EXPO 2014 Daily Experience 3

day thursday 18 september 2014

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GuestLogix, eGate Solutions and Avanade participated in the Onboard Innovation Pavilion

Onboard Innovation Pavilion The Onboard Innovation Pavilion at the EXPO on Wednesday gave industry insiders a look at how they can best meet business needs in the quickest and most dynamic ways possible.

The key points of interest at the sessions were how to implement changes onboard and how airlines can maximize their opportunities for ancillary revenue. Representatives from GuestLogix, eGate Solutions and Avanade all contributed to the discussion on how to advance innovations onboard.

Saving Space in the Galley

All the Buzz on Amenities

READ MORE ON PAGE 14

READ MORE ON PAGE 10

In Profile: Bryan Rusenko READ MORE ON PAGE 08

READ MORE ON PAGE 12

expo daily 2014 anaheim, ca usa 14 - 18 september

Visit us on > APEX.AERO Find the latest news on > BLOG.APEX.AERO Follow us on > @THEAPEXASSOC Write us > EDITOR@APEX.COM

Panasonic Avionics Corporation

Earn more, every flight.

Every time an aircraft climbs to 35,000 feet, you have a unique opportunity to engage your passengers and increase your bottom line. At Panasonic Avionics, we are constantly developing new ways to help you maximize revenue. From broadband connectivity to Near Field Communication (NFC), we’re making revenue generation easier than ever.

We’re creating new revenue streams with higher levels of personalization and passenger-specific advertising.

We’re enabling real-time credit card transactions so you can offer higher value items from your in-flight shopping catalog. And we’ve designed our solutions so that you can offer items through both the seatback and your passengers’ own devices.

So if you’re looking to use the power of IFEC to increase your bottom line, look to Panasonic Avionics and visit us online at panasonic.aero.

panasonic.aero/daily © 2014 Panasonic Avionics Corporation. All Rights Reserved.

TE513

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Fourth Generation Takes Flight Airbus’ new A350 XWB will soon be in operation, and its passengers will enjoy the features of advanced, fourthgeneration in-flight entertainment (IFE) systems. According to Patrick Candelier, Aircraft Interiors marketing manager, Customer Affairs, Airbus decided to re-think how the signals get from the main IFE system to the passenger seats.

“We have not only followed the fourth-generation IFE specification, but we went even further,” says Candelier.

He explains that Airbus created a new network topology that is more robust than earlier distribution designs. Speaking in somewhat technical terms, Candelier said, “It’s not a pure ‘star,’ it’s a combination

of ‘ring’ and ‘star,’ so the A350 will have nine IFE seat groups to feed the maximum of 450 seats. If there is a failure in the data flow at a critical point, the maximum impact is on only three seats.”

While current installations have up to eight cables running between seat units, with raised, bumpy covers, the A350’s fourth-generation IFE systems will have just one cable, uniquely installed.

Candelier explains, “We wanted a flat floor in the A350. So we adapted the seat rail in the floor to accommodate two raceways on each rail. And in each raceway, we have the cable. Then we put on the seat rail cover, leave it exposed or cover it with carpet, and voilà, we have a flat floor!”

Inmarsat Delivers Ka-band to Thales “Commercial aviation is the fastest growing part of the Inmarsat business,” says Leo Mondale, president of Inmarsat Aviation, “and broadband access is no longer a ‘want,’ it’s a ‘need.’”

Helping to fulfill that need comes the announcement that Thales InFlight Entertainment and Connectivity is now a value-added reseller for GX Aviation, Inmarsat’s Ka-band solution. With it, aircraft will have access to high-speed broadband connectivity and Internet speeds of up to 50Mbps.

Full global coverage will be available in 2015, supported by next-generation Inmarsat 5-series satellites. The first of the “birds” became operational earlier this year over the Middle East, Africa and Asia. Two more of the Boeing-built satellites will be orbited to complete the operational constellation, with a fourth available as a spare.

But why has Inmarsat bypassed Ku-band technology, in favor of Ka-band? “Ku is optimized for video delivery, and it’s a great technology for that. But it’s not optimized for two-way communications over a wide-area ocean zone,” says Mondale.

