

When it comes to sustainability, Blanc stated that artificial intelligence was enabling airlines to make small changes. “By looking at the passenger and seeing they’re going to rest, we can adapt the power supply consumption by turning the lights down or shutting down the screen.”

He also referenced the use of sustainable materials along with STARLight composite structures to reduce weight and improve product circularity, as well as modular design elements that would support mid-life upgrades while simplifying disassembly processes and recycling.

Collins’ STARLight structural technology, ARISE intelligent comfort system and ADAPT digital flight experience control, which all feature as part of MAYA, are finalists in the 2024 Crystal Cabin Awards. The existing Astrova IFE system has already been chosen by numerous airlines including Qatar Airways.

How Thales is Innovating in Line with Current IFEC Trends

Image via Thales

Thales InFlyt Experience CTO Tudy Bedou builds on the themes arising from the 2024 APEX TECH event to spotlight how Thales is incorporating the latest in-flight and connectivity (IFEC) technology into its solutions.

During APEX TECH, APEX Insights Editor Stephanie Taylor chatted with Thales InFlyt Experience CTO Tudy Bedou, who believes “people want to have a memorable and immersive experience on their flight,” and explained how Thales is committed to providing cutting-edge IFE solutions that meet this desire.

Bedou reiterated that Thales’ AVANT Up solution features Optiq 4K QLED HDR displays with more than one billion vibrant colors, explaining that unlike OLED screens, the QLED technology will not dull or fade over time and is better in the dynamic lighting condition of the aircraft cabin. He also confirmed that Thales is now developing a range of larger Optiq screen sizes than initially announced for a major airline.

Each AVANT Up screen is designed with USB-A and USB-C charging ports, allowing passengers to fast-charge their devices during flight. They can also pair up to three devices wirelessly to the display. Behind the power ports is Thales’ award-winning Pulse power management system, which gives each passenger high-speed charging of up to 140 watts for their personal devices.

AVANT Up features many digital services, such as personalization with curated recommendations. Bedou commented that Thales is always evaluating new technologies to further enhance the passenger journey.

2024 is set to be an exciting year for Thales, with its Crystal Cabin Award-winning Pulse in-seat power solution and 4K HDR QLED Optiq monitor both set to take to the skies as part of the AVANT Up in-flight entertainment system.

The company has announced multiple orders for its AVANT Up IFE solution. Since announcing that American Airlines would become the launch customer for the product, Emirates has also selected AVANT Up and will be the launch customer for Pulse. Most recently, Thales confirmed that AVANT Up will be featured on Air India’s fleets.

“Integrating with passengers’ smartphones in a more intelligent way, including mirroring and casting, has become increasingly important.”
Tudy Bedou, Thales InFlyt Experience

When it comes to content, Bedou’s vision is to cater more specifically to passenger by geographic regions and demographics by bringing new ways to entertain onboard while improving the way traditional content is delivered. He stated, “We are looking at an interesting concept for a new content type to be brought on the aircraft in a very smart way.” In addition, Thales has increased the processing power in its screens to be able to be able to deliver advanced gaming, 3D assets and full 4K user interfaces for a completely elevated solution.

“Passengers expect to have the same multi-screen at-home experience in the air.” Bedou added, “Integrating with passengers’ smartphones in a more intelligent way, including mirroring and casting, has become increasingly important.” In response, Thales is introducing a new casting technology that will start flying next year, allowing passengers to project their content on the IFE screen.

Bedou’s desire for things to be “fully integrated” also encompasses connectivity: “We want to make sure that we’ve designed the best IFE that can easily integrate with connectivity to provide a seamless connected IFE experience. Being connectivity agnostic is key for us, which is why we’re always multiplying our partnerships.”

He continued, “connectivity is key to unlocking the full power of the new, industry-leading Thales digital services, so we see a fast and reliable connectivity as ‘must have’ for the future of IFE.”

Looking forward, Bedou is particularly enthusiastic about the possibilities presented by its Onboard Data Center (ODC), winner of a Crystal Cabin Award in 2023, which brings the power of the cloud to the aircraft. He explained, “It’s a very different hardware and software architecture as compared to traditional IFE servers. In developing the ODC, we took inspiration from how Amazon Web Services, Microsoft Azure and others designed their data centers for the cloud.”

“Bringing the cloud onboard enables us to bring the latest consumer technologies, such as streaming content, personalization and eCommerce, to passengers.” The ODC is currently flying, and Bedou was tight-lipped on the details, but confirmed that Thales is already working on imbuing it with more advanced capabilities.

Bedou concluded by saying Thales has several exciting new announcements coming this year regarding advancements in accessibility, the integration of A.I., and further work in sustainability.

APEX Regional Best in Entertainment Award Winners Announced at Content Market 2024

During a short ceremony at the 2024 APEX Content Market in Lisbon, Portugal, the association announced the winners of its regional APEX “Best in Entertainment” awards.

The ceremony took place before the show’s official networking event, which included the legendary Content Market Quiz, sponsored by BBC Studios and hosted by Executive Director of Content Sales Marketing at Warner Bros. Discovery James Parker-Pettit, at the Matcha Mama restaurant within Lisbon’s trendy Lx factory.

The “Best in Entertainment” awards were formerly known as the “Passenger Choice Awards,” and are a reflection of direct passenger feedback through APEX’s partnership with TripIt® from Concur®. The partnership allows passengers to rate their overall flight experience from one to five stars in five subcategories, including entertainment, with the whole process taking less than 15 seconds.

Before the awards were presented, TAP Air Portugal’s Chief Customer Experience Officer Sofia Lufinha, who was also on hand to receive the carrier’s Four Star Global Airline Award at the event. APEX CEO Dr. Joe Leader stated, “In recognition of the remarkable strides made by TAP Air Portugal, I proudly spotlighted in my visit to Lisbon the airline’s achievements with a presentation of the airline’s well-deserved 2024 APEX Four Star Airline award. This honor signifies an elite status achieved by only a single-digit percentage of the 600 airlines ranked by APEX worldwide.

“TAP Air Portugal’s dedication to excellence and continuous improvement has resulted in remarkable double-digit percent growth for the airline with addition of 2.5 million passengers in the past year alone, showcasing the airline’s significant growth and unwavering commitment to improving customer satisfaction,” he continued.

Following the award presentation, Lufinha made a speech that touched on promising growth in the in-flight entertainment industry. After noting that 2024 marks 30 years of TAP Air Portugal being an APEX member, she went on to say, “Grand View Research shared recently a predicted annual increase of over 8% for the in-flight entertainment marketplace by 2030. This significant growth underscores the industry-wide push to enhance in-flight entertainment, aligning with evolving customer expectations. At TAP Air Portugal, we actively respond to this trend, investing in advanced IFEC systems to enrich every customer’s journey, ensuring we not only meet but exceed the travel desires of our customers.”

The award winners are listed below:

Winner for Best Entertainment in Europe: Turkish Airlines

Winner for Best Entertainment in North America: Air Canada

Winner for Best Entertainment in South America: LATAM Airlines

These awards come in addition to those presented at previous APEX events: The award for “Best Entertainment in Greater China” was first received by Cathay Pacific at the 2023 APEX FTE Asia EXPO in Singapore; and the award for “Best Global Entertainment” was received by Singapore Airlines at the 2023 APEX Global Expo in Long Beach, California.

Winner for Best Entertainment in Greater China: Cathay Pacific

Winner for Best Global Entertainment: Singapore Airlines

APEX TECH 2024: Day Two Content Panel Sessions, in Brief

All photos: Adam Robertson

The second day of APEX TECH 2024 at the Sheraton Gateway in Los Angeles included three panel discussions centering on in-flight entertainment content. Topics included “AI-assisted Smart Metadata in the Content Delivery Supply Chain” along with Edge Caching and “Optimizing Passenger Journeys with Data.” Below is a round-up of the main points from each of the sessions.

“AI-Assisted” Smart Metadata in the Content Delivery Supply Chain

Pictured (left to right): Andre Valera, VP Business Development at TOUCH; Sam Allen, Managing Director at Stellar Entertainment; Juraj Siska, Co-Founder at IdeaNova Technologies, Inc.; Michael Valdez, Manager of Strategic and Quality Initiatives at Panasonic Avionics Corporation; Hollie Choi, Managing Director at EIDR; and Rob Delf, CEO at FabricData

This panel discussion focused on which roles artificial intelligence (AI) can realistically take on within the content delivery supply chain and explored existing barriers to enhancing efficiencies, whether AI-related or not.

Panasonic Avionics’ Michael Valdez revealed the company is looking at rolling out a premium feature as part of its Metadata Management Application (MMA) for content service providers (CSPs) wherein an API would allow CSPs to provide an EIDR value for a piece of content, for example, and then automatically fetch the associated metadata. The goal would be to reduce manual Excel or .CSV uploads, with Valdez estimating it would increase efficiency by around three times.

“Airlines have different programs and these can each provide technical constraints on images and capacity. Through this API, we can predict the system’s capabilities [depending on the airline], so we can automatically truncate the synopsis with an ellipsis, or have AI generate a custom synopsis based on what’s pulled from metadata providers,” Michael explained.

FabricData CEO and panel moderator Rob Delf said that he’s heard examples of manual metadata preparations taking 45 minutes per title, so he agreed the feature had huge potential. Andre Valera also saw the value in it, citing a Nielsen study claiming there were 800,000 individual titles available in the US alone, an amount which is “impossible to curate,” but that AI can help with.

“[When it comes to AI], the risk tolerance [of the airline industry] needs to be discussed”
Andre Valera, TOUCH

The issue in creating features like this is the lack of standardization in terms of content identification and the use of platforms like EIDR. Hollie Choi, EIDR’s Managing Director, said that one antidote to this is the fact that “[CSPs] don’t have to wait for a content creator to register something,” and can do it themselves. In relation to this, she mentioned the registry is already using AI to help with deduplication so that there’s one listing for all possible edits.

In terms of its own strategy to grow the number of parties using EIDR, Choi said it “is working with data aggregators in different territories, and is tackling networks language by language to get most data into the registry.” It is buoyed up by the fact that uptake is growing outside of the US, with ITV and the BBC having joined last year, as well as networks in South America and South Korea.

Interestingly, Choi noted standardization is an issue that affects studios, as well as airlines, which is something studios are becoming aware of now they are merging and having to merge their data models. She said this is especially the case in terms of genre categorization. Valdez was buoyed by this, saying that an eventual goal would be to be able to “dynamically change what’s not being watched onboard and replace it with something else [in the same genre], for example if no-one is watching Superman then to automatically switch it for Wonderwoman.”

In terms of AI’s use when it comes to things like translations, where Stellar Entertainment’s Managing Director Sam Allen says “cultural sensitivities don’t move over,” and even sourcing metadata, the panel agreed the number one issue is data quality, with Valera opining “that the risk tolerance needs to be discussed.” He highlighted that while the data is there, CSPs and OEMs have to comply with service level agreements, so the quality check (QC) process, and the human touch, will remain strong for the foreseeable future.

The Integration of IFE & C: Edge Caching in the Content Delivery Supply Chain

Pictured (left to right): Esdra Lamy, SVP at Warner Bros. Discovery; Estibaliz Asiain, SVP Media & Content at Anuvu; Sigfried Luft, Co-Founder & CEO at Netskrt; Jeremy Desmauts, Director of Sales & Engineering in North America, Broadpeak; Jim Nelson, CEO at Siden; and Phil Watson, Chief Systems Engineer at Panasonic Avionics Corporation

Panelists during this session agreed that with a storage capacity of one to two terabytes, airlines could use edge caching to provide a very compelling user experience, with fast startup times and no buffering on streaming content, but identified possible issues with licensing and the implications of moving away from airlines having control over IFE content – both in terms of entertainment and advertising – in favor of providing content directly from OTT suppliers via in-flight connectivity.

In practical terms, Siegfried Luft, Co-Founder and CEO at NetSkrt, used his company’s work in the UK rail market as an indicator of what could be achieved and how. “COVID was interesting because on trains, which used to block all video traffic, when passenger levels dropped to 10%, they allowed streaming and it worked,” he explained. “So, If we can shave off 90% [of streaming with the cache], then we can support that 10% and it’s a good compliment to the [other uses of] connectivity.” In the rail market, Luft said NetSkrt is achieving a 92-94% cache hit rate.

Finally, he revealed that NetSkrt is working together with Thales and an OTT provider and will have an announcement in this space later this year.

In terms of what to cache when it comes to OTT content, Jeremy Desmauts, Director of Sales and Engineering in North America at Broadpeak, highlighted that just 20% of titles from a subscription service would potentially take up too much room. In response, Jim Nelson, CEO at Siden, said it is easy to predict what people will watch and stick to that. “We worked with an Asian content provider with a 10,000-strong title catalog, but just 17 of those titles accounted for 90% of streaming content,” he said. “When they released new episodes [of those titles] we [refreshed the cache] over the LTE network because we knew that’s what people were watching.”

“We worked with an Asian content provider with a 10,000-strong title catalog, but just 17 of those titles accounted for 90% of streaming content”
Jim Nelson, Siden

Desmauts emphasized that cache hit rates are always higher for live TV content, and that enabling the caching of live sports events, like the SuperBowl for example, just requires extra software. At this point, moderator and Chief Systems Engineer at Panasonic Avionics Phil Watson highlighted that you could stream the SuperBowl on the ground if you had a Paramount+ subscription, so if an airline has partnered with Paramount+ on streaming in-flight, the cache would be an incredibly useful thing in that scenario.

Estibaliz Asiain, SVP Media & Content at Anuvu, raised some issues with defaulting to streaming OTT content. “In large territories like the US, the rights issue isn’t so big, but this is complicated in Europe, where you have different release dates in different countries. There are also cultural sensitivities to consider, and things like airline accidents [that wouldn’t be removed], we need to think about that.”

