APEX 2016 MultiMedia Market Experience

apex multimedia market

amsterdam 2016

Weep Warning

Fringe Fest

Hot Topics

These celebs report getting extra weepy while watching in-flight entertainment

Airlines are reaching into pop culture and beyond to differentiate their IFE offer

From streaming to the future of the seatback screen, here’s what experts are saying

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The Multi-Medium Is the Message As we embark on the second APEX MultiMedia Market since its rebrand last year from the APEX TV Market, APEX Media reflects on the fast-paced evolution of in-flight media in the commercial airline industry. From virtual reality to connected personal electronic devices, we investigate trends that are causing airlines, content service providers and studios to rethink, rebrand and reimagine the modern airline passenger’s entertainment experience.

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On the Fringe Airlines are delving beyond blockbusters to offer passengers unique entertainment options on board.

Does the Content Match the Destination?

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Flying to the Tune of…

[Enter Destination] Much like Spotify’s playlists-by-mood, airlines are pushing play on destination-specific songs to get passengers pumped for wherever they may be going – to the effect of popping in a world music album called African Blues, Latin Lounge, Celtic Café before a vacation to Mali, Mexico or Ireland.

Virgin America calls them Mood Lists: The City of Angels playlist for Los Angeles, California features “Straight Outta Compton” by N.W.A. and “Going Back to Cali” by LL Cool J; the Let’s Get Our Stories Straight playlist for Las Vegas, Nevada features “Get Yor Freak On” by Missy Elliott and “Anything Could Happen” by Ellie Goulding. Meanwhile Qantas has tuned into C-pop, J-Pop and K-pop for playlists that would resonate with passengers flying to and from China, Japan and Korea, regions where the airline is amping up flights.

For an even more interactive flight experience, airlines might consider an experiment tested

by Gatwick Express, the rail service that runs between the London Victoria tube station and Gatwick Airport. To increase online bookings, Gatwick Express offered free downloads of 30-minute tracks by three different artists scored to the fleeting scenery of their trip. Airlines may not have landscapes to set soundtracks to, but what about music to help passengers transition between take off, cruising altitude and landing?

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illustration: óscar chávez

In-flight magazines may be colorful in their depictions of far-off destinations but for some passengers who are traveling elsewhere, it can be downright frustrating. Fred Mullins knows.

“You’ll see things about Waka Waka Waka, which I’d never go to,” he says. “I need to see something about where I’m going.” Enter A Look At Media, the company Mullins founded to fill the gap between airlines’ destinations and their mismatched in-flight content. A Look At’s city-guide videos of New York, Los Angeles, Atlanta and San Francisco glimpse the local scenes of restaurants, shopping, attractions – and yes, “local“ is key. “People don’t want to know about the big chains that are everywhere in the world,” Mullins says. “They try to seek something unique and special like a restaurant in Little Italy that’s not a national brand.”

A Look At Media recently signed a deal with British Airways to provide content on board its transatlantic flights. “British Airways passengers traveling for business or leisure have the potential to be empowered by knowledge of their destinations available within these video guides,” says Hannah Shire, TV and ambient manager for the airline. “This may help them on their current journey or educate them for any future travel plans.”

A Look At: Fred Mullins How do destination videos compare to guidebooks or in-flight magazines?

Video content is simply more interesting… with sound and movement. If it’s destination-specific, it helps passengers learn how to enjoy their trip more.

Why would passengers be interested in destination-specific content?

A lot of times you’re intimidated by a city that you’re going to, but if you’re on a plane and you see our 30-minute show, it will make you feel better about that city. If you get out and enjoy it, then you’re more apt to come back. It helps the tourism in all kinds of ways.

What kind of traveler are you trying to reach?

We’re trying to reach all travelers. There’s no better prospect for a restaurant or a shopping area than a traveler. When travelers go to a city for business or

leisure, they have to pick a restaurant. You and I can eat at home – we don’t have to, but they don’t have a choice. We’re just reaching those people at a most advantageous time for those businesses.

Every job has a cool factor: What’s yours?

We are doing something that I envisioned – and it’s getting popular.

Mid-Flight Fitness Break Halfway through a long-haul flight, your body is yearning for a stretch, but confined to your seat, there isn’t much room for a workout.

Recognizing the discomfort of sitting for prolonged periods, airlines are offering tips on how to stretch out while staying seated.

