APEX Experience 7.1 February/March 2017

airline passenger

volume 7, edition 1 | february – march 2017

Dark Matter Aviation’s relentless pursuit of cybersecurity

official publication of the airline passenger experience association

SPINE COLOUR - NO IMAGE OR TEXT PAST THIS POINT

Contact: martin.sansing@disney.com

© 2017 Disney

Be Our Guest Beginning

June 2017

Disney Enterprises, Inc.

nt.disney.com

Inflight connectivity is finally a two-way conversation.

True 4G Wi-Fi is here. And it’s going to do more than keep passengers productive and entertained. It’s going to completely transform every aspect of how the industry operates—from dynamically optimizing flight paths and saving flight time to monitoring aircraft health, providing analytics and much more—revolutionizing aviation as we know it.

THE FUTURE OF IFC IS HERE. WE’D LIKE TO BRING YOU ON BOARD.

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through our dedicated proprietary beamforming technology providing unparalleled 4G performance that won’t slow to a crawl—no matter who’s sharing the airspace.

20X MORE SPECTRUM 60 MHz than the current ATG industry standard,

supporting connectivity both to and from the aircraft, with very low latency.

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than current ATG networks, with speeds that rival 4G Wi-Fi on the ground allowing for real-time bidirectional data sharing.

COST SAVINGS AT EVERY STEP

from affordable installation and set-up, to lower operating expenses and total cost of aircraft ownership. Improve performance and increase safety with bidirectional connectivity, all for less than you’re paying now.

Visit SmartSkyNetworks.com or call 800.660.9982

Advanced Technology for

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Cabin Equipment: Custom & Reference Designs

Research Industrial Design User Experience Design System Architecture Mechanical Engineering Electrical Engineering Software Development

At Telefonix PDT, we understand that meeting passengers’ IFEC expectations on every flight is a a complex challenge. With more than 25 years of hardware development and design consultancy experience, we have the tools and resources needed to ensure that you create an optimal solution.

Our Summit™ Line of IFEC hardware offers a best-in-class set of product platforms for you to utilize in building your system, or, if you are inspired to create something new, rely on the Telefonix PDT team, which is leading the development of advanced technologies required for the Internet of Flight™.

Prototyping Integration & Testing Documentation & Certification Manufacturing Management Repair Station Quality Management Obsolescence Management

© 2017 All Rights Reserved. Telefonix® and the Telefonix Logo® are Registered Trademarks of Telefonix, Inc. Summit™ is a trademark of Telefonix, Inc.

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ARINC type C1/2 aircraft powered High fidelity remastered sound Powerful hybrid noise canceling Sensational open-earTM talk-through Touch / in-line cable control of integrated audio features

Panasonic HD Audio™ compatible High definition digital sound 3D sound immersion with parametric EQ Powerful hybrid noise canceling VoIP-telephony with adaptive sidetone Natural open-earTM talk-through Touch / in-line cable control of integrated audio features

Serenity S1 headphones expertly balance beautiful product aesthetics with a durable mechanical design.

All this, while providing astonishing high definition sound performance, superior comfort and a suite of innovative features, including touch-enabled open-ear™ talk-through.

WWW.SERENITYHEADPHONES.AERO Developed by Soundchip SA, Serenity S1 headphones are manufactured under license by Long Prosper Enterprise, Co. Ltd. Soundchip and HD-PA are registered trademarks of Soundchip SA. All rights reserved. ©2017. For further information visit www.serenityheadphones.aero

Ad Directory

apex experience

Advertisers’ Directory Astronics Advanced Electronic Systems www.astronics.com > See pages 38 and 44 Astronics Armstrong Aerospace www.astronics.com > See page 50 Axinom www.axinom.com > See page 48 BAE Systems www.baesystems.com > See page 23 Bluebox Avionics www.blueboxavionics.com > See page 11 Dawson Media Direct Ltd. www.dawsonmd.com > See page 47 and select pages from 92 to 111 Deutsche Telekom www.telekom.com > See belly band and page 17 digEcor www.digecor.com > See page 36 Donica www.donica.cn > See page 62 Emphasis Video Entertainment Ltd. www.emphasis-video.net > See page 99 Entertainment In Motion www.skyfilms.com > See page 105

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volume 7, edition 1

volume 7, edition 1 february – march 2017

Eros International Media Ltd. www.erosnow.com > See page 107

Penny Black Media www.pennyblackmedia.com > See page 102

FTS Technologies www.fts-aero.com > See page 57

Phitek Systems Ltd. www.phitek.com > See page 31 and 33

Global Eagle Entertainment www.geemedia.com > See page 21

Skycast Solutions www.skycastsolutions.com > See page 26

Images In Motion Inc. www.iim.com.sg > See page 65

Skyline IFE www.skyline-ife.com > See page 101

Inflight Peripherals Ltd. www.ifpl.com > See insert after page 34

SmartSky Networks LLC www.smartskynetworks.com > See pages 4 and 5

InflightDirect www.inflightdirect.com > See page 82

Sony Pictures Releasing Corporation www.sonypicturesinflight.com > See page 91

KID-Systeme GmbH www.kid-systeme.com > See page 75

Soundchip www.soundchip.ch > See pages 8 and 9

Long Prosper Enterprise Company Ltd. www.longprosper.com > See page 25

Spafax www.spafax.com > See pages 58 and 59

Panasonic Avionics Corporation www.panasonic.aero > See outside back cover Paramount Pictures www.paramount.com > See pages 2 and 3 Pascall Electronics www.pascall.co.uk > See page 15

Visit us at apex.aero

Walt Disney Studios Motion Pictures Non-Theatrical www.ebvnt.disney.com > See front cover reverse gatefold and page 97 Warner Bros. www.warnerbros.com > See page 94 West Entertainment LLC www.westent.com > See page 108 Zodiac Aerospace www.zii.aero > See page 18

Telefonix Inc. www.telefonixinc.com > See pages 6 and 7 TRT World www.trtworld.com > See inside back cover W.L. Gore & Associates GmbH www.gore.com > See page 28

Airline Passenger Experience Association

Wireless

Bluebox Wow

Bluebox wiFE

Portable wireless streaming

Fitted wireless streaming –

– lightweight, scalable, battery-

1,000’s of hours of IFE content

powered, no mandatory STC.

to passenger devices.

Bluebox Ai

Bluebox Hybrid

Standalone portable IFE – optimised

Connected portable IFE – provides

& approved for delivering pre-loaded

secure EWC in a wireless cabin,

EWC on iPads.

minimises wireless network traffic.

Portable

Looking for an IFE solution that is fast and cost effective to deploy?

Portable IFE solutions – Bluebox Ai and Bluebox Hybrid – provide airlines all the benefits of IFE on the latest off-the-shelf technology. Approved for pre-loaded early window content, they also deliver a range of other video, audio, reading and gaming content to passengers. Bluebox Hybrid connects to additional content and services available on wireless streaming systems.

Wireless IFE systems – Bluebox wiFE and Bluebox Wow – offer fitted and portable wireless options for streaming IFE content to both passenger- and airline-owned devices.

If you’re looking for options – for delivering IFE, replacing obsolete IFE systems, providing service recovery, delivering accessibility services, generating ancillary revenue – contact us to discuss how a Bluebox solution can work for you.

Contact us to discuss your portable & wireless IFE requirements. blueboxavionics.com info@blueboxavionics.com

VISIT US

IN HALL B2 ON STAND 2D30

APEX

apex experience

Visit us at apex.aero

Dear APEX Members, In the past year, APEX built partnerships with several international organizations while strengthening our own global identity. Each partnership has further raised the profile of APEX as the leader in airline passenger experience.

As APEX expands its footprint representing the entire airline passenger experience industry, we are proud to announce a more integral relationship with the International Flight Services Association (IFSA). As we demonstrated at APEX EXPO in Singapore, tighter alignment of this nature increases airline attendance for all. This increases dividends for each association in service to our separate and unique membership bases.

With IFSA, we have moved beyond partnership into a tightly aligned, but fully independent relationship. This further alliance with our “sister-association” will include international colocated

events, coordination on joint working groups, reciprocal guest board member attendance at board meetings, more integrated sharing of our common association management company, and our chief executive officer serving both associations.

Rest assured, the boards, committees, events and EXPO will continue with full independence for both associations. APEX and IFSA each have their own communities that merit their own culture and unique approach. Coordination and collaboration of this nature means greater efficiency and results for both organizations.

As you may know, APEX and IFSA have long shared a common association management company. Having APEX’s CEO serve both associations will work in a similar manner. IFSA will pay APEX directly for their related CEO time and travel, but both organizations will benefit from

our coordinated efforts. There will be a natural progression of the complementary relationship of two associations. With unwavering dedication to APEX, the CEO will align common elements of strategic vision, serve as a spokesperson for both associations, and allow for IFSA to be fully aligned with APEX’s global expansion.

On behalf of your Board of Directors, we thank you for your continued support as we prepare for an exciting and successful year ahead. Should you have any questions, please feel free to reach out to me or any member of the Board via apex.aero/board.

Sincerely,

> Brian Richardson apex president american airlines

To contact the APEX team, please visit > CONNECT.APEX.AERO/ CONTACTUS

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volume 7, edition 1

Airline Passenger Experience Association

Follow us @theAPEXassoc

IFSA

apex experience

IFSA President’s Letter 2016 was a very successful year for IFSA. Not only did we have a record-breaking Expo in Chicago, we also saw tremendous growth in membership, a significant increase in scholarships (IFSA Foundation) and excellent advocacy work by our Government Affairs and Education Committee. This gives us tremendous momentum as we move forward to exciting changes ahead.

APEX (Airline Passenger Experience Association) is an important ‘sister association’ for IFSA. Both organizations focus on in-flight services and share a desire to evolve their value propositions and expand membership. We believe that by furthering our relationship with APEX, IFSA can increase its global footprint; build additional strategic partnerships with like-minded organizations; and expand its reach, bringing greater value to its members.

Airline Passenger Experience Association

“By furthering our relationship with APEX, IFSA can increase its global footprint.”

With this in mind, we are excited to have APEX CEO Joe Leader, now also supporting IFSA, as CEO. The IFSA Board believes Mr. Leader will be an important member of our team. Sharing a CEO is a natural progression of a strengthened strategic partnership between IFSA and APEX, which will provide members of both associations increased value by growing the recognition and influence of each organization within the airline industry. As IFSA CEO, Mr. Leader will be tasked with expanding our membership worldwide and representing IFSA interests at related industry conferences such as FTE, AIX and Skift.

IFSA continues to grow its international presence from year to year. By elevating our longstanding relationship with APEX, we can build on this growth while enhancing our ability to advocate on issues impacting our sector.

We have a lot going on in 2017 and I look forward to leading the association as we achieve these new milestones this New Year.

Best regards, > Jane Bernier-Tran ifsa president

volume 7, edition 1

13

Board News

apex experience

Visit us at apex.aero

From Your APEX Board The APEX Board of Directors uses this space to inform members about ongoing Board initiatives and decisions.

In addition to APEX association information in the magazine, the Board sends e-mails regularly to update the membership and to be as transparent as possible. > Brian Richardson president American Airlines

> Éric Lauzon vice president Air Canada

apex expo feedback

> Dominic Green secretary Inflight Dublin

> Linda Celestino past president

> Joan Filippini treasurer Paramount Pictures

> Kevin Bremer Boeing

Etihad Airways

> Maura Chacko Spafax

In the post-EXPO survey for Singapore, APEX received overwhelmingly positive feedback and some suggestions for future improvements.

A detailed analysis of the event found an increase in the number of attendees to nearly 2,500 on the show floor alone. APEX EXPO also met a milestone: an end-of-show surge. The number of unique participants on Thursday was only 198 fewer than on Tuesday.

Constructive criticism for APEX EXPO included requests that the partner shows be on the same floor. Members looking forward to the event’s return to Southern California next year outnumbered the minority requesting continued international rotation. In APEX’s annual member survey, more than 70 percent of members requested that EXPO be held in Southern California, with alternating years in major US cities. That feedback fully aligns with EXPO plans for Long Beach in 2017, Boston in 2018 and Los Angeles in 2019.

apex regional conferences

> Michael Childers Lufthansa Systems

As an international association, APEX must make itself more accessible to its members worldwide. To that end, the APEX Board approved to have the APEX Middle East regional conference in the fall of 2017, and determined that the APEX Asia conference will be held as an annual event starting in the spring of 2018 in China.

Combined with APEX’s MultiMedia Market in Europe and APEX EXPO in North America, the association will have major annual events in four global geographies. For South America and the South Pacific, APEX plans to work in 2017 via partner organizations that have embraced its successful advancement of passenger experience.

> Juha Järvinen Finnair

> Ryanne Van Der Eijk KLM Royal Dutch Airlines

As we embrace our growing international presence, please be sure to join us in Berlin for APEX MultiMedia Market, which is about 100 days from now. APEX will resume two annual APEX TECH events, with the first scheduled for June in Los Angeles. Check your inbox and apex.aero for registration details. The Board will hold its next faceto-face meeting February 28–March 1 in London, which will be generously hosted by Spafax.

> Ingo Wuggetzer Airbus

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volume 7, edition 1

Airline Passenger Experience Association

PHOTOS: MEHRAN TORGOLEY

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Social

apex experience

Visit us at apex.aero

APEX in Action As one year transitioned to the next, APEX members shared their expertise, innovations and holiday cheer around the world.

Like us on Facebook to see more social photos > FACEBOOK.COM/ APEX.AERO

1. Marcel Kimbrel (far right), United Airlines, and his colleagues at the Polaris takeover of the Saks Fifth Avenue storefront in New York City.

2. Michael Small, CEO, Gogo, prepares for his talk at Citi Internet, Media & Telecommunications Conference in Las Vegas.

2

1

3

3. Panasonic’s first-class cabin concept on display at the 2017 Consumer Electronics Show in Las Vegas.

4. Colin Mahoney, Rockwell Collins, shakes hands with Zeng Li, CETC Avionics at Airshow China in Zhuhai.

5. Rupert Pearce (far right), CEO, Inmarsat, on a panel among peers at the Global SatShow in Istanbul.

4

5

6. Joe Leader, CEO, APEX, and the Delta flight crew prior to the airline’s inaugural commercial flight to Havana on an Airbus 319.

7. The SmartSky Networks team sporting their “ugly Christmas sweaters.”

8. Inflight Dublin at Cinesky’s screening of Mr. Church at the Light House Cinema.

9. STG Aerospace shows off its APEX Award for Best Cabin Innovation.

6

7

Do you have social photos that are fit to print? E-mail submissions to 8

16

9

volume 7, edition 1

> EDITOR@APEX.AERO

Airline Passenger Experience Association

ZODIAC INFLIGHT INNOVATIONS ZODIAC CABIN Connected Cabin Division

apex experience

Follow us @theAPEXassoc

Flash to the Future

Contents

volume 7, edition 1 february – march 2017

ILLUSTRATIONS: FABRIZIO MORRA; ANGELICA GEISSE; THE PROJECT TWINS PHOTOS: UNITED AIRLINES; KOK WEE LIM

Connectivity continues to be at the center of air travel. From biometric boarding to smart galleys, this issue explores how airlines and travelers use Wi-Fi and digital technology to enhance the passenger experience.

> FEATURES

> IN PROFILE

68 Linda Celestino

71

VP Guest Services and Guest Experience Etihad Airways

Raising Wi-Fi Awareness Marisa Garcia

42 Oscar Munoz

49

Chief Executive Officer United Airlines

Think Like a Startup Caroline Ku and Katie Sehl

76

60 Eash Sundaram

Intruder Alert

The Millennial Business Traveler

EVP Innovation and CIO JetBlue Airways

Jordan Yerman

Valerie Silva

63

Airline Passenger Experience Association

80 Julia Debacker Innovation and UX Specialist TU Delft and Zodiac Aerospace

volume 7, edition 1

19

Contents

apex experience

Visit us at apex.aero

Comfort & Ambience Entertainment & Connectivity Catering & Services

volume 7, edition 1 february – march 2017

> INDUSTRY

> APEX

12 Presidents’ Letters 14 Board News 16 APEX in Action

86–89 APEX News 90 IFSA News

Katie Sehl

> LISTINGS

10 Advertisers’ Directory 32 Airlines Got Game

92 Movie Listings

Ari Magnusson

112 Room and Board 39 All in Your Hand Marisa Garcia

30 From the Window to the Wall

Valerie Silva

113 #APEXPOTD

34 Wireless, Interrupted Caroline Ku

40 Smart Galleys Maryann Simson

> STANDBYS

83

114

22 Editor’s Letter

Travelogue: The Big Reset

Throwback: The Right to Fly

Al St. Germain

Benét J. Wilson

24 Featured

Contributors

20

volume 7, edition 1

Airline Passenger Experience Association

ILLUSTRATIONS: FELIIPE LIRA; NICOLÁS VENTURELLI; JORGE DE LA PAZ

37 Wi-Fi Social Lite

Caroline Ku

PHOTOS: CRISTÓBAL MARAMBIO; ICELANDAIR; DIEHL; RICHARD THEEMLING; GETTY IMAGES

29 Hidden Prints

Editor’s Letter

apex experience

Visit us at apex.aero

Hacking, the Good and the Bad

22

volume 7, edition 1

to check-in to boarding, but you’ll be surprised to learn what one airline found to be most effective. That being said, no service is more attractive than a complimentary one.

Having achieved free, fleet-wide connectivity recently, JetBlue will be an even bigger draw for passengers.

Read our Q&A with JetBlue executive vice-president and chief information officer Eash Sundaram to find out why in-flight Wi-Fi is at the core of the airline’s passenger experience.

Connectivity will continue to shape the future of air travel and airlines are sussing outside talent to rethink the passenger experience from a less traditional perspective. In “Think Like a Startup,” read about 3-D printed prosthetics, biometric boarding experiments and other projects born out of airline innovation labs and collaborations – where hacking is actually welcome.

Who said destination content can’t be on cabin windows and walls?

Why are physical buttons required to control in-flight entertainment systems and reading lights when passengers are boarding with their own remote controls – their smartphones? And galleys. Can’t they be smart, too?

The questions keep coming and they’ll eventually lead us to the next Big Bang in aviation.

> Caroline Ku acting editor

Airline Passenger Experience Association

ILLUSTRATION: MARCELO CÁCERES

Luckily, I’ve never really been hacked.

The worst that has happened was when I left my Facebook account logged in and my 12-year-old nephew changed my status to “I am a loser.”