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Conversations in Connectivity

Read the full interview at > BLOG.APEX.AERO / GOGO-ONAIR

We asked Ian Dawkins, CEO of OnAir and Brad Jaehn, VP of Product for Gogo, what their thoughts were on the top issues with in-flight

across, like my satellite’s bigger, better, faster than yours. That really is confusing what’s going on in the market and from my viewpoint,

connectivity right now.

I think some of that will resolve itself over the coming few years.

Brad: The number one issue in in-flight connectivity is the ever-growing consumer demand for bandwidth. We continue to look at new technologies and solutions to help increase the bandwidth available to aircraft to continue to meet consumer demand.

Ian: I think there’s a lot of confusion within the market about what connectivity is – is it in the cabin? Is it in the aircraft? You know, what types of service there are. I think it’s still like that with the airlines and it’s because there’s lots of people putting their points of view

expo daily 2014 | anaheim, ca usa 14 - 18 september

- Ian Dawkins, CEO of OnAir

What about the number one concern connectivity providers hear from airlines?

Brad: Airlines continue to face a substantial amount of choice around different types of technologies and many claims continue to be made about speeds and throughputs and such, and we just continue to work closely with our current and existing partners, educating them on why different technologies are appropriate to their fleet types, their route structures and their geographies.

Ian Dawkins

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I think there’s a lot of confusion within the market about what connectivity is – is it in the cabin?

Is it in the aircraft?

Ian: The airlines today are going through quite a boom time because there’s a lot of growth in the industry. I think the major concern at the moment would be the instability in Western Europe and the Middle East. Concerns like: will that have an impact on moving the people, fly over rights – can you fly over Russia? I think airlines are concerned about how that is going to impact them.

Brad Jaehn

Airline Passenger Experience Association

thales-ifec.com

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Wcities Helps Passengers Plan Our time in-flight is often the first opportunity to think about the destination, but Wcities has passengers covered when planning a trip itinerary from the sky.

CEO Fraser Campbell explained Wcities is a location-based content provider offering information on entertainment, hotels, city guides, and attractions for destinations around the world. Passengers can plan their time away based on family activities, tourist hotspots, food, entertainment and more, all from their seatback.

In the future you’ll be able to save your itinerary to a USB or email it to yourself, so that upon arrival you’ll have your city guide at the ready. Wcities’ Eventseeker app allows passengers to begin trip planning from the ground, as well as check out local events and entertainment where they live.

The Wcities application also takes the moving map to new heights, allowing passengers to view information about cities, monuments or national parks they’re flying over: a self-guided tour of the land below the clouds!

Flight Level Media Pairs with Panasonic Flight Level Media and Panasonic Avionics have announced that they have signed an agreement that will see Flight Level Media’s suite of passenger applications integrated into Panasonic’s in-seat and wireless platforms.

Postcards From the Plane, an application that lets passengers send digital postcard messages featuring an image of where they are in the world, will be launched on a major European carrier that will be announced in the next few days.

Effortless in-flight news Visit us at Booth

732 We provide fast, easy and efficient TV news distribution direct to your airline fleet. Get the latest news stories from Euronews, in up to 13 different languages.

“El Daily News, negocios y deportes en español” Main contact Mark Janssen mobile +31 6 51 18 29 74.

Logistical and technical IFE services by:

www.inflight-tv.aero

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> FAST FACTS NOW LISTENING:

Audio book, Kim by Rudyard Kipling YEARS IN INDUSTRY:

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THE FUTURE OF FLIGHT WILL BE:

Q & A with Bryan Rusenko

Awesome

Technical Consultant, APEX Bryan is currently serving as a special technical consultant to APEX. He has held key positions in the IFE industry since 1987, as VP of Engineering at Intersound, Inc., at Crest Digital as SVP of Special Projects Engineering and as VP of Strategy and Technology, IFE at Technicolor. He has been active in the Tech Committee serving as a co-chair and has cochaired several working groups.

He served on the WAEA Board from 2001 to 2009, and in 2010 he received APEX’s Outstanding Contribution Award.

To read Bryan’s full Q&A visit > BLOG.APEX.AERO /BRYANRUSENKO

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When it comes to in-flight connectivity, what should EXPO attendees consider when planning for the future?