Rotating ankles, flexing feet, tucking in the knees, bending the upper body forward and lifting legs are all part of the routine. Cathay Pacific recommends passengers do the stretches every couple of hours and has the moves illustrated in their in-flight magazine. And with the help of a workout-style video, Qantas shows passengers how they can increase blood circulation to combat the ailments that can surface from long periods of immobility. Compression of blood vessels, tense muscles, backaches, fatigue and deep vein thrombosis (DVT) can result from any lengthy sedentary activity, including sitting in a car or a train or at your desk for too long.

But while you’re stretching your arms and legs, don’t forget your face. Avianca advises that passengers flex their facial muscles by raising and tensing their eyebrows and “frown[ing] as hard as possible with [their] eyes closed tight.”

Hold your positions passengers. Then relax!

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On the Fringe Reaching Zen at 35,000 Feet Cruising altitude – after scrambling to the airport, not losing your travel documents and getting through security without any hiccups – is usually when passengers can settle in their seats and unwind. Airlines are facilitating these moments of tranquility in travel with mindful in-flight entertainment options. British Airways partnered with Mindfulness Institute for a series of guided meditation videos to help quell flying anxieties at every stage of the flight: prior to boarding, at 35,000 feet and during disembarkation. “Closing your eyes or lowering your gaze; turning your attention inwards; bringing attention to your breath…” says the soothing male voice speaking at a rate much slower than your average conversation, “The breath is a great support for mindfulness as it’s always in the present moment.” For passengers wanting to keep their eyes open during meditation, the seatback becomes a window for billowy clouds floating across a cerulean blue sky.

Delta Air Lines also offers guided meditations, opting for themes like “Blanket of Love,” “Dealing with Anxiety,” and “Relaxing in the Clouds,” and claims that its meditation program, “Omg I can meditate!” has the power to “help users nurture practical happiness, calm and clarity in relationships, work and life.” Om to that.

Cute Girls Hairstyles, a YouTube channel that shows a mother taming her twin daughters’ long, straight hair into acrobatic feats, is far from traditional in-flight entertainment. But to Emirates, who brought the hairstyle tutorials and other YouTube channels on board, they offer lighter entertainment fare.

“YouTube videos are quite popular – probably in the top 20 categories, but we have about 100! These videos are a good escape from binge-viewing (TV box sets and movies) and we get occasional comments from people who say the videos are amazing,” says Patrick Brannelly, divisional vice-president, Customer Experience, In-flight Entertainment and Connectivity at Emirates.

TED, a well-known, high-profile speaker series, also sees value in short video content. During their conferences, they act as a sort of intermission to restart attendees’ minds between heavy topics such as virtual reality, racial prejudice and climate change. The videos are the kind of stuff you might share with your friends on social media: NASA footage of Saturn’s spinning rings, an endearing Scrabble commercial, kids saying the darndest things, New York City-walking captured in slow motion and Pharrell Williams’ “Freedom” music video. “The misconception is that the videos always need to be funny,” Anyssa Samari, media archivist at TED told Quartz. “Sometimes you just need something to clear your mind.”

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illustration: óscar chá

Riding the YouTube Up High

Oooh Bop! Fashioning Co-Branded Content Coinciding with the release of the most anticipated time of year for any fashion magazine, September saw the launch of Holts TV, an in-flight channel on Air Canada that traces the latest trends from the catwalk to fashion collections at Holt Renfrew.

“We are excited to partner with Holt Renfrew and bring their creative and stylish products into the air,” says Éric Lauzon, manager, Multimedia Entertainment, Air Canada. “These original videos will allow Air Canada to continue to delight our style-minded passengers.”

Collaboration between the two brands was a natural fit. “Both brands share the same clientele of premium, highly educated, trendy and hip passengers that like to travel in style…” Lauzon says. And considering the airline’s Canadian hubs in Toronto, Montreal and Vancouver are also the home of the retailer’s flagship locations, Holt’s TV is essentially a trailer that entices the Holt Renfrew clientele to make a stop at the store.

Asked whether branded in-flight programming will be a larger movement, Lauzon says, “Air Canada is continuously looking to offer its customers original Canadian content. We are excited to see how passengers will respond to the Holt Renfrew TV channel, and are open to building other strategic partnerships that contribute positively to the passenger experience.”

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Travel Advice at Your Seatback Reservations for dinner, flights and hotels used to be made well in advance. Today, however, accustomed to a new degree of freedom and consumer choice, we leave these to the last minute – and now we can leave them even longer.

In partnership with Global Eagle Entertainment (GEE), TripAdvisor’s five-million-plus business reviews and booking platform is available for passengers to peruse through Air New Zealand’s in-flight entertainment.