That was more of a practical joke, but hacking, whether a stolen identity or Nigerian prince phishing, is a likely reality for anyone or anything that has touched the World Wide Web. As more and more aircraft become equipped with Internet, the possibility of a cyberattack has become a hot issue. Jordan Yerman gathered cybersecurity professionals for our roundtable, “Intruder Alert,” to hear how the aviation industry is keeping hacking at bay. There isn’t a giant padlock we can fasten to our servers to keep intruders out (the cover image illustrated by Marcelo Cáceres is a play on that cliché), so it’ll be an ongoing industry effort.

Meanwhile, on the ground, we’re still all very connected. Valerie Silva points out in “The Millennial Business Traveler” that in-flight Wi-Fi is a magnet to travelers who prefer not to trade their online lifestyles for an offline flight. Scoot, Virgin America and JetBlue put in-flight Wi-Fi at the forefront of their passenger service, with big-name sponsorships and social media campaigns. But for some airlines, the first sign of a connected flight only appears at the aircraft door (a tiny decal of the Wi-Fi icon) and login instructions are buried deep in the seat pocket.

So how do passengers know their flight is connected? In “Raising Wi-Fi Awareness,” Marisa Garcia looks into how airlines promote in-flight Wi-Fi. It turns out, there are plenty of touchpoints from online booking

Love at first flight Our IntelliCabin products are improving the passenger experience with innovative, scalable in-seat power solutions for every seat class.

We know what passengers love: a fully charged device to enjoy entertainment or interact with the world below. ÂŽ

www.baesystems.com/intellicabin

Contributors

apex experience

Visit us at apex.aero

Featured

See Felipe’s work on page > 32

Read Ari’s work on page > 32

Felipe Lira is a freelance illustrator, punk robot concept artist, gamer and avid reader of comics and novels. He also loves poetry. He thinks airplanes should have more recreational space.

“Imagine an art studio with a live model to draw and all!” His in-flight movie of choice is Magnolia, “a misunderstood jewel for its time.”

Ari Magnusson is a digital content strategist and writes the insights in the APEX Daily Experience newsletter.

The video game he’d most like to play in flight is FIFA 17, “but it could lead to bouts of air rage.” If he could sit next to anyone on an airplane, it would be a good conversationalist. “It makes the time fly by.”

volume 7, edition 1 february – march 2017

APEX Experience Magazine 575 Anton Blvd, Ste 1020 Costa Mesa, CA 92626 +1 714 363 4900 > Publisher Al St. Germain al.stgermain@spafax.com COVER ILLUSTRATION

BY MARCELO CÁCERES

EDITORIAL

PRODUCTION

> Acting Editor Caroline Ku caroline.ku@spafax.com

> Production Director Joelle Irvine > Production Manager Felipe Batista Nunes

> Digital Editor Kristina velan kristina.velan@spafax.com

> Assistant Copy Editor Deanna Dority

> Contributing Editor Katie Sehl > Digital Content Strategist Ari Magnusson > Digital Copy Editor Valerie Silva

See The Project Twins’ work on page > 76

Read Maryann’s work on page > 40

24

volume 7, edition 1

The Project Twins are an Irelandbased duo who create bold and playful graphics across a range of disciplines including illustration, printmaking, painting and three-dimensional work.

They don’t think there’s any travel innovation that tops flying itself. If they could sit next to anyone on a flight, it would be Bear Grylls.

Maryann Simson is an aviation journalist based in the UK. Five years ago, someone copied her bank card and withdrew $2,000 from her accounts at ATM machines in Mexico. “I got the money back, but I’ve never been to Mexico. I don’t know how they did it.”

If she could sit next to anyone on an airplane it would be Anna Kendrick or Jennifer Lawrence. “I think we’d have a good laugh.”

> Research Assistant Ella Ponomarov

> Fact Checker Tara Dupuis Leah Jane Esau > Proofreaders Katie Moore Robert Ronald ADVERTISING > Sales Director Steve O’connor steve.oconnor@spafax.com +44 207 906 2077

> Contributors Marisa Garcia, Maryann Simson, Benét J. Wilson, Jordan Yerman, ART > Art Director Nicolás Venturelli nicolas.venturelli@spafax.com > Graphic Designer Angélica Geisse > Contributors Marcelo Cáceres, Jorge De la Paz, Alex Jeffries, Felipe Lira, Cristobal Marambio, Fabrizio Morra, The Project Twins

> Ad Production Manager Mary Shaw mary.shaw@spafax.com > Ad Production Coordinator Joanna Forbes joanna.forbes@spafax.com Bookmark Content and Communications, A Spafax Group Company > CEO, Bookmark Raymond Girard > Senior Vice-President, Content Strategy Arjun Basu

Airline Passenger Experience Association

INSERT-1031

Serenity S1

LPE-P16NC INSERT-1027

INSERT-1025

LPE-P6NC

LPE-K01 INSERT-1023

Please link to our official website:

http://www.longprosper.com

Skycast Solutions Fuels the Tablet Revolution with the Latest in Portable IFE. The most capable low cost portable IFE device is powered by Windows and flying high on Alaska Airlines.

Alaska needed a portable IFE solution that met the quickly changing demands of their customers and one that would integrate seamlessly with their connected cabin. They looked to Skycast, together with Microsoft, to develop a cutting edge device that packed robust capabilities along with a stunning entertainment experience.

Over 7,000 TrayVu8 devices are flying every day to rave reviews from passengers and flight attendants alike.

Sophisticated user-interface including multi-tasking.

Seamless Wi-Fi integration with onboard server or internet connection.

Early window movies, TV, Xbox® games, music, maps, and much more.

Complete program management available.

“The user experience is awesome and so easy and intuitive. This is truly the best inflight entertainment system we have ever used.” ~ John Lisicich, Long Time Alaska Frequent Flyer Proud Partners with:

The TabCaddyTM PED holder product line provides a range of solutions for personal devices!

TabCaddy™ High Pocket TabCaddy™ Clip Custom integration with seat-back.

Supports all sizes of tabs and cases securely.

Mee t us

Lowest cost tablet holder available.

Fast and easy installation.

Smooth 'one-finger' operation to change viewing angles.

Customized for specific tray tables.

Custom branding and optional changeable advertising buttons.

Supports phones and tablets of all sizes securely.

Frees entire tray for food and beverage.

New branding and advertising platform.

at E X PO H ambu rg: Boo th 3C50 skycastsolutions.com | 1-855-487-2988 © Skycast Solutions, Inc. TabCaddy™ is exclusively distributed by Skycast Solutions, Inc. Patents Pending.

All other trademarks are the property of their respective owners.

Follow us @theAPEXassoc

apex experience

Welcome

PHOTO: BERLIN AIRPORT

Up Next: BER Find out more at > apex.aero/mmm-2017

Airline Passenger Experience Association

Over 30 million passengers are expected to pass through Berlin Brandenburg Airport (BER) annually when it opens, putting it on track to becoming Germany’s third-busiest transportation hub – after Frankfurt and Munich airports. From April 24 to 26, APEX will be on location in the German capital, home to over 150 companies in the aerospace industry, to bring together airlines, content service providers and diversified content distributors at APEX MultiMedia Market. Find out more at apex.aero/mmm-2017. volume 7, edition 1

27

GORE Aerospace Cables ®

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Connectivity and In-Flight-Entertainment GORE® Aerospace High Speed Data Cables keep passengers connected anytime, anywhere while traveling. Ensure they get the ultimate in-flight experience on their laptop, tablet or mobile phone no matter where they sit on a plane.

GORE and designs are trademarks of W. L. Gore & Associates. © 2016 W. L. Gore & Associates GmbH

GO R E® Ass Micr emb owa ve/R lies F

GO R E™ Ant Leak enn y Fe as e de r

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Passengers can watch movies and videos in ultra high definition, charge devices quickly and easily, conduct business online faster, and stay connected to family and friends in real time.

apex experience

Follow us @theAPEXassoc

Hidden Prints

Comfort

Got a cool amenity kit?

Tell us about it at >EDITOR@APEX.AERO

Amenity kits are wearing the culture and heritage of their airline’s native city in prints – on and in the bag.

by Caroline Ku photo Cristóbal Marambio

art and amenities On the outside, there doesn’t seem to be anything exceptional about Cathay Pacific’s latest collection of premium economy amenity kits – rectangular canvas zip bags in earthy shades – but this is intentional. The pouch is simple, allowing it to be adopted post-flight for razors, makeup brushes, pens and pencils or a shoeshine kit, and the design is plain “to let the artwork speak for itself,” states travel amenities company Formia in a press release.

On the lower front of the pouch is a symbol from Asian culture: fish, a Chinese homonym for abundance; or bamboo, a sign of strength, growth and resilience.

But it’s on the inside where the Asian brush-painting-inspired images come to life, creating a moment of delight as the passenger unzips the bag.

“They showcase Danny Yung’s illustrations. He’s a very well-known

graphic artist from the same hometown as Cathay Pacific and the headquarters of Formia – Hong Kong,” says Roland Grohmann, managing director at Formia.

The amenity kits are the first the company has created for the airline’s premium economy class, which launched with a customized seat in 2016. Over the next two years, Formia will release 16 different designs, introducing a new set of premium economy amenity kits every three months.

dash of dandy A detail inside Cathay Pacific’s premium economy amenity kits: bamboo stalks and fish.

Airline Passenger Experience Association

“Liberty is the chosen resort of the artistic shopper,” said the 19th-century playwright Oscar Wilde. He wasn’t referring to liberty as freedom, but to the world-famous Regent Street department store known

for its intricate prints that adorned silk scarves, housewares and objets d’art.

These days, Liberty London prints are just as likely to be found in collaborations with Target, MAC Cosmetics, Uniqlo and now British Airways.

For British Airways’ first-class washbags, which are available in his or hers editions, Liberty London uncovered prints from its archives: an oriental floral pattern for women and a colorful paisley design for men.

“Liberty London is an iconic British brand, so it’s fantastic to work in partnership with them to offer our customers flying in [first class] the very best and most eye-catching washbags in the sky,” says Troy Warfield, the airline’s director of Customer Experience.

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Ambience

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Engaging a single passenger is a challenge; attracting the attention of everyone on board is a genuine feat.

by Valerie Silva

Providing relevant content to passengers requires troves of data and sophisticated algorithms – unless airlines lean on what they already know. Every individual on a given aircraft has a vested interest in its final destination, and new platforms that hone that common ground are emerging.

Seatback screens and personal electronic devices have long been the loci of destination content, but airlines are beginning to take a more comprehensive, nose-to-tail approach to the dissemination of destination content. Icelandair and Etihad Airways are among the airlines redefining the cabin space into a vessel for destination inspiration. The Icelandic flag carrier’s Hekla Aurora aircraft features an LED mood lighting 30

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system that recreates the aurora borealis – perhaps the country’s single-greatest tourist attraction – on the ceiling of its main cabin. And for its part, Etihad radiates light through openwork panels and fixtures in its first- and business-class cabins to replicate the shadows cast by the moon through the fronds of Abu Dhabi’s palm trees.

Recognizing the trend toward augmented interiors, aviation tech companies are thinking up alternative routes for content distribution.

Vision Systems has developed an electronically dimmable window integrated with interactive information to offer rich – often remunerative – content to window-seat occupiers. The Acti-Vision Window can display close-ups of places the aircraft is flying over, interactive moving maps with tourist information, as well as discount vouchers for car rentals, hotels and events at specific destinations. According to Alexandra Martin-Devaud, manager of Marketing and Communications at Vision Systems, the proliferation of such surface technologies could ultimately rewrite the airborne experience from “a long, obligatory

and boring step before being able to enjoy one’s holiday to part of the good time for the holidaymaker.”

And in a move away from screens altogether, Panasonic Avionics, Boeing and Diehl Aerospace are experimenting with projection systems that can be used to shine value-added tourist information and visuals on different surface areas to get passengers daydreaming of what awaits at landing. Panasonic has brought to the table a prototype of a first-class suite that would enable passengers to navigate city maps, view local landmarks and preview food and wine pairings – all on an interactive tabletop surface.

Steve Sizelove of Panasonic’s Corporate Strategic Innovation division expects the technology to be brought to food trays, armrests, galleys and more, to work in tandem with seatback and personal screens.

“As with nearly everything that we explore and ultimately incorporate,” Sizelove says, “it is the natural and instinctive blending of technology, content and consumption that we strive to achieve.”

Airline Passenger Experience Association

PHOTO: ICELANDAIR

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Airlines Up Their Game

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Will Nintendo Switch shake up the world of in-flight gaming? > APEX.AERO/NINTENDO

Is there a market for airlines to offer an in-flight gaming experience that matches that of consoles played at home?

by Ari Magnusson illustration Felipe Lira

The global video games industry is thriving; more than half of all American households now play regularly. With revenues in the worldwide market for video games projected to rise from $71.3 billion in 2015 to $90.1 billion – a growth rate four times that of the US movie industry, could now be the right time for airlines to adapt console-based games for players at 35,000 feet?

GUE Tech, a Miami-based company that offers more than 200 console games for in-flight entertainment (IFE) platforms, thinks the answer is a definite yes. “Many airlines are not very happy with their current IFE games, as the usage on board is very low in comparison to Hollywood

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movies,” says Jörg Schiffmann, GUE Tech’s manager of Sales and Marketing.

“Meanwhile, IFE platforms are getting more advanced with better graphics and processor performance.”

Air Europa, the third-largest airline in Spain is a GUE Tech client. The company says its most popular IFE video game to date is Garfield Kart. Originally released on Nintendo 3DS, the title has been adapted by the company for Air Europa’s Panasonic eX3 system on board two Boeing 787s delivered in June 2016.

During the first month of service, Garfield Kart was played nearly 5,000 times, while

the most popular in-flight movie title, Batman v Superman: Dawn of Justice, was watched 16,000 times. Schiffmann says, “This clearly shows that passengers are attracted by popular video games adapted from console and mobile markets.”

Schiffmann believes IFE games should no longer be considered suitable only for kids. “Of course, kids games and casual games will always be a necessary part of the IFE games offering, but Tetris and sudoku can no longer be the standard.”

But could current-generation console games make an appearance on IFE systems? According to GUE Tech, they already have. The company has adapted PS4 and Xbox One titles such as Agatha Christie: The ABC Murders.

The company’s priority, however, says Schiffmann, is to find the game version that works best on a particular IFE system. “For passengers, it is more important to have the best game experience on board than playing the latest game version.”

Airline Passenger Experience Association

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Wireless, Interrupted

Inside an airplane cabin, passengers’ wireless devices may have to fight for limited radio frequencies to stay connected.

by Caroline Ku illustration Nicolás Venturelli

If we could see the signals transmitted between our personal electronic devices, wireless access points and onboard servers inside a connected airplane cabin, it would look something like a laser show – laptops, tablets, wireless headphones and smartwatches all battling for bandwidth.

Simultaneous video streaming, credit card swiping, mobile paying and health monitoring turn a copious wireless connection into a dwindling few megabits.

It also increases radio frequency (RF) interference – not only are the laser beams crossing one another, the light pollution is obscuring the lines of communication between devices.

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Bryan Rusenko, APEX’s technical director, compares this dilemma to a typical scenario at a tradeshow where hordes of people are trying to connect their devices to the Internet.

Wireless communication is no longer reliable in such a crowded space, he says. A booth demo run from a tradeshow hotspot can become an embarrassing display of poor connectivity.

“Much of the older equipment simply ‘assumes’ [it’s operating in an isolated space], and that’s leading to a lot of the congestion and interferences that we’re experiencing, not just on the airplane but in general,” Rusenko adds.

While most wireless devices operate in the unlicensed 2.4 or 5 GHz bands, new versions of Wi-Fi that would facilitate high-speed data-intensive applications for virtual reality and multimedia streaming in the 60 GHz band are on the horizon. However, Rusenko says it’s unknown how that would work inside an aircraft. For now, the workaround for RF interference is vendor coordination. “The challenges and opportunities for airlines,

in-flight entertainment and connectivity system integrators and device manufacturers are intertwined and complementary,” says Jeff Drader, director of Business Development at VT Miltope. One device cannot run independently of the others.

VT Miltope’s nMAP2 is a wireless access point developed specifically for the airplane cabin. It works in conjunction with cognitive hotspot technology, a software trademarked by Aoifes, based in Seville, Spain. Together, hardware and software work to optimize the wireless network performance by monitoring and sharing parameters such as data throughput requirements, channel availability, bandwidth utilization, client service location and signal-to-noise ratios. This captures information about the wireless environment before the technology operates in it – essentially acting as a traffic coordinator for the wireless devices.

“Cognitive wireless technology is an attempt to put some intelligence into this [area],” Rusenko says.

Airline Passenger Experience Association

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Wi-Fi Social Lites When it comes to in-flight Wi-Fi, one size may not fit all.

by Katie Sehl

PHOTO: GETTY IMAGES

What does the size of a Coke have to do with the price of Wi-Fi? In 1948, a bottle of Coca-Cola came in one size, a curvy-glassed 6.5 ounces, measured for the perfect pour. Now, Coke comes in all shapes and sizes (let alone flavors and sugar levels), the latest trend seeing mini-can sales on the rise. Thirst levels vary. And when it comes to the Internet, the same holds true: Not all surfers are bandwidth guzzlers.

Airline Passenger Experience Association

Singapore-based low-cost carrier Scoot Airlines realized this, and in May of last year, the airline added a “Social Lite” option to its Wi-Fi service packages.

Unlike its fixed-price, hour-tiered options, Social Lite offers 20 MB worth of unlimited connectivity “for guests who love to stay constantly connected but only require quick messaging or chatting on the go,” says Steven Greenway, former head of Commercial, Scoot.

Scoot’s decision to introduce the service was prompted by insight gathered from its connectivity provider, Panasonic Avionics. “We knew from feedback that there were some passengers saying that Wi-Fi was too

Connectivity

For the latest news, visit > APEX.AERO/ CONNECTIVITY

“We need to change our packages, our approach and our pricing.”

David Bruner Panasonic Avionics expensive … but they also don’t want to be a very big bandwidth consumer,” says David Bruner, vice-president of Global Communications Services for Panasonic.

With Wi-Fi take-up rates low industrywide, Scoot’s Social Lite option, like Coke’s mini-cans, aims to capitalize on an opportunity that might have been passed on by consumers unwilling to pay high prices for more than they need.

“Just by immediate take-up rate, we can see this was hitting a certain segment of the marketplace that didn’t need the full bandwidth,” Bruner says.

Other airlines have taken note: “We’ve now expanded [a lite service] to a couple more airlines, and eventually plan to take this to all of our airline customers,” Bruner says, also noting, “It’s all a little different from airline to airline.”

Bruner points to a confluence of factors, including more equipped short-haul aircraft and hyper-connected digital natives flying in higher numbers.

“We need to change our packages, our approach and our pricing to meet flyers’ needs,” he says.

In addition to unlimited lite surfing, pay-per-use or pay-per-view is among other price models under consideration.