“Rights are the billion dollar question,” added Esdra Lamy, SVP Warner Bros. Discovery. He also said that the “curation” element of the IFE business – “narrowing thousands of titles down to 20 titles,” – will never go away. “Passengers want to discover.”

Asiain and Lamy posited the benefits of dedicated OTT-branded IFE channels, of which Lamy said HBO had 26 at one point. They believe this partnership could be complemented by edge caching, which would allow passengers to stream more content from the airline’s OTT partner to their own devices. For rights purposes, Asian noted “not all airlines will be able to work with all streaming channels.”

From Data to Destination: Optimizing Passenger Journeys with Environmental, Personal, and Behavioral Insight

Pictured (left to right): Vincent Campana, Chief Revenue Officer for Crew & Passenger at HRS Group; Kate Groth, President at West Entertainment; Richard Kroon, Director of Technical Operations at EIDR; Paul Colley, CTO at Spafax; Benny Retnamony, Founder & CEO at Neuron; and Haley Meidell, Principle Analyst at zeroG

The final panel session of the day, moderated by Principal Analyst at zeroG Haley Meidell, looked at how airlines and suppliers can harness data to improve the passenger experience. Each of the panelists agreed this was a central focus moving forward, but pointed out various challenges in making use of the reams of readily available passenger data airlines already have at their fingertips.

From an IFE perspective, “There’s no shortage of data, it’s getting the data [that’s the issue],” explained Paul Colley, CTO at Spafax. “I would love to see the data coming off aircraft about what passengers watch in-flight be a first-class requirement from airlines.” Paul said that “data isn’t used to procure content,” and instead content “is bought and licensed on predictive methods,” which is something that needs to change. “At the moment there’s no straight line delivered between what’s being watched on the plane versus what somebody is paying for it.”

Taking the discussion one level further, Meidell commented, “ I think there’s also the question of what data exactly we’re collecting, because we’ve talked a lot about what people watch, but there is some really interesting behavioral data you see, for instance, like the browsing journey. Arguably very important is what you didn’t choose on your way to choose the things that you did.”

Colley responded, “Yes, the negative is often just as critical as the positive. In certain configurations and systems, we can see if someone goes into the details page of a TV show and then double clicks to play, for example. And there were some interesting habits we saw around people quite often going into TV and not watching it, but when they’re going to a movie’s details, there’s a much better conversion rate.”

“At the moment there’s no straight line delivered between what’s being watched on the plane versus what somebody is paying for it”
Paul Colley, Spafax

But to work on a large scale, Director of Technical Operations at EID RRichard Kroon said the data needs to be standardized, because otherwise analyzing it can’t be automated and will only create more work for people like content service providers.

For Founder & CEO of Neuron Benny Retnamony, the data is only so useful on its own. “We focus more on the digital experience, but what we see is silos. So there’s the entertainment silo, then there’s a connectivity silo, then there’s a whole app team and silo. What happens if a passenger comes onboard, tries to sync his phone with the seatback screen and it fails? You’re not aware of it. When it comes to experience, monitoring and management, there is a data silo problem to be solved. I think that will help airlines understand what passengers really want and unlock a whole new set of use cases.”

For Kate Groth, President at West Entertainment, the marrying up of different data points would really help to personalize the passenger journey, but acknowledged, “that gets tricky because airlines are very, very protective over their frequent flyer details.” By bringing these bits of information together, Groth said it would be “very easy to predict tastes really quite accurately across different domains, whether that’s travel, hotels, music, etc.” and therein airlines could “serve the right, meaningful ads to people at the right time, whether it’s for duty free sales or attractions at an upcoming destination.”

Vinny Campana, Chief Revenue Officer for Crew & Passenger at HRS Group, took a step back from the smaller details and said, “Technology scares people. Change management is the biggest barrier in the industry. Even if technology can take away friction, people don’t want to upset the apple cart.” He implored the aviation industry to accept and embrace change for fear it may become “a dinosaur.”

Find out what happened during Day One of APEX TECH 2024.

APEX TECH 2024: Day One IFC Panel Sessions, in Brief

All photos: Adam Robertson

The first day of APEX TECH 2024 at the Sheraton Gateway in Los Angeles included three panel discussions centering on IFC. Topics included “The Best IFC Setup for Airlines in the Future” to “Commercializing Advanced Connectivity in Aviation” and “Most Promising Ancillary Use Cases and their Dependence on IFC.” Below is a round-up of the main points from each of the sessions.

How Does LEO Complement GEO and Vice Versa? What is the Best IFC Setup for Airlines in the Future?

Pictured left to right: Intelsat’s SVP Engineering Patrick Walsh; Viasat’s Director, Aviation Terminal Product Management Khartik Bharathan; Telesat’s Senior Technical Product Manager Brian Kirby; ThinKom Solutions’ Chairman and CTO Bill Milroy; Oneweb’s Market Development Director Dermot Calahan; and Runway Girl Network’s Founder and Editor Mary Kirby

Moderator Mary Kirby set the scene for this panel discussion with a brief overview of GEO and LEO satellites before the panelists began discussing how the latter technology will change the in-flight connectivity (IFC) landscape.

Director of Aviation Terminal Product Management at Viasat Karthik Bharathan was unwavering in his support of cutting-edge GEO satellites, which he said can now be designed to provide “intelligent bandwidth” using artificial intelligence and machine learning.

In contrast to older GEO satellites that were designed “artisanally” to support a specific geography, he said that one of the satellites in the Viasat-3 constellation, Viasat EMEA, can move away from that region when extra coverage is needed other areas.

Interestingly, he noted, “The vocabulary we’re using represents that of yield management in the network planning department at airlines. They think about the correct load factor for the airplane, and that’s how we need to think about bandwidth.” For Bharathan, this is the key to building resilience.

The other panelists were excited about multi-orbit offerings that encompass both GEO and LEO satellites. As a self-professed “one-stop-shop” providing LEO and GEO services, Oneweb’s Market Development Director Calahan opined that there would be noticeably different experiences for users of GEO only versus a combined GEO/LEO offering, with the latter being more positive. The company will launch its aviation service this September, with Calahan confirming Oneweb is already planning on releasing new satellites in 2026 to grow capacity.

“We should be as un-sticky for a customer as possible, which is good for airlines, but not so good for suppliers.”
Bill Milroy, ThinKom Solutions

Intelsat’s SVP Engineering Patrick Walsh echoed Calahan’s opinion that the passenger experience when using LEO was a significant improvement on traditional GEO offerings. The company has been flying passengers on its experimental jet for a year, telling them there are no limitations on what they can use connectivity for. “One thing we’ve learned is that users know what network we’re on without us telling them. They know when we switch, because the experience on LEO is noticeable,” he explained. However, he continued on to say that a multi-orbit constellation is useful when dealing with peaks, so that the extra demand can be offloaded to GEO satellites.

Telesat’s Senior Technical Product Manager Brian Kirby acknowledged that his company was late to the game from a LEO perspective with its Lightspeed network, but said he hopes “the wait is worth it.” Telesat will scale up its dedicated mobility capacity from 2026. Like all other panelists, he said the company’s primary focus is on making sure its hardware offering is future-proofed to accommodate airlines’ changing wants and needs.

Flexibility is also central to a successful IFC setup for airlines in the mind of Chairman and CTO of ThinKom Solutions Bill Milroy. “There’s not only the option for a multi-orbit solution, but also a multi-constellation offering, consisting of more than one GEO supplier.”

While there are challenges in making this a reality, he went on to explain that his company is trying to ease airlines’ anxiety about having to commit to one specific setup for too long. “The ultimate vision from the airline is that the hardware is future-proofed for when they renegotiate their contracts for LEO, GEO or both … We should be as un-sticky for a customer as possible, which is good for airlines, but not so good for suppliers,” he stated.

Elevating the Journey: Commercializing Advanced Connectivity in Aviation

Pictured left to right: Head of Mobility Business Development at ST Engineering iDirect Chris Insall; Edwin Edillon Jr, Director of Content and Digital Partnerships at Viasat; VP at Stellar Blu Solutions Stephen Rice; Associate VP Product Management & Development at DIRECTV Bob Reiter; EVP Connectivity at Anuvu Mike Pigott; and APEX CEO Dr. Joe Leader

To successfully commercialize cutting-edge connectivity products and services, the panelists in this session argued that the industry has to create flexible, future-proof mobility-specific solutions that work seamlessly to offer airlines maximum value for their investment.

Stellar Blu Solutions VP Stephen Rice set the tone when he said that rather than driving revenue, connectivity suppliers should be focused on “taking cost out” of providing the “best possible customer experience with the lowest possible total cost of ownership for airlines.”

He said this is why Stellar Blu worked with American Airlines while designing its Sidewinder electronically steered antenna, to address pain points. He noted that as a result, Stellar Blu introduced an “aircraft-friendly adapter plate that can accommodate future technology.”

Like many others working in IFC, flexibility was also the focus of Anuvu’s EVP Connectivity Mike Pigott, who highlighted his company’s work to “bring the LEO revolution to the GEO arc” both with its Dedicated Space modem technology and MicroGEO satellite network created in partnership with Astranis.

“We’ve truly embraced the integrator spirit. Flexibility is core to our philosophy – we bake it in across our networks, our technologies, our customer experience levels. Despite our in-house offerings, we’re still willing to partner with others to meet our customers’ needs,” he said.

“We need to provide the best possible customer experience with the lowest possible total cost of ownership for airlines.”
Stephen Rice, Stellar Blue Solutions

Pigott went on to argue that the industry needed a “big data mentality” to successfully commercialize new IFC technology and to provide “realistic views on where the value is.” However, Director of Content and Digital Partnerships at Viasat Edwin Edillon Jr, said connectivity companies will always face a challenge because “there’s a level of visibility [they] don’t have” in terms of “micro-actions [they] need to know about for quality of service” when things aren’t working, citing information like whether there a system reboot in-flight.

Edillon also said that while scaling up the capabilities of next-generation IFC was important, so was efficiency: “When dealing with Apple/Google devices and services, more bandwidth is always being used than needs be.”

He added that as IFC matures, Viasat is expecting take rates to reach above 70%. “Once we can quantify how valuable the in-flight audience is, then advertising to third parties who wouldn’t normally look at our space will be easier,” he predicted.

From a content perspective, Associate VP Product Management & Development at DIRECTV Bob Reiter said, “As we continue to provide content for free, advertising plays a tremendous part in the ROI of the screen well into the future.” He claimed that people are OK with ads because they are unwilling to pay for ad-free services, using Amazon as an example, which he said didn’t report a drop off in viewership on introducing advertising to its streaming platform.

In terms of keeping passengers engaged with content, he foresees the need to take a “consumer first, business second” approach, wherein “it doesn’t matter where the content comes from.” In his mind, this means “breaking down the silos between in programming architectures to allow for truly dynamic, flexible content that is relevant at that time for passengers,” i.e. Basketball for four days in March, then onto something else). “This doesn’t exist anywhere else – on the ground or in hotels, but it will come in the next five years.”

Most Promising Ancillary and Passenger Experience Use Cases and Their Dependency on IFC

Pictured left to right: West Entertainment’s SVP Entertainment Asif Khan; Sales Director at AERQ Mark Smith; LEO program Director at AirFi Marco Dorjee; VP Products & Strategy at Safran Ben Asmar; VP Strategic Partnerships and Business Development for Digital and IFE at Thales Maneesha Bate; and moderator Helga Bjarnadottir, Director of Products & Service Management at Icelandair

During this panel discussion, there was general consensus that airlines, and indeed suppliers, need to change the way that they look at the value of and ROI from in-flight connectivity and consider that much, if not more, of the overall benefit comes from operational efficiencies rather than through revenue from passengers.

“Connectivity is sold as a service to make money from passengers, but operational uses taking up a significant amount of bandwidth can be a barrier to this,” explained VP Products and Strategy at Safran Ben Asmar. “We’re not evaluating the whole end-to-end picture, we’re just looking at the bit in the middle and saying it’s too expensive, but the savings are pretty meaningful when we put it all together.”

He went on to add that IFC can be an indirect source of revenue for passengers, as it contributes to changing passenger behaviors over time.

When it comes to the cabin, West Entertainment’s SVP Entertainment Asif Khan, went as far as saying “connectivity is more about the passenger experience than the revenues,” that really it’s becoming a “hygiene factor;” and perhaps airlines are installing it and figuring out the use cases later.

VP Strategic Partnerships and Business Development for Digital and IFE at Thales Maneesha Bhate highlighted that this is why it’s important to have a data-driven approach. “No one has the “Magic 8 Ball,” but if we take a data-driven approach, we can check our KPIs and it gives us more control over the process,” she commented.

“We have to think about Maslov’s hierarchy of needs. 99% of passengers just want to know if their flight is running to time, their baggage is safe, and their kid is comfortable.”
Maneesha Bhate, Thales

Mark Smith, Sales Director at AERQ, extolled the virtues of A/B testing of applications and the concept of a “virtual test rack,” but said this was currently impossible because the systems in place are too “rigid and slow.”

“Whatever we put on the aircraft, it needs the internet to be fast and affordable, and that’s not the case yet. People need to see the immediacy of benefit,” he added. “Two low-hanging fruit [in terms of generating revenue] are movie trailers and new car announcement previews, but the airlines’ need for 60-90 days lead time is not going to cut it.” Khan agreed, “No advertiser has their creative ready 30 days before launch.”

Asmar concluded, “We have innovated with the IFC technology, but not in process and practice with things like content processing. Some of the innovation will come from removing some of the legacy processes and this will pave the way for more IFC use cases.”