“This enables passengers traveling on Air New Zealand to find the best hotels, restaurants or activities even while they are up in the air…” says TripAdvisor’s Aaron Hung, director of Partnerships, APAC. Passengers can begin to discover what awaits their arrival before landing, all the while remaining engaged with both the airline and TripAdvisor’s brand.

“In the world of in-seat applications on non-connected aircraft, most of the traditional destination content offerings available are limited,” explains Jenelle Benoit, director, Marketing and Communications, GEE. “By targeting content to the flight’s source and destination cities, passengers are provided with information that they can readily relate to and use,” she adds.

And in-flight connectivity promises to enhance the experience even further. “The price comparison and hotel booking functionality simply needs an Internet connection,” Hung says.

No longer will those last-minute travel details have to be left up in the air.

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Accessible IFE Gogo Brings Closed Captioning to Gogo Vision

APEX’s DOT Filing Aims to Leverage Expertise to Address Disability in Air Travel On Thursday, January 21, APEX filed an official comment: “Nondiscrimination on the Basis of Disability in Air Travel: Consideration of Negotiated Rulemaking Process,” with the US Department of Transportation (DOT). Within the filing, APEX agrees to represent aerospace industry members – including airlines, hardware and content providers – in conducting rulemaking with the DOT for accessible in-flight entertainment.

APEX’s comment comes in response to the DOT’s proposal to employ negotiated rulemaking to determine regulations for the use of closed captions on video content aboard commercial aircraft flying in and out of the US. “In our response, we are telling the DOT why we believe that the traditional Notice of Proposed Rulemaking (NPRM) process is likely to be more fruitful than the negotiation rulemaking process,” explains Michael Childers, chair of APEX’s Technology Committee. The filing strongly recommends that a NPRM would allow key stakeholders to engage earlier in the negotiation process, with the aim of establishing feasible timelines and solutions.

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Gogo has brought closed captioning to its Gogo Vision content, granting greater access to a variety of in-flight entertainment for passengers who are deaf or hard of hearing.

The company will initially introduce closed-captioned content as a Gogo Vision option in the US, and tells APEX Media it eventually hopes to offer English closed captioning globally. All captions offered on Gogosourced content will be consistent with Federal Communications Commission standards.

Gogo collaborated throughout the development process with the National Association of the Deaf. Alex Moy, senior director of Product, Inflight Entertainment at Gogo also credits the APEX Closed Captioning Working Group with raising awareness of the complex technical and regulatory challenges. “We have definitely been involved with the Closed Captioning Working Group,” Moy says. “We know what may come out of the DOT [Department of Transportation] regulations may result in different regulations, and we’re mindful of that.”

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Read “Seeing the Movies”at > apex.aero /seeing-the-movies

Flying Blind No More With Descriptive Audio a content management system (CMS) for this accessible in-flight entertainment solution that allows us to basically piggyback on the metadata and entertainment content that our content service provider enters into the media management system.

The output of this CMS is then imported into a tool that creates text-to-speech audio files.” After being tested by Panasonic, the files are packaged and made available on board so passengers can hear descriptions of the film in either French or English before selecting their option.

“I really applaud Air Canada,” said David Meyer, category manager, Qantas at the recent APEX Asia conference. “They’ve done a lot of work for the accessibility of the visually impaired … I think it’s going to continue to be important.”

In 2014, Emirates became the first airline to offer audio description soundtracks on 16 Walt Disney Studios Motion Pictures films, including Frozen, Saving Mr. Banks, Cars 2 and Marvel’s The Avengers. The gulf carrier also worked with Walt Disney Studios Motion Pictures to introduce closed captions on its content in 2007.

illustration: Pablo Luebert

While the APEX Closed Captioning Working Group continues its important work, APEX’s Technology Committee co-chair, Bryan Rusenko, recently reminded the association that closed captioning isn’t the only in-flight entertainment component of serving people with disabilities. “When the DOT’s notice of proposed rulemaking came out, most recently, in 2014, it did include provisions for audio descriptions. So we are getting out ahead of this.

They’re interested in knowing how we’re going to do it,” said Rusenko.

In 2014, Air Canada became the first airline to provide a fully accessible in-flight entertainment system with the unveiling of its Boeing 787 fleet, equipped with Panasonic’s eX3 system produced in collaboration with DTI Solutions (now part of Global Eagle Entertainment). The system allows visually impaired passengers to navigate the graphical user interface in complete autonomy thanks to text-tospeech technology.