Personally, I think that demand will always outpace capacity - especially if it becomes an expected amenity.

Something that never ceases to amaze you in your industry of work?

I am amazed at how people from all over the world can come together, accomplish their objectives and have a lot of fun. And the toys.

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

I’d say my phone. I can’t go anywhere without it. Leaving it for service once was extremely traumatic.

The career path you considered but never followed?

Rock star. Actually, I mean rock idol.

What do you miss most about home when you’re traveling?

My son. He tops the list by a wide margin.

The scariest situation you’ve ever been in?

As a teenager I decided to teach the driver tailgating me a lesson. He escalated things… at least there was no damage to the car.

Talent you wish you possessed?

The ability to fly. Or playing guitar (see previous).

Biggest challenge you’ve ever overcome at work?

Understanding that logic isn’t equally obvious to everyone.

First travel memory?

Driving with my family from Pittsburgh to the New Jersey shore as a child, which was my first time seeing the ocean. Years later when I moved to Los Angeles, simply driving down Wilshire and catching sight of the Pacific Ocean brought an instant feeling of being on vacation.

One thing you wished people cared more about?

Cooperating so that everyone wins.

Three things of no value that you will never get rid of?

Some boxes of swag from all my past conferences. Also a few obsolete mobiles.

And my first Mac 128K from 1985 (still working).

Airline Passenger Experience Association

Jeff Crawford jeff.crawford @ warnerbros.com

aNGeLICa McCoY angelica.mccoy@ warnerbros.com

wbnts.warnerbros.com

© 2014 Warner Bros. Pictures. All rights reserved.

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Amenity Kits Create a Buzz When asked to name the most unique item he’s ever seen in an amenity kit, Leonard Hammersfeld, director for Buzz Products, laughed, “facemasks!” He explained that the intention with amenity kits is to show customers that their airlines understand them and are invested in giving them what they want onboard. “We start with a buzz-storm,” added account manager Elliot Howells, “and we provide a full bespoke design service from there.”

Amenity bags are unique to each airline and the sign of a good uptake is when customers literally take the bag with them off the plane

and continue to use not only the products, but the bags. “We’ve seen our product bags on eBay, that’s always exciting and a good way to know customers see value,” noted Howells.

Airlines aim to maximize brand exposure off the plane and a good amenity bag with great products allows them to do that.

People are creatures of habit so the challenge for Buzz becomes adding new value without eliminating the existing products passengers have become accustomed to. And what can we see in the future? “Amenity kits as handbags,” smiles Hammersfeld. “I won’t say who, but we saw one out last night.”

Inflight Television International in short iTV, is a leading technical service provider of daily IFE content.

Visit us at Booth

732 We have offices in Frankfurt and London where we prepare news- and sports programmes and deliver them 24/7. The edited content can be delivered in any analog or digital format. iTV also represents the European news broadcaster Euronews and the Chinese news broadcaster CCTV for the IFE market.

Main contact Mark Janssen mobile +31 6 51 18 29 74.

We represent:

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digEcor Helps Flight Crews Engage When booking and checking in for a flight we’re required to provide the airline with an enormous amount of information in a short amount of time. Contrast that with spending long hours in the air with flight attendants who have more touchpoints but relatively no information about passengers or their preferences. digEcor’s chief executive David Withers explains the effect Engage, digEcor’s customer relationship management tool, has not only on customers, but on staff.

“Flight attendants can log on to the Engage software hours before their flight to find out how many executive passengers they have, who has ordered specialty meals and even who is having a birthday. This software empowers the flight attendants, allowing them to take a real interest in who will be on their flight.”

Information available to on-board staff includes flight information, crew details and allows them to input notes regarding issues or passenger experiences before, during and after flights. “It provides a holistic customer service experience,” explains Withers. “It closes the gap between staff on the ground and in-flight, allowing personalized customer service throughout the journey.”

www.inflight-tv.aero

2014-08-29 2:31 PM

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Spafax Makes Waves Content agency Spafax announced a number of new client contracts and expansion plans at this week’s EXPO. Spafax will be the new content service provider for JetBlue Airways, providing in-flight entertainment programming and procuring new content for the carrier’s FlyFi high-speed onboard Internet platform. Spafax takes over a service that was previously done in-house by Jetblue.