The spectrum of variety may not need to be as broad as Coca-Cola’s product portfolio, however. “You don’t want to have too many different options to confuse people, but there’s definitely still some work to do here,” Bruner says.

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Services

All in Your Hand Passengers are already using their smartphones to check in remotely and select their in-flight entertainment. What’s next?

by Marisa Garcia illustration Jorge De la Paz

Tomorrow’s passenger experience will be in passengers’ hands – literally. Remote control apps on our mobile devices are helping us manage our homes, cars and hotel rooms. Land Rover is even developing a system for smartphone-controlled driving, similar to flying a drone.

At select Aloft hotels, an app lets guests use their smartphones as room keys, and an in-room iPad to command Siri to adjust lighting, temperature and set the mood music. Guests can even use their phones to order towels and toiletries from Botlr, the hotel’s concierge robot.

Much of the technology is already available on private jets, offering VIPs full control of their cabin environments, entertainment, seats and window shades.

Airline Passenger Experience Association

Honeywell Aerospace one-upped its Ovation Select cabin management system by adding Apple Watch functionality.

App-based controls are hardly a remote possibility for commercial airlines. Boeing is conducting trials of vCabin, a concept that would allow passengers to control their reading light, order a meal or check if the lavatory is free from their smartphones.

“We’re really thinking about pushing the boundaries past what we know today,” says Dan Bittner, lead engineer of Product Development at Boeing. “What it offers the passenger is a way to interact with the airplane like never before.”

Recaro developed its CL6710 businessclass seat with app integration in mind. It enables crewmembers to see at a glance

which seats need maintenance or if all seats are upright for takeoff and landing.

For passengers, their smartphones can even be used to control seating position, and preferred settings can be saved for future flights.

Panasonic Avionics’ Waterfront seat concept, designed in collaboration with Teague, also puts an app at the center of personalizing the passenger experience.

“If passengers set specific meal and language settings in their companion app and this [information] is made available to flight attendants, they can already know what language to greet passengers in, and be proactive about meal preferences,” says Brian Conner, creative director at Teague.

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Catering

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Visit us at apex.aero

Smart Galleys Your home refrigerator, thermostat and vacuum can be smart; so can airplane galleys.

by Maryann Simson

TOP RIGHT: Diehl’s modular Smart Galley system.

ABOVE: Galleys from The Essence Inserts Collection by Teague and B/E Aerospace.

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In 2012, Teague and B/E Aerospace codesigned Essence Inserts, a collection of 7 smart (and smart-looking) galley inserts that are capable of collecting and recording operations data. But as airplanes become more connected, smart technology will enable an active inventory that pairs with smart appliances to communicate critical information between machines and to the cabin crew and passengers, “improving flow time, decreasing errors and, importantly, eliminating forgotten passenger requests,” Pirie explains.

According to Claudius Wahl, vice-president of Marketing and Business Development, BFE/Retrofit at Diehl Aerosystems, the call for smart galley development has never been louder. The modular Smart Galley concept from Diehl features a touch screen that would relieve cabin attendants from running to a passenger’s seat to retrieve an order.

“It will be shown in the galley already: the seat and the product,” he says.

Put into practice, Smart Galley would enable the galley architecture to recognize and integrate itself with any insert. Overnight Airline Passenger Experience Association

PHOTOS: TEAGUE; DIEHL

The airplane galley is one of the most challenging and costly environments to update with new technology. Nevertheless, manufacturers and designers are improving this part of the aircraft, while also taking a hard look at business cases for developing and adopting smart technology.

“Airlines are looking for tools to improve ancillary revenue,” says Chris Pirie, senior director of Business Development at Teague.

“This could be achieved through a smart ecosystem that communicates which products are available to the crew, creating a clearer path for passengers to order products and an efficient method of delivery in the cabin.”

Follow us @theAPEXassoc

Catering

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THIS PAGE: Teague partnered with B/E Aerospace to reinvent the user experience of galleys with intuitive digital interfaces.

reconfigurations would be possible, allowing rapid adaption to an aircraft’s route or mission – a costly endeavor with traditional galley architecture and inserts.

“Leasing companies are increasingly buying aircraft without an operator in mind, or they identify the operator on very short notice,” Wahl says, adding that new aircraft types, such as the long-range Airbus A321neo, are creating a demand for versatile cabin configuration.

Diehl is currently conducting a deeper feasibility study of Smart Galley, with Airline Passenger Experience Association

the goal of designing a cross-platform product so airline operators can have galley commonality across mixed OEM fleets.

“Designing smart products is much more than just connecting data channels,” says Brian Conner, creative director at Teague.

“The Internet of Things is now extremely important in the back-office operational management of many industries. Smart galleys are full of possibilities. This, combined with mobile crew devices, would be a game changer in the quality of service offered in the cabin.”

“The Internet of Things is now extremely important in back-office [operations].”

Brian Conner Teague volume 7, edition 1

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PHOTO: UNITED AIRLINES

C-Suite

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Airline Passenger Experience Association

C-Suite

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Follow us @theAPEXassoc

Oscar Munoz Chief Executive Officer United Airlines

Oscar Munoz has the rare mix of acumen and charisma that’s allowed him to pilot through competitive terrain with ease – a skill set that will serve him well as he embarks on year two in command of United’s comeback.

by Katie Sehl

U

nited Airlines has a bad rap, and nobody gets that more than Oscar Munoz. Holding third in rank among the United States’ big three carriers – American Airlines and Delta Air Lines claim the one and two positions – the last decade has, for the airline, been fraught with bitter union disputes, brushes with bankruptcy, a bumpy merger with Continental and a CEO embroiled in an antitrust lawsuit. This has led to bad customer service, a rise in flyer complaints and a nosedive in stocks.

On September 8, 2015, Munoz stepped into the role of chief executive officer amid the controversy. He chose to be frank about the airline’s troubles. “Let’s be honest, the implementation of the United and Continental merger has been rocky for customers and employees,” he said the following month, in a widely publicized open letter penned to passengers and staff. Accompanied with the letter, Munoz launched UnitedAirtime.com, a site for receiving and addressing customer and employee feedback.

In less than 24 days on the job, he had met with employees and several customers with a simple agenda: to listen. “I am completely focused on creating an environment where listening has greater value and is essential to creating and implementing innovative solutions,” he shared on his LinkedIn page. But Munoz recognized that listening was only half the equation. “An employee told me that United could be the best airline

Airline Passenger Experience Association

in the world if it just turned lip service into action. I couldn’t agree more.”

rhapsody in blue As the oldest of nine siblings, it isn’t difficult to imagine where Munoz developed his listening and leadership skills. “I grew up in a modest blue-collar home in Southern California,” he writes in another LinkedIn post. His Mexicanborn parents provided for the family with his father earning wages as a meat cutter and his mother taking on the enormous task of raising nine children, and instilling a strong work ethic in Munoz at an early age. Scouting prep schools and plotting out his career path to becoming CEO of an airline didn’t make up much of the table talk over family dinners, though. “My parents didn’t go to college, and it certainly wasn’t the thing my friends and I were thinking about in high school,” he continues writing.

He credits a high school adviser with giving him the push to become the first in his family to go to college.

“She went out of her way to take an interest in me and my future,” he adds. “Thanks to her encouragement and guidance, I was well on my way to applying to the kinds of universities I never dreamed of attending before.” Her lesson of kindness was one that he would never forget.

After earning a BS in business administration from the University of Southern California (where he met his wife, Catherine) and an MBA from Pepperdine, Munoz catapulted headlong into a business career. >

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Oscar Munoz at the introduction of Polaris, United Airlines’ new international business class, in New York City.

By 1986, at 27 years old, he had already made the rare leap from PepsiCo to its long-time rival, Coca-Cola.

He was kind of a big deal, but as he recalls in a 2012 interview for Hispanic Executive magazine, he wasn’t that big of a deal. “After about a year with Coca-Cola, I met with my boss, who told me I was exceeding everyone’s expectations and doing a great job,” he recounts.

“However, my boss then said, a bit hesitantly, that despite my great performance, I should consider a bit of advice: ‘You may not be as good as you think you are.’

That conversation was a true lesson in humility and has shaped my leadership style and expectations of myself ever since.”

Having taken his lesson in humility in stride, he climbed the soda company’s corporate rungs to become a regional vice-president of Finance and Administration in what was then, and still is, a billion-dollar soda market. After a stint in the communications sector with US West and then AT&T, he moved into the transportation industry in 2003 as executive vice-president and chief financial officer of CSX, a freight transport company, where he eventually became president and COO before leaving for United.

PHOTO: LATINSTOCK

the friendly skies After launching UnitedAirtime.com, Munoz’s inbox ballooned with thousands of e-mails containing both criticisms and ideas from employees. “I’m glad you asked us for e-mails. So please listen and hear what we say. We have great ideas!” wrote Stacey, a long-time purser for the airline. “Thanks so much for being frank and to the point! I already believe wonderful things are

Airline Passenger Experience Association

ahead!!” exclaimed Bridget, a Honolulu-based customer service representative.

Only a month in, Munoz’s inside-out strategy that sought to lift the airline with higher employee morale was already taking effect. Xi’an was added as the latest Chinese destination cleared for nonstop 787 Dreamliner service; re-energized negotiations with labor groups were taking shape; and in response to complaints about the airline’s coffee, a new partnership with illy was brewing.

Plus, Munoz, who maintained a coffee-free vegan diet, had just completed a triathlon. A fitness buff, he traded surfing along Florida’s Ponte Vedra Beach – not far from Jacksonville, where his wife stayed to see their youngest of four through high school – for jogging and biking in Chicago, where he rented an apartment.

Three days after responding to Bridget’s e-mail, Munoz returned to his apartment, fresh from an early-morning workout, when his legs buckled below him: He was having a heart attack. He was rushed to Northwestern Memorial Hospital, where a left ventricular device was implanted in his chest, accompanied by an eight-pound battery affixed to his side that would power him through recovery, and until a transplant would become available. E-mails continued to pour in, only now expressing well wishes and prayers.

Munoz impressively bounced back after two months, and his commitment to the airline not only inspired the United team, but also impressed the airline’s hedge fund executives and industry peers. While out on a United strategy retreat, on January 5, 2016, his birthday, he got the call that a heart was available and he underwent an 11-hour transplant surgery. >

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C-Suite

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Visit us at apex.aero

a united united

“I am completely focused on creating an environment where listening has greater value.”

Oscar Munoz United Airlines United’s stock, is clearly on the rise. And while he’s prepared himself to ride the airline’s upswing with a fresh-faced leadership team, which includes recently appointed president Scott Kirby, Munoz continues to find ways to stay grounded and contribute to the causes he champions, such as diversity and education.

As one of only 10 Hispanic CEOs leading a Fortune 500 company in the United States, Munoz has used his success to empower others: His wife funds a statewide program in Florida for first-generation college students, a presidential professorship and a presidential fellowship focused on graduate education at the University of North Florida. “Our parents taught us to work hard and never forget our family roots, where we came from, and how much effort it took to get to where we are today,” he told Hispanic Business magazine.

And in the wake of a Trump presidency, Munoz echoed that conviction in a memo to employees. “Though the state of our politics may have changed … our character as individuals remains the same,” he said. “And so should the way we respect one another and take care of each other. That is the spirit that keeps us flying together as one, United team.”

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Airline Passenger Experience Association

PHOTOS: UNITED AIRLINES; GETTY IMAGES

Munoz isn’t shy about his near-death experience, but he does shy away from using it to redefine his leadership of the airline. “My opening letter to my employees dealt with the same issues that we’re dealing with today,” he said in a recent interview, lightly shrugging off the notion that he’s a changed man running a profoundly changed airline. Change and heart, he explained, had already been in the air. Now it was being put to action.

Thanks to Airtime feedback, United made good with several improvements, from posting its best on-time performance in company history to redesigning uniforms for comfort and durability. Stroopwafels and savory snacks are back in economy class; Wi-Fi has been installed across the airline’s entire domestic and international mainline fleet; automated security screening and upgraded lounges have been rolled out to improve the airport experience; and last June, the airline made headlines with the unveiling of Polaris, its reimagining of international business-class travel. To compete with the American low-cost carriers, a “Basic Economy” tier was introduced in November for those willing to fly without the frills.

However, not every decision Munoz has made has been met with unanimous praise – “There’s not a single good deed I could do on an airline that does not get punished,” he’s remarked. But momentum, along with

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Innovation

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Think Like a Startup Facebook, Airbnb, Uber. These international companies, once startups, are transforming the way we travel. Airlines have taken note, fostering that entrepreneurial spirit in aviation.

by Caroline Ku and Katie Sehl | collage AngĂŠlica Geisse

Airline Passenger Experience Association

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Innovation

Market-Ready Launch El Al’s Cockpit Innovation Hub is a springboard for Tel Aviv’s startups to attain liftoff.

by Caroline Ku

passengers,” says Henry Chen Weinstein, CEO of Cockpit. “Now there is a unique global channel for entrepreneurs, as we provide a first-class opportunity to pilot new technologies, and a chance to bring progress to passengers.”

While not all startups have aviation experience, Weinstein says, as passengers, they witness places, services and experiences in air travel that could be improved. Cockpit has also helped launch Routier (a finalist in the 2016 APEX Awards), which turns a Wi-Fi connection into a real-time communication channel for a hotel guest or airline passenger – free of any app download.

“For innovation to drive change in our industry, Cockpit is working to build an international air travel ecosystem of progressive aviation and travel corporations,” Weinstein says. Now the innovation hub is hoping to crosspollinate its ideas with those from JetBlue Technology Ventures in Silicon Valley, in a joint startup accelerator called Navigator.

“Under one roof, travel and aviation entrepreneurs receive funding, a powerful network, intensive mentorship and, most important, an opportunity to take the first steps in the air travel industry,” he says.

PHOTO: BIDFLYER

BidFlyer is a software platform that enables airlines to auction unsold seats to bidding travelers. Developed under El Al’s Cockpit Innovation Hub, in Tel Aviv, it caught the attention of HNA Group, the Chinese conglomerate that has been acquiring and investing in big-name travel companies, including gategroup, Swissport, Hilton hotels and Azul Airlines.

El Al was first to bring BidFlyer’s eBay-like shopping experience to airfares (redubbed Bid2Fly), and now HNA Group plans to take the auction approach with Hainan Airlines.

“There was a huge gap between an innovative idea and executing it to a degree that it impacts the industry and

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Innovation

apex experience

Visit us at apex.aero

Seeking Innovation Hackers Bypass With digital services in mind, Ryanair applies Silicon Valley suave to its recruitment strategy.

by Caroline Ku

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“We want freethinkers ... people who can ... build amazing experiences.”

Robin Kiely Ryanair

Ryanair Rooms and, most recently, Ryanair Holidays, for package vacations.

The new product makes the most of Ryanair’s route network (the largest in Europe), high website traffic (1.5 million home page visits per day), and customer base of gloomy-weather-weary Europeans yearning for an escape to sunny Portugal or Spain.

Establishing Ryanair Holidays was also a strategy to avoid being swallowed up by search engines and online retail giants like Google and Expedia that are edging into the online travel market.

“It is going to be an interesting space,” says Kenny Jacobs, Ryanair’s chief marketing officer. “Everyone is going for the same ball … and everyone wants to own more of the trip. Ryanair will try to undercut traditional package holiday firms by forgoing commissions to drive volumes.”

Jacobs once name-dropped Airbnb, Hotels.com, Homestay.com, Hostelworld and Booking.com as potential partners, but with Ryanair Labs, it seems the airline has much bigger ambitions: “To be the Amazon of air travel,” Jacobs says.

Airline Passenger Experience Association

PHOTOS: RYANAIR

Recruitment is key to Ryanair’s innovation. An employment ad for the airline’s digital department, Ryanair Labs, encourages “innovation hackers” to apply. “We’re seeking to hire the best of the best to reimagine the online travel sector,” said Robin Kiely, the airline’s head of Communications, at the launch of Ryanair Labs in 2014. Photos of the Dublin headquarters show an open, colorful office space full of quirky images, a game room and a slide to get staff to the floor below. “Whether you write code or copy, we want freethinkers, creatives and people who can not only imagine, but build amazing experiences.”

One of Ryanair Labs’ first challenges was revisiting the airline’s mobile app – and realizing it had to be scrapped. “It was nearly unusable,” David O’Callaghan, Ryanair’s head of Development, told the crowd at UXDX 2016, a user and developer experience conference in Dublin. Starting from scratch proved to be worthwhile: After the new app launched, mobile traffic to Ryanair’s home page exceeded the number of visits from desktop computers.

Since then, the airline has developed a slew of complementary online travel services, such as Ryanair Car Hire,

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Innovation

Biometric Bypass Scandinavian Airlines imagines passenger identity checks will be accomplished with the wave of a hand.

PHOTO: SAS LAB

by Katie Sehl

Inaugurated less than a year ago, Scandinavian Airlines’ SAS Lab has already made headlines for more than a couple of noteworthy experiments, from applying artificial intelligence for frictionless flight bookings to expanding horizons with virtual reality. But by far, the biggest early breakthroughs within the lab have focused on expediting the authentication process.

In collaboration with a biometric company based in Silicon Valley, SAS Lab has been exploring a palm-imagescanning boarding solution. Not to be confused with fortune-telling, biometric palm readers use infrared light to detect blood vessels and vein patterns, and are touted for being significantly more secure than fingerprint scanning. “If fully implemented, passengers could go through boarding gates with just a palm

Airline Passenger Experience Association

scan,” says Massimo Pascotto, head of SAS Lab. Pascotto sees palm scanning as one of the most viable biometric validation technologies, noting that the solution offers higher levels of security and allows for contactless recognition.

SAS Lab has also tested breezier checkpoint validations with wearables such as microchip-implanted rings and wristbands. Wearing the smart identifiers, travelers would be able to pass through security, gain access to lounges and board their flights all with a flash of their airline-branded bling.

Taking paperless and contactless authentication to its deepest level, the lab even experimented with the idea of microchip implants. In January last year, Andreas Sjöström, one of the lab’s digital consultants, injected a near-field communication chip in his hand and boarded his flight with a mere wave.

“Passengers could go through boarding gates with just a palm scan.”

Massimo Pascotto SAS Lab Sjöström demonstrated that embedded IDs work in practice, but in theory, the idea of implanted microchips would likely get under flyers’ skin, before they can even get under flyers’ skin, so to speak.

“We did it just to show that a passenger can go through all the airport procedures and board a plane without carrying any devices at all,” Pascotto says.