“With our software partners,” explains Éric Lauzon, manager, Multimedia Entertainment, Air Canada, and APEX Board member, “we developed

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illustration: Marcelo Cáceres

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Bars 10 WEESPERBUURT EN PLANTAGE

6. The Tara Rokin 85-89 7. Suzy Wong Korte Leidsedwarsstraat 45 8. door74 Reguliersdwarsstraat 741 9. SkyLounge Amsterdam Oosterdoksstraat 4

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10. Brouwerij ’t IJ

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Places of Interest 11. RAI Amsterdam Europaplein 22 12. Bloemenmarkt Floating Flower Market Singel 600-630 13. Anne Frank House Prinsengracht 263-267 14. Rijksmuseum Museumstraat 1 15. Vondelpark Van Baerlestraat & Vondelpark

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> Fast Facts

Christine Ringger

Location:

ZRH

Frequent Flight:

ZRH-LAX

Brand of Suitcase:

Samsonite

Paper or electronic boarding pass?

Both

Manager, In-flight Entertainment Swiss International Air Lines Ltd. Christine is manager of In-flight Entertainment, Swiss International Air Lines’ Product Development. She joined Swissair in 1994 and held positions in Sales & Marketing Management before joining Product Development and Management, and was responsible for the relaunch of AVOD content and system.

In 2004, she headed Qatar Airways’ IFE department, then moved back to Swiss to IFE Project Management and System Engineering, before embarking on her current role. She served on the WAEA (now APEX) Board from 2006–2011.

Did you choose the airline industry or did it choose you?

I chose it after having run the internal travel office of a high-tech company.

What kind of pressures are put on IFE collections that weren’t put on them before?

In general our passengers are very happy and there is no

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pressure to put content on. Our content service supplier knows our values well and does a superb job to meet and exceed our passengers’ expectations.

Binge-watching, docudramas, educational entertainment. What type of entertainment trends are you excited about?

Certainly the bigger servers nowadays are giving us way more opportunities and options. The exciting thing is that we can have niche content on board without compromising what the majority wants to watch. So, if I can just make a handful of passengers happy with something special – for example, a program about Switzerland – then I’ve done a good job.

Every job has a cool factor.

What’s yours?

The aircraft acceptance. I’ve been part of the acceptance team for our A330s and now also the B777. Being the first one to be on board and then fly the plane with just a handful of

colleagues is kind of priceless, despite the hard work. Everything in the cabin has to be checked.

At the end of January, we got our first B777 and the last bit of the delivery flight with the Swiss Air Force accompanying us over Switzerland, flying past the Matterhorn and a low pass over Zürich Airport, can hardly be put in words.

What’s the one item you can’t travel without?

My Bose headset and my pashmina scarf.

Something that only a frequent flyer would understand?

Having eaten all the options on the menu and seen all the movies on board.

Your top three films of all time?

Three is not good enough… Four Weddings and a Funeral, The Best Exotic Marigold Hotel, Skyfall.

If you could sit beside anyone on a plane, who would it be?

Maggie Smith.

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Airlines Get Social Instant messaging apps and artificial intelligence are revolutionizing the way businesses engage with consumers, and airlines aren’t just getting the message – they’re paving the way. Here are some novel examples of campaigns that leverage social media to start a conversation their customers.

AI Makes Dollars and Sense Artificial intelligence doesn’t only exist in robot form. Singapore Airlines attributes its surge of online bookings from the Philippines, Vietnam and Myanmar to its AI platform, which gathers data to learn when and where to target potential travelers through video, mobile and social media.

Hello, I’m Ana Ana is Copa Airlines’ customer service expert – and a chatbot. She responds quickly, in English, Spanish and Portuguese, offering relevant website links to travelers’ frequently asked questions.

Beat This, Siri XiaoIce is an intelligent personal assistant (IPA) developed by Microsoft for China Eastern Airlines.

It allows passengers to connect to flight crew, other passengers, even friends on the ground.

XiaoIce responds in a conversational tone similar to Apple’s Siri. The IPA has been adopted by WeChat and Line, where it is known as Rinna.

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Good Things Come in Small Packages

Will Flirt for Followers

To lure its Sina Weibo followers to WeChat, British Airways launched a Chinese New Year campaign, rewarding its first 2014 WeChat followers with red pockets, which are traditionally exchanged between family members, filled with promotional coupons worth $50.

