APEX EXPO Daily Experience 2015 – 1

EXPO daily

September 29, 2015

Virgin America Nabs Streaming