LEO Program Director at AirFi Marco Dorjee held a slightly different opinion, believing, “If you know who you’re serving, you’ll always be able to find an optimum model.” He said that with the “right equipment,” that allows for in-flight payment verification, for example, airlines can cut down on in-flight fraud and that, with AirFi LEO, “this could generate a return on investment in just 12 months.”

His fellow panelists agreed that just because airlines have access to in-flight connectivity, it shouldn’t be used for everything. Bhate stated, “We have to think about Maslov’s hierarchy of needs. 99% of passengers just want to know if their flight is running to time, their baggage is safe, and their kid is comfortable. This kind of personalization is important. Only then comes the need for personalized content, etc. You build a story from the bottom.”

The Imperative Convergence Between Loyalty & IFEC, According to Delta’s Ekrem Dimbiloglu

Photo: Adam Robertson (left to right: Ekrem Dimbiloglu, Managing Director of Customer Experience for Delta Studio & Wi-Fi at Delta Air Lines; and APEX CEO Dr. Joe Leader)

During his keynote speech at APEX TECH, Managing Director of Customer Experience for Delta Studio & Wi-Fi at Delta Air Lines Ekrem Dimbiloglu highlighted the manifold benefits of making Delta SkyMiles membership central to its new Delta Sync in-flight entertainment and connectivity (IFEC) platform.

Dimbiloglu emphasized that by granting free Wi-Fi to SkyMiles members on an unlimited number of devices, with the goal of creating a “living room experience” in the air, Delta is offering an immediate reward for joining its loyalty program versus “the allure of a future flight.” The carrier still gives passengers the opportunity to pay US$5 for connectivity if they do not want to sign up, but Dimbiloglu said the airline was surprised at the low uptake on this offer, which stands at less than one percent of IFC users.

He continued on to say that the move has drastically changed the demographic of passengers signing up to Delta’s loyalty program. Since launching Delta Sync approximately 14 months ago, Dimbiloglu said SkyMiles has welcomed two million new members, which is the equivalent of 5,000 every day. These are now skewed towards Gen-Z and millennial passengers, attracted by the promise of the connected experience they’re accustomed to at home.

“We have use case ideas of things we believe customers want to do, and we’re finding partners to trial these.”

For Dimbiloglu, this is just the beginning in terms of creating stickiness for the Delta brand. “We’ve opened up the first door, which is the most difficult … Once they’ve accessed the free Wi-Fi, Delta and American Express have amazing marketing teams that can reach out [to passengers] and let them know about our partnership; that there’s more to SkyMiles than just free Wi-Fi. This is great for our newer, younger members who might just be finishing college and getting their first job and could now have an American Express card.”

This is doubly important when you consider – as highlighted by APEX CEO Dr. Joe Leader, who was interviewing Dimbiloglu onstage – that for every eight new SkyMiles members, one becomes an American Express cardholder, and consequently one percent of US GDP is currently processed on Delta and American Express’ joint credit cards, which more than pays for the cost of the carriers’ provision of free Wi-Fi for all.

However, for new joiners to the SkyMiles program, if they have initially signed up to access the full Delta Sync experience, Dimbiloglu noted the system needs to work well to generate loyalty and repeat business. That, and the fact that 90% of its passengers do actually interact with the system, making it a fundamental part of the Delta offering.

So, what makes Delta Sync stand out?

Firstly, it offers personalization beyond just being greeted by name. Leader said that on his last Delta flight, he could also see his flight status and a map to everywhere he’s traveled to with the carrier. Dimbiloglu added that the goal is to recognize, for example, “when it is someone’s birthday month, or if it is the first time they have traveled to the Bahamas with Delta.”

“We’re working on a process now to allow partner [airline] credentials to be used to gain access.”

A relentless focus on seamlessness is also a defining feature of Delta Sync. Case in point: Delta has partnered with Paramount+ to offer access to its content via the seatback screen or passengers’ personal electronic devices without the requirement of signing up for a free trial or entering credit card details. They simply sign in using their SkyMiles credentials.

Furthermore, travelers have access to Paramount+ content for 24 hours before and after their flight. “Over time, we’re going to personalize that, in terms of what you should be enjoying on Paramount+.” He also noted that while you have to download the Paramount+ app to access it on your mobile device, the airline eventually wants to bypass that in the pursuit of a totally frictionless experience.

Delta Sync also offers subscription-free access to New York Times’ games in-flight. “It’s all about customer choice,” Dimbiloglu emphasized.

Likewise, Dimbiloglu recognized that making passengers that are flying on Delta because it’s a partner airline of their preferred carrier – so foreign nationals that are already members of LATAM’s loyalty program, for instance – sign up for SkyMiles membership is not the goal, and that they “should be able to stay with their membership … We’re working on a process now to allow partner credentials to be used to gain access.”

Dimbiloglu is open about the fact that Delta is consistently tweaking things in accordance with passenger feedback, including another high-profile shopping partnership with Walmart+. “We have use case ideas of things we believe customers want to do, and we’re finding partners to trial these. We have a feedback sticky and an active survey that shows up to certain individuals [on the IFE system] and we take that seriously. I’m an expert on what I like, but I don’t know what everyone wants,” he admitted.

“Once they’ve accessed the free Wi-Fi, Delta and American Express have amazing marketing teams that can reach out and let them know about our partnership; that there’s more to SkyMiles.”

It is safe to say that passengers do want a consistent experience across the board, which Delta is in the process of enabling. The majority of its domestic fleet, around 700 aircraft, are now equipped with free Wi-Fi, with plans to roll it out to the remainder of its 1,100-strong fleet already in motion. Dimbiloglu also pointed out that the ability to connect a smartphone to the seatback is only available on 187 jets at this moment in time, and is a capability which is also being scaled up.

He considers the final piece of the puzzle is improving passenger expectations. “People who don’t fly regularly don’t have high expectations. They need to believe it all works.”

Find out more about how Delta Sync came into being in this pre-show interview with Dimbiloglu.

APEX TECH Panel Preview: Edge Caching in the Content Delivery Supply Chain

Photo: Sergei Sarostin via Pexels

APEX TECH, which is taking place at the Sheraton Gateway Los Angeles Hotel from February 28-29, will feature numerous panel discussions concerning the latest technologies in in-flight entertainment and connectivity (IFEC).

On Thursday February 29 from 11:15 AM until 12:30 PM, delegates will be party to a session on “The Integration of IFE & C: Edge Caching in the Content Delivery Supply Chain,” moderated by Panasonic Avionics Corporation’s Chief Systems Engineer Phil Watson. To set the scene before the discussion itself, Watson and a couple of the panelists have outlined what edge caching is, alongside the main opportunities and challenges presented by the technology.

Watson defines edge caching as “storing internet streaming content on the aircraft.” He explains, “Doing this can result in reduced satellite bandwidth usage and faster video startup. Reduced usage results when a user watches a cached title, since it pulls from the cache rather than streaming over the satellite. Faster startup occurs as onboard wireless performs better (with more bandwidth and less latency) than accessed ground servers via a satellite link. Higher quality content than can typically be streamed over a shared link may also be cached, resulting in overall a better experience for passengers.”

Jim Nelson, CEO at Siden, which provides a network-agnostic intelligent caching system to the aviation and maritime markets, says his company is most excited by the fact that the technology “enables better customer experiences by offering the same personalization, control and quality of content that customers expect in their homes.

“When you combine network-optimized delivery and edge caching, like Siden does, you enable a better customer experience by refreshing content based on known customer preferences and learned behaviors while also reducing lags, buffering and interruptions by storing content at the edge,” he adds.

Jeremy Desmauts, Director of Sales & Engineering in North America at Broadpeak, agrees. “Streaming blockbuster events like the Super Bowl, Champions League or IPL Cricket to aircraft can be a real challenge: As live streams soar in popularity, they strain the limited satellite broadband capacity, often creating frustrating experiences.”

“Higher quality content than can typically be streamed over a shared link [can] be cached, resulting in overall a better experience for passengers.”
Phil Watson, Panasonic Avionics Corporation

Broadpeak’s solution embraces multicast technology. “Our innovative approach includes streaming video content as part of the VSAT Outbound in multicast, great for live viewing and even allowing for in-flight updates to VOD libraries,” Desmauts claims.

Multicast functionality enables the streamed broadcasting of live events without duplicating transmission flows, meaning the same content can be distributed simultaneously to connected users without taking up additional network and transmission resources. “By optimizing the content delivery process and embracing dedicated processing, we not only enhance the experience but also save onboard resources and open new revenue streams through targeted advertising,” he concludes.

However, as with any new technology, there are hurdles to overcome, one of which is “how to get the content onto the onboard servers, both from a cost and logistics perspective,” says Watson. “Aircraft are not always connected. Some are powered off overnight, unlike the huge caches used in ground internet streaming.”

For Nelson, the challenge lies in navigating the “multiple ecosystems that are evolving quickly as distribution technologies change, aircraft capabilities advance, and passenger content expectations increase.” But he also feels this new landscape presents new opportunities.

The broader APEX community clearly agrees it is central to the future of in-flight entertainment (IFE). A recent Runway Girl Network article previewing APEX TECH revealed that “several members of the IFE community are members of the Streaming Video Technology Alliance (SVTA) and its Edge Caching Working Group, and APEX has a liaison relationship with SVTA, giving APEX access to SVTA technology.”

The piece continued on to say that “the APEX Technology Committee, chaired by Jonas von Krüchten, Director of Strategy and Business Development at AERQ, is considering establishment of an Edge Caching Working Group to work formally with the SVTA to detail an edge caching specification for IFEC.”

Follow this link to read an interview with Delta Air Lines’ Ekrem Dimbiloglu ahead of his keynote session at this year’s APEX TECH, or preview the panel session on “AI-Assisted” Smart Metadata in the Content Delivery Supply Chain.

To register for APEX TECH, click here.

Delta’s Ekrem Dimbiloglu Discusses Delta Sync Ahead of APEX TECH Keynote

Ekrem Dimbiloglu, Managing Director of Customer Experience, Delta Studio & Wi-Fi at Delta Air Lines. All photos via Delta Air Lines

Ahead of his appearance as a keynote speaker at APEX TECH in Los Angeles from February 28-29, Ekrem Dimbiloglu, Delta Air Lines’ Managing Director of Customer Experience, Delta Studio & Wi-Fi, talks to APEX Insights about the carrier’s groundbreaking reinvention of its in-flight entertainment and connectivity offering.

In order to execute such a mammoth transformation of Delta’s IFEC offering, it must be key for all involved to have a positive, can-do attitude. How do you (and/or Delta more broadly) foster a culture of innovation, teamwork and problem-solving?

Delta’s In-Flight Entertainment and Connectivity (IFEC) team takes pride in operating a bit like a startup within the framework of our near century-old legacy of innovation. We’re creating an entirely new platform to engage with customers, and our team is empowered to bring new ideas, forge new connections across the business and develop new skills as part of that. Building a strong team that is empowered to be creative and innovative is imperative to delivering the best possible experience for customers.

It’s clear from the wide-ranging capabilities of Delta Sync that there are many moving parts involved in the system. Which one are you personally most excited about and why?

There’s a lot that excites me about Delta Sync – our partnerships with leading consumer brands like Paramount+, the ways it’s streamlining day-of-travel, the scale of our fast, free Wi-Fi that powers it – but what excites me most at this stage is the opportunity we have to bring a personalized touch to our customers’ travel experiences. More than 200 million customers fly on Delta each year. What if we created a platform that allows us to acknowledge each of them and their relationship with our brand in a meaningful way? It’s a demonstration of how much Delta values each person who chooses to fly with us.

The affinity and love for the Delta brand that Delta Sync helps foster is something we are very proud of. It’s about creating connections that resonate not just when someone is onboard one of our planes, but at every stage of their travel journey. We started rolling out Delta Sync last April, and these first ten months have taught us a lot. We’re just at the beginning of what’s possible, and that excites me to come into work every day.

It’s this cycle of listening, launching and refining that is critical to success.
Ekrem Dimbiloglu, Delta Air Lines

What has been your biggest takeaway since working on the Delta Sync initiative? What do you think other airlines need to know/consider if they’re attempting a project as ambitious as this?

My biggest takeaway from working on Delta Sync is that Delta People are extraordinary. From engineers, developers, designers, product technicians, content experts and everyone in between, Delta Sync is a testament to the power of a skilled, cross-functional team.

For others considering ambitious projects, the key is to build a team that embodies an agile mindset – experts who can pivot and adapt based on customer feedback. We’ve learned to listen to what customers want, launch with a product we’re proud of, gather real-world insights on how customers are using it, and then iterate swiftly. It’s this cycle of listening, launching and refining that is critical to success.

Looking to the future, which cutting-edge IFEC technology are you most looking forward to seeing adopted across the industry? What will the adoption of this technology mean for the passenger experience?

In the airline industry, we’re often accustomed to legacy systems, so the shift toward agile IFEC technology that can evolve with the customer is particularly exciting.

The evolution of the in-flight experience continues to be closely tied to the evolution of experiences in consumers’ everyday lives – it used to be that the novelty and excitement of being on an airplane was the entertainment. But as the technology and media landscapes have evolved through the years, airlines have had to innovate and adapt to meet the needs of the modern traveler. Today, that means customers are experiencing a move toward personalization that is on par with, or even surpasses, what they enjoy at home.

In the simplest terms: bringing this technology to our industry means an in-flight experience for customers that’s as eagerly awaited as the destination itself.

Find out more about the aspects of Delta Sync that Ekrem Dimbiloglu will be discussing onstage with APEX CEO Dr. Joe Leader at APEX TECH here. To register for APEX TECH, click here.