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Innovation

apex experience

Visit us at apex.aero

Progressive Prosthetics All Nippon Airways gives travel-friendly prosthetics a leg up.

by Caroline Ku

Wanting to develop a prosthetic leg for travel, JSR Corporation, a manufacturer of elastomers and fine chemicals, approached All Nippon Airways (ANA) in 2015. JSR was well-versed in producing plastics and synthetics, but knew little about how conventional prosthetics reacted to airport metal detectors.

The two companies swapped stories of people they knew who traveled with prosthetics and identified problem areas. The discussion brought up the fact that some airports require travelers to remove their prosthetic parts to be scanned or examined by hand, which can be uncomfortable and humiliating while waiting for a prosthetic limb to pass security. ANA offered insights into airport machines and procedures, conducted trials of the equipment at Haneda Airport and established an area for flyers to take off and put on their prosthetic parts.

With the help of SHC Design, the collaboration resulted in a lightweight 3-D-printed prosthetic leg made purely

from soft and supple plastics developed

by JSR – no metal parts were used.

“Since the 3-D-printed prosthetic legs are made of plastics, they won’t activate the metal detector at airports and are easier and more comfortable to wear for a long period of time,” says Nao Gunji, ANA’s PR and Communications coordinator.

“What this means for passengers who travel with prosthetics is less physical, emotional and logistic stress.”

The manufacturing cost is at least one-fifth the price of a conventional prosthetic, and the product is expected to hit the market sometime this year.

“The next step for ANA is to identify the demand for 3-D prosthetic legs and provide proper support for passengers,” Gunji says.

Aside from not setting off metal detectors and drawing unwanted attention, flyers traveling with prosthetics will soon be able to visit tropical locations where humid climates can corrode metal components: Trips to the seashore and a dip in a hot spring are possible, even with a prosthetic on, stated a press release from JSR, SHC and ANA.

“They won’t activate the metal detector at airports.”

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PHOTOS: SHC DESIGN, ANA AND JSR

Nao Gunji All Nippon Airways

Airline Passenger Experience Association

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Innovation

Intensive Care in the Air Lufthansa Technik proves there’s room – and a business case – for an ICU on an airplane.

by Caroline Ku

If a medical emergency should happen in flight, all the essential equipment for treating a heart attack, low blood sugar and other illnesses is on hand: syringes, scissors, gloves, gauze, medications, saline solutions, resuscitation equipment and a stethoscope.

But with more travelers flying than ever, some of them elderly, the chance of a critical medical situation is increasing.

“Longer flights, larger-capacity aircraft and more passengers with underlying health issues all contribute to a growing problem for airline companies,” writes Marc Weber Tobias, a Forbes contributor who investigated how airlines handle in-flight medical emergencies.

PHOTO: LUFTHANSA TECHNIK

“Patients ask for this service, and for airlines, it can be a business case.”

Gerolf Dietel Lufthansa Technik

Airline Passenger Experience Association

Originally designed for medevac (medical evacuation), Lufthansa Technik’s patient transport unit (PTU) is now available to intensive care patients who need to be transferred by air with their medical staff. In 2015, the PTU carried up to 100 patients. “More and more patients ask for this service, and for the airlines, it can be a business case,” says Gerolf Dietel, Marketing and Communication, Original Equipment Innovation, Lufthansa Technik.

The PTU’s modular design (walls for privacy) and lightweight composite and aluminum materials make it suitable for aircraft. However, its space requirement – 16 economy seats (four seats in four rows in the middle section of the economy cabin) – comes with a price tag in the tens of thousands. Still, Dietel says the service is cheaper than a chartered

aircraft flying with one patient, especially if one leg of the flight is empty.

Lufthansa Technik is hardly a debutante in the world of innovation.

Founded in 1994, shortly before Lufthansa’s 40th anniversary, the original equipment manufacturer has designed a non-electric floor path marking system, an onboard dishwasher and a bird stand for falconers, among other items.

To foster creativity, Lufthansa Technik runs a cabin innovation center in Hamburg with modern equipment, including a chamber to test electromagnetic compatibility inside an airplane cabin. And Lufthansa itself has a tech-focused innovation hub in Berlin as well as its recently launched FlyingLab, which invites companies and passengers, to test their products on flying aircraft.

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Innovation

apex experience

Visit us at apex.aero

App-chieving Smile Perfection Japan Airlines tests an app that trains flight attendants to flash a perfect smile.

How would you rate your smile on a scale from zero to 120 percent?

That’s exactly what an app developed

by Shiseido, a Japanese cosmetics company, aims to do. Last July, the company partnered with Japan Airlines for a three-month trial run to help more than 5,000 flight attendants perfect their smiling skills.

The app offers a more nuanced analysis than just a basic smile rating.

Using facial recognition technology developed by Koozyt and Sony, and software backed by years of research on faces and facial expressions, in addition to a numerical rating, the app also evaluates the impression a smile may have on its recipient based on seven characteristics: trustworthiness,

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elegance, attractiveness, beauty, positivity, friendliness and liveliness.

“Even if you have a 120-rating smile, it doesn’t mean it’s the best smile,” a Shiseido spokesperson told Agence France-Presse. “For instance, a smile could be perceived as more elegant even when the overall rating is 80.”

To practice, you hold your device in selfie mode and flash the camera your best smile. Those intent on toning their visage can even partake in a daily smiling regimen, training their facial muscles based on the app’s analysis of their smile progress.

The trial on Japan Airlines complements the airlines’ omotenashiimbued customer service philosophy.

Loosely defined as selfless hospitality,

the cultural practice of omotenashi throughout Japan involves a generous reception of guests and an attentive – even anticipatory – understanding of their needs. Fortune may not smile upon omotenashi practitioners who can only crack plastic smiles, but still, some observers have asked whether the app takes the hospitality philosophy too far.

After more fine-tuning, Shiseido, which also offers lectures on smiling techniques for schools and businesses, hopes to make the app available to the wider hospitality industry.

Airline Passenger Experience Association

PHOTO: AFP-JIJI

by Katie Sehl

Q&A

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Visit us at apex.aero

“In-flight connectivity is important to us because it’s important to our customers.”

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Q&A

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Follow us @theAPEXassoc

> FAST FACTS LOCATION:

JFK

FAVORITE AIRCRAFT:

747-800

PASSPORT STAMP YOU WISH YOU HAD:

Eash Sundaram

Myanmar

THE FUTURE OF FLIGHT WILL BE:

Connected

EVP Innovation and Chief Information Officer JetBlue Airways

PHOTO: COURTESY OF JETBLUE AIRWAYS

Eash is a member of the executive leadership responsible for JetBlue’s innovation, and chair of JetBlue Technology Ventures.

He oversees strategy, vision and implementation of technology that aligns with the airline’s values and business model. Prior to joining JetBlue, he was SVP of Global Supply and CIO at Pall Corporation.

To read Eash’s full Q&A, please visit us online at > APEX.AERO/ EASHSUNDARAM

Airline Passenger Experience Association

W

hat tech trends are you following right now?

Blockchain and near-field communication (NFC) – I believe these two technologies will revolutionize the world of travel and logistics by making it personal, helpful, simple and safe.

Why is tech so important to JetBlue’s passenger experience?

When you think of JetBlue’s vision to “inspire humanity,” it’s our unique culture and the technology that helps our crewmembers deliver this experience to our customers. It’s the combination of high-tech with high-touch that empowers a more personal experience.

What innovations from JetBlue Technology Ventures are you most excited about?

I’m excited about advancements in predictive analytics, artificial intelligence and machine learning, and NFC. I think they have the potential to drive a great customer experience.

What’s the biggest challenge about implementing innovation for an airline?

The complexity of the airline ecosystem – airlines, airports, online travel agencies (OTAs), hotels and multiple technology service providers – makes it difficult for us to own the end-to-end experience. We work hard every day to consolidate this ecosystem and to try to provide a unified customer experience.

Explain why in-flight Wi-Fi is so important to JetBlue.

In-flight connectivity is important to us because it’s important to our customers.

We see Fly-Fi as a key element to our success. With Fly-Fi, our customers and crewmembers are able to stay connected in real time, providing personalization and driving meaningful experiences. Our partnership with Amazon has taken this to new heights, as flying and watching movies and shopping makes the travel experience more exciting.

If you weren’t doing your current job, what would you love to be doing?

I have always enjoyed the creative side of life, so I would be producing movies.

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

Seeing what goes on behind the scenes of an airline, the systems operations center and flying in the cockpit.

What change would have the most impact on the passenger experience now?

Passengers hate the wait times at the airport.

We’re working hard to create a smooth transitional airport experience versus a transactional one.

What do you think is the most overlooked aspect of the passenger experience?

The culture of service is greatly overlooked.

Airlines are part of the hospitality industry and service is important.

Something that never ceases to amaze you in your industry?

I am always amazed by how many new airlines start and disappear every year.

After you’ve settled in your airplane seat, what’s the first thing you do?

I say hello to the person next to me. volume 7, edition 1

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Roundtable

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Follow us @theAPEXassoc

Intruder Alert The Panel > Andy Mason VP System and Program Management, Avionics, Transportation and Defense Kontron

> RJ McLaren manager of Product Marketing Kontron

> Sam Miller product security officer Thales Avionics InFlyt Experience

> Joel Otto VP of Strategy, Development and Technology for Information Management Services Rockwell Collins

> Fred Schreiner chief technology officer Thales Avionics InFlyt Experience

Armed with a steadfast cybersecurity strategy, aviation industry stakeholders are ready to meet hackers head on.

by Jordan Yerman | Illustration Marcelo Cรกceres

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Roundtable

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C

ybersecurity is front of mind more than ever, even casting a shadow over the recent US election. In aviation, claims of successfully hacking into an aircraft’s avionics system have surfaced – but are not yet proven.

The Federal Aviation Administration maintains: “The FAA and industry have worked together on aircraft cybersecurity over the past 20 years, and there have been no US commercial accidents or incidents from intentional unauthorized electronic interaction with onboard aircraft systems.”

Despite the FAA’s assurance that no sign of a successful cyberattack has ever occurred on a flying aircraft, the threat looms. Non-US airports have been hacked, including passport control systems and baggage-handling networks. The industry isn’t taking any chances. It’s ramping up security and taking precautions for the day it detects an intruder.

enter the danger zone A security-minded airline, airport or in-flight connectivity company must begin at the beginning. Step one is about being aware

of relevant cyber risks. “Organizational awareness will drive decision-making across the business, from budget allocation to cyber-risk management,” says Fred Schreiner, chief technology officer of Thales Avionics InFlyt Experience. “Good preparedness is a delicate balance between business priorities and cyber-risk management priorities, where awareness of threats in terms of frequency, intensity, target and magnitude of potential consequences is critical to understanding how priorities should be managed.”

Joel Otto, VP of Strategy, Development and Technology for Information Management Services at Rockwell Collins, agrees. “You need a good threat analysis for where you’re vulnerable to some sort of event that could disrupt your operations or cause some sort of malicious outcome.” And that analysis is not an endpoint, but an ongoing process, says RJ McLaren, manager of Product Marketing at Kontron. “Make sure you have your equipment, especially servers and wireless access points, up to the latest standards – and those change quite rapidly.”

april 15, 2015 Security researcher Chris Roberts is detained by the FBI after he jokingly tweeted about hacking the IFE system on a United Airlines Boeing 737-800. According to an FBI affidavit, Roberts later admitted to hacking 15 aircraft mid-flight, even causing one to veer slightly off course.

He has since been blacklisted by the airline.

Visit us at apex.aero

january 2016 The European Aviation Safety Agency begins building “a digital SWAT team,” hiring computer experts to combat impending cyber threats.

Meanwhile, Thales ramps up its avionics cybersecurity, adding engineers to its dedicated computer emergency response team.

the villain with many faces As the tech landscape changes, so do the mechanisms of a cyberattack. We’ve likely all heard of phishing – where a hacker tries to get the victim to willingly divulge compromising or valuable information – but what about “spear-phishing”? It’s the latest version, personalized just for you. “Modern phishing attacks leverage a huge trove of social media information, thereby making phishing e-mails appear relevant and legitimate to very specific users,” Sam Miller, product security officer at Thales Avionics InFlyt Experience, explains.

It’s as if the hacker is already in your head, having gleaned information you may not have been aware you were leaking. >

“Make sure your equipment is up to the latest standards.”

RJ McLaren Kontron

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Roundtable

apex experience

Otto says when you consider the fact that an airline and its network of operations are global – at least multinational – and how an airline needs to exchange information from aircraft to airports to customs and immigration and so on, distributed denial of service (DDoS) attacks, which inundate online services with traffic from multiple sources, are even more relevant than the movie-plot type hacks, such as impersonation. Not only does the data need to be protected, but the connection as well. One way of doing this, Otto says, is already common practice: running critical operations on a private network to keep them a step removed from the Wild Wild West of the open Internet.

In the age of the connected airplane, perpetrators, victims and targets must be looked at in slightly different ways. The ecosystem of the connected aircraft is a complex place. “What don’t we want to happen?” Otto asks. “How do we make sure we can detect it when it happens, and then make sure it doesn’t cause a discontinuity of operations?”

Those questions are important to stakeholders in flight operations, and every stakeholder in that complex relationship has its own property to protect, says Andy Mason, VP System and Program Management, Avionics, Transportation and Defense at Kontron: “If we have a media server that’s being used to serve up copyright-protected content, we want this to be secured against unauthorized access.” For this, Mason says, the Motion Picture Association of America maintains its own security certification, so add that to the stack of regulations that a responsible company will need.

“How can we make sure we can detect it when it happens?”

Joel Otto Rockwell Collins

Visit us at apex.aero

The hack itself can even be considered a piece of content with its own market value.

Miller says, “As we have seen in the most recent DDoS attacks, perpetrators may be looking for economic gain solely as a supplier of DDoS capabilities … rather than seeking economic gain by damaging a specific business. This is a new market for selling cyberattack capabilities that will have a significant impact on the rapidly growing world of the Internet of Things [IoT].”

there are no bystanders As more passengers board with more connected devices such as smartphones, tablets and laptops, keeping personal and sensitive data – that of passengers and airlines alike – secure is key. McLaren says that more complex networking tasks mean more revenue streams, which means more personal data is getting pushed out. More opportunities for ne’er-do-wells to have a go at your personal info: “Make sure the equipment you’re putting on your aircraft is up to the latest standards,” he says.

This security-mindedness also works the

june 21, 2016 LOT Polish Airlines is forced to cancel a total of 10 flights and delay over a dozen more, after a successful cyberattack was launched against its ground systems.

november 16, 2016

june 29, 2016 A SITA report concludes that 91% of airlines plan to invest in cybersecurity programs over the next three years, reflecting an industry consensus that action is being taken in this domain, but more needs to be done.

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US Senators Ed Markey and Richard Blumenthal write to the FAA to adopt more stringent cybersecurity regulations for aircraft: “All it takes is for one hacker to access an aircraft’s critical avionics, such as the aircraft’s navigation and flight control systems, and disaster can ensue.”

Airline Passenger Experience Association

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december 13, 2016 Security researchers at FireEye tell ZDnet that Chinabased hackers are targeting aviation systems in an effort to access information and intellectual property to boost the country’s international competitiveness.

“Reducing cyber risk is a balance between user needs and cybersecurity best practices.”

Sam Miller Thales Avionics other way. “Make sure you’re protecting the in-flight connectivity system from unauthorized access,” says Mason.

The threatscape is rapidly changing, and will continue to do so. “The goal of 100-percent prevention is nearly impossible, and ultimately impractical. This means we must do better in terms of detection capability,” Miller says. The goal is real-time detection that sniffs for new threats even as those threats emerge in the wild for the first time.

apex experience

wishes, though. “The biggest value you’re going to get out of the travel experience will come from some sort of data exchange,” McLaren says. “To get a service, you give up a chunk of data. There’s a lot of value to it, but I’m sure a lot of people are very nervous about it.” And still, they choose to be connected; passengers choose to be connected and so aircraft have become a part of the connected world.

“In addition to airlines wanting to provide a more personalized experience, security – including cybersecurity – necessitates a need for identifying individual passengers,” Schreiner says. “Additionally, by means of our personal smart devices in the IoT network, we are becoming increasingly connected and identified.”

Modern cybersecurity is not an everybodypanic situation, according to our panelists, who must balance breathless headlines with real-world threats as part of their work. When they travel, they take that extra bit of care to make sure they’re keeping their personal and professional data safe. “Reducing cyber risk is a balance between the user’s needs

Roundtable

and cybersecurity best practices,” Miller says.

“For most travelers, it is impractical to leave a personal electronic device or laptop at home.”

He suggests using a VPN (virtual private network) when connecting to unfamiliar Wi-Fi hotspots. (Mason can’t resist a quick Samsung Galaxy 7 joke, but likewise suggests taking commonsensical precautions.)

There are a growing number of links in the security chain for a passenger airline flight: from the navigation to the in-flight entertainment and connectivity system to the devices brought aboard by passengers to the flight bag itself, with many more in between.

As airplanes and airports become increasingly complex networking nodes, the Airline Passenger Experience Association is pushing for higher standards of security by sharing industry insights and leading conversations at APEX TECH conferences. Meanwhile, real-life risk management means recognizing threats, staying on top of emerging hacker trends and predicting potential targets. Cybersecurity professionals need to constantly re-evaluate their strategies and tactics for when they must spring into action.

december 20, 2016

december 28, 2016

Panasonic Avionics rejects claims made by cybersecurity firm IOActive, which allege that the company’s IFE systems are vulnerable to hackers.

The firm said hackers can hijack passengers’ seatback displays, access their credit card information and potentially use it as an entry point to the aircraft’s wider data network.

Panasonic called the allegations “misleading and inflammatory.”

Berlin-based hacking research collective Security Research Labs (SR Labs) demonstrates booking websites managed by global distributed systems such as Amadeus, Sabre and Travelport, are prone to basic hacking when accessed from aging computer systems.

living in public So, is there room for anonymity in the future of commercial air travel? The answer is no.

This is not necessarily against passenger Airline Passenger Experience Association

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Q&A

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“Value your employees and they will take care of your guests.�

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Q&A

> FAST FACTS

Linda Celestino

FAVORITE AIRCRAFT:

A380

BRAND OF SUITCASE:

Raden

PASSPORT STAMP YOU WISH YOU HAD:

Iceland

THE FUTURE OF FLIGHT WILL BE:

Supersonic

FAVORITE SOCIAL MEDIA NETWORK:

Instagram

Vice President Guest Services and Guest Experience Etihad Airways

PHOTO: ALEX JEFFRIES

A past president of APEX, Linda started her career at Ansett Australia as a cabin crewmember. She later moved to the Middle East, where she became general manager of In-Flight Services and Product at Oman Air. Currently, she oversees Etihad’s 7,000 crewmembers, ensuring safety, service consistency and innovation on board and at the airline’s lounges.

