Focus on ancillary revenue
In the first of a new regular feature Richard Williams, looks at the latest ways airlines are making money from their passengers
Pokeware – making money
Guestlogix is integrating its OnTouch® retail technology and merchandising platform with digEcor’s digEplayer family of products
GUESTLOGIX has announced a further partnership with Pokeware to deliver an interactive advertising solution for airlines. This technology allows passengers to touch
or ‘poke’ any object that captures their interest while watching in-flight entertainment. This could be an exotic location, jewellery, fashion, cosmetics, homewares or even the video’s background music. The combination of Pokeware with GuestLogix’ onboard store technology and OnTouch® retail platform enables airlines to sell any IFE content, and the passenger to go from poke to shopping cart to payment in a seamless on-screen transaction. We asked Chris Gardner, global md, OnTouch® Merchandising at GuestLogix to explain:
Tell me about Guestlogix, OnTouch® and digEcor. How can using these systems be self-funding for airlines? “GuestLogix and digEcor are working together to deliver to airlines a robust and connected, self-service onboard store. The digEplayer is a great consumer device, already in the hands of many passengers, providing movies, shows and games, any type of digital inflight entertainment. Combined with GuestLogix’ OnTouch® store platform, the solution gives passengers access to global destination content - like theatre shows, theme parks, ground transportation, unique tours and other destination-based experiences in a ‘self- service’ environment. “This solution is about enabling experiences
as it is generating revenues, that’s how it differs significantly from generating fees through baggage or fuel surcharges, for which consumers have little choice and receive no added benefits. The solution becomes an airline’s profit-centre by accommodating passengers’ desires and needs: if a passenger
38
www.onboardhospitality.com
decides to pay for a movie, it provides a great value-add, just as if the passenger decides to purchase tickets to a Broadway show.”
Will Pokeware be available on digEcor platforms? “GuestLogix and Pokeware will make the solution available for all IFE entertainment systems including, of course, digEcor. We will connect Pokeware to the OnTouch® store, and move beyond simply advertising products to creating actual buying opportunities relatively quickly with digEcor because of our relationship.”
Will passengers want to interrupt their inflight entertainment to see advertisements? Is this not a problem with this concept? “Unlike TV ads, which interrupt the show, Pokeware’s technology doesn’t stop or interrupt the video/TV show/movie that the passenger is watching unless the customer chooses to do so by poking an item they have seen on the screen to find out more. Otherwise,
"This solution is as much about enabling experiences as it is generating revenues"
all that the consumer will see is a small icon if they mouse over the item in the video.”
Is a demonstration or a launch planned for a trade show soon? “We haven’t yet announced when a demo will be ready or when the feature will be available at a trade show. We have, however, identified several ‘early adopter’ airlines where we think the joint solution will be well received and talks are underway…. "We anticipate that the technology will be available by the end of the year.” Why do you think this is an important development for the industry? Where might it lead in terms of future development? “This product offers great potential for airlines
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52