APEX TECH Panel Preview: “AI-Assisted” Smart Metadata in the Content Delivery Supply Chain

Photo: ThisisEngineering via Pexels

APEX TECH, which is taking place at the Sheraton Gateway Los Angeles Hotel from 28-29 February, will feature numerous panel discussions concerning the latest technologies in in-flight entertainment and connectivity (IFEC).

On Thursday 29 February from 09:00 AM until 10:15 AM, delegates will be party to a session on ““AI-Assisted” Smart Metadata in the Content Delivery Supply Chain,” moderated by FabricData CEO Rob Delf. To set the scene before the discussion itself, some of the panelists have outlined how they currently use AI as part of their products and services, and how they hope to do so in the future as the technology becomes more prevalent.

Delf provides an overview of how smart metadata generated using artificial intelligence (AI) can streamline the workload for the parties involved in the content supply chain:

“Any presentation devices of film and television content (screens, apps, etc.) have different requirements for the title information displayed. Examples of this are different imagery sizes, different lengths of descriptive text, different genre categories, and many others. While there are repositories of information about film and television data that can be licensed, acquired or otherwise scraped together, there is a transformation process that poses some challenges.

“AI provides the opportunity to perform these transformations based upon expected output requirements – in other words, you define the structure that the data needs to conform to, and AI will perform the rest: different languages, different lengths of descriptions, different tones, all kinds of seemingly magical things,” he continues.

“In-flight viewing habits are different from at-home, so content recommendation needs a tremendous amount of metadata and teaching cases to improve the in-flight viewing experience and maximize customer satisfaction.”
Richard Kroon, EIDR

Andre Valera, VP Business Development at Conetic (the umbrella company that owns Touch Inflight Solutions and ABOVE) – which recently announced a new IFE partnership with Aeromexico – says his companies currently use AI to “analyze individual passenger preferences alongside their viewing history, demographic data and more” to generate smart metadata that enables content personalization. Valera adds that AI also offers multilingual support, “enhancing metadata by recognizing and adapting to multiple languages.”

However, in the medium- to long-term, Valera says AI offers several more exciting opportunities, including “the capability of recognizing passengers’ emotional states through facial expressions or voice analysis, leading to more intuitive content recommendations embedded into the metadata.” He goes on to say that these recommendations could adapt in real-time based on passenger interactions with an IFE platform.

Finally, Valera posits the notion that with such interactivity – and connectivity – unlocked, “AI-driven metadata that identifies products/experiences within the content that could be linked to e-commerce and programmatic ads could be the holy grail to unlock ancillary revenues.”

Like Valera, panelist Richard Kroon, Director of Technical Operations at Entertainment Identifier Registry (EIDR), which provides the link between the AI and audiovisual content so parties can transact on what they’ve produced, thinks AI is promising in terms of content recommendations.

“As in-flight catalogs grow so that passengers are sure to find content to their liking, it becomes increasingly hard for viewers to find that content. In-flight viewing habits are different from at-home, so content recommendation needs a tremendous amount of metadata and teaching cases to improve the in-flight viewing experience and maximize customer satisfaction,” he explains.

“Using AI, we are able to accurately place media player controls without being dependent on such metadata from the content providers.”
Juraj Siska, IdeaNova Technologies

While Stellar Entertainment’s Managing Director Sam Allen echoes that “personalisation is obviously the focus from an airline passenger experience and ancillary revenue perspective,” he also feels “there is the possibility of creating tailored ‘smart’ metadata that aligns with airline KPIs.

“By leveraging AI, it’s possible to manipulate metadata to reflect an airline’s brand and key messaging, utilizing AI to analyze their content set and consistently include their brand key words in their metadata to subtly promote their messaging, all of which can also positively impact Net Promoter Scores.”

Stellar Entertainment already leverages AI to help with quality control, dynamic updates, tagging/categorization and creating OEM system-specific metadata. “We have an IFE-specific cloud-based content enterprise resource management application and workflow solution; pixL. pixL is designed to drive all of our workflow and digital supply chain processes, including metadata,” states Allen. “pixL has API functionality, which is essential for the services that it provides and connects to, including IMDB for Movie and TV metadata, box office information and IMDB scores. We also leverage this API functionality to connect to AI tools, which we use to enrich the metadata that we have coming in from IMDB, studios and distributors.”

IdeaNova Technologies Co-founder Juraj Siska confirms that his company has already used AI to develop a scene recognition solution to be used by its media players. “It’s an automated solution for detecting movie scenes to allow content-based scene selection,” he describes. “This is currently used to provide more accurate sampling of scenes when scanning through a movie or TV show. Until now, the sample scenes are time-based, which makes for either inaccurate or repetitive selection of scenes.

“We also used this algorithm for identification of time boundaries that separate the movie from beginning and end credits. This time allows us accurate placement of controls passengers can use to skip the credits. Only some content providers provide these time marks today. Using AI, we are able to accurately place these controls without being dependent on such metadata from the content providers.”

Excitingly, Siska confirms that thanks to AI, this scene detection algorithm has other potential uses, such as “detecting scenes deemed inappropriate by the airlines or detecting the transition of scenes allowing for better placement of mid-roll ads,” for example.

To delve further into this topic and others, register to attend APEX TECH now.

APEX TECH: Dr. Joe Leader sits down for a deep-dive one-on-one with JetBlue’s Mariya Stoyanova

APEX TECH 2023: Day Two – After delivering the opening remarks on day two of the APEX TECH, APEX/IFSA CEO Dr. Joe Leader sat down for a deep-dive chat about PaxEx, partnerships and JetBlue-isms like Cuddle Mode and JetFlix with JetBlue Director of Product Development, Mariya Stoyanova.

DR. JOE LEADER: Thanks to each and every one of you for being here and making this APEX TECH very special. As we go into the second day we hope to provide what matters to you most as our members. This is the OG of apex. This is what makes us who we are.

As we look through the leading technologies content, revenue opportunities, innovation, shaping the aviation industry, our sessions today will look at the convergence of IFE and connectivity. We are living in probably one of the most exciting times in our industry, where you’re going to see massive changes in how things are done. Some of our airlines are already, although not very publicly, doing away with sneakernet and downloading all of their new in-flight entertainment content through connectivity without anyone having to come on board and swap that out on a monthly basis.

You’re going to see what I would call dynamic content changes, where if something is underperforming it is replaced by something that would perform better with passengers, or a dynamic content change that we’ve seen done by several airlines offering up the newest content, through connectivity that is just now available on a particular date, rather than waiting for the first of the month. It’s a very exciting time and there are so many different possibilities that we’ll walk through today.

With that being said, I would like to introduce Mariya Stoyanova, she is the Director of Product Development with JetBlue.

MARIYA STOYANOVA: Thank you, Joe. Thank you for having me.

LEADER: Mariya has one of the coolest jobs in our industry, heading up all of the product and guest experience for JetBlue, you have really kept ahead of the game for JetBlue and it’s almost been a Mission Impossible-style job in terms of you get to go up against the odds and figure out how to provide more, for less, for your customers on an ongoing basis.

Just to remind everyone, you’re currently celebrating 10 years of free Viasat connectivity, an incredible milestone. Looking back at the December 2013 launch, Mariya, what drove such incredible innovation of free internet for everyone, 10 years ahead of the curve? If you really look at the JetBlue in-flight connectivity package and how it has evolved over the past decade, what has been the driving force behind your decisions? What have you changed and what has evolved?

STOYANOVA: IFE has been part of our DNA since the year 2000 when we launched with leather seats and live TV screens in every seat. So, since the beginning, that has been part of what the customer experiences is for JetBlue. But even beyond that, at the very inception of the airline, our founder David Neeleman, wanted to create a customer service company that happens to fly an airplane. So, it’s essential for us to put the customer in the middle of everything that we do.

And in terms of that mission and especially when we’re on the topic of connectivity, we evaluate the landscape constantly and we look to the future and try to anticipate our customers’ needs. We truly put their needs in the center of everything that we do. That being said when connectivity became an option for the airlines, we decided to actually wait it out a little bit because we didn’t want to provide our customers with something that was subpar in any way.

When we think about designing an experience, it’s all about not compromising in the air just because it’s in the air and replicating what you would experience on the ground in your living room.

So we did have it planned but we decided not to jump on board with what was available in 2008. So in 2013, to your point, we embarked on an adventure with our partner Viasat, and jointly decided to take a huge leap and like, risk and create a truly cool, fast and free experience. Similar to what you’d get on the ground and we didn’t want to cut corners by any means.

And as a customer service company, we wanted to deliver something very unique so we kind of set the bar high for ourselves. And in terms of evolution, we don’t necessarily hold ourselves up to the standards of the airline industry, we look beyond that at how other industries approach problem solving. I mean, it’s all about solving problems and, to your point, if you’re doing it for less, you need to get creative.

So I think where we’ve been very successful in the past is where we took the constraints that we had in place and we solved around them to actually bring innovation to the industry. And we can talk about what those features are, but for sure this has been our mission and we don’t really deviate from it.

The bar is high and the team is probably one of the all-star teams of the industry. I’m very proud to be their leader and it won’t happen without them. But I think what keeps us ahead is us not taking a pause or a breather.

If you stop running, you stop innovating, then everything catches up. So we need to constantly be running and looking for the next opportunity and problem to solve

LEADER: You definitely have never stopped running! And one of the things that really impressed me is, if you look back in time, we’re talking about the beginning of streaming wars, as I call them. Now every airline is turning to a streaming partner and it’s probably one of the most underestimated ways to capture new customers. I can tell you several series that I’ve gotten hooked on when I saw three of them on my flight, and had to watch the rest of them at home. So it’s a great way to hook in a very affluent market.

You didn’t really wait long to join those streaming wars. You were the first US airline to offer streaming in November 2015 with Amazon streaming. Now you have eight years of history behind you with a streaming partner and now you’re doing something much more in-depth.

You are moving this spring to a new streaming partner, with NBCUniversal, switching to Peacock. And it’s not just your streaming partner. Your JetBlue Mosaic members are able to get free Peacock Plus just for being a Mosaic member and then all of your JetBlue TrueBlue customers are able to get the discounted Peacock streaming platform. Tell us how did JetBlue start streaming so early? How is it working for you? And tell me about the evolution to your new partnership.

STOYANOVA: I’m fortunate enough to actually observe that evolution from the very beginning. I haven’t left my job because there’s always something exciting that we’re doing. It never ends and we keep pushing boundaries. So when we first launched the streaming partnership with Amazon that evolved into much more than a streaming partnership.

To my point earlier, we wanted to recreate the experience in the air and we look at partnerships as so much more than slapping a logo on the portal or the screen. It’s much more involved. We tried to integrate our partners we look for like-minded companies to actually create value for our customers, not only to offset costs, potentially and generate revenue, but also create unique packages and experiences for our customers that they can get only through JetBlue, on board and on the ground.

And to your point, our TrueBlue loyalty program has been fundamental to actually engaging our customer base and delivering that value to everyone. It needs to be a win-win-win proposition for our customer partners and JetBlue and crafting those partnerships has been instrumental to the success that we achieved with Amazon. We got a good start with them and we learned a lot, so the Peacock partnership will be even more evolved and they’ll likely be even more surprises and delights for our TrueBlue customers.

Our loyalty program is becoming more and more important because that’s how we engage with the customers beyond just the in-flight journey. In terms of Peacock, we are still in the early stages of setting it up but they’re also New Yorkers, so, we’re like two birds in the sky!

We definitely have a lot to do building up to the launch, sometime in spring/summer, whatever we decide, to start rolling out the benefits of the partnership. And it’s really it’s really great to see those partners actually approaching us.

We’re fortunate enough to have a very consistent experience across the board. We have TVs in every seat, we have screens in every seat, we have free and fast WiFi on 100% of our fleet and we have that captive audience at 35,000 feet, it’s like 30 million-plus customers. So that’s very valuable for partners. And they don’t overlook the value of our brand and their association with our brand. Amazon would never attach their name to someone that’s not as obsessed as we are about the customer experience.

LEADER: You definitely are obsessed with customer experience. I wanted to ask you about the new streaming partnership, streaming to loyalty members is a fun element to connect. What’s been the strategy of offering a free product to your highest Mosaic members and of you’re just a normal member, like myself, where do I get involved and what starts to loop me into to the Peacock environment?

STOYANOVA: We’re actually still building it up so I can’t disclose too much about it right now. We expect to have a broader communication for our customers and what the program entails hopefully around May. So, more to come!

LEADER: Great. I look forward to the announcement in May. Let’s get back to an APEX TECH-focused question. One of the things that I spoke about in the opener was how more airlines are moving to utilize their lightened bandwidth to bring new content on board.

You’re really in a great position because your aircraft all have access to incredible level of contents. It becomes a little bit more of a service level issue in terms of what type of equipment you have on board that’s able to receive updated content. Is it going to be part of your world of possibility with Peacock, instead of, for example, 1000 people on the same aircraft over one week, downloading the newest episode of Saturday Night Live? With licensing will you be able to download once and broadcast many times or what’s your desire to utilize the bandwidth in the partnership?

STOYANOVA: We’re definitely exploring how we can use it. There’s still some constraints and the bandwidth is still not as efficient and free as it needs to be in order for that concept to get onboard. But we’re toying with what we can do with this. For example, we actually use it to deploy some of our targeted advertising campaigns.

So we have a product with Thales called InFlyt 360 and a lot of our advertising onboard was kind of static and not really targeted or relevant to our customers. So in order for us to provide targeted advertising, generate revenue, and customize the advertising based on our Facebook profiles of the customers. We use that technology to drive that so, step by step we’re building towards what you’re alluding to, but we do want to make sure you’re doing the right thing the right way.

LEADER: Is it limited at all by the equipment you have on different aircraft?