To read Linda’s full Q&A, please visit us online at > APEX.AERO/ LINDACELESTINO

Airline Passenger Experience Association

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hat does your typical workday look like?

My workdays are as diverse as my responsibilities. A typical day can include cabin crew briefings; safety and service training reviews; in-flight menu tastings; in-flight entertainment (IFE) strategies; meetings on next-generation aircraft interiors; and discussions about the design of our new Midfield Terminal – in addition to the expected HR responsibilities and overseeing the performance of a 10,000-strong division.

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

I definitely chose it. What was to be a yearlong adventure in the cabin crew world turned out to be a career of a lifetime: six airlines across three continents, 33 years in the industry and counting!

First travel memory?

At 11 years old, I had my first flight to the outback of central Australia on a Fokker 50.

I thought the quarter-cheese sandwich and orange juice cuplet was the best thing ever!

Any crazy ideas to improve the passenger experience?

(Not so crazy.) Let’s get back to basics. Good old customer service! No amount of flat beds and IFE content makes up for disinterested and disengaged service. Value your employees and they will take care of your guests.

How important is social media for an airline in the digital age?

It’s extremely important. Social media platforms are where people communicate, get information and seek entertainment.

Given we’re a hospitality and travel brand, social media is an opportunity to “virtually meet” with existing and potential guests in an environment where they can engage with us on their own terms.

What are some of the roadblocks to innovation, and how can they be overcome?

Fear of risk-taking, leaders who don’t encourage innovation, lack of talent and lack of collaboration. You need competent, fearless and passionate airline leadership to understand how to run the day-to-day operation and invest in the innovation process, pushing that fear envelope while giving everyone permission to fail.

How many days can you last with just a carry-on?

My record is 10 days. The secret is a colorcoordinated capsule wardrobe and not too many seasonal changes in the one trip.

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

My Bose headset and lavender eye mask.

(Oops, that’s two.)

Favorite snack and go-to drink order on board?

S.Pellegrino on ice or Billecart-Salmon 2006 Vintage – it depends on the time of day.

What’s the strangest conversation you’ve ever had in flight?

Sitting next to a complete stranger for over 12 hours and finding out upon landing we grew up on the same street in the same year.

What’s the weirdest item you’ve ever seen brought onto an airplane?

A falcon, complete with perch and poop mat, in first class! volume 7, edition 1

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THE DESTINATION FOR THE AIRCRAFT INTERIORS INDUSTRY. Aircraft Interiors Expo 2017 4-6 April 2017, Hamburg Messe, Germany Aircraft Interiors Expo is the world’s market leader event dedicated to airlines and the supply chain to source the latest innovations, technologies and products for the cabin interiors, inflight entertainment, connectivity and passenger comfort industries.

Register online for your FREE place today www.aircraftinteriorsexpo.com

SAVE THE DATE

4-6

Co-located with:

Organised by:

In co-operation with:

APRIL 2017

Supported by:

Wi-Fi

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Raising Wi-Fi Awareness Airlines offer in-flight Wi-Fi, but do passengers know?

by Marisa Garcia | illustration Fabrizio Morra

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Wi-Fi

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n 2015, the global in-flight entertainment and connectivity (IFEC) market was estimated at $3.13 billion, with the connectivity sector expected to grow ahead of hardware and content in the coming years.

Airlines are investing in connectivity, some even aiming for fleet-wide implementation.

Savvy travelers planning their flights around Wi-Fi access know to look for the Wi-Fi symbol when browsing for flights, but for the others who may have missed the icon during booking, what other signs along the journey signal there’s Wi-Fi on board? @Altitude, a campaign sponsored

by Panasonic Avionics to promote in-flight connectivity, breaks down the touchpoints airlines use to push in-flight Wi-Fi into different categories: on board, which includes pocket cards and crew announcements; corporate website information, such as an instructional video or an FAQ page; and then there’s the airport as well as social media. But when it comes to selling travelers an “invisible” service, it may require repeat exposure. “It would have to be a very holistic approach,” says Eckart Wallis, Lufthansa Systems’ director of Product Management. “You have to look at all the touchpoints, from booking a flight to checking in, at the gate, in the cabin and at the destination.”

product placement For some airlines, a wireless in-flight entertainment system (wIFE) is an opportunity to promote in-flight connectivity. Eurowings, a Lufthansa Group airline, launched its wIFE system, Wings Entertain, last year, using e-mail and social media campaigns to remind

Promotions at the gate and check-in were most effective.

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passengers to charge batteries, promote in-flight movies and prompt customers to download the wIFE app ahead of their flight.

“The player app is only a few kilobytes,” Wallis says. “Even with a really bad connection, it can be downloaded after boarding when the aircraft is still on the ground.” Without the app, Eurowings passengers can still enjoy the moving map, magazines, destination information and music. But there’s an incentive for downloading the app – access to Hollywood blockbusters. And in the future, the airline plans to integrate the wIFE player into the existing airline app so passengers only need one app to enjoy all of the airline’s services, including access to Wings Connect, its Wi-Fi service.

Eurowings has not yet promoted Wings Entertain or Wings Connect with TV spots, but Wallis recognizes these have worked very well for other carriers. “That was the breakthrough for some of the Wi-Fi systems,” he says. “That really increased the uptake rate.” On the other hand, the airline has had success placing knowledgeable

Eurowings used multiple passenger touchpoints to promote its wIFE platform, which launched last year.

representatives at Cologne Bonn and Stuttgart airports who made travelers aware of the service and explained how to use the wIFE system. “Staff were present at every gate where Eurowings and Germanwings flights were dispatched during the specific promotion dates,” says Daniel Goering, Eurowings’ head of Product and Ancillaries.

The airline saw player app downloads more than triple during the promotions phase. “Along with gate promotions and newsletters, [promotions at] stand-alone and pre-flight check-ins were the most effective measures,” Goering says. The only downside is the cost of staffing up. “It could be used during peak times, when people take summer vacation or winter travelers go to warmer destinations,” Wallis says. > Airline Passenger Experience Association

Wi-Fi

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Looking for Signs of Wi-Fi Spot the signs for in-flight Wi-Fi on board, online, at the airport and other unexpected places.

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on board

1. Crew announcements 2. Cabin signage 3. Seatback videos 4. Seat pocket cards 5. In-flight magazines

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at the airport

6. Billboards 7. Concourse signage 8. Boarding gate pull-up banners

on the website

9. Instructional videos 10. FAQ page

social media

11. Informative posts 12. Promotional campaigns Source: @Altitude, Panasonic Avionics

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the verge + jetblue’s 360° experience

virgin atlantic’s #skyhighselfie

Attendees traveling to Las Vegas on a JetBlue flight from New York City or San Francisco for this year’s Consumer Electronics Show were given Google Cardboard headsets. Passengers were encouraged to use the airline’s Fly-Fi to stream 360-degree videos from a playlist curated by The Verge – putting JetBlue’s 12-Mbps-per-passenger broadband power on display.

Travelers using the bathrooms at Narita International Airport may have noticed a tiny toilet paper roll next to the standard one. Provided by NTT Docomo, the paper sheets are wipes for mobile screens, and each is printed with instructions for connecting to the airport’s Wi-Fi and downloading a travel guide app with voice translation features. They’re also flushable.

In 2015, Virgin Atlantic launched an app that allowed passengers to check in on Facebook and upload their #SkyHighSelfie using the aircraft’s Wi-Fi, instantly sharing their location and photo with friends. The app doubled as a messaging platform, too.

a taste of free-fi A promotional plan with multiple touchpoints ensures airlines get the best return on their investment. “If you want to turn a wIFE system into a revenue center, it’s all about reach … the more passengers you have, the better you can get paid for advertising on the platform,” Wallis says. “Airlines are integrating their partners [into their products and services] … and getting commissions on those channels.

Wi-Fi is an additional touchpoint.”

JetBlue’s branded in-flight Wi-Fi, Fly-Fi, which boasts 12 Mbps of bandwidth per passenger, is an example of Wallis’ theory. The airline can offer high-speed in-flight Wi-Fi for free because it’s “brought to you by Amazon.”

Virgin America has also offered its passengers a period of free Wi-Fi through a partnership with Netflix. And Air Canada, All Nippon Airways, Japan Airlines, China Southern Airlines and others have all experimented with different ways of promoting Wi-Fi trials, from student specials to giving passengers their 15 minutes of free Wi-Fi glory. @Altitude reports passenger rates of paid in-flight Wi-Fi waivers between five and 10 percent, depending on route structure, demographics and maturity of the airline service. But it’s a no-brainer. “Airlines providing complimentary service have much 74

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bathroom-wi-fi break

higher usage rates,” says Alexandra Schrift, @Altitude’s connectivity advocate. Perhaps the best promotion is a free service.

Norwegian Air Shuttle offers both wIFE and free Wi-Fi on its European flights. The airline recently celebrated five years of free Wi-Fi, with over 19 million passengers connected since its introduction in 2011. Daniel Kirchhoff, Norwegian’s communications manager, explains this service is a key brand differentiator. “For many passengers, it is important to be online, including in the air,” he says. “We can see that many people know that Norwegian offers free Wi-Fi on board our European network and many of our passengers really appreciate it.”

“If you make the right offers, passengers may make an impulse buy.”

Eckart Wallis Lufthansa Systems

knowledge is power Since 2013, @Altitude has run a website aimed to educate travelers around the world about in-flight connectivity services – Wi-Fi, voice call services and live television. “We provide information on how these services work and which airlines offer them,” Schrift says, including details such as whether that connectivity is broadband, narrowband or air-to-ground; what live TV channels are on offer (Sport 24, Al Jazeera, BBC World News to name a few); and other airline announcements related to in-flight connectivity.

IATA (International Air Transport Association) is also working to set standards in rich content and new distribution capabilities to put a flight’s full range of services on display – earlier on. Details, such as whether an aircraft has Wi-Fi, are still missing from the browsing and booking stage, when a Wi-Fi icon might sway a cursor hovering over the purchase button to make a full-on click.

The same can be said for a buy-on-board purchase of ancillary products, perhaps, such as an in-flight Wi-Fi pass. “Most of the time, passengers are looking at the seatback and are bored,” Wallis says. “If you give them the right services or offers, they may also make an impulse buy.”

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.

KID-Systeme GmbH Lüneburger Schanze 30, D-21614 Buxtehude Phone +49 40 743 716 33 Fax +49 40 743 838 29 E-Mail info@kid-systeme.com

www.kid-systeme.com

Millennials

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The Millennial Business Traveler Business travelers have long formed the bedrock of premium air travel, but what happens when their habits change?

by Valerie Silva | illustration The Project Twins

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ocial scientists coined the term “generation gap” in the 1960s; little did they know that ideological rifts would become even more prevalent in the 21st century. The stereotype of the slick, indomitable business executive who stays in a city only as long as it takes to seal the deal has been steadily replaced by the offbeat millennial who’ll do anything to snag a business trip – with some extra vacation days tacked on.

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A recent study by MMGY Global found that millennials reported taking on average 7.7 business trips in the past year, compared with the 6.4 taken by Generation Xers and 6.3 by baby boomers. And the younger demographic only anticipates this figure will rise. Will the growth of what many are calling “the cheapest generation” bode well for an industry already facing slim profit margins?

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adding value Millennials may appear tightfisted, but that’s only because they’re spending their money differently from their predecessors.

Numerous studies of this demographic’s money habits arrive at the same two conclusions: Millennials prize value over cost, and experience over material things.

Business travelers of the generation are 60 percent more likely to purchase ancillaries, like extra legroom and in-flight Wi-Fi, compared with non-millennials, reports the Boston Consulting Group. And that’s likely

Airline Passenger Experience Association

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because they prefer having the option to choose the perks that are of value to them – even when they aren’t footing the bill.

Flexible booking options and a wide array of add-ons make low-cost carriers (LCCs) a favorite among the growing number of millennial business travelers. “LCCs are definitely benefiting from the increase of millennial business travelers,” says Leslie Thng, chief commercial officer of Singaporebased LCC Scoot. “Our product is one that allows our guests to customize their travel experience, from having it completely no frills to enjoying various products and services not unlike those offered on full-service carriers.”

brand power But freedom of choice and onboard comfort are only half the battle. What LCCs like Scoot, JetBlue and WOW air all have in common are strong, cohesive brand stories. “Our branding centers heavily on social media and has been known to be quirky, irreverent and at times cheeky,” Thng says. “Scootitude” isn’t just a hollow marketing scheme; it’s embodied by customer-facing cabin crew and airline agents who’ve thrown Halloween celebrations,

Millennials

hosted a wedding on board and, most recently, promoted Scoot’s “Strip for a Trip” campaign, asking passersby in Melbourne to dress in Grecian garb for a chance to win a flight on the airline’s first transatlantic route.

JetBlue strikes a similar chord with its socially progressive brand image. In the past year, the airline has acknowledged the hard work of New York City buskers by offering them one year in free travel and has rewritten the crying baby script with a feel-good campaign that offered passengers discounted flights at the sound of every wail.

Firmly established in the millennial market at large, JetBlue and Scoot have both made the move away from the all-coach offerings of most LCCs to target the segment of young professionals. According to JetBlue’s website, the airline’s Mint cabin offers premium service “minus the stuffiness often associated with the front-of-the-cabin experience,” and retains that personal touch with a rotating tapas menu, pre-departure drinks and fully customizable lie-flat seats. Meanwhile, Scoot offers ScootBiz and ScootinSilence, both of which Thng says may be of interest to the millennial business traveler. >

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always connected But perhaps the most important commodity to a generation hooked to their tech is onboard broadband, and the airlines renowned for their millennial appeal are dominating in this category. According to Routehappy’s Annual Global State of In-Flight Wi-Fi 2016, Scoot leads in fleet-wide connectivity with Wi-Fi on 100 percent of its flights, followed closely by Virgin America and Icelandair. “Millennial passengers are more interested in in-flight connectivity and entertainment services,” says Phil Penuela, director of Global Insights at Gogo.

“According to our recent global traveler study,

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68 percent of millennial passengers are extremely or very interested in using in-flight Wi-Fi on their next flight, compared to 47 percent of non-millennials.”

Even if Wi-Fi isn’t being used for business matters, millennials’ inveterate attachment to devices and fear of missing out on what’s going on in the world – and on the Twittersphere – mean they are more likely to keep plugged in during long-haul flights, and Internet service providers are becoming increasingly attuned to this habit.

“If millennials become a specific target of our airline partners, we can shift product offerings to meet those needs,” Penuela says.

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Alvin Au Branding and CRM Manager Location: HKG @aspisme

Business Priorities Wi-Fi: In-Flight Entertainment: Aircraft: Airline: Airline Meal: Frequent Flyer Program: Flight Availability:

Flyer Frequency?

Two to three times per month.

Are business flights a place to work or to unwind?

Definitely a place to unwind.

Are millennial business travelers’ priorities different from previous generations?

Millennial business travelers focus more on the in-flight facilities and experiences rather than aircraft or meals. In-flight Wi-Fi and diversified entertainment allow us to make the most of a flight, no matter if it’s for work or leisure.

What factors do you consider when booking?

Airlines and frequent flyer programs are important, since the privileges they offer such as extra luggage and check-in priority, help to improve travel convenience and efficiency. And through redeemed program mileage, there’s more opportunity to travel and explore.

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Airline Passenger Experience Association

Follow us @theAPEXassoc

Millennials

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See how airports are catering to millennials: > APEX.AERO/ MILLENNIALS

Angela McNally Wellness and Lifestyle Expert Location: YTZ @angelamcnally

Business Priorities Wi-Fi: In-Flight Entertainment: Aircraft: Airline: Airline Meal: Frequent Flyer Program: Flight Availability:

Flyer Frequency?

Roughly once per month or more.

Are business flights a place to work or to unwind?

Depends on the length of the flight. If it’s just a short flight from Toronto to New York, I’ll unwind. If it’s a five to six hour flight to Vancouver, I’ll do both.

Are millennial business travelers’ priorities different from previous generations?

Millennials love a great experience. We love to be treated kindly and made to feel special. I love when airlines offer a complimentary cocktail and the staff is extra sweet. Little things go a long way.

What factors do you consider when booking?

I prefer flights that leave from Billy Bishop Toronto City Airport (a five-minute walk from my home). I love a good deal or to be able to redeem my points for a flight.

Airline Passenger Experience Association

believing in bleisure If value and experience are what millennials crave in the air, it’s no surprise that they’d pursue the same on the ground. The result: the careful blending of business and leisure travel, commonly referred to as “bleisure.”

According to Hipmunk’s Third Annual Travel Habits Study, millennials are twice as likely to add extra days to a business trip compared with their parents, making them likely candidates for the layover programs offered by Finnair, TAP Portugal, Turkish Airlines and others.

Icelandair, which has been pioneering the layover vacation since the 1960s, runs a Stopover Buddy Service, offering flyers an authentic, personalized experience either before or after their final destination. Its customers can spend up to seven days in the country with the layover scheme, at no additional cost, and request an Icelandair employee – even the CEO – to be a buddy and show them around. And until March 31,

68% of millennial passengers want in-flight Wi-Fi. Gogo Insights

2017, buddies will help Icelandair travelers commemorate a birthday or other special event while away from home, as part of the airline’s new Celebration Stopover Buddy Service.

Allocating extra days of leisure travel to a business trip may seem costly to employers, but by 2025, when millennials are expected to make up three-quarters of the workforce worldwide, bleisure will be the norm. Companies will have no choice but to get accustomed to negotiating in a new currency: experience.

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Q&A

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“The heart of the service experience – the galley – has been overlooked for a long time.”

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Airline Passenger Experience Association

Q&A

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Follow us @theAPEXassoc

> FAST FACTS FREQUENT FLIGHT:

AMS–DXB

FAVORITE AIRCRAFT:

777-200LR

BRAND OF SUITCASE:

The vintage models at my grandma’s place

Julia Debacker

PASSPORT STAMP YOU WISH YOU HAD:

Namibia

Innovation and User Experience Specialist Zodiac Aerospace and Delft University of Technology

PHOTO: MATHEUS ALVES

Julia is a design engineer with a passion for innovation and service excellence. She is currently a PhD researcher at the Faculty of Industrial Design Engineering at TU Delft.

Prior to focusing on the airline sector, Julia gained experience in business development and strategy working in complex cultural environments around the world.

To read Julia’s full Q&A, please visit us online at > APEX.AERO/ JULIADEBACKER

Airline Passenger Experience Association

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

From an early age, I knew I wanted to be part of the aviation industry. I started with an education in engineering, then fashion design; becoming a flight attendant, getting into sportswear and interior design. All the dots connect perfectly now and I can see the industry from multiple perspectives, which allows me to envision a big spectrum of opportunities for innovation.

