APEX REVIEW
APEX Review
Alex Rogers and Jo Austin report on this year’s Airline Passenger Experience Association (APEX) conference and exhibition held in Long Beach, California
This year’s Expo is being hailed as the Association’s most successul yet. Attendance figures hit a record total of 2,462: the highest mark in 15 years. Commenting on the event, Chris Babb, APEX
immediate past president said: “We knew the event and the full agenda would draw in a huge crowd of passenger experience professionals, and we were thrilled by the level of enthusiasm this year. Our efforts to revamp the popular educational sessions paid off, as our speakers addressed rooms packed with attendees eager to learn more about WiFi, onboard gaming, connectivity and new technologies that are changing our industry.”
News and trends Inflight Wi-Fi was the buzz word at Long Beach, dominating the show from the educational sessions to award winners, product launches and contract signings. ARINC announced its first customer for the
Cabin Connect inflight Wi-Fi solution, with Virgin Atlantic committing to a trial onboard its Airbus 330 aircraft early in 2013. The inflight Wi-Fi product runs over the SwiftBroadband satellite communications network to offer high speed internet connection and Virgin Atlantic is assessing what their passengers will use it for, how much they will pay for it and how many will bring their own devices? Airline passengers can currently surf the Internet, send and receive email, and use universal messaging through their own portable electronic devices over the enhanced bandwidth offered by Cabin Connect. Lee Costin (director Satellite Solutions &
Cabin Services at ARINC) said: “We also offer cabin crew a real time system that enables them to offer a better level of customer service to passengers inflight via AirCrew Connect. The system gives crew a connectivity solution
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“Giving passengers in all classes the best travel experience is what our industry is all about”
to immediately remedy customer service issues whilst in flight, with a direct link back to the head office, or ground team. Cabin crew can also book on board transfers, track lost baggage, locate a hotel and make instant feedback to head office. Anything that can be done on paper can now be logged and sent while inflight, allowing airlines to enjoy increased operational efficiencies.” Whilst the advent of Wi-Fi onboard and
wireless streaming have allowed new players to enter the IFEC world in recent years, it
remains to be seen whether they can continue to compete with the Thales and Panasonics of this world now they have their own offerings in this sphere. Thales announced the launch of its
wireless streaming solution (TopSeries AVA) in collaboration with LAN Airlines in a trial
Main pic: The winning Virgin Atlantic team at the Passenger Choice Awards; above left, Lee Costin, ARINC demonstrates Cabin Connect; above right: Patrick Brannelly awards Linda Palmer for her 16 years of service on the Board; next page: JAL’s smartphone holder in Economy and digEcor launches a new range of IFE solutions
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