STOYANOVA: Yeah, yes, of course. We do have some in our fleet that are still not as capable but the majority of them are there.

LEADER: It’s a nice thing to do as you continuously update your fleet. Let’s move from streaming to more traditional IFE. What do you do to make sure you’re really connecting with your customers as you’re choosing new in-flight entertainment?

STOYANOVA: We have fun meetings. We call it the editorial board at JetBlue, where we actually gather all kinds of people across the company to to provide feedback on what the content should be. We take insights not only from a diversity perspective, or relevance perspective, but also from the data and the trends that we see on the ground, so it’s a very involved process. We also decided a long time ago that we were gonna hook you up.

We don’t want to give you episode one through five from season eight. We’re going to give you the full season and we’ve had a lot of success that way with previous streaming partners have been based on the fact that we provide more than is relevant and the team likes to call it the JetFlix experience.

LEADER: The JetFlix experience. I like that!

STOYANOVA: Nowadays online, it’s easy to get overwhelmed with all the options, so, our goal is to actually curate the content onboard based on what our customers watch the most. We’ve also been exploring different categories like relaxation, meditation and mindfulness applications, all of which are doing so well onboard – probably from all of the anxiety associated with flying. We’ve also been getting more into education, we have a partnership with Duolingo currently.

So what’s better time to learn a language then while you’re flying and have nothing better to do? So, we’re exploring different categories and seeing what works best for our customers. We also definitely base everything on the customer insights and we keep a lens on what’s happening on the ground, and are very careful about what we put onboard. We also do benchmark to our peers as well, making sure that, at the very least, we’re comparable there as well.

LEADER: And speaking of the JetFlix experience, are you working towards the day where you can serve up content geared towards individual passenger, so they don’t have to scroll through hundreds of different titles?

STOYANOVA: For sure, personalization done right is great … but we don’t want to get creepy. There’s a fine line between what we data we use and how we use it to actually connect to the customer. But we have some fun JetBlue elements like something the team calls Cuddle Mode, where you can sync up your screens and press the play button at the same time.

LEADER: Cuddle mode. In love that! That’s one of the most special moments when I fly with my wife. Three, two, one…tap!

STOYANOVA: So we do have a lot on the roadmap and we’re definitely looking to roll out more, so, we’re testing a lot of new initiatives.

LEADER: I have a question about Cuddle Mode. If one of the passengers gets up to use the restroom, does the content stop or does it continue?

STOYANOVA: That’s a good question! I think it’s possible.

LEADER: That would be very cool. That’s where you kind of lose all synchronization in that one moment right there. Continuing on, one of the biggest advancements in personalization that JetBlue has made is in integrating food and beverage ordering into the IFE, so that you’re basically able to order almost a tapas style meal and choose each of the elements. What has the customer feedback been on integrating IFE personalization and food and beverage offerings? How has it helped you provide a customer experience edge?

STOYANOVA: I think most customers are actually really blown away because they don’t expect to see that onboard. I just got hungry. I don’t know about you! But this has been one of my favorite projects. And the Thales team was very patient, with us because we were very demanding. Whoever has worked with us, they know that we don’t push you, we push ourselves as well! can tell our business partners as well. So this is something that we iterated time and time again to get it right.

So the interesting thing about this partnership is it’s a little bit of a farm to tray table thing we worked on with our partner Dig. For those of you that are from Boston, this is kind of like a customize your own bowl type of concept made with locally-sourced ingredients. It’s really delicious!

So, when you get on board the system greets you by your name or you can choose Guest mode and then you select your base and a protein. The mac and cheese is amazing! If you ever fly JetBlue to London, this is on the transatlantic flight that we launched now almost a couple of years ago. And the feedback has been tremendous.

LEADER: One of the biggest misunderstandings about this is everyone thinks this is for business class. This is for economy class. So you’re getting to have your own tapas style meal in economy class. That is very special for all your customers.

STOYANOVA: The transatlantic experience was another time where we wanted to push the boundaries and offer choice and control to the customer knowing how you’ll like go into into your journey. It’s a long journey. It’s a stressful journey. We did a lot of research and control and choice are actually very important to our customers and they love it. They don’t expect it.

And honestly this is another instance where we used our constraints to our advantage. So as some of you might know we actually fly a narrowbody A321-LR across the pond, and single aisle is perceived to be a disadvantage to a wide body aircraft.

However in order to execute something as customized and intricate as the meal you see on on the slide, the narrow body is the way to do it. Because the crew has time with each individual customer, they can actually pay attention to them, they can curate the experience to them. So this is another example where we used a perceived disadvantage to our advantage.

LEADER: Speaking of using disadvantages to your advantage, have you looked at taking something like this and implementing it on longer haul domestic routes?

STOYANOVA: Yes, we are already looking. Actually, I think it’s already wide in our Mint Experience, domestic.

LEADER: Now the harder question, as passenegers move towards the back of the cabin on a long haul do they ever get that disappointing message: ‘I’m sorry, we’re out of mac and cheese you only get the Lima beans!’

STOYANOVA: [Laughs] I don’t think we have Lima beans. So the system actually takes inventory so there is a very slim chance of this happening, because you see the screen where you choose your options? If one of the options is already selected the number of times that we have that item onboard it won’t be available.

LEADER: Wow, that’s great! At least there’s no bad news when they get to your row. That’s very important.

STOYANOVA: Yeah, for sure. Like Dr. Chi mentioned in his keynote yesterday: ‘Under promise and over deliver.’

LEADER: That’s it. And for your customers. What do you do to listen to their feedback and make sure that you’re under promising and over delivering?How do you incorporate their feedback into what you’re building out into your new technology onboard?

STOYANOVA: We try to use as many sources as possible. It’s not easy, back in the day when we first launched our award-winning Mint product I remember reading every single survey and being obsessed about every single detail and taking everything way too personally, but as we evolved that continues to be a source of information. The fact that our crew is very passionate about what they deliver also helps because they’re advocates for a better experience so they provide a lot of insights.

When it comes to technology and connectivity there is a lot of biographical data that we use. We follow trends on the ground to match them up with what’s happening in the air as well, because sometimes data doesn’t necessarily tell the full story. So we do a lot of fly alongs and observations because observations are the best way to see how it actually works. And I always like to validate data with observation, for sure.

LEADER: The data that you receive is quite powerful and you have so much the way the analytics on board you can look at the analytics of who watched what how long it took for each interaction to select a meal. When people were struggling, if they had to hit something a few different times. How do you incorporate those types of analytics into your future choices?

STOYANOVA: So we learn from our customers, for sure and when it comes to the future, that helps us actually prioritize investment as well. That’s I think becoming more and more important. One of the areas that we’ve always been very selective about where is where we invest our efforts like IP, for example. It has been part of us and we’ve had an investment in it. And it’s been a priority.

The onboarding experience in general. For us, it’s an area where we want to win. The things that we do don’t necessarily like for example, we don’t do lunches, so that’s where we chose not to invest. Data is also very helpful to understand customer behavior, what matters to them the most. So as we’re iterating, redesigning, refreshing or creating new experiences, we’re very targeted where we spend our money and effort.

Honestly, I would rather not give you something than give you something that’s just not good. I would rather not offer you a subpar product because no product is better than a subpar product.

LEADER: I would agree with that entirely. Thank you so much for your openness and insight. Really, this has been great.

STOYANOVA: Thank you!

APEX TECH: Michael Childers & Mary Kirby spearhead high-flying session on edge caching

APEX TECH 2023: Day Two – Hot on the heels of Mary Kirby’s Tuesday session on IFE, curated content and the future of CSPs,TECH committee veteran Michael Childers, Chief Consultant, Content and Media Strategy, Lufthansa Systems, co-moderated a panel with the Runway Girl Network founder on edge caching.

The second part of day two’s panel discussion/workshops on the convergence of IFE and IFC, the session, Edge Caching in the Evolving Content Delivery Supply Chain, featured panelists Dan Newman, Sr. Director, Content Delivery, Viasat; Philip Watson, Chief Engineer, Systems, Panasonic; Michael Stattmann, Co-Managing Director, Chief Technical Officer, ABOVE; Siegfried Luft, CEO, Netskrt; Alex Beach, Head of Media and Broadcast Market Development, iDirect; Peter Lemme, Chief Consultant, Seamless Air Alliance (SAA); Juraj Siska, Co-Founder, Ideanova; Omar Ramadan, Founder and CEO, Blockcast; and incoming TECH Committee Chair, Jonas von Krüchten, Head of Strategy and Business Development, AERQ.

Opening with some good-natured jokes about Childers and Kirby potentially breaking into song after Dr. Leader and company helped re-arrange the furniture onstage to make room for everyone, Childers set the session’s collegial tone straight away.

Noting that education was going to be one of the primary items on the session’s agenda, Childers tapped his hat to the many panelists beside him who were involved in SVTA, the Streaming Video Technology Alliance.

“As of a few months ago, we have established a liaison relationship between the APEX TECH committee and SVTA,” explained Childers. “Andy Rosen and I are the liaison members. Andy goes to all the meetings and then he tells me what they said. And then after that I get somebody to tell me what Andy just said. So I’m trying to keep up. But we do have that liaison relationship where we’re able to utilize their resources and a lot of advances are being made.”

Among the sessions highlights were discussions about whether or not the IFE-IFC convergence and the introduction of D2C IFE would mean such things as the airline turning control of the content over to the content provider, discussions about licensing, and the introduction of TECH session newcomer, Blockcast Founder and CEO, Omar Ramadan.

The panel’s spirited, wide-ranging discussions made for a hugely-educational session that definitely left its mark on at least one of the member airline executives in attendance.

“I just started in this job about a month ago but I think this is all fascinating,” said one Airline Attendee during the post-session Q&A. “What we’re looking for at [our airline] is the ability to provide as much content as we possibly can as fast, reliably and inexpensively as possible. So, I think everything that you’re talking about certainly resonates with us!”

Dr Joe Leader looks ahead to APEX Tech

APEX TECH 2023: Day One – APEX/IFSA CEO Dr. Joe Leader talks IFEC and connectivity convergence “nirvana,” the event’s airline keynote speakers and why this year’s APEX TECH at LAX may be the most insightful TECH event in years.

APEX Media was fortune enough to sit down with APEX/IFSA CEO Dr Joe Leader prior to APEX TECH to get his thoughts on the event, the convergence of IFEC and Connectivity, and some of the fresh voices on tap this year.

APEX/IFSA CEO Dr Joe Leader

APEX MEDIA: You’re a hard man to pin down. Thanks for chatting with us today. Tell us about the overall theme of this year’s APEX TECH.

DR. JOE LEADER: APEX TECH 2023 at LAX focuses on the in-flight technological convergence centered around our airline passengers. We have finally arrived at the long-promised land of nirvana where customer experience, connectivity, in-flight entertainment, and increased revenue with the stars aligned.

APEX: Aside from the topics being explored, the roster of panelists at this year’s TECH is also very impressive. Talk to us about some of the fresh voices on the panels and what insights you think they might provide?

LEADER: Let me point to a panel where nearly all of the voices are fresh on a very ripe subject: the convergence of IFE and connectivity.

Runway Girl Network Founder, Editor, and Publisher Mary Kirby on Wednesday, March 22nd leads a “dream team panel” with Estibaliz Aisain from Anuvu, Oliver de Courson from Vubiquity, Clare Josey from Spafax, Esdra Lamy from Warner Bros Discovery, Michael Valdez from Panasonic, André Valera from Touch, and Shafin Virji from West Entertainment.

That’s a perfect ecosystem panel. I believe we’re going to hear about how content is being refreshed via connectivity today, the arrival of dynamic in-flight content changes, and how in-flight entertainment streaming will actually drive more airline content purchases to “hook” new streaming customers.

APEX: IFC Quality of Experience (QoE) is a central theme of the day one TECH sessions this year – particularly the current status of measuring and reporting quality QoE and plans for the future, including offering in-flight connectivity for free. Talk to us a little bit about that and where you think this is all going moving forward.

LEADER: Free in-flight connectivity has been part of the JetBlue ecosystem for a decade now. We’re seeing an increase of bandwidth at the same price, lower price, or free.

APEX: Speaking of JetBlue, tell us about the member airlines giving keynote addresses this year. What insights can attendees look forward to gleaning from their presentation?

LEADER: We have two incredible airline keynotes this year. On day one, we have Air China Vice President & General Manager Dr. Zhihang Chi.

He’s an incredible visionary. We last had him speak at APEX TECH in 2019 and nearly every one of his predictions came true. Now, he joins us again as China comes roaring back in flight. He’s ideally positioned to open APEX TECH as a futurist thinking about end-to-end passenger experience driven by the best technological possibilities to serve customers.

On day two, we have JetBlue Director of Product Mariya Stoyanova celebrating 10 years of free in-flight connectivity, talking about moving from Amazon Prime streaming, started eight years ago, to their new NBC Universal Peacock offering tied to JetBlue loyalty, and the quantum leap JetBlue conducted in on-screen personalization. I’m flying back from China for my one-on-one with her on Wednesday.

APEX: What are some of the other highlights you’re excited about at this year’s APEX TECH at LAX?

LEADER: I love learning from APEX TECH. On day one, I’m most curious about the morning session on how the new generation space ecosystem will affect in-flight connectivity. The subject of personalization, ancillary revenue, and brand reinforcement also comes front-of-mind. There’s no captive audience quite like an airline passenger. We have long had the technology to deliver the right message to the right people. Airlines and their suppliers now are determining how to leverage that knowledge to maximize customer revenue.

Since we’re more than double the attendance of APEX TECH 2022, more than anything, I just cannot wait to see everyone. APEX TECH does an amazing job pulling together our airline and supplier technical leaders. The biggest advancements occur from the engagement of our members working together towards a more advanced future. I believe that APEX TECH 2023 at LAX will be the perfect springboard for the remainder of our year.