What is the most overlooked aspect of the aircraft cabin?

As an Italian, I truly believe that if you own the kitchen, you own the house. I feel as though the heart of the service experience – the galley – has been overlooked for a long time.

What is the most overlooked aspect of the passenger experience?

The seatbelt. Imagine if passengers were able to be more active in flight and less encumbered while still safe.

What is most important for you when it comes to onboard comfort?

Comfort, in my view, is not a term attributed to a product, but a feeling. We tend to solve the feeling through the physical, such as seat ergonomics. But we lack focus on ambience, such as lighting, smells and air quality. I would give anything for a more humidified and purified cabin so my skin would be glowing when I disembarked!

How has your experience as a flight attendant influenced your current work?

Tremendously! It defines my decisions on a daily basis. My current job at Zodiac Aerospace and my PhD research are all focused on a desire to address cabin design challenges that I’ve discovered as a flight attendant.

As a result, I feel very connected to the user (the crew), and this empathy helps me make sensible decisions in product development.

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

I really enjoy challenging engineers on behalf of the cabin crew – while hopefully improving their work lives, too!

Your top three films of all time?

I’m in love with classics such as Lawrence of Arabia, The Motorcycle Diaries and, more recently, The Dressmaker.

If you could sit next to anyone on a plane, it would be…

I would love to sit next to my current boss, Thomas Lee. He is an aviation encyclopedia and he can share details of in-flight innovations from all times – stories so touching and funny, I just can’t get enough and I find them super inspirational!

How many days can you last with just a carry-on?

I can last with a carry-on forever – until my makeup runs out!

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Travelogue

The Big Reset A frequent flyer reflects on the annual race to make top-tier airline status and what it means when the clock runs out.

by Al St. Germain | illustration Jorge De la Paz

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Travelogue

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n the first day back from the holiday break, airports across the world are filled with the noble squad of frequent business travelers making their way back out onto the road. Armed with coffees and rollaboards and iPhones at the ready, these air travel veterans shuffle through security lines, queue into boarding groups and pretend to switch those phones into airplane mode when the aircraft doors close.

But there is something much deeper than common travel accoutrements linking these folks together: a deep-seated anxiety that permeates the news shop and the lounge and the rental car shuttle pickup area.

“We are all... back... to zero.”

And I am one of them.

Those who don’t fly often are quick to express indignation at the quest for frequent flyer status. And I can understand why. Elite level titles like Gold, Executive, Chairman and El Comandante* bring to mind a caste system in the skies, where Platinum Flyers sashay through the airport and into rows with infinite legroom, while the “non-elites” fight for tiny bags of shelf-stable snacks from their middle seats in Row 37.

But status matters. It matters a lot.

Now, I have never been thanked by a pilot like George Clooney’s character in Up in the Air. I have not been whisked across the ramp from plane to plane in a European-made

Good oldfashioned elite status matters when you need to make a change (again).

*I made that one up.

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luxury sedan. (I have not even been whisked across the ramp in a Ford Focus.) Those are the perks of films and travel magazines and super-secret status level types.

But good old-fashioned elite status matters when you are on your sixth leg in three days and you need to make a change (again) and you can call the reservations center and talk to someone right away.

It matters when that meeting sucked, and you get to soothe that pain with one complimentary alcoholic beverage. It matters when you get to the crowded, chaotic airport and all hell has broken loose and you know there will be a desk with a line that is 20 people deep instead of 200.

So the thought of being back at square one the first week of January can be daunting.

The zero qualifying miles/segments/points/ dollars on your online statement are tough to look at on January 1.

Some years, you know it won’t be a problem. The travel schedule is already full and that elite status goal seems very attainable. Other years begin with uncertainty.

Will I have enough trips to make mid-tier?

Will I need to make one of those mileage runs that those points-obsessed travel guys brag about? Will I need to start double-connecting through Sioux Falls, South Dakota, and Tucson, Arizona, on my transcon flights?

And then there are the years where you say: Airline Passenger Experience Association

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Will I have enough trips to make midtier? Will I need to make a mileage run?

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Every airline knows that frequent flyers are the best customers; they know how important status is to these loyal travelers.

But there’s not an airline mileage program executive in the world that will not secretly admit these flyers sometimes drive them nuts. Even the slightest tweak to a status benefit will be analyzed, scrutinized and criticized. And sometimes criticism reaches

Travelogue

the level of righteous indignation. And now the righteous indignation can make its way onto Twitter. And we all know how that ends.

So no matter how frenetic my drive for status may get, no matter how perplexed I may be by the changes this year, I will avoid reaching that level of indignation. But I will still freak out a little bit each year when I’m back to zero.

“Forget it.” The years where you promise yourself that you’re not going to make status a priority. You will let the chips fall where they may and get on with your life without a supercool new tag for your carry-on.

And then February rolls around: all that goes out the window.

The quest for the top tier begins anew. The calculator comes out, and perhaps you will even set up a Google Sheet to plot out your progress for the year. How quickly can you change those zeroes into a beautiful fivedigit number?

As I make my way through this annual saga, I often have a different perspective: I used to be on the other side. Just as there is stress in the airport in January for the frequent flyers, there is stress in the marketing departments of major airlines every fall. (I’ve worked in two of them.)

What are we going to do about status next year? What perks can we add within our budget? What perks do we need to take away to stay within our budgets? Do we need to change the qualification levels? What kind of bag tags should we send?

Airline Passenger Experience Association

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Upcoming APEX Events

For the most up-to-date event calendar visit > APEX.AERO/EVENTS

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multimedia market 2017 April 24–26 Berlin, Germany #APEXMARKET

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expo 2017 September 25–28 Long Beach, US #APEXEXPO

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apex middle east 2017 November Dubai, UAE #APEXMIDDLEEAST

2

apex tech 2017 June 13–15 Los Angeles, US #APEXTECH

4

apex tech 2017 November Los Angeles, US #APEXTECH

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expo 2018 September 24–27 Boston, US #APEXEXPO

Tweeting from one of our upcoming events? Be sure to use the designated hashtag so other members can join the conversation!

Follow us on Twitter > @THEAPEXASSOC

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APEX MultiMedia Market Heads to Berlin In less than two months, one of APEX’s most popular annual events, the MultiMedia Market, will head to Berlin for the only global industry event focused specifically on bringing together IFE buyers with the world’s leading vendors of TV, movies, GUIs, games, audio and mobile apps.

Content is an increasingly important element of the in-flight experience, as viewer preferences have become more segmented and passengers have grown used to a wide selection of media.

This year’s event will continue the established format, with two days of tradeshow appointment booths and a non-appointment exhibit area, followed by a day of exciting educational programming focused on the future of in-flight content.

Content is an increasingly important element of the in-flight experience.

PHOTOS: RICHARD THEEMLING; ILLUSTRATION MARCELO CÁCERES

Some exciting highlights for this year’s event: > Educational programs covering issues that are top-of-mind to airlines, CSPs and distributors, including: • OTT Offline Viewing • Innovative GUI Design • Audio Rights and Licensing • Closed Captioning Regulation Update • Overall Content Solutions • Content Measurements > An expansive exhibit area, designed to provide a one-stop shopping experience for all in-flight content needs Airline Passenger Experience Association

> Invaluable opportunities to connect with the world’s leading airlines and their content suppliers, including informal mixers, market appointments and a memorable after-hours networking event > The popular MultiMedia Quiz! Bone up on entertainment trivia and think about which team members will help you take home the trophy – and bragging rights!

For any questions related to the event, please contact Lauren Beneri, director of Programs and Services, at lbeneri@apex.aero. volume 7, edition 1

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Official Airline Ratings Moving as Planned

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to help us launch the Official Airline Ratings program,” said APEX CEO, Joe Leader.

“APEX member airlines will be able to use the targeted, objective and anonymous insights provided by the Official Airline Ratings to create an elevated personalized passenger experience.”

Through this partnership, travelers who use the TripIt mobile app will have the opportunity to provide anonymous feedback on their flight. Using a five-star scale, passengers will be able to rate their overall flight experience, along with five subcategories: seat comfort, cabin service, food and beverage, entertainment and Wi-Fi. This feedback will then be analyzed by a third-party auditing service and used as the basis for the airline’s Official Airline Ratings. In addition, APEX airline members will receive exclusive access to the anonymous feedback provided by the airline’s passengers, which can be used to curate best practices and improve in-flight experiences for travelers.

The initial ratings period for the Official Airline Ratings opened November 2016 and will continue through July 2017. The airlines awarded four and five stars will be

APEX designed this program to provide a quality measure of the passenger experience. announced September 2017 at APEX EXPO in Long Beach, California, US. Additionally, APEX will be elevating the highly anticipated Passenger Choice Awards by using insights derived from the passengers’ ratings of in-flight features to help determine the 2017 award winners.

Airlines will be honored for outstanding performance in five categories: cabin service, seat comfort, food and beverage, entertainment and Wi-Fi. Awards will also be presented to the best in region and the top airline will be awarded Best in Passenger Experience.

Airline Passenger Experience Association

ILLUSTRATION: MARCELO CÁCERES

APEX continues to be at the forefront of innovative ways to improve the passenger experience. Passenger data has proven to be one of the most valuable resources for airlines and their partners, which is why APEX will partner with TripIt from Concur to launch the Official Airline Ratings program.

This innovative industry program will gather passenger feedback based on travel itineraries and will provide an audited thirdparty analysis of the insights gathered. APEX will then share the feedback with its member airlines and honor the highest-rated airlines each year.

APEX designed this program to provide the airline industry with a new way to measure the quality of a passenger’s experience. By partnering with TripIt, travelers also have an opportunity to provide feedback that will help shape future in-flight experiences.

“Mobile apps serve as the number one source of engagement during travel and after a flight. With a strong base of more than 13 million travelers worldwide, TripIt is a service that helps passengers keep their travel plans organized regardless of the airline they fly, making it the perfect partner

Daily experience The APEX Daily Experience newsletter delivers the most important passenger experience news to your inbox.

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READ IT HERE FIRST See breaking news here before you see it anywhere else.

WHY IT MATTERS

Passengers prefer self-service technology to person-to-person interaction, reports SITA in its annual Passenger IT Trends Survey. According to the survey, 91 percent of passengers using a technology-delivered service will repeat the practice – even if they were dissatisfied with the experience. “Once people are converted from person-to-person interaction to using self-service technology for travel steps, few...

Hot on the heels of a big airline announcement for streamingbased service provider Netflix, a major studio executive gives APEX Media an exclusive take on the controversy around streaming inflight entertainment. “I think there is a great deal of confusion about subscription-based services such as Amazon and Netflix in regards to these services being made available to passengers on airlines,” says…

ONLY THE BEST Each story is handpicked by a team of aviation experts.

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Eight airlines from Southeast Asia, Japan and Australia have formed what they are calling the world’s largest alliance of low-cost carriers...

SITA Survey Says Passengers Prefer Self-Service

Not So Fast, Netflix: Streaming IFE Comes With Strings Attached, Says Major Studio Exec

Birds of a Feather: Asia-Pacific LCCs Flock Together to Form Budget Airline Alliance

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Our team contextualizes each headline and provides astute insights.

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New Delta CEO Says Premium-Economy Cabin Is Coming Next Year

Delta Air Lines’ newly appointed CEO, Ed Bastian, says the airline will introduce an international premium-economy cabin next ...

Read all of the industry’s important headlines in one place.

IFSA

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IFSA Gains Visibility in Brussels The Government Affairs and Education Committee (GAEC) was created by the International Flight Services Association (IFSA) to provide information, guidance and education to our membership regarding food safety and security.

Currently, the GAEC maintains an open dialogue with all appropriate worldwide regulatory and legislative bodies in order to represent IFSA’s interests, as well as work cooperatively toward the common goal of public health, safety and security.

While GAEC has been instrumental in providing a voice for the onboard services industry with regulatory agencies within the U.S., we also recognize the unique challenges facing our members abroad.

To address this, IFSA launched the European Union (EU) Task Force. As a part of the GAEC, the EU Task Force’s goal is to increase IFSA’s presence among legislative

and regulatory groups, advocate for our members, and ensure there is a forum for addressing EU issues.

In November, the EU Task Force had very successful meetings in Brussels with EU officials in the European Commission's Directorate General for Health & Food Safety (DG SANTE) and other industry stakeholder associations. These meetings introduced the inflight catering industry to the EU legislators in charge of policy issues of concern for IFSA, and raised awareness about the complexity of the sector. In turn, the Task Force obtained insight on upcoming studies, policy proposals and information on food labeling requirements for transport caterers. This year, IFSA will join the Food Contact Material Stakeholder Group and continue to monitor, network and provide advocacy for the onboard services industry.

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IFSA Welcomes New Board Member IFSA is proud to welcome Steven Murtoff to the association's Board of Directors. Steven currently serves as Senior Director, Onboard Experience and Policy at Southwest Airlines (SWA), where his primary responsibilities include overseeing SWA's Onboard Experience, Planning Teams, International Operations as well as Safety Standards and Regulatory Compliance.

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What to look for in the months ahead

Coming Attractions 10,000 Miles

Director: Simon Hung Cast: Darren Wang, Yuan Huang, Megan Lai Kevin is a competitive high school student, who wants to join the track team but is embarrassed by others during the tryout. Ellie offers to help Kevin train for a marathon and the two discover love. As they get closer to the race, unforeseen incidents threaten to separate them. Can they beat the odds?

DISTRIBUTOR: ENCORE INFLIGHT LTD. CONTACT: EDWIN CHEUNG

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The 24 Hour War

Directors: Nate Adams, Adam Carolla Cast: Mario Andretti, Ralph Nader, Carroll Shelby The Ford-Ferrari rivalry at Le Mans is one of the most famous in racing history. It started in 1963 when Henry Ford II tried to buy Ferrari. After months of negotiation, Enzo Ferrari refused.

Ford was furious and vowed to build a race car that would dethrone Ferrari.

DISTRIBUTOR: TERRY STEINER INTERNATIONAL CONTACT: NADJA RUTKOWSKI

Aibou: The Movie IV w

Director: Hajime Hashimoto Cast: Yutaka Mizutani, Takashi Sorimachi, Yukie Nakama, Mitsuhiro Oikawa, Koji Ishizaka, Kazuki Kitamura An international crime organization kidnapped Erika, but the incident was covered up by the Japanese government. Seven years later, Erika’s kidnappers, who are part of a group called Birds, post a video showing she is still alive and demand a ransom of 900 million yen.

DISTRIBUTOR: ENCORE INFLIGHT LTD. CONTACT: EDWIN CHEUNG

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Ballerina

Directors: Eric Summer, Éric Warin Cast: Elle Fanning, Dane DeHaan, Carly Rae Jepsen Félicie is a young orphan with one passion: dance. She and her best friend, who wants to become a great inventor, devise a plan to escape the orphanage for Paris. Félicie will have to fight to make her wildest dream – becoming a prima ballerina at the Paris Opera – come true.

DISTRIBUTOR: TERRY STEINER INTERNATIONAL CONTACT: NADJA RUTKOWSKI * EXCLUDING CANADA, LATIN AMERICA, AUSTRALIA, NEW ZEALAND, UK, ÉIRE AND FRANCE

* EXCLUDING JAPAN

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PHOTOS: © IQIYI PICTURES; © THE REVS INSTITUTE FOR AUTOMOTIVE RESEARCH, INC. JEAN CHARLES MARTHA COLLECTION; © 2017 AIBOU: THE MOVIE IV FILM PARTNERS; © 2016 MITICO. GAUMONT. M6 FILMS. PCF BALLERINA LE FILM INC.

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Beauty and the Beast w

PHOTOS: © 2017 DISNEY ENTERPRISES, INC.; © 2016 HOME BOX OFFICE, INC. ALL RIGHTS RESERVED. HBO® AND RELATED CHANNELS AND SERVICE MARKS ARE THE PROPERTY OF HOME BOX OFFICE, INC.; © 2017 DISNEY ENTERPRISES, INC.; © COURTESY OF CINESKY PICTURES; COURTESY OF EROS INTERNATIONAL MEDIA LTD.; COURTESY OF SONY PICTURES RELEASING

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Director: Bill Condon Cast: Emma Watson, Dan Stevens, Luke Evans, Kevin Kline, Ian McKellen, Emma Thompson The live-action retelling of the animated classic refashions familiar characters from the tale as old as time for a contemporary audience, staying true to the original music while updating the score with several new songs.

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Big Little Lies

Director: Jean-Marc Vallée Cast: Reese Witherspoon, Nicole Kidman, Shailene Woodley, Alexander Skarsgård, Laura Dern, Adam Scott

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Born in China

Director: Lu Chuan

This subversive, darkly comedic drama tells the tale of three mothers of first-graders whose seemingly perfect lives unravel to the point of murder.

This epic journey documents the wilderness of China, where few people have ever ventured.

Following the stories of three animal families, the film transports audiences to some of the most extreme environments on Earth to witness some of the most intimate moments ever captured in a nature film.

DISTRIBUTOR: HBO CONTACT: KALLIOPE DIAKOS

DISTRIBUTOR: DISNEY STUDIOS NON-THEATRICAL CONTACT: MARTIN SANSING

DISTRIBUTOR: DISNEY STUDIOS NON-THEATRICAL CONTACT: MARTIN SANSING

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Burn Your Maps

Director: Jordan Roberts Cast: Vera Farmiga, Jacob Tremblay, Suraj Sharma, Virginia Madsen In this charming adventure film, an eight-year-old boy believes that he is in fact a Mongolian goat herder. With the help of crowdfunding and a new friend, he leads his parents on an incredible voyage to make their family whole again.

DISTRIBUTOR: CINESKY PICTURES CONTACT: MARK HORTON

Chaar Sahibzaade: Rise of Banda Singh Bahadur w

Director: Harry Baweja Cast: Om Puri Under Guru Gobind Singh’s guidance, his disciple, Banda Singh Bahadur, takes on the Mughal armies to restore peace and justice in Punjab.

DISTRIBUTOR: EROS INTERNATIONAL MEDIA LTD. CONTACT: PRASHANT GAONKAR

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The Comedian

Director: Taylor Hackford Cast: Robert De Niro, Leslie Mann, Danny DeVito, Edie Falco, Veronica Ferres, Charles Grodin An aging comic icon, Jackie, has seen better days. Despite efforts to reinvent himself, his audience wants him to play his former television character. Jackie is forced to do community service after accosting an audience member.

While there, he meets Harmony, and the two find inspiration in each another.

DISTRIBUTOR: SONY PICTURES RELEASING CONTACT: RANA MATTHES * BAHAMAS, BERMUDA AND US ONLY

DISTRIBUTION RIGHTS CODES

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WB NON-THEATRICAL SALES wbnts.warnerbros.com

• JEFF CRAWFORD jeff.crawford@warnerbros.com

• ANGELICA McCOY angelica.mccoy@warnerbros.com

© 2017 Warner Bros. Pictures.