In addition, the company recently renewed its agreement with Royal Jordanian Airlines, continuing a 25-year relationship.

Spafax was also awarded the exclusive in-flight entertainment system media sales contract for KLM Royal Dutch Airlines. This new partnership will see Spafax further extending its European business with a new sales office

opening in Amsterdam to be closer to KLM’s operations. Niall McBain, Spafax’s CEO, says he is excited about the new deal.

“They’re a great European carrier, it’s a really interesting ancillary revenue opportunity and is a great addition to our London media office,” McBain said.

In another expansion effort, Spafax has opened a new office in Lima, Peru to keep pace with their growing Latin American business.

Raymond Girard, Spafax’s president of Content Marketing explained, “Peru is by far the fastest growing economy in South America. It was a natural place for us to set up an office. We create content experiences for the global transumer and there are a lot of them in Peru.”

» IFE Wireless: Discover the Possibilities « The Kontron Cab-N-Connect Cabin Wireless Access Point (CWAP) product family provides secure wireless connectivity for commercial airlines and general aviation. With the release of a 28 VDC power input option, the CWAP also supports the DC requirements of smaller business and regional jets.

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Onboard Innovation Pavilion: Time for Change [Continued from cover] In an industry that is changing every day, it can be extremely difficult for airlines to make changes to their business models and the customers’ experience. Typically airlines have the ability to make four changes a year, whether it be the color of a napkin or a moisturizer in the restroom.

Simon de Montfort Walker is president and managing director of eGate Solutions, a software and innovations outlet who specialize in integration, helping airlines to implement changes onboard and in service areas. He explained that while it can be difficult for airlines to shake up their products, his company has the knowledge and technology to work together with them to make it easier.

“Whether you’re a supplier or a carrier, you’re somewhere in this universe, it matters to you how

this is going to work and it’s going to impact you,” de Montfort Walker said.

Steve Bozeman, vice president of Client Services from GuestLogix, spoke about ancillary revenue opportunities and how airlines can achieve maximum benefits from them. GuestLogix boasts the world’s largest customer base for ancillary revenue, including United Airlines who has the world’s largest share of the sector.

Providing an omni-channel outlet whereby

Panasonics Partners with SoundChip for HD Audio 12

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passengers can purchase products and services at multiple touchpoints, GuestLogix maximizes the opportunity for airlines to generate ancillary revenue while also enhancing their passengers experiences.

“Airlines are getting very smart about how they utilize ancillary revenue, it’s not only about increasing revenue but also about driving the passenger experience to make it memorable and unforgettable,” Bozeman said.

We previewed the latest in HD audio streaming at Panasonic, where new headphones have been developed in conjunction with SoundChip. The digital headphones feature personalized sound settings, on-demand Hybrid Active Noise Cancelling and open ear functions, and the trademarked Hot-Swap technology which allows passengers to change seats during the flight and retain their media within the headset itself.

Airline Passenger Experience Association

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Would You Like Branding With That?

In Monday’s education session, Stathis Kefallonitis, founder and president of branding.aero, explored the industry’s desire to create different and memorable passenger experiences through catering design and products. When we explored the catering products on the trade show floor we knew he was onto something.

Paulina White, marketing and design director for Global Inflight Products says that branding is the biggest trend she’s seeing, “Airlines are using colors and branding to differentiate their food trays from another company.

They want their meal tray to be memorable.”

Another trend she explored was the transition to plates and bowls that are largely round but with one square angle each that fit together, maximizing space on the tray. And when it comes to cutlery, airlines have recognized that by providing a small change from plastic to light metal they are making a big difference to passengers.

Lastly, White explained, sustainability is becoming a common request, “Airlines are beginning to recognize the importance of environmentally-friendly products and are

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willing to pay a bit more to have sustainable products onboard.” InCycle cups are made from the same materials as soda bottles with five cups equaling one bottle. “They reduce waste as they can go in the same bag as bottles, and are easy to recycle,” explains White. “This product is becoming very popular.”