Airbus says that a wider A350 will lead to “more space and more choice”

APEX/IFSA EXPO kicked off today with a media briefing by Airbus Vice President of Cabin Marketing, Ingo Wuggetzer.

As part of it, Ingo Wuggetzer outlined some of the enhancements to the Airbus A350.

According to Wuggetzer, the new production standard involves turning the A350 into the most sustainable large widebody with lower weight, less CO2 and enhanced performance.

This has been achieved by a weight reduction of up to 1.2t and an increased use of advanced materials.

Nine or ten across in economy

The A350 will also have a wider cabin, at four inches greater width and a 35 inch longer cabin. Ingo Wuggetzer said that this will mean “more space and more choice.”

As a result of this, airlines have potential to offer greater privacy in their premium cabins, and to choose between the current nine abreast or ten abreast configuration in economy.

With nine seats across, the width will be 18.7 inches, which Ingo Wuggetzer described as almost akin to economy plus. Or, at ten across in a 3-4-3 configuration, the width will be an industry standard 17 inches.

Airbus says that compared with a nine-abreast Economy Class, the new 10-abreast offering could enable airlines to accommodate approximately 30 additional seats, in a typical three-class layout on their new A350-900s and the A350-1000s.

Electro-dimmable windows

Another A350 innovation is the idea of electro dimmable windows, which block 99.99% of visible light, giving a true night time experience allowing passengers to sleep better.

Compared with previous designs, the latest generation of EDWs, developed by Gentex, darken twice as fast and become 100 times darker than the original version.

STARLUX Airlines, headquartered in Taipei, is the first operator to select these devices for its newly-delivered A350 aircraft.

Airspace extends to A320 family

Turning to other aircraft, Ingo Wuggetzer said that the Airspace cabin concept will become standard for the A321 XLR by 2024.

The latest Airspace delivery to a US airline has been to Delta, with Ingo Wuggetzer highlighting some of the very positive feedback that had been received from passengers who experienced it on transcontinental flights on Delta’s A321 neo.

Meanwhile the first A321neo Airspace customer in Asia is due to be Korean Air.

Airbus on track to expand the Airbus Link HBCPlus catalogue with SES

At the press briefing, Airbus also announced that it had signed a Letter of Agreement with Global connectivity solutions company SES.

This paves the way for the company to become the second Managed Service Provider (MSP) to join the Airspace Link HBCplus catalogue offering for airlines.

Airbus says that HBCplus grants airlines much needed flexibility as it decouples the bandwidth provider from the antenna and the IFE systems. The agnostic SFE antenna derisks the airlines’ far reaching bandwidth supplier decisions and comes with Airbus support, warranties and seamless aircraft integration.

Airbus and KID Systeme extend Airspace Link for airlines’ cross-fleet needs with “GeniusLINK”

Another announcement made by Airbus at APEX/IFSA EXPO, involves Airbus and its cabin systems subsidiary, KID Systeme. The new GeniusLINK solution will be offered for third party (non Airbus) fleets, providing the equivalent agnostic on-board functionalities and services as the Airspace Link platform.

As with the Airspace Link SFE Solution, GeniusLINK simultaneously hosts passenger and crew applications while meeting customer requirements in terms of wireless entertainment, eCommerce and cabin management operations.

You can visit Airbus at APEX/IFSA EXPO at stand 341

“Flexible thinking and collaboration” are key to meeting demands of today’s digital airlines says OneWeb’s Ben Griffin

OneWeb and Panasonic Avionics Corporation (PAC) announced a deal last week to market, sell, and deliver OneWeb’s high-speed, Low Earth Orbit (LEO) Connectivity to commercial airlines worldwide. OneWeb VP Mobility Services, Ben Griffin talked to APEX Media about why partnerships of this sort will be key moving forward.

“The only way to provide airlines and passengers with faster, more consistent and truly global broadband service is with a variety of technologies and partnerships,” OneWeb VP Mobility Services, Ben Griffin told APEX Media on the eve of the Expo. “Leveraging the power of existing networks and augmenting them with the clear benefits of LEO is the way forward.”

Noting that OneWeb’s recently-announced agreement with PAC is significant for OneWeb as it allows them to leverage PAC’s reputation, expertise, and reach while also seamlessly integrating OneWeb’s connectivity solution into existing IFEC infrastructure, Griffin said the keyword moving forward is collaboration.

“We’re witnessing the dawn of a new era for mobile connectivity where new technologies as well as new flexible thinking and collaboration will finally meet the needs to today’s digital airline and digital passenger,” added Griffin.

PAC will offer OneWeb’s global service standalone or paired with PAC’s award-winning GEO service, which covers 99.6% of the world’s flight routes. Adding support for OneWeb highlights PAC’s dedication to a multi-orbit strategy and will offer airlines more choices, with top-tier products supporting forward link speeds approaching 200 Mbps and return link speeds of up to 32 Mbps everywhere, including polar routes. Offering coverage and performance that will both improve the in-flight surfing and streaming experience for passengers as well as open the door to new passenger experiences like live gameplay, video conferencing, and VoIP communication.

Panasonic expects to support OneWeb-equipped aircraft in the second half of 2023 and will make its catalogue of cloud-enabled, broadband-connected applications available over the OneWeb network — including mobile phone connectivity, ARCTM moving map, ZeroTouchTM content management, and related services.

“Airline passenger expectations, and therefore the demands of our airline customers, continue to change,” said John Wade, Vice President of Panasonic Avionics’ In-flight Connectivity Business Unit. “Passengers are accustomed to high-speed, low-latency connections supporting remote collaborative working environments, high-quality video streaming, and real-time gameplay. With OneWeb, we can now offer that experience everywhere our customers fly. This is truly exciting [news] for the in-flight connectivity market.”

Why Airlines Need to Understand the Importance of Advanced Mobility for IFC

Photo: Christine Renard via Pexels

Even pre-COVID-19, consumers had come to expect omnipresent access to high-performing connectivity, including in-flight. Despite this, passenger take-up rates remain low due to factors such as reliability of service and users being unaccustomed to paying single-use fees. The result? Neither passengers nor airlines want to pay for in-flight connectivity (IFC).

ST Engineering iDirect’s VP Product Management Sean Yarborough and head of Mobility Andrew Faiola describe the importance of advanced mobility when it comes to getting the best out of IFC, should airlines decide to take the plunge.

Striving for Service Differentiation in the New Normal

As aviation rebounds from the pandemic, there is competition among airlines to win back passengers and build brand loyalty. Choosing the right internet service provider is a high-investment endeavour that will dramatically affect how an airline sets itself apart. In addition to allowing passengers to stream content or keep in touch with friends, IFC must also improve flight operations. It should meet the requirements of today and years to come.

Andrew Faiola, head of Mobility at ST Engineering iDirect

The Importance of the Ground Segment Can’t Be Underestimated

To achieve true broadband connectivity on an aircraft requires a set of products, technologies and capabilities that can collectively be called “advanced mobility.” These are part of the ground segment, which comprises all technology that is not on the satellite itself, such as modems, gateways and waveforms.

For example, while the aircraft travels at 600 miles-per-hour, modems on the aircraft need to automatically connect across multiple satellite spot beams within a short period of time, maintaining a constant IP session. This process, called beam switching, is a key determinant of the passenger’s Quality of Experience (QoE).

High-speed IFC also requires the management of satellite bandwidth over a complex, distributed network, automatically adjusting to changing traffic demands.

Advanced Mobility Offers the Highest QoE

At any given moment, there are thousands of aircraft operating around the globe, each with varying bandwidth demands over the course of its journey. Bottlenecks can occur if network traffic is not prioritized correctly.

Behind the scenes, satellite operators and service providers use advanced mobility in the form of sophisticated network management systems to pool capacity across numerous spot beams and automatically allocate service in real time. Airlines can manage the use of bandwidth across their entire fleet through prioritized service levels based on multiple criteria, including regulatory compliance, bandwidth profiles for individual aircraft or even specific onboard applications.

Furthermore, to make signal handoffs imperceptible to passengers, advanced mobility uses technologies referred to as automatic beam switching and fast reacquisition after blockage.

Sean Yarborough, VP Product Management, ST Engineering iDirect

Onboard modernizations further ensure a positive experience for the passenger. Flat-panel antennas (FPA) – which improve aerodynamics and reduce fuel costs – rely on spread spectrum technology to reduce risk of adjacent satellite interference when transmitting from the aircraft to the satellite and on adjustments for the high skew angle FPAs create. Multicast overlays support content distribution to a fleet. Aero-optimized modem boards and new waveform technology enable very high data rates, lower operating costs and powerful bandwidth sharing for an instantaneous connection likened to a terrestrial network.

Ready to Scale for a Connected Future

Above and beyond the aforementioned features of advanced mobility, it is essential that an airline accounts for scalability. Total cost of ownership heavily depends on the flexibility to build out infrastructure in line with demand. An optimal mobility network will consist of a pathway for unlimited service growth when it is needed, including the ability to scale the number of terminals without impacting performance, customization or efficiency. As new constellations and networks materialize, a mobility network and advanced mobility features become the basis of a true broadband experience for passengers in-flight.

Appendix

¹Multicast overlay enables an operator to offer broadcast and unicast services simultaneously in the most efficient manner

² An aero-optimized modem board is a modem module architected specifically for operation on commercial aircraft

³Waveform technology encompasses the manipulation of radio waves between satellites on orbit and antennas on Earth. The newest innovation in waveform technology, ST Engineering iDirect’s Mx-DMA, incorporates the best features of previous return link technologies, self-optimizes based on traffic and terminal mix, and scales in throughput and efficiency regardless of the number of terminals.

Breeze Airways Takes Delivery of First A220, Debuts “Nicest” Cabin Seating

Breeze Airways launched in May with an all-Embraer fleet shortly before becoming the largest Airbus A220-300 customer in the world. The delivery of its first A220 marks the introduction of its “Nicest” cabin seating and fare class.

Breeze Airways has unveiled the first of its 80 Airbus A220-300s. The debut of the new aircraft, which took place at Airbus’ Mobile, Alabama facility, heralds the entry into market of what some in the industry are referring to as “Breeze 2.0.”

When the A220 begins commercial service in the second quarter of 2022, it will open up many new medium- to long-haul routes for Breeze, as well as new revenue generation opportunities thanks to the introduction of its premium product offering, dubbed “Nicest.”

Breeze’s 36 “Nicest” Safran Z600 seats occupy the front nine rows of the 126-seat cabin in a 2 x 2 configuration. Boasting a 39-inch seat pitch and 20.5-inch width, the seats consume nearly half of the aircraft’s real estate. Complete with blue trim, they are equipped with USB-C and AC power alongside water bottle holders and sleeperette-style reclining leg-rests.

In a different approach to fellow low-cost carrier (LCC) Spirit, which offers its Big Front Seat as a standalone product, “Nicest” ticket holders will receive a host of benefits, with Breeze Airways’ CEO David Neeleman suggesting customers prefer to buy bundles than a la carte products and services.

Included in a “Nicest” fare are six Breeze Points per dollar spent, priority boarding, an allowance for two checked bags and one carry-on, and an upgraded food and beverage offering. Ovens in the galley indicate hot meals could be in the pipeline, but this hasn’t been confirmed.

According to Neeleman, “Nicest” fares will represent a nominal upgrade from its “Nice” and “Nicer” tickets, with upgrades from “Nicer” starting at between $25 and $50 each way. “This won’t be a first class that’s three times the price of economy like legacy airlines,” he said.

There are no bulkheads dividing the cabins, but around the emergency exits behind the “Nicest” seats are ten “Nicer” extra legroom seats in a 2 x 3 configuration. The airline opted for Safran’s US Z110i product, which has an 18.8-inch width and 33-inch pitch, as well as a retractable headrest trimmed with sharp red piping. Those who purchase “Nicer” fares receive four Breeze Points per dollar spent, a single checked bag and one carry-on item.

In a continuation of the second cabin class are 80 “Nice” Safran US Z110i seats with a generous pitch of between 30- and 31-inches. They are also in a 2 x 3 configuration, but are differentiated by yellow piping on the dark gray leather. “Nice” ticket holders receive two breeze points per dollar spent on their fare and an allowance for one carry-on item.

The cabin is also equipped with three full-scale lavatories that can accommodate passengers with reduced mobility. One is at the front of the aircraft and two are at the rear. The galley and lavatory floors are finished in a distinctive wood-like pattern.

Neeleman said Breeze will be able to quickly reconfigure the cabin in response to changes in demand on particular routes or perhaps from certain bases.

In terms of entertainment, Breeze’s Airbus A220s will feature high-speed in-flight Wi-Fi and offer movies and TV shows that can be streamed to passengers personal electronic devices, but Neeleman didn’t reveal the supplier or detail price-points. The carrier has no plans to install in-flight Wi-Fi or entertainment on its short-haul Embraer aircraft, which typically operate flights with a range of less than 200 miles.

Though Breeze’s A220 routes won’t be announced until early 2022, their average lengths will be around three to five hours. They will expand on the carrier’s current 16-city route network with nonstop transcontinental services as well as international flights to South America and Europe.

“The A220 embodies the Breeze ideal of merging kindness with technology, pairing unrivaled passenger comfort with eco-friendly efficiency,” said Jeffrey Knittel, chairman and CEO, Airbus Americas. “With the A220, Breeze is giving its passengers the widest cabin, highest ceiling, largest windows and largest overhead stowage in this class, while still managing to burn 25% less fuel with half the noise footprint of past generations.”

Neeleman is buoyant about Breeze’s A220s, which will be delivered at a rate of approximately one a month from now on. By the time the aircraft enters service, it will have six of the type, and it plans to have increased that number to 15 by the end of 2022.

