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W-IFE opens up new ways for airlines to engage with passengers Kevin Clark, CEO Bluebox Aviation Systems, explores how W-IFE is enabling the digital cabin and changing the passenger experience
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ireless Inflight Entertainment (W-IFE) has developed rapidly in recent years. It offers many of the same capabilities as a classic full inflight entertainment deployment but at a lower price and with greater flexibility, plus it is all on the passengers’ own devices – a very significant advantage in the current climate. W-IFE opens up new ways for airlines without IFE systems onboard to engage with passengers inflight and beyond. This can be be very powerful. Systems can be put in place to derive additional revenue, for example, whether from paid-for access to content, advertising revenues or onboard retail. Wireless streaming systems enabled through a digital cabin also allow airlines to encourage passenger engagement in a number of ways which bring benefits now and in the future.
Co-existing IFE
Some believe it’s the end of the seatback IFE system, but at Bluebox we don’t subscribe to that view. Seatback IFE will continue to co-exist with W-IFE systems. Our work with Airbus, and Boeing’s own move into W-IFE, signal the future significance of W-IFE. It really ought to be a given, basic onboard system for any aircraft supporting the digitisation of the cabin. The option of a seatback IFE would remain but as an addition. The line between wireless and seatback will move around. Obviously seatback has a role to play in longhaul service, and wireless has a role to play in short-haul or regional services, but there’s a crossover where the two come together. A passenger with their
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own device might want to engage with a wireless environment for certain services, perhaps for onboard retail, with seatback providing some of the more traditional entertainment content, such as Hollywood blockbusters.
Positive outlook
Recent events have pushed forward developments around digitisation in the cabin and delivery of services. Touchfree retail sales via passengers’ devices are the development most in demand at the moment as our customers return to service post-pandemic. With the ongoing expansion of W-IFE, when passengers are back travelling in volume they'll have a much richer environment to engage in inflight. blueboxaviation.com •