WOW Air, the Icelandic discount carrier, took to the dating app Tinder to announce its routes from Montreal and Toronto to Reykjavík, encouraging that flirting would increase the chances of scoring free flights. The airline used its Snapchat account to share some of the sexier exchanges.

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Tweet for Further Assistance

Stickers As Smooth As Silk Thai Airways launched two limited edition sticker sets (supersized emoji packs) on Line, the messaging app popular in Thailand, Taiwan and Japan. It features caricatures of its pilots, flight attendants and aircraft saying: “OMG,” “thank you,” “love,” “sweet dreams” and “ha ha ha.”

Snapping Up the Inside Scoop Aer Lingus was the first airline to open a Snapchat account. No wonder. More than half of Ireland’s teenagers are on it, the highest rate in the world.

The airline offers live behind-the-scenes glimpses of its activities, such as boarding an inaugural flight and taking off from a flight deck.

illustration: ricardo polo

WhatsApp Integration Merging customer service with the world’s most widely used messaging app, KLM tested a virtual assistant on WhatsApp with 100 of its frequent flyers, answering queries about upgrades and seat availability. The airline saw shorter and more frequent back and forth, akin to chatting with friends.

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KLM’s #HappyToHelp campaign in 2014 showed the airline going to tremendous lengths to lend a hand, ferrying any traveler who risked being late for their flight at JFK across the Hudson River. Call it gimmicky, but the message is clear: KLM is listening – and taking action.

Without the tacky hold music or long waits in line, Twitter has become a popular and effective channel for reaching a corporation’s customer service center. “We’re the number one airport in Canada from a Twitter follower perspective and part of that is because we actually do customer service on Twitter,” said Robyn McVicker, director, Marketing and Communications at Vancouver Airport Authority. She gives the example of a traveler who tweeted about being hungry for sushi in a YVR terminal that was under construction.

“One of my amazing social media team members headed down and brought them some lunch,” she continued. “It just ended very positively.”

Etihad Airways has a private Twitter handle for its premium passengers, one that promises special deals and five-minute response times. But to be privy, you have to be a member.

“The new channel aims to enhance the experience of our most valued guests by offering them a personalized service and delivering a range of unique benefits,” said Elizabeth Selby, Etihad Airways’ head of Social Media. “It also allows Etihad Airways to create highly focused campaigns and build stronger relationships with its premium audience through meaning ­­f ul conversations.”

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Overheard: Hot Topics The evolving state of in-flight entertainment (IFE) has several stakeholders chatting about new players, changes and other hot topics. Here’s what they’re saying:

on subscription services “As bandwidth increases and early windows narrow, what are the implications as to the kinds of content offerings? Will major studios begin to become early-window providers only, and begin including late window in-flight entertainment rights in their deals with Netflix, Amazon and others? The important thing is that such decisions are at the discretion of the studios who own the rights.”

Michael Childers, APEX TEC Chair “One idea is to provide a free or lite version of service for passengers, or a one-journey subscription.

Part of the success of subscription services has been their wide choice, so it’s important that any free or lite version of a service doesn’t lose it’s coherence as an offering.”

Shane Mitchell Chief Digital Officer, MediaCorp

“We want Netflix to work incredibly well, whether you’re at home, in the metro, or at 30,000 feet on Virgin America.”

Reed Hasting CEO, Netflix

“Obviously the bandwidth to stream this type of content, possibly high definition, can be quite costly depending on the network being used. Some airlines and subscription services might end up footing the bill for the passenger access, i.e. JetBlue and Amazon, but this will most likely not be the norm. Passengers may balk at paying as much or more to access their accounts as they would pay for a first-run movie ticket. What about the passengers who do not already have a subscription service?

Are they left out in the cold?”

Jeff Crawford Senior Vice-President, Non-Theatrical Sales, Warner Bros.

on the changing role of seatback ife “With passenger devices and aircraft connectivity, all the mainstream content is likely already viewed or downloaded on personal devices. This makes niche and not-easily-accessible content desirable and appealing.”

Jovita Toh, Chief Executive Officer, Encore Inflight Limited

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on consolidation in the passenger experience industry “I think there are benefits to consolidation in the passenger experience and in-flight entertainment business. The betterresourced individual suppliers are, the more they can invest in new products, new services and service airlines, which is difficult to do when the industry is more fragmented.”

Dave Davis, CEO, GEE “There is a bit of a thing going on for world domination and I think there’s only four of us left. The airlines that we have like the boutique, personal service. I don’t think that big companies are for everyone.

There’s enough customers that want this personal service and care that we give, for us to have a very good future and good prospects and profitability and all of the things that matter in a business.”

Rob Lynch Founder and Chairman, Stellar Entertainment

entertainment on the short-haul “Expectations will expand to include shorter routes and services – routes that did not traditionally require IFE.” Kevin Clark Chief Operating Officer, Bluebox Avionics “I believe that we’ll see significant growth in the number of short-haul aircraft installed with wireless seatback or wireless-to-device IFE systems, and a significant decrease in the number of aircraft with outdated overhead IFE systems or no IFE.” Jon Norris Vice-President, Sales, Lumexis “We’re not seeing in-flight entertainment integration short-range so much anymore, it’s more really bring-your-own device and providing stowage and a power supply.”

Mark Hiller CEO, Recaro

“Whilst wireless streaming to passenger personal electronic devices (PEDs) may seem to be an attractive low-cost solution for some airlines, it offers a relatively poor passenger experience as compared to fully featured seatback IFE systems or the experience of terrestrial mobile video services such as Netflix or Amazon.”

Jon Norris, Vice-President, Sales, Lumexis

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Amsterdam Affiliation What movies and avgeek facts are linked to Amsterdam?

Find out below.

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Editorial > Publisher Al St. Germain al.stgermain@spafax.com > Editor Katie Sehl katie.sehl@spafax.com > Copy Writer Caroline Ku caroline.ku@spafax.com > Digital Editor Kristina Velan kristina.velan@spafax.com

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> Digital Media Specialist Ari Magnusson

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> Research Assistant Ella Ponomarov ART

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> Art Director Nicolas Venturelli > Graphic Designer Eva Dorsch Production > Production Director Joelle Irvine > Production Manager Felipe Batista Nunes

Across

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1. Expression for splitting the bill.

2. Movie gigolo who visits the Red Light District.

7. Kickstarter-funded biopic that will feature hand-painted animations based on this Post-Impressionist’s works.

3. Infrastructure commonly associated with Venice that contributes to building suspense in the film Amsterdamned.

10. James Bond movie starring Sean Connery that features Amsterdam’s Magere Brug.

4. Dutch actress who plays Jean Grey in the X-Men series.

11. Ocean’s movie filmed in Amsterdam.

5. Popular moniker for the Netherlands often used in marketing.

12. Schiphol is the only airport in the world below this geographical “line” of reference.

6. Dutch snack offered by United Airlines.

13. Koninklijke Luchtvaart Maatschappij.

8. A movie and museum have been made in her name.

9. KLM’s latest safety video features this traditional earthenware.

12. The site of Schiphol Airport is a former graveyard for these vessels.

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> Proofreader Katie Moore Advertising > Sales Director Steve O’Connor steve.oconnor@spafax.com +44 207 906 2077 > Ad Production Manager Mary Shaw mary.shaw@spafax.com > Ad Production Coordinator Joanna Forbes joanna.forbes@spafax.com > Spafax Content Marketing CEO, Spafax Content Marketing Americas Raymond Girard > Senior Vice-President, Content Strategy Arjun Basu Powered by Spafax

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MMM Survey What’s your role?

CSP Distributor Airline Studio Other

What trends are you following in relation to IFE? Number the top three.

Binge-watching Streaming services Social media Messaging apps Online shopping Wi-Fi Other

How relevant are each of the entertainment mediums below to IFE? Early-window content

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Late-window/library film content

Which solution do you prefer for viewing IFE? Seatback Tablet or personal electronic device Both What IFE solution makes the most sense for long-haul?

Overhead Seatback Seatback and passenger-device integrated systems Airline-supplied tablets Bring-your- own device

Do you see seatback screens being phased out within the next 25 years?

No, there will always be a need.

Maybe, in specific markets.

Yes, they are on their way out.

TV shows What entertainment options do you think are the most popular on board?

Entire seasons of TV shows TV mini-series Live TV1 Mobile app-based games YouTube How important is early-window content on IFE right now?

Brings the most value Very important Somewhat important Not important

What IFE solution makes the most sense for short-haul?

Overhead Seatback Seatback and passenger-device integrated systems Airline-supplied tablets Bring-your-own device

New Release Movies Classic Movies Art-house Films Family Movies Live Television Sitcoms / Comedies Drama Series Documentaries Business Programs Music Concert Programs

Lifestyle Programs Technology Programs Sports Programs Kids Programs Branded Programming Reality Programs Digital Shorts

What entertainment features do you think are the most popular on board?

Wi-Fi Moving Map Retail Destination Guides

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