He claimed that, even with the sparse in-flight products and services available on its Embraer E190 and E195 fleet, Breeze’s Net Promoter scores are already the highest of any airline, and 21% of passengers are already repeat customers. With this in mind, it will be interesting to see where the new A220 fleet takes this self-proclaimed “Seriously Nice” airline.

Andy Rosen Receives APEX Outstanding Contribution Award

Andy Rosen has become the eleventh recipient of APEX’s Outstanding Contribution Award for his long-term involvement in the development of technical specifications and guidelines produced by the APEX Technology Committee and its working groups.

Following the recent APEX/IFSA Board of Governors meeting, Michael Childers, member of the APEX Board of Directors and chair of the APEX Technology Committee, presented Andy Rosen with an Outstanding Contribution Award.

Rosen was nominated for the award by a group of prior Outstanding Contribution Award recipients, including Wade Hanniball, Bryan Rusenko, Pierre Schubert and Childers himself. Rich Salter, a previous chair of the APEX Technology Committee and APEX Lifetime Achievement Award recipient, also supported Rosen’s nomination.

“Andy Rosen has been a major contributor to every APEX content delivery specification, since the very first one in 1995 to the latest version of APEX0415v3.1,” Childers explained. “The only thing bigger than his brain is his heart. His quarter of a century of contributions to the passenger experience industry make him exceptionally deserving of this award.”

While working as a Television Engineer with Warner Bros GDMX, where he was awarded five patents and contributed to the original DVD standard, Rosen was a member of APEX’s original Digital Media Distribution Technical Committee. This group began its work in 1993 and authored in-flight entertainment’s (IFE) first digital content delivery specification.

Rosen worked with Microsoft between 1995 and 2013, during which time he was awarded ten further patents. In his spare time, he volunteered to help APEX create a DVD authoring specification in 1997 and MPEG-4 specifications in 2003 and 2009.

He then became an independent consultant in 2013, and in 2015 was instrumental in APEX delivering the 0415 specification that moved the IFE content delivery supply chain into the broader media and entertainment industry content delivery ecosystem.

When the airline industry was under pressure from the US Department of Transportation to adopt a better method of delivering closed captions to aircraft, Rosen introduced APEX to the emerging Internet Media Subtitles and Captions file format, and recruited its author to join APEX’s Closed Captions Working Group.

Today, Rosen is co-chair of the 0415 working group alongside Juraj Siska and Phillip Watson. He will also continue to be active in APEX’s Encoding and Encryptions Technologies Working Group as it moves its attention to emerging codecs that promise to nearly double the storage capacity of IFE content.

“Rosen is an fantastically talented engineer with a long and outstanding history of achievement. I’m so pleased he’s received this award,” Childers concluded.

Opinion: IFE is an Essential Component for Airlines Building Back From COVID-19

Niall McBain joined Spafax as an Account Director in 1995 before becoming UK Managing Director in 1998 and CEO in 1999. Today, he leads Spafax’s diverse entertainment and media teams across over a dozen offices. Niall inspires an open and proactive approach to the evolving needs of Spafax’s clients and focuses on developing affinities between consumers and the world’s leading airlines and brands.

Many of us across the industry are still in recovery mode, but it’s important as ever to look ahead at how we’re going to meet the needs of future passengers and respond to emerging trends..
Niall McBain, Spafax

Less flights during 2020 meant that many airlines needed their IFE content refreshed less frequently. Now vaccinations and digital health passports are becoming commonplace, is Spafax starting to see increased airline activity? How is the company planning to ramp its operations back up?

We are seeing increased airline activity. There are certainly some markets recovering faster than others, but we remain positive as vaccines continues to roll out and digital health passports are becoming commonplace. Some of our airline clients that cut back to quarterly content cycles are beginning to return to monthly cycles. We’re also seeing the demand for IFE promos return, which is a great sign. As a business, this has been a period of accelerated change for us. We took the opportunity to focus on transforming our digital and operational processes and build a flexible system for the future. Since launching Buzz, our new end-to-
end CMS, we’ve seen an over 15% increase in our efficiency.

Has Spafax been affected by the lack of blockbusters being
produced/released during COVID-19? How have you adapted to enable more flexibility around content for airlines during this time?

Although there have been delays with some of the big Hollywood titles, we continue to see a lot of great direct-to-digital releases. With that said, ease of content discovery becomes a very important consideration. On our Profile platform, for example, we’re seeing passengers spend on average 45% more time browsing entertainment for their upcoming trip. Furthermore, some of our airline clients are seeing upwards of an 800% increase in unique Profile users. These stats tell us that IFE is in fact more important than ever for passengers and that we should continue to focus on ways to help passengers discover what they need – whether that be through IFE promos or via Profile.

Last year we also launched our Spafax Cinéphile service – a new world movie curation service enabling airline clients to secure the highest quality world movie titles at the earliest opportunity while guaranteeing the best commercial terms. With Cinéphile, clients receive a monthly brochure with key insights on programming strategy and suggestions for content promotion. The suite is offered as a bundled flat fee and provides airlines with budget certainty across the financial year. It has been a very welcome solution for our clients during COVID-19.

Travel audiences during the pandemic have shifted, with domestic travel taking precedence over international flights. Has this changed airlines’ wants and needs in terms of IFE? How has Spafax responded to these changes?

Although travel and adventure in the true sense is not possible for many at the moment, we see an opportunity to inspire and evoke a sense of excitement again around travel. The content teams at Spafax have not only delivered this inspiration to passengers across its existing platforms, we have also found new and creative ways to reach them. For example, as COVID-19 changed the travel landscape, we redirected Air Canada enRoute to the homes of Air Canada’s top tier customers: through distribution to select post-codes via Canada’s national newspaper The Globe & Mail; and with a 300% increase in online and social content. We also understand that safety is a very important story to tell at the moment for airlines. We recently completed a new safety video production for a client that featured the carrier’s home destination as a backdrop to take the passenger on an engaging tour through the safety information.

Many think that leisure travelers will be first to return to the skies this summer. This may be true, but business travelers also need to be catered to. How are their needs different, and how does Spafax make sure both demographics are accounted for in terms of IFE?

Business travellers absolutely need to be catered to, as they can account for up 75% of an airline’s revenue. Spafax has known this for a long time, as demonstrated through our award-winning partnership with Business Traveller. We recognise the
importance of continuing to innovate for this demographic, especially during COVID-19 and beyond, as competition for business travellers increases.

Although the focus for airlines in the immediate term will be on leisure travellers, we are already hearing from our airlines about future investment in the business traveller. Over the next few years airlines are going to compete for business travellers and we’re here to help them maximise their revenue. With Spafax IQ, our airlines can see pre-COVID-19 trends as well as the most recent week-on-week content performance and content ROI, with easy filters for both classes of travel and routes. This enables them to target their content strategies to maximize their content appeal.

Towards the back-end of last year, Spafax made an announcement about Sprint, your new real-time content automation and distribution platform. How are things going with that? Has it been challenging working with new processes during the pandemic?

I think one of the most interesting things about this period has been the acceleration of change, particularly on the digital side, and we’re proud to say that the initial launch of Sprint is now live. Getting Sprint up and running helps us ensure a robust, secure and scalable 24-hour service during the pandemic and, most excitingly, enables content delivery at any point outside of the normal monthly delivery points.

Quick Takes: Andrew Fitzpatrick, Monster Entertainment

Quick Takes is a Q&A series designed to connect content companies with prospects while in-person events are postponed due to the COVID-19 pandemic. Lights, camera, action!

Andrew Fitzpatrick
Chairman, Monster Entertainment Ltd.
Location: Ireland

How has the pandemic affected your content slate or schedule?
We have had extensive delays with the filming of live action shows. Financing for feature films has been impacted by the fact that cinemas are closed. However, much of our slate is animation and this has been largely unaffected as artists can work from home.

What releases are you most looking forward to?
Our first feature film, Jungle Beat: The Movie, a spin-off from the hit non-verbal TV series, which has been hugely popular with airlines.

What is your outlook on the state of the industry moving forward?
It’s going to be difficult for some time. Although it varies from region to region, many airlines are hardly flying at all and many have seen their finances greatly impaired. Recovery is going to be slow and uneven, and will be impacted by the two V’s – vaccines and variants.

Jungle Beat: The Movie. Image via Monster Entertainment

Do you find peoples’ viewing habits have shifted in terms of what they watch and how they watch it?
People now expect to be able to binge-view, which means that the on-demand proposition needs to be a much bigger part of the business compared to mainly linear players in previous years. Our content is generally optimized for this kind of viewing.

Theatrical windows have been all but eliminated, do you think this is temporary?
I think it is temporary. Nobody wants to see this income stream disappear, but there will definitely be many more direct-to-consumer releases in the future.

Read more about the impact of coronavirus on the air travel industry, including APEX’s position on the matter, and subscribe to the APEX Daily Experience newsletter to stay up to date.

Opinion: Entertainment is an Easy Value-Add, Especially Post-COVID-19

Having spent 25 years in content sales and distribution with Southern Star, Endemol and Endemol Shine, and now with Flame Distribution, Kirsten Cargill knows content and content distribution. Flame specializes in the distribution of factual entertainment and has a global customer base.

As airlines and transport operators recover from COVID-19, entertainment offers an easy value-add for their customers. With so much quality content available, now is the time to consider how to use it to bring passengers back onboard.
Kirsten Cargill, VP Content Sales, Flame Distribution

How does Flame Distribution judge what is “quality content” – what criteria do you look for in your factual entertainment?

There’s a lot variety in factual content, which enables us to have a diverse range of content in our catalogue. Like most distributors, we look for content that will compliment and enhance our existing range of programming. We’re always looking at what trends are emerging, what buyers are asking for and how we can help them meet their requirements. We already work with some very talented producers, so we know content they produce will be in demand.

Are there certain shows that are most popular among your airline clients? Can you give some examples?

Flame’s biographies are always popular with our airline and transport clients. We have a large catalogue of these titles, but evergreen personalities such as The Beatles, Elvis and Mick Jagger have been picked up widely because they’re familiar to a large cross-section of society, and people always want an insight into the lives of the rich and famous. In that vein, we have also had a lot of success with Billionaire Wonderland, which sees Sherlock star Yasmine Akram visit the different playgrounds of the super-rich, from the Hamptons to the Cote d’Azur. Informative content such as Dino Trails and Curious Mind have proven to be very popular too.

Do you think COVID-19 has impacted what kind of content airlines are looking for/passengers want to watch? If so, how?

In general, the viewing public are gravitating towards lighter content that has a positive outlook. COVID-19 has impacted everyone in some way, no-one has been left unaffected, but people have been looking for the positives and that extends to what people are watching. Viewers are looking for content that makes them happy, whether that’s escapism to exotic places, connecting with nature through natural history documentaries or catching up on the life and times of their favorite performers – all choices that enhance their view of the world.

You said that entertainment content is an easy value-add for airlines. What can airlines gain from offering quality content?

Having traveled extensively myself, I know from experience that having a wide variety of content to view can make a big difference to customers’ overall experience. When you’re in your seat for five hours, 10 hours or 24 hours, having something new and entertaining to watch makes all the difference. And a positive experience with an airline can result in a returning customer!

How does Flame work together with its clients to decide what content is most appropriate for its audience? What’s that process like?

We provide our clients with regular updates on our new content and work directly with clients to identify content that suits their needs. Airlines or in-flight content providers will reach out if they are looking for specific content and Flame is always happy to go through its catalogue with their requests in mind. It’s an easy process as we’ve fostered great relationships with airlines and content providers over many years, and we have a broad catalog that really does have something for everyone.

Opinion: Onboard Systems Need to be Digitalized and Standardized

Ralph Wagner has been CEO of Axinom since 2017. He began his career in 1996 as a distribution specialist in the music industry and founded an e-commerce store for movies, music and games. Wagner co-founded Axinom in 2001 with more than 25 years of industry expertise, management experience and technical know-how.

“Aerospace is going to witness increased efforts around digitalization throughout the value chain. There will be a greater drive towards standard technologies that create an open ecosystem for hardware, applications and services. More digital solutions will be adopted, bringing agility, enhancing the passenger experience and generating ancillary revenues.”
Ralph Wagner, Axinom

Which areas of the value chain in aerospace are most in need of digitalization?

All avenues of the aerospace industry are pacing towards digitalization, from passenger booking and handling to operations and maintenance. But while the initial phase of the value chain, namely on-ground operations, have begun benefitting from ongoing digitalization efforts, onboard systems have struggled to keep up.

A couple of things are paramount to make digitalization a success, namely robust connectivity and a standard open platform for data exchange, security and faster deployments. The standardization of onboard systems will bring with it much-needed change, allowing stakeholders to benefit from on-board IoT systems, air-to-ground collaborations, ancillary revenue generation and much more.

How can digitalization deliver more value to stakeholders?

Digitalization will deliver immense value to everyone involved, both in the short and long term. It will increase efficiency, open up the onboard space to smart systems, innovative digital services and applications, and vastly improve the crew and passenger experience by enabling new revenue generation opportunities.

Many parties are attempting to innovate with their respective technologies, but only some will succeed in gaining traction; what is the secret to outlasting the competition in this competitive landscape?

The secret to succeeding in a competitive landscape is to be open and collaborative. The industry needs standards that will be widely adopted and, as a result, available to everyone.

Standardized technology that allows for integrations and provides an API to communicate and operate will be the key to success. Moreover, those who can decrease barriers to entry through reduced certification requirements and lower fixed costs will stand out from the crowd.

What are the benefits of an open ecosystem, and what are the drawbacks?

