Feature: IFE
Why fly? wi fi!
Jeremy Clark considers advances in the technology of IFE from a passenger perspective
C
uts. A popular word in these times of austerity and particularly with airlines when it comes to service. We have seen
free foodservice all but disappear, and other attempts to reduce in all areas of the product. One thing however the airlines cannot reduce easily – is time. With the exception of the now defunct Concorde,
planes still fly at a maximum of 680 or so MPH and there’s little anyone can do about that. So with the meal service over in 45 seconds, there’s lots of spare time for passengers to occupy themselves. The airlines have responded with ever
more excitement and variety in their In-Flight Entertainment (IFE) which has come a long way since someone first set up a film projector and a screen on a De-Havilland in the 1930’s. The IFE market is very competitive and the airlines
are pushing the suppliers to produce technology to offer the widest choice, best screens and most options via the lightest and most operationally efficient systems. As predominantly a user of these things, I have
my own set of criteria which I think are probably on most people’s wish list. Simplicity is the first thing. I have neither the
time nor patience to faff around with a system designed to entertain me. My very first experience with Singapore Airlines’ KrisWorld took me most of the flight duration to figure out how to watch an episode of Frasier. We landed before I saw the end. It has I should add, improved, or maybe I have mastered it. I’m not sure which. Clarity and screen size is the next. The screens in
Left: British Airways’ latest inflight IFE
some cabins are more reminiscent of early 1950’s TV sets than modern entertainment systems and how often, even today, do you come across fuzzy pictures or distorted sound? Another thing for developers to consider is sticky fingers. Touch- screen systems are all very well but only if the screens are cleaned properly with the correct cleaner. I have seen some which looked more like a petri dish. The airlines want lighter, more reliable systems
and to offer as wide a choice of films and TV to passengers. More are offering other technical services like hooking up your PC. I have seen the USB sockets on planes but haven’t yet mastered their use. The revenue earning capacity for IFE is still
untapped from what I can see. In the same way that passengers are now forced to buy food on some flights, it is only a matter of time before the same happens for movies. Whilst I disapprove of that, there is scope here to sell Duty Free via the screen. Savings on the DFS catalogues would be significant and the dreary trek up the aisle by crew schlepping the DFS cart like costermongers in a fruit market can be avoided. There is a clear benefit to browse for your product on the screen, see the latest ads for it or a demo of technical offerings, select and pay for it. The system alerts crew with details and your shopping is brought to you. New technology brings new challenges and
comment. None more so than the use of personal mobile phones onboard. Many passengers hate the idea, some like it and Internet and wireless use via the IFE systems is fast becoming the new toy. This subject is under discussion by The Airline Passenger Experience Association (APEX). They hosted an educational session on the present and future of
inflight entertainment and communications at the 2011 International CES in Las Vegas, Nevada in January. One of the bits of news to come from this is as follows: In fact, there’s good news for wireless addicts:;the
use of all mobile devices (phones, tablets, etc.) is soon to become standard on planes. And that means whatever you’d normally do on the ground, you can also do up in the air. But, before planes become fully enabled and device agnostic, consumers should expect a transition period, after which they may discover shifts in seating arrangements like quiet zones or even device- specific areas. (2) Good news? That may depend on who you ask,
but you can guess from the comment here that all sorts of problems will arise. Quiet zones, device specific areas = COST. The wide variety of system types found on
board aircraft these days is staggering. Different airlines, different systems. The disadvantage for the passenger is having to relearn how to navigate a system on any new airline they fly. Manufacturers are clearly looking to out-dazzle each other with ever more features, but are they user-friendly?
New developments, new markets Thales Corporation, in Irvine California, which claims a 45% share of the global IFE market, launched its first web-based IFE system in 2002 with its Thales TopSeries. It is now developing systems 30% lighter with more features and larger screens. In November 2010 they agreed with the Aircraft Corporation of China (COMAC) and China Electronics Technology Avionics (CETCA) on a joint IFE venture for the upcoming C919 aircraft designed and built in China. This 156- to 190-seat plane is due to fly in 2014.
www.onboardhospitality.com 55
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