All rights reserved.

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A Cure for Wellness

Demain tout commence

Director: Gore Verbinski Cast: Dane Dehaan, Mia Goth, Jason Isaacs

Director: Hugo Gélin Cast: Omar Sy, Clémence Poésy, Antoine Bertrand

A man is sent to a European “wellness spa” to rescue his boss, but soon finds himself trapped there, the spa, he soon learns, has a far more sinister purpose than helping its patients get well.

Samuel parties hard in Marseille, France, and is awoken one morning by a woman carrying a baby she claims is his. She drives off, leaving him with the wailing infant.

DISTRIBUTOR: TWENTIETH CENTURY FOX CONTACT: JULIAN LEVIN

DISTRIBUTOR: SKEYE CONTACT: ISABELLE BÉGIN

PHOTOS: © 2017 TWENTIETH CENTURY FOX FILM CORPORATION. ALL RIGHTS RESERVED; COURTESY OF SKEYE; © UNIVERSAL; COURTESY OF PENNY BLACK MEDIA; COURTESY OF PENNY BLACK MEDIA; © 2016 WILD BUNCH

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The Eavesdropper

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Elementary

Director: Thomas Kruithof Cast: François Cluzet, Denis Podalydès, Sami Bouajila, Alba Rohrwacher

Director: Hélène Angel Cast: Sara Forestier, Vincent Elbaz, Albert Cousi, Ghillas Bendjoudi

A man struggling financially is looking for work two years after suffering a burnout. He gets hired by a mysterious employer to transcribe phone-tapped conversations, which propels him into the heart of a large-scale political plot and gets him trapped in the underworld of the French secret services.

Florence is a young, single mother and elementary school teacher who works diligently to push her students, one of whom is her son, to succeed in the classroom. Her life is turned upside down when she shifts her focus to a new student who has been abandoned by his mother, resulting in jealousy from her son.

DISTRIBUTOR: PENNY BLACK MEDIA CONTACT: CATHIE TROTTA

DISTRIBUTOR: PENNY BLACK MEDIA CONTACT: CATHIE TROTTA

* EXCLUDING FRANCE AND TERRITORIES

* EXCLUDING NORTH AMERICA AND FRANCE

DISTRIBUTION RIGHTS CODES

Airline Passenger Experience Association

N: NORTH AMERICA

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A Dog’s Purpose

Directors: Lasse Hallström, Arthur Lewis Cast: Dennis Quaid, Josh Gad, Britt Robertson The soulful and surprising story of a devoted dog who discovers the meaning of his existence through the lives of the humans he teaches to laugh and love.

DISTRIBUTOR: ENTERTAINMENT IN MOTION CONTACT: LYNDA HARRISS * EUROPE (EXCLUDING CIS), AFRICA, MIDDLE EAST, ISRAEL, AUSTRALIA, NEW ZEALAND, HONG KONG, SOUTH KOREA, VIETNAM AND INDONESIA ONLY

* EXCLUDING US AND FRANCE

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Les enfants de la chance w

Director: Malik Chibane Cast: Philippe Torreton, Pauline Cheviller Twelve-year-old Maurice Grosman’s family is rounded up by the French police during World War II. He spends two years in Garches hospital with eight other children, where their dreams, jokes and songs represent a world apart from the barbarism of the time.

DISTRIBUTOR: O’BRIEN INTERNATIONAL CONTACT: JACQUELINE BRIENS

I: OUTSIDE NORTH AMERICA

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Fist Fight

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Gold

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Director: Richie Keen Cast: Ice Cube, Charlie Day, Tracy Morgan, Jillian Bell, Dean Norris, Christina Hendricks

Director: Stephen Gaghan Cast: Matthew McConaughey, Edgar Ramírez, Bryce Dallas Howard, Toby Kebbell, Corey Stoll, Stacy Keach

Mild-mannered high school teacher Andy Campbell is trying his best amidst senior pranks and a dysfunctional administration. But things get worse when he accidentally crosses his tougher and deeply feared colleague, Ron Strickland, who challenges him to an oldfashioned showdown after school.

Kenny Wells, a prospector desperate for a lucky break, teams up with a geologist and sets off on a journey to find gold in the uncharted jungle of Indonesia. Getting the gold was hard, but keeping it will be even harder, as they navigate the most powerful boardrooms of Wall Street.

DISTRIBUTOR: WARNER BROS. CONTACT: JEFF CRAWFORD

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DISTRIBUTOR: PARAMOUNT PICTURES CONTACT: JOAN FILIPPINI

Hacker

Director: Akan Satayev Cast: Callan McAuliffe, Lorraine Nicholson, Clifton Collins Jr. Inspired by true events, this film tells the story of a young computer whiz who tries to bring down the banking establishment, while supporting his parents with shady jobs on the Internet. But complications arise when he meets a girl who is secretly working for the feds.

DISTRIBUTOR: CINESKY PICTURES CONTACT: MARK HORTON

* EXCLUDING US AND CANADA

Hidden Figures

Director: Ted Melfi Cast: Taraji P. Henson, Octavia Spencer, Janelle Monáe, Kevin Costner, Kirsten Dunst, Jim Parsons The incredible untold story of Katherine G. Johnson, Dorothy Vaughan and Mary Jackson – brilliant African-American women working at NASA, who served as the brains behind one of the greatest operations in history: the launch of astronaut John Glenn into orbit.

DISTRIBUTOR: TWENTIETH CENTURY FOX CONTACT: JULIAN LEVIN

I Am Not Madame Bovary w

Director: Feng Xiaogang Cast: Fan Bingbing, Guo Tao, Da Peng, Dong Chengpeng

Li Xuelian and her husband Qin Yuhe stage a fake divorce to secure an apartment in the city reserved for single people. But when Qin remarries six months later, Li is furious. After Qin publicly accuses Li of promiscuity, Li is driven to the courts to redeem her reputation.

DISTRIBUTOR: EMPHASIS VIDEO ENTERTAINMENT LTD. CONTACT: GRACE LAU * EXCLUDING CHINA

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PHOTOS: © 2017 WARNER BROS. ENT. ALL RIGHTS RESERVED; © 2016 WEINSTEIN COMPANY; © COURTESY OF CINESKY PICTURES; © 2016 TWENTIETH CENTURY FOX FILM CORPORATION. ALL RIGHTS RESERVED; COURTESY OF EMPHASIS VIDEO ENTERTAINMENT LTD.

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Kahaani 2

Director: Sujoy Ghosh Cast: Vidya Balan, Arjun Rampal

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Jackie

Director: Pablo Larrain Cast: Natalie Portman, Peter Sarsgaard, Greta Gerwig

Following the assassination of President John F. Kennedy, First Lady Jacqueline Kennedy fights through grief and trauma to regain her faith, console her children and define her husband’s historic legacy.

DISTRIBUTOR: SKEYE CONTACT: ISABELLE BÉGIN

Vidya enjoys playing games and going for walks with her daughter, Mini. One day, their life takes a turn: Mini is kidnapped and, while trying to locate her, Vidya gets into an accident that puts her in a coma. As Inspector Inderjeet investigates the hit-and-run case, he discovers Vidya may not be all she appears.

DISTRIBUTOR: EROS INTERNATIONAL MEDIA LTD. CONTACT: PRASHANT GAONKAR

* EXCLUDING US, CHINA AND ISRAEL

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A Kind of Murder

Director: Andy Goddard Cast: Patrick Wilson, Jessica Biel, Eddie Marsan, Haley Bennett In this psychological noir thriller set in 1960s New York, a successful architect is married to a beautiful woman. He leads a seemingly perfect life until he falls into a spiral of chaos when forced to play cat and mouse with a clever killer and an overambitious detective.

DISTRIBUTOR: CINESKY PICTURES CONTACT: MARK HORTON

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Kong: Skull Island

Director: Jordan Vogt-Roberts Cast: Tom Hiddleston, Samuel L. Jackson, Brie Larson, John Goodman, John C. Reilly, Jing Tian A diverse team of explorers is brought together to venture deep into an uncharted island in the Pacific – as beautiful as it is treacherous – unaware that they’re crossing into the domain of the mythic Kong.

DISTRIBUTOR: WARNER BROS. CONTACT: JEFF CRAWFORD

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The Last Word

Director: Mark Pellington Cast: Shirley MacLaine, Amanda Seyfried Retired, successful businesswoman Harriet decides to write her own obituary to make sure her life story is told her way. But when Anne, a young writer at the local newspaper, is assigned to the task, she insists on finding out the truth about Harriet’s life.

DISTRIBUTOR: JAGUAR DISTRIBUTION CORP. CONTACT: FRANCE CAPOR

* EXCLUDING CANADA

DISTRIBUTION RIGHTS CODES

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PHOTOS: COURTESY OF SKEYE; COURTESY OF EROS INTERNATIONAL MEDIA LTD.; © COURTESY OF CINESKY PICTURES; © 2017 WARNER BROS. ENT. ALL RIGHTS RESERVED; © ALL RIGHTS RESERVED. CONTENT MEDIA CORPORATION LTD.

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© 2017 WARNER BROS. ENT. ALL RIGHTS RESERVED; © 2017 WARNER BROS. ENT. ALL RIGHTS RESERVED; © 2017 TWENTIETH CENTURY FOX FILM CORPORATION. ALL RIGHTS RESERVED. MARVEL TM & © 2017 MARVEL

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The Lego Batman Movie w

Director: Chris McKay Cast: Will Arnett, Zach Galifianakis, Michael Cera, Rosario Dawson, Ralph Fiennes Big changes are brewing in Gotham, and if Lego Batman wants to save the city from the Joker’s hostile takeover, he may have to drop the lone vigilante thing, try to work with others and maybe, just maybe, learn to lighten up.

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Live By Night

Director: James Mangold Cast: Hugh Jackman, Patrick Stewart, Richard E. Grant, Boyd Holbrook, Stephen Merchant, Dafne Keen

Based on the novel of the same name by Dennis Lehane, this gangster saga follows a rising young outlaw in Prohibition-era Boston, who climbs the ranks of organized crime to find himself caught between two rival gangs – and two women.

As powerful, dark forces converge on Wolverine, he taps into a rage and honor he thought was lost to help an ailing Professor X and a mysterious young girl, Laura, who is the only hope for the survival of future mutant generations.

DISTRIBUTION RIGHTS CODES

Airline Passenger Experience Association

Logan

Director: Ben Affleck Cast: Ben Affleck, Elle Fanning, Brendan Gleeson, Chris Messina, Sienna Miller, Zoe Saldana

DISTRIBUTOR: WARNER BROS. CONTACT: JEFF CRAWFORD

DISTRIBUTOR: WARNER BROS. CONTACT: JEFF CRAWFORD

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DISTRIBUTOR: TWENTIETH CENTURY FOX CONTACT: JULIAN LEVIN

W: WORLDWIDE

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Maudie

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Director: Aisling Walsh Cast: Sally Hawkins, Ethan Hawke Everett, a recluse, hires Maudie, a hunched woman with crippled hands to be his housekeeper. Everett unexpectedly finds himself falling in love with Maudie who yearns to be independent and to create art. The film charts Everett’s efforts to protect himself from being hurt while she rises to fame as a folk painter.

DISTRIBUTOR: JAGUAR DISTRIBUTION CORP. CONTACT: FRANCE CAPOR * EXCLUDING CANADA

A Monster Calls

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Moonlight

Director: J.A. Bayona Cast: Liam Neeson, Sigourney Weaver, Felicity Jones, Lewis MacDougall

Director: Barry Jenkins Cast: Mahershala Ali, Naomie Harris, Janelle Monae

Twelve-year-old Conor is dealing with far more than other boys his age. His beloved and devoted mother is ill, he has little in common with his imperious grandmother and his father has relocated thousands of miles away. But Conor finds a most unlikely ally when a monster appears at his bedroom window one night.

A tender, heartbreaking story of a young man’s struggle to find himself, told across three defining chapters in his life, as he experiences the ecstasy, pain and beauty of falling in love, while grappling with his own sexuality.

DISTRIBUTOR: NBCUNIVERSAL CONTACT: CYNTHIA KLAR

DISTRIBUTOR: ENTERTAINMENT IN MOTION CONTACT: LYNDA HARRISS

DISTRIBUTOR: ENTERTAINMENT IN MOTION CONTACT: LYNDA HARRISS

* NORTH AMERICA ONLY * WORLDWIDE, EXCLUDING US, CANADA AND SPAIN

My Annoying Brother w

Director: Kwon Soo-kyung Cast: Cho Jung-seok, Do Kyung-soo, Park Shin-hye Doo-sik is in prison for fraud. His stepbrother, Doo-young, was a promising judo athlete, but an injury caused him to lose his eyesight. Now Doo-young shuts himself away from the world.

After 15 years, Doo-sik suddenly returns home and the two brothers live together – even though they hate each other.

November Criminals w

Director: Sacha Gervasi Cast: Chloë Grace Moretz, Ansel Elgort

Based on Sam Munson’s 2011 novel by the same name, this movie tells the story of two teenagers who venture into the underbelly of Washington, DC, to investigate a friend’s murder while falling in love for the first time.

DISTRIBUTOR: SONY PICTURES RELEASING CONTACT: RANA MATTHES

DISTRIBUTOR: EMPHASIS VIDEO ENTERTAINMENT LTD. CONTACT: GRACE LAU * EXCLUDING KOREA

DISTRIBUTION RIGHTS CODES

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PHOTOS: © 2015 MONGREL MEDIA; © 2017 UNIVERSAL STUDIOS. ALL RIGHTS RESERVED; © LIONSGATE/FOCUS; © A24; COURTESY OF EMPHASIS VIDEO ENTERTAINMENT LTD.; COURTESY OF SONY PICTURES RELEASING

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t! h ig fl s ke ta on ti a in g Ima www.skyline-ife.com richard.barsby@skyline-ife.com +441449711011

QUALITY, INDEPENDENT FEATURE FILMS WWW.PENNYBLACKMEDIA.COM

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*

Operator

Director: Logan Kibens Cast: Martin Starr, Mae Whitman, Nat Faxon

Operation Mekong PHOTOS: COURTESY OF EMPHASIS VIDEO ENTERTAINMENT LTD.; © 2015 WELLTRIX, LLC; COURTESY OF SONY PICTURES RELEASING; © LIONSGATE; © COURTESY OF CINESKY PICTURES

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Director: Dante Lam Cast: Zhang Hanyu, Eddie Peng

This film is based on the true story of a merchant vessel, operating in the Mekong Delta, that is attacked by bandits, causing the deaths of 13 people. When a large amount of drugs is found on board, Chinese authorities team up with police forces from Thailand, Laos and Myanmar to investigate the case.

An anxious programmer enlists the help of his empathetic wife when tasked to create the perfect call center program. However, their relationship spirals out of control when he begins replacing her with an ideal computerized replica.

DISTRIBUTOR: TERRY STEINER INTERNATIONAL CONTACT: NADJA RUTKOWSKI * US, CANADA AND UK ONLY

DISTRIBUTOR: EMPHASIS VIDEO ENTERTAINMENT LTD. CONTACT: GRACE LAU * EXCLUDING CHINA

*

Paterson

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Director: Jim Jarmusch Cast: Adam Driver, Golshifteh Farahani Every day, Paterson drives his daily route, writes poetry, stops in a bar for a drink and goes home to his wife, Laura. By contrast, Laura’s world is ever-changing, as she regularly develops new dreams. The film quietly observes the triumphs and defeats of daily life, along with the poetry evident in its details.

Patriots Day

Director: Peter Berg Cast: Mark Wahlberg, Melissa Benoist, J.K. Simmons, Kevin Bacon, John Goodman, Michelle Monaghan An account of the Boston Marathon bombing, PATRIOTS DAY is the powerful story of a community’s courage in the face of adversity.

DISTRIBUTOR: ENTERTAINMENT IN MOTION CONTACT: LYNDA HARRISS

DISTRIBUTOR: TERRY STEINER INTERNATIONAL CONTACT: NADJA RUTKOWSKI

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Personal Shopper

Director: Olivier Assayas Cast: Kristen Stewart, Lars Eidinger, Sigrid Bouaziz An artful ghost story about a young American woman working in Paris as a personal assistant to a fashion designer, while trying to connect with the spirit of her departed brother in the moldering Parisian house where they grew up.

DISTRIBUTOR: CINESKY PICTURES CONTACT: MARK HORTON * EXCLUDING NORTH AMERICA, FRANCE AND GERMANY

* US ONLY

DISTRIBUTION RIGHTS CODES

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Le petit locataire

Director: Nadège Loiseau Cast: Karin Viard, Philippe Rebbot The last thing that Nicole, who is soon turning 50, would expect to learn is that the symptoms that have been ruining her life for some time are not those of latent menopause, but of pregnancy!

Will the news be a drag or a pleasant surpise?

DISTRIBUTOR: O’BRIEN INTERNATIONAL CONTACT: JACQUELINE BRIENS

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Resident Evil: The Final Chapter w

Director: Fred Cavayé Cast: Dany Boon, Laurence Arné, Noémie Schmidt Francois Gautier is a cheapskate! Saving money is his bliss; spending puts him in a sweat. His whole existence is organized around one goal: not spending a single cent. But his life is turned upside down the day he falls in love and learns he has a child he never knew existed.

DISTRIBUTOR: SKEYE CONTACT: ISABELLE BÉGIN * EXCLUDING FRANCE

Director: Paul W.S. Anderson Cast: Milla Jovovich, Ali Larter, Shawn Roberts, Ruby Rose, Eoin Macken, Fraser James Alice is one of the only survivors of what was meant to be humanity’s final stand against the undead. Now, she must return to where the nightmare began, The Hive in Raccoon City, where the Umbrella Corporation is gathering its forces for a final strike against the remaining survivors of the apocalypse.

DISTRIBUTOR: SONY PICTURES RELEASING CONTACT: RANA MATTHES * EXCLUDED COUNTRIES LISTED BELOW

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Rock On 2

Director: Shujaat Saudagar Cast: Shraddha Kapoor, Farhan Akhtar, Arjun Rampal, Prachi Desai, Shahana Goswami, Purab Kohli A musical centered on conflict in northeast India.

DISTRIBUTOR: EROS INTERNATIONAL MEDIA LTD. CONTACT: PRASHANT GAONKAR

Rogue One: A Star Wars Story w

Director: Gareth Edwards Cast: Felicity Jones, Ben Mendelsohn, Mads Mikkelsen, Diego Luna, Forest Whitaker

In a time of conflict, a group of unlikely heroes band together to steal the plans to the Death Star, the Empire’s ultimate weapon of destruction. This key event in the Star Wars timeline brings together ordinary people who do extraordinary things, becoming part of something greater than themselves.