There are many benefits. On the hardware front, an open ecosystem will allow airlines and integrators to become more agnostic, enabling deployment of off-the-shelf hardware and reducing the initial install time, ongoing maintenance and upgrade costs.

From the software side, it will allow any digital software provider to build services that were previously deemed impossible due to lack of interoperability and integration. Also, a consumption-based model like a platform-as-a-service will reduce the high fixed operating costs associated with proprietary solutions.

Organizations need to build the infrastructure to support such a platform onboard. This will range from deploying wireless access points in the cabin to choosing the right catalog of services and vendors. I firmly believe that these efforts will pay off immensely.

Can you share a recent customer success story in which a customer enhanced the passenger experience while generating revenue?

We have enabled many organizations to digitalize their onboard offerings. Our products serve as the digital backbone for a leading US carrier’s wireless and seatback in-flight entertainment systems. We have also helped to bring modern connectivity portals equipped with advertising capabilities into the cabin, and are now powering smart seat cushions to improve maintenance and allow airlines to up-sell.

Opinion: Having a Robust Business Case for Connectivity is More Important Than Ever

Nicole Grainger heads up Strategic Marketing for Collins Aerospace’s Inflight Connectivity and Cabin Operations portfolios. She regularly develops business cases for new concepts and provides feedback for existing product design activities.

Having a robust business case for aircraft connectivity is more important than ever; airlines want to know how they can use IFC across their fleet in the most efficient way possible.
Nicole Grainger, Collins Aerospace

Can you expand on what a “robust” business case really is? What key elements must a business case possess to be considered robust?

Looking at what makes a business case robust means investigating all available options and opportunities. It’s about working with an airline to ensure their aircraft are really helping them to achieve their business objectives. The aircraft themselves are an integral part of the service provision and business model of any airline, so the contribution of any new products or services to the aircraft platform should be quantified and understood.

Whose job is it to determine the business case for aircraft connectivity and who must they convince? Are there more than two parties in this process?

Historically, airlines have worked with a number of disparate suppliers on various elements throughout the service value chain. Sometimes this is still the case, but more and more airlines are keen to understand the benefits of single-source synergies and how they can be leveraged to increase the benefits for the airline, by generating operational efficiencies and service level improvements, for example.

Previously, business case development would sit within the airline, either at a fleet management, engineering or platform level, and would form part of the evaluation discussion for any new service being brought onboard. But Collins Aerospace is perfectly placed to help build that connectivity business case, as we have a business model that can help quantify and validate the expected return on investment and payback period.

What role does each of the following play in a well-rounded business case for connectivity?

Operational efficiency
Operational efficiencies play a huge part in the business case from a nose-to-tail connected aircraft perspective. A connectivity business case can’t be built on revenue alone – in order for airlines to understand what can be realized with a connected aircraft, efficiencies coming from things like live weather applications need to be looked at. Ensuring multimedia capabilities for the aircraft (having the right off-aircraft communication method for the varying applications that are transmitting and receiving data) is also important.

Safety
Safety is obviously paramount. The ability to use the air traffic control pipe in the way it was intended is critical. Taking the non-safety and higher bandwidth demands to more suitable transmission methods, such as the broadband link, will ensure mission-critical transmissions are not impacted by a heavier load of operational or non-safety messages.

Passenger satisfaction
Over and above the enhanced in-cabin services made possible by connecting the cabin, there’s value in passengers having an intrinsically digital journey too. It allows omni-channel experiences to continue in-flight, adding both tangible and intangible values. Ensuring this is documented will improve the overall value of the business case.

Connected crew
We all know that flight crew are an embodiment of brand value and key in delivering the customer experience promises made by the airline. Being able to quantify the value of supporting the crew with time-saving apps and systems also play a key part in business case creation.

Nicole Grainger, Cabin Marketing and Strategy, Collins Aerospace

Which of these do you think should be in sharp focus right now and why?

Given the current climate, supporting airlines to better use their existing assets and looking at ways to provide upgrades or improvements without significant further investment are key. This is especially true if they play into the airline’s core value proposition.

Of course, anything that helps to improve passengers’ perceptions of sanitization or hygiene, like reducing physical touchpoints, will help to meet the basic safety need that must be achieved before any other enhancements are made towards a contactless cabin environment.

Tell us about a specific product or service in the Collins Aerospace portfolio that can help airlines measurably improve efficiency of their IFC investment in a short amount of time?

Our smart solutions involving aircraft interface devices and managed connectivity provide ways to offload from safety pipes onto broadband pipes. This is an area where airlines can see significant improvements in a short amount of time.

Working with various teams and departments within an airline to understand their activities and how access to, or visibility of, various data-related elements from the connected aircraft could improve their operations or ability to forecast is somewhere we can also have significant impact.

Opinion: The New Normal Will be Better Than Ever for Airlines With Great Products & Services

Patrick Brannelly is SVP Retail, IFE & Connectivity at Emirates. He has been with the airline since 1992 and is responsible for shaping the at-seat customer experience. He created Emirates’ “ice” in-flight entertainment product, which today offers over 4,000 channels of entertainment and more than 1,000 movies. Patrick has served three terms as president of APEX.

The pandemic has shaken the in-flight entertainment (IFE) industry. People will travel again – more than before – and they’ll want even greater travel experiences, including the best IFE. You cannot ‘save’ your way out of a crisis, although it offers short-term relief. The ‘new normal’ will be better for airlines with great products and services, as customers are becoming more discerning.
Patrick Brannelly, Emirates

Can you share a few specific ways in which IFE has been shaken? Are there some business models, services or technologies that will not survive?

Almost every industry on the planet has been hard-hit by COVID-19, but probably none more so than aviation. Specifically for IFE, hardware vendors are seeing system deliveries delayed as aircraft orders are deferred, and their MRO income reduce as aircraft are flying less.

Content production, especially for movies and TV shows, halted for many months, thus distributors have been hit. This is compounded by the reduced buying from airlines that are facing dire circumstances with parked aircraft and passenger loads reduced.

Around this are a plethora of service providers that lived off that eco-system: all also struggling, and some are going bankrupt. It’s tough for everyone to survive through this period and, sadly, across our industry many, many excellent and expert people have been furloughed or laid off. We’ve all had to find ways to work with less resources, which has not been easy but, on a positive note, it should further hone efficiency in the longer term.

Surely there should be a balance between saving and investing right now. With regards to IFE, can you share your thoughts on where it makes sense to save and where it’s necessary to invest?

When airlines were grounded last March and April, there was a critical need to conserve cash, although in reality our reduction in overall spend did not nearly match the reduction in passenger numbers. We lost the economies of scale, therefore spending far more per passenger on IFE content and integration than before.

You cannot ignore financials, but you’ll never save your way out of a crisis. Some suppliers have understood the gravitas of the current situation better than others, and we’ve done deals with them versus others who push for the same deal as before, ignoring the current reality. However, overall success will only come when we attract everyone back to flying again, when it is safe to do so, and then product will be as important as ever. We’re doing everything we can to maintain Emirates’ signature product promise, but the key challenge at the moment is that there are less big movies coming out of Hollywood than usual. Emirates is super confident that the world will bounce back, and when it does, we’ll be ready.

Patrick Brannelly, SVP Retail, IFE & Connectivity at Emirates

Which aspects of the Emirates IFEC experience are receiving the most attention from your team right now?

Our key focus has been to keep the product alive and exciting with a smaller team here. We’ve also focussed on driving efficiency and simplifying processes for the future. We’ve been back in the office every day as normal since mid-June and it’s been extremely busy for the team. I’m so proud of them.

How will IFE consumption habits have changed by the time we get back to typical route networks and load factors? What are the pros and cons of these changes?

I’m not sure consumption habits have changed or will on our aircraft. We see people watching movies and TV as much as ever. There aren’t as many frequent flyers at the moment, so there is a reduced need to refresh 30-40% of the content each month, which is helpful as there is less content to buy. But on the other hand, it seems everyone binge-watched during lockdown at home, so we need fresh content urgently!

What role will IFE play in monitoring and/or reporting on health and ensuring safety for passengers and crew as we restart travel?

We introduced a feature in 2003 that allowed crew to send text messages to every seat. This feature has become critical now as it allows us to remind passengers to respect health protocols or advise them about new onboard procedures. The seatback survey has also been hugely helpful in monitoring passenger sentiment during this time, as some services have been restricted due to regulations or social distancing requirements.

Images via Emirates

Will we finally reach a point post-pandemic where IFE and connectivity are effectively monetized? What’s going to get us there?

We know from experience that in-flight retail is far more successful when tightly integrated with IFE and connectivity, so yes. History has taught us that the moment you charge even $1 for a service such as in-flight Wi-Fi or telephony, demand collapses. To succeed, payment must be seamless – outdated barriers such as the need to swipe a credit card won’t work! Payment methods using contactless, e-wallets and miles redemption are critical, most of which we already use today. Passengers are more likely to pay for Wi-Fi, retail or telephony if the service is good, it’s easy to pay and the UX is excellent.

Opinion: The New Normal Will be Better Than Ever for Airlines With Great Products & Services

The pandemic has shaken the in-flight entertainment (IFE) industry. People will travel again – more than before – and they’ll want even greater travel experiences, including the best IFE. You cannot ‘save’ your way out of a crisis, although it offers short-term relief. The ‘new normal’ will be better for airlines with great products and services, as customers are becoming more discerning.
Patrick Brannelly, Emirates

Can you share a few specific ways in which IFE has been shaken? Are there some business models, services or technologies that will not survive?

Surely there should be a balance between saving and investing right now. With regards to IFE, can you share your thoughts on where it makes sense to save and where it’s necessary to invest?

Patrick Brannelly, SVP Retail, IFE & Connectivity at Emirates

Which aspects of the Emirates IFEC experience are receiving the most attention from your team right now?

How will IFE consumption habits have changed by the time we get back to typical route networks and load factors? What are the pros and cons of these changes?

What role will IFE play in monitoring and/or reporting on health and ensuring safety for passengers and crew as we restart travel?

Images via Emirates

Will we finally reach a point post-pandemic where IFE and connectivity are effectively monetized? What’s going to get us there?

It Takes Two (or More): Ancillary Alliances

With Gategroup’s digital retail solutions easyJet passengers can buy in-flight services from their phones. Image via easyJet

How can airlines recover from the largest business model shift in the history of commercial aviation? When it comes to important ancillary revenue streams, industry leaders agree that digital platforms are key. But no company can deliver the promised land alone. Savvy partnerships, on the other hand, just might. This article originally appeared in the Expo Daily Experience: Preview. Read the full issue and register for FTE APEX Virtual Expo.

With the ongoing need to reduce onboard interactions and a shift in consumer demand for ancillary products due to COVID-19, airlines and service providers have had to reevaluate the in-flight retail experience to meet current and future challenges. That means tapping into the power of digital platforms, industry leaders say.

But thus far, digital has largely been absent from the in-flight retail landscape. Several partnerships, inspired or accelerated by the pandemic, are changing that.

Portable in-flight entertainment (IFE) company AirFi recently entered into a sales partnership with IFE content provider Spafax that will combine the platform’s passenger and behavioral data with Spafax’s expertise in advertising and media. It’s the key that “will finally unlock the huge growth potential in onboard digital revenues,” says AirFi CEO Job Heimerikx. Together, they’ll be able to deliver targeted and more personalized digital opportunities that will result in better and higher-yielding conversions, he adds.

In October, streaming IFE supplier Bluebox Aviation Systems announced an agreement with the catering arm of dnata to integrate its food and beverage services into the Bluebox system.

Providing passengers with a seamless experience and embedding catering logistics into an IFE platform can be quite technically complex, says Duncan Greeney, dnata’s general manager for Retail. “In the present climate our customers need solutions that are simple and quick to deploy. This is an opportunity for airlines to minimize contact and dialogue between passengers and cabin crew but still deliver an excellent service and a full range of food, drinks and retail goods that are such an essential part of the ancillary revenue income.”

Bluebox had been eyeing this type of partnership for some time. “We’d begun discussions on the integration with several onboard retail providers prior to COVID, but the rapid change of circumstances with the restrictions and safety protocols required by COVID accelerated these conversations. Everyone concerned recognized the significance very quickly. The practicalities and the commercial opportunity expedited the partnerships,” says the company’s marketing director, Catherine Brown.

The catering arm of dnata will integrate its food and beverage services into the Bluebox system. Image via Bluebox Aviation Systems.

Direct to Consumer
Ancillary sales are a key component of easyJet’s business model, contributing just over 20 percent of total revenue for fiscal year 2019. A data-driven approach has allowed it to continually improve that share.

In the coming months the airline will take this approach even further by launching a trial of Gategroup’s digital retail solution, ePax, which will allow passengers to order and buy in-flight retail services straight from their personal devices.

It’s a significant shift for easyJet, says a Gategroup executive. “We have access to a huge amount of onboard retail data. Combine that with the behavioral and e-commerce data we’re now able to access via ePax, and the data that easyJet is sitting on and we’re able to generate some really interesting insights to make retail offers smarter and more personalized.”

To obtain those insights, Gategroup partnered with Black Swan Data, whose expertise will enable it to go deep on data at levels the airline industry has historically failed to realize. Beyond the straightforward parameters of flight destination, duration and time of day, ePax can identify specific flights and passenger cohorts to deliver more relevant content – a major step forward from the general adverts and in-seat menu cards that the industry has relied on to sell these revenue opportunities until now.

Partnerships aren’t new to aviation. They existed before COVID-19, but companies that were once slowly and incrementally improving their products internally now recognize that in order to capitalize on the profitable promise of digital, they’re going to have to look outward.

Virtual Expo Connection – Event Agenda

Panelists discuss “Creating new tech-led revenue streams to support new business models”

Dec. 8, 10:30 a.m. GMT