Richard Tuttle, managing partner of RMT Global Partners, agrees branding and waste reduction are at the forefront of airline’s minds when it comes to on-board products.

“With many airlines consolidating, they are looking for ways to re-use the same equipment with different branding.

We have a catering cart cover that is easily branded and fits over carts to give them a uniform look.”

The covers are easier to replace than an entire cart when they get older looking, allowing airlines to maintain a fresh appearance. When creating service catering products Tuttle maintains it’s all about making products that reduce stress and make the job for the flight attendant as smooth as possible, while maintaining the look and feel the airlines desire. “These things,” he says, “ensure an enjoyable passenger experience.”

Keeping News “New” with Inflight TV

“I’ve been coming to the EXPO for a long time,” says Mark Janssen, managing director of Inflight TV International. “My first was back in Amsterdam in the ‘90s.” Since those early days, Inflight TV has kept airline passengers up-to-date with news broadcasts. “Daily news has a quick turnaround,” explains Janssen. “We are continually uploading so no matter what time a passenger boards their flight, the content is always fresh.”

Sourcing news from a multitude of channels from around the world, Inflight TV tailors and edits broadcasts to remove advertising, nudity and air-travel inappropriate stories. Content is then integrated into various airline’s in-flight entertainment systems at regular intervals to ensure content is current.

Airline Passenger Experience Association

SKYfi club – Your mobile theatre Staying in touch and streaming content via smartphones, tablets and laptops are now top wishes for air travellers. And SKYfi is one of the most advanced and cost-effective ways to meet these demands – for satisfied passengers who keep coming back. Plus, SKYfi club lets you create personalised entertainment and information programmes streamed directly to passengers’ devices – for the ultimate in in-flight customisation.

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(Net)Working It

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Bose’s Ambient Background Bose debuted the QuietComfort 25 (QC25) headphones earlier this month, which feature a new design and updated technology from its predecessor, the QuietComfort 15. Ambient noise-blocking and improved clarity are the highlight features of the new headsets.

The story behind Bose’s journey to the aircraft cabin is an interesting one that isn’t often heard.

(Pun gratuitously intended.) Amar G. Bose was on a flight from Switzerland when he found himself disappointed in the headphone sound performance against the ambient noise of the jet engines and cabin. This experience served as an inspiration for Bose to develop high-performance headphones capable of performing in extreme settings, such as on airplanes.

While known by most as a personal consumer device, Bose products like the Combat Vehicle Crewman Headset are used on several tanks and military aircraft. They also have a custom Space Shuttle Headset.

Bose’s noise-cancelling headphones have been used in aircraft cockpits for decades and in recent years have been offered to premium class passengers on carriers such as Air France and American Airlines.

While more expensive than comparison sets,

Bose argues that their lifespan and superior quality justifies the cost difference. On passenger experience surveys that have been conducted with airlines Bose supplies for, passengers frequently identify the headphones as a crucial experience-enhancing feature.

Axinom Brings Software Architecture to the Showroom

Watch the Q&A video at > BLOG.APEX.AERO/AXINOM

Ralph Wagner, COO of Axinom, and his team have been attending the APEX EXPO for the past four years, but this is their first time exhibiting. As a software architecture development service that helps companies like Lufthansa Systems and Zodiac develop systems that make, among other things, streaming to PEDs possible, they aren’t often as visible in the industry as other vendors. Wagner explained that he was excited by the number of airlines that were interested in understanding how their software works. On his first-time exhibitor experience he says, “APEX is a great opportunity to be visible to other vendors and the airline industry in general. I really liked it.”

Don’t miss Axinom’s “Customer Satisfaction & New Technologies” roundtable discussion today at 11 a.m., where they’ll also be showcasing Google Glasses. Booth #635.

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Airline Passenger Experience Association

3D Moving Map

Innovative product and service offerings for the in-flight entertainment and mobile world

Destination Guide

Kidz Discovery Map

The reviews are in…

FlightPath3D “…is really great, heavily used and appreciated by our passengers. It is intuitive, entertaining, informative and innovative; a great step forward in our customer experience.”