DISTRIBUTOR: DISNEY STUDIOS NON-THEATRICAL CONTACT: MARTIN SANSING

* RESIDENT EVIL: THE FINAL CHAPTER DISTRIBUTION RIGHTS: WORLDWIDE EXCLUDING ALGERIA, BENIN, BURKINA FASO, BURUNDI, CAMEROON, CENTRAL AFRICAN REPUBLIC, CHAD, COMOROS/FRENCH, CONGO – REPUBLIC OF CONGO – DEM REP OF (ZAIRE), DJIBOUTI/FRENCH, EQUATORIAL GUINEA, EUROPE/FRENCH, EUROPE/GERMAN, FRENCH DOM-TOM, GABON, GUINEA, HAITI/FRENCH, IVORY COAST, MADAGASCAR/FRENCH, MALI, MAURITANIA, MAURITIUS/FRENCH, MAYOTTE/FRENCH, MONACO, MOROCCO, NIGER, REUNION/FRENCH, RWANDA, SENEGAL, SEYCHELLES/FRENCH, SWITZERLAND, TOGO, TUNISIA BUT INCLUDING MONACO/ITALIAN

DISTRIBUTION RIGHTS CODES

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PHOTOS: © 2012 BAC FILMS INTERNATIONAL; © 2016 JERICO – TF1 FILMS PRODUCTION – MARS FILMS; COURTESY OF SONY PICTURES RELEASING; COURTESY OF EROS INTERNATIONAL MEDIA LTD.; © 2017 & TM LUCASFILM LTD.

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IFE

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Same Kind of Different as Me w

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The Salesman

Director: Asghar Farhadi Cast: Shahab Hosseini, Taraneh Alidoosti, Babak Karimi, Mina Sadati

Emad and Rana are a young Iranian couple enjoying their simple lives, until they are forced to move out of their apartment due to construction damage. An incident linked to the previous tenant of the flat they end up renting from a fellow stage performer will dramatically change the couple’s life.

International art dealer Ron Hall must befriend a dangerous homeless man in order to save his struggling marriage to a woman whose dreams will lead all three of them on the most remarkable journey of their lives.

DISTRIBUTOR: PARAMOUNT PICTURES CONTACT: JOAN FILIPPINI

DISTRIBUTOR: PENNY BLACK MEDIA CONTACT: CATHIE TROTTA * EXCLUDING US, CANADA, FRANCE AND TERRITORIES, IRAN, TUNISIA, ALGERIA, MOROCCO, BELGIUM, LUXEMBURG AND NETHERLANDS

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Shippu Rondo

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Silence

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Director: Teruyuki Yoshida Cast: Hiroshi Abe, Tadayoshi Okura, Yuko Oshima, Tsuyoshi Muro, Keiko Horiuchi

Director: Martin Scorsese Cast: Andrew Garfield, Adam Driver, Liam Neeson, Tadanobu Asano, Ciarán Hinds

A secret, illegal biological weapon is stolen from a university lab. The university then receives a message saying the entire country will be held hostage unless a ransom of 300 million yen is paid. Kazuyuki Kuribayashi, a senior researcher at the lab, is selected to go on a mission to take back the stolen weapon.

Two missionaries face the ultimate test of faith when they travel to Japan in search of their missing mentor at a time when Christianity is outlawed and their presence forbidden.

DISTRIBUTOR: PARAMOUNT PICTURES CONTACT: JOAN FILIPPINI

DISTRIBUTOR: EMPHASIS VIDEO ENTERTAINMENT LTD. CONTACT: GRACE LAU

Sing

Director: Garth Jennings Cast: Matthew McConaughey, Reese Witherspoon, Scarlett Johansson, Seth MacFarlane Buster Moon is a dapper koala who presides over a theater that has fallen on hard times.

But he loves his theater and will do anything to preserve it. To restore his fading jewel to its former glory, he must produce the world’s greatest singing competition.

DISTRIBUTOR: NBCUNIVERSAL CONTACT: CYNTHIA KLAR

* EXCLUDING JAPAN

DISTRIBUTION RIGHTS CODES

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I: OUTSIDE NORTH AMERICA

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PHOTOS: © HABIB MAJIDI; © 2017 PARAMOUNT PICTURES; COURTESY OF EMPHASIS VIDEO ENTERTAINMENT LTD.; © 2017 PARAMOUNT PICTURES; © 2017 UNIVERSAL STUDIOS. ALL RIGHTS RESERVED

Director: Michael Carney Cast: Greg Kinnear, Renée Zellweger, Djimon Hounsou, Jon Voight

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PHOTOS: © 2017 OPEN ROAD FILMS; © JULIO VERGNE; JACK ENGLISH © 2016 STX PRODUCTIONS, LLC. ALL RIGHTS RESERVED; © 2016 OPUS PICTURES ALL RIGHTS RESERVED; © 2017 UNIVERSAL STUDIOS. ALL RIGHTS RESERVED

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IFE

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Sleepless

Smoke and Mirrors

The Space Between Us

Director: Alberto Rodríguez Cast: Eduard Fernández, José Coronado, Marta Etura, Carlos Santos

Director: Peter Chelsom Cast: Gary Oldman, Asa Butterfield, Carla Gugino, Britt Roberston

True events and one of the most intriguing characters in recent decades – Spanish secret service agent Francisco Paesa – are the inspiration for this movie about scam artists and impostors.

The first human born on Mars travels to Earth for the first time, experiencing the wonders of the planet through fresh eyes. He embarks on an adventure with a street-smart girl to discover how he came to be.

DISTRIBUTOR: ENCORE INFLIGHT LTD. CONTACT: EDWIN CHEUNG

DISTRIBUTOR: ENTERTAINMENT IN MOTION CONTACT: LYNDA HARRISS

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Director: Baran bo Odar Cast: Jamie Foxx, Michelle Monaghan, Dermot Mulroney, Gabrielle Union Undercover Las Vegas police officer Vincent Downs is caught in a high-stakes web of corruption. When a heist goes wrong, a crew of homicidal gangsters kidnaps Downs’ teenage son. He will have to rescue his son, evade an internal affairs investigation and bring the kidnappers to justice.

DISTRIBUTOR: PARAMOUNT PICTURES CONTACT: JOAN FILIPPINI

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* EXCLUDING NORTH AMERICA, LATIN AMERICA, FRANCE AND SPAIN

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Split

Director: Choi Kook-hee Cast: Yoo Ji-tae, Lee Jung-hyun Bowling legend Cheol-jong had a promising career until he got into an accident and lost everything. One day, he meets Young-hoon, a bowling genius, and decides to make him a game partner. Now, they must prepare for the biggest game of their lives, where Cheol-jong will face his archenemy, Toad.

DISTRIBUTOR: ENCORE INFLIGHT LTD. CONTACT: EDWIN CHEUNG

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Split

Director: M. Night Shyamalan Cast: Anya Taylor-Joy, James McAvoy, Haley Lu Richardson

Kevin has demonstrated 23 personalities to his psychiatrist, Dr. Fletcher, but one more is set to materialize and dominate all the others.

Having abducted three teenage girls, Kevin fights for survival as the walls between his personalities shatter.

DISTRIBUTOR: NBCUNIVERSAL CONTACT: CYNTHIA KLAR

* EXCLUDING KOREA

DISTRIBUTION RIGHTS CODES

Airline Passenger Experience Association

N: NORTH AMERICA

I: OUTSIDE NORTH AMERICA

W: WORLDWIDE

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T2: Trainspotting

Director: Danny Boyle Cast: Ewan McGregor, Ewen Bremner, Jonny Lee Miller, Robert Carlyle

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Sugar Mountain

Director: Richard Gray Cast: Drew Roy, Shane Coffey, Jason Momoa, Anna Hutchison, Haley Webb, Cary Elwes

Deep in debt to a local thug, Miles persuades his girlfriend Lauren and brother Liam to help fake his disappearance. While the town looks for Miles, the local chief of police begins to suspect foul play. As he closes in on the truth, Liam and Lauren struggle to stay one step ahead.

DISTRIBUTOR: ENCORE INFLIGHT LTD. CONTACT: EDWIN CHEUNG

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Table 19

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Director: Jeffrey Blitz Cast: Anna Kendrick, Craig Robinson, June Squibb, Lisa Kudrow, Stephen Merchant, Tony Revolori, Wyatt Russell, Amanda Crew Ex-maid of honor Eloise – unceremoniously relieved of her duties – attends her oldest friend’s wedding anyway. She finds herself seated in the back of the ballroom with a disparate group of strangers, most of whom should have known to just send regrets. As everyone’s secrets are revealed, Eloise learns a thing or two from the denizens of Table 19.

Their Finest

Mark Renton returns to the only place he can ever call home. There, Spud, Sick Boy and Begbie are waiting for him. So, too, are old friends: sorrow, loss, joy, vengeance, hatred, friendship, fear, regret, diamorphine, selfdestruction and mortal danger – all lined up and ready to join the dance.

DISTRIBUTOR: SONY PICTURES RELEASING CONTACT: RANA MATTHES * EXCLUDING UK

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Tommy’s Honour

Director: Lone Scherfig Cast: Gemma Arterton, Sam Claflin, Bill Nighy

Director: Jason Connery Cast: Peter Mullan, Jack Lowden, Ophelia Lovibond, Sam Neill

With most of London’s men now fighting on the front line, Catrin Cole lands herself a job writing copy for propaganda films that need “a woman’s touch.” Her work gets noticed by a dashing movie producer named Buckley. With the country’s morale at stake, they work furiously to make a film that will warm the hearts of the nation.

Tommy Morris is blessed with a talent for golf, and his father, Old Tom, is a golf legend in his own right. Tommy outshines him, drawing flocks of spectators to the sport and becoming its first touring pro. However, Old Tom makes a fatal misjudgment that strips Tommy of everything he holds dear.

DISTRIBUTOR: JAGUAR DISTRIBUTION CORP. CONTACT: FRANCE CAPOR

DISTRIBUTOR: JAGUAR DISTRIBUTION CORP. CONTACT: FRANCE CAPOR

DISTRIBUTOR: TWENTIETH CENTURY FOX CONTACT: JULIAN LEVIN

DISTRIBUTION RIGHTS CODES

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PHOTOS: © YELLOW BRICK FILMS; © 2017 DISNEY ENTERPRISES, INC.; COURTESY OF SONY PICTURES RELEASING; © 2017 TWENTIETH CENTURY FOX FILM CORPORATION. ALL RIGHTS RESERVED; © 2016 HANYWAY; © 2016 GUTTA PERCHA PRODUCTIONS

IFE

Like... superb digital publications for lounges and onboard.

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IFE

apex experience

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A United Kingdom

Director: Amma Asante Cast: David Oyelowo, Rosamund Pike, Jack Davenport, Laura Carmichael, Tom Felton

PHOTOS: © 2016 TULIP FEVER, LLC; © 2017 TWENTIETH CENTURY FOX FILM CORPORATION. ALL RIGHTS RESERVED; © 2016 BLOOM MEDIA; © 2017 PARAMOUNT PICTURES

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Tulip Fever

Director: Justin Chadwick Cast: Alicia Vikander, Christoph Waltz, Dane DeHaan, Zach Galifianakis, Judi Dench, Jack O’Connell

In 17th-century Amsterdam, a married woman begins a passionate affair with an artist hired to paint her portrait. The lovers gamble on the booming market for tulip bulbs as a way to raise money to run away together.

DISTRIBUTOR: TERRY STEINER INTERNATIONAL CONTACT: NADJA RUTKOWSKI

A UNITED KINGDOM is the true story of the forbidden love of King Seretse Khama of Botswana and Ruth Williams, a white woman from London, which caused an international uproar when they decided to marry in the late 1940s just as apartheid was being introduced into South Africa. A decision that altered the course of African history.

DISTRIBUTOR: TWENTIETH CENTURY FOX CONTACT: JULIAN LEVIN

* EXCLUDING CANADA

* EXCLUDING US AND CANADA

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Unlocked

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Director: Michael Apted Cast: Noomi Rapace, Michael Douglas, John Malkovich, Toni Collette, Orlando Bloom When the CIA apprehends a suspect who is believed to have knowledge of an imminent terrorist attack, Alice, a former interrogator, is called in unexpectedly. Realizing she has been set up, she narrowly escapes and finds herself on the run, while trying to prevent a deadly biological attack on the city.

DISTRIBUTOR: JAGUAR DISTRIBUTION CORP CONTACT: FRANCE CAPOR

Director: D.J. Caruso Cast: Vin Diesel, Samuel L. Jackson, Ruby Rose, Nina Dobrev, Toni Collete Extreme athlete turned government operative Xander Cage is coming out of self-imposed exile, and is on a collision course with deadly alpha warrior Xiangand and his team in a race to recover a sinister and seemingly unstoppable weapon known as Pandora’s Box. DISTRIBUTOR: PARAMOUNT PICTURES CONTACT: JOAN FILIPPINI

* EXCLUDING CANADA

DISTRIBUTION RIGHTS CODES

Airline Passenger Experience Association

N: NORTH AMERICA

I: OUTSIDE NORTH AMERICA

W: WORLDWIDE

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Hotels

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Room and Board With two weeks in between Aircraft Interiors Expo in Hamburg and APEX MultiMedia Market in Berlin, you might find yourself with some time to spare in Germany. Here are a few places to stay.

Hotel St. Annen

Arcotel John F Berlin

Hamburg

Berlin

EUR

Calling code: +49

Commute time to airport: 25 mins

Munich

TXL, Berlin Tegel Airport

EUR

Calling code: +49

Commute time to airport: 25 mins

MUC, Munich Airport EUR

Calling code: +49

Commute time to airport: 30 mins

why you’ll go

why you’ll go

why you’ll go

Recharge at this boutique hotel located between the Hamburg Messe and the lively Reeperbahn strip – the perfect rest stop after AIX and before hitting the brewpubs that dot the St. Pauli district.

Enjoy Berlin’s underground without bringing the grittiness back to your room. This quirky hotel mixes Bauhaus modernism with ornate furniture pieces for an understated juxtaposition.

Chic and elegant, the hotel is described as a palace in the city center. None of the 25 rooms are decorated the same, but each displays a flair for antique furnishings and fine fabrics.

why you’ll stay

why you’ll stay

why you’ll stay

Ask for a room with a view of the Hamburg harbor. Experience the coziness of an inn with hotel amenities like a rooftop terrace, swimming pool, courtyard garden and breakfast buffet.

Waking up to stylish settings and a buffet breakfast of muesli, cheese and smoked salmon is something one could get used to – even after APEX MultiMedia Market wraps up.

Many of Munich’s tourist attractions are within a short walking distance. Sip a beer at Hofbräuhaus, or people watch at the Marienplatz city square. The hotel can also provide a private tour guide upon request.

fun fact

fun fact

fun fact

There’s plenty to see at Hamburg’s fish market, even if seafood isn’t your thing. If it is, pick up fresh tuna or prawns for the hotel grill that’s open to all guests.

The “John F” in the hotel’s name is a reference to the US president who inspired one of the themed rooms, modeled after the Oval Office and the First Lady’s bedroom.

The Eisbach river, which runs underneath the hotel, was once used for keeping lobster alive until the moment they were cooked for dinner.

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PHOTOS: HOTEL ST. ANNEN HAMBURG; ARCOTEL JOHN F BERLIN; HOTEL OPÉRA MUNICH

HAM, Hamburg Airport

Hotel Opéra

Planespotting

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#APEXPOTD Want to land your photos in print or in the APEX Daily Experience newsletter? Share your aviation snapshots on Instagram and Twitter with the hashtag #APEXPOTD for a chance to be featured.

Get your daily dose of planespotter pictures and top PaxEx headlines: > APEX.AERO/NEWSLETTER

@zachkonig End of another great flight!

@duanephansen Spotted landing at LAX from Sepulveda.

@_nguan_ Witnessing the magic of flight.

@3jmedia What looks like a jetliner that miraculously landed in the woods is actually someone’s dream retreat.

Owner Bruce Campbell converted this Boeing 727-200 into a home nestled in an Oregon forest.

@bfilmhenrik A trail in the sky.

@kvel Anything but ORDinary.

Instagram @theapexassoc Airline Passenger Experience Association

@flyingfever At the speed of light.

@the_flyingelephant Stunning light below this Bangkok Airways domestic flight from Suvarnabhumi Airport to Chiang Mai International Airport.

@evgen1191 Jet set, no matter the weather.

Twitter @theapexassoc volume 7, edition 1

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Throwback

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Bessie Coleman wanted to open a school to inspire black youths to become pilots.

The Right to Fly

by Benét J. Wilson

The daughter of sharecroppers, Bessie Coleman became the first African-American woman to earn an international pilot’s license. But her race and gender didn’t make it easy for her.

Born on January 26, 1892, in Atlanta, Texas, Coleman finished high school, then became a laundress and saved up to attend Langston University in Oklahoma, but ran out of money after only a semester.

Spurred by stories of World War I, Coleman set her mind on becoming a pilot. By then she was living in Chicago and working as a manicurist, where she met Robert Abbott, founding editor of the 114

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nation’s largest African-American weekly, The Chicago Defender.

In post-war America, there were no black pilots, and no white pilots were willing to teach her to fly. Abbott convinced Coleman to go to France, where her race and gender would be less of a barrier.

On June 15, 1921, after seven months of training, Coleman received her pilot’s license from the Fédération Aéronautique Internationale. After that, she traveled around Europe, pursuing stunt flying, eventually becoming a “full-fledged aviatrix” at air shows.

Coleman moved to New York City in August 1922, with the goal of bringing more blacks into aviation. She spoke to the AfricanAmerican community at churches, schools and theaters with the intention of collecting enough funds to start a flight school.

In 1923, Coleman survived a plane crash that hospitalized her for three months – but

that didn’t stop her from flying. Three years later, however, on April 30, 1926, in Jacksonville, Florida, she died after being hurled from a malfunctioning airplane, a day before an air show in which she was scheduled to perform.

“It is important for this country to know that an ordinary African-American woman contributed to the history of this country,” says Doreen Branch, an African-American pilot and board member of the Bessie Coleman Aerospace Legacy. “Folks know about the Tuskegee Airmen, but they also need to hear about someone who just wanted to exercise her right to fly.”

If you are an APEX member who is interested in contributing to the Throwback page, please submit your personal stories relating to the airline industry, or a moment or product in aviation history, to editor@apex.aero.

Airline Passenger Experience Association

PHOTOS: GETTY IMAGES

“I refused to take no for an answer.” – Bessie Coleman

Where News Inspires Change

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