Feedback from the recent Air France 777 service launch

“…it is the 3D map of the globe, one of the coolest I’ve seen on an aircraft, that steals the show, allowing you, with the flick of a finger, to zero in on a region or city – right down to street level.”

Steve Dunne, Brighter Group, TravelWeekly, July 8, 2014

Review of July 4th Norwegian Air 787 flight

The FlightPath3D team would like to congratulate Norwegian Air 787 Dreamliner fleet featuring the FlightPath3D experience.

Want to Elevate your In-flight Experience?

Visit us at our APEX booth #1448 www.FlightPath3D.com info@FlightPath3D.com

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Community Calls For Wi-Fi Much of the conversation this week at EXPO focused on in-flight Wi-Fi, and it’s clear passengers are increasingly expecting reliable connectivity options to be readily available throughout their entire travel experience.

“We believe Wi-Fi is the fourth utility after electricity, water and gas.”

Dimiter Zahariev, IATA

Forget Legroom, Airlines Should be Focusing on the Web http://buff.ly/ XotoTn #APEXEXPO #avgeek #wifi @sparksheet_apex

“One emerging trend to watch here is the development of OTTs” Edward Shapiro, Chairman of Global Eagle Entertainment

“Broadband access is no longer a ‘want,’ it’s a ‘need.’”

Leo Mondale, Inmarsat

MediaShift Enabling #PanasonicAvionics to generate ad revenue by a variety of ad products within user’s WiFi session. #APEXEXPO

Back with @JohnnyJet and @cjmcginnis for another #TravelSkills chat - this time on the state of wifi with @Gogo at #APEXEXPO

@MediaShift

Brent Snyder @crankyflier

APEX PASSENGER SURVEY 2014

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Hot Off the Press…

Industry News

Comfort & Ambience

Newark Liberty to Get $120 Million Upgrade 15 September, 2014, Frequent Business Traveler

Newark’s Terminal C is getting a retail and dining venue makeover. United Airlines partner OTG Management will be funding the 18-month project and passengers can expect to see the changes as soon as November, 2014.

Qatar Airways Plans a Business Class Revolution 17 September, 2014, The Wall Street Journal

Qatar Airways announced today they will be making changes to their business class seats.

According to CEO Akbar Al Baker, the service will resemble first class but be sold at a business class price. We like the sounds of that!

2014-08-29 2:42 PM Follow us @theAPEXassoc

The Daily Experience Team Al St. Germain > Publisher

Terri Potratz > Editor

Katie Sehl > Assistant Editor

Jessica Sammut > Community Manager

Andreanne Lafond > Production Manager

Entertainment & Connectivity

Catering & Services

The Future of In-Flight Entertainment: Virtual Reality?

Etihad Airways Begins Butler Training for A380 Residence Suits

September 11, 2014, Yahoo! Travel

16 September, 2014, Frequent Business Traveler

Airbus has patented a virtual reality isolation helmet that can help passengers tune out an unpleasant cabin experience. We tried the virtual reality mask in the Panasonic Cool Room here at the EXPO so we know this technology isn’t as far-fetched as it might seem.

Food and wine courses and VIP guest care are all part of Etihad’s Residence suite butler service, begin training this week. The service will be available on the airline’s three-room cabins aboard their Airbus A380 fleets.

Howard Slutsken > Contributor

Cameron Watt > Contributor

Jenn Wint > Contributor

Nicolas Venturelli > Art Director

Steve O’Connor > Sales Director

Ella Ponomarov > Research Assistant

Steve Mandamadiotis > Digital Product Manager

for more industry news, sign up for the APEX Weekly Connection Newsletter at > blog.apex.aero/newsletter

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Mehran Torgoley > Photographer

Katrina Chavez > Photographer’s Assistant

Airline Passenger Experience Association

Unlock the potential of connected aircraft

The Gogo Platform he versatile Gogo Platform lets you apply the power of inflight T connectivity in new ways to achieve your business goals. Increase operational efficiency with real-time flight data. Generate additional revenue via new and engaging in-air experiences for your passengers.

Sustain brand loyalty by rewarding your most valuable customers.

Visit Gogo at APEX 2014 and discover the possibilities. Š2014 Gogo LLC. All trademarks are the property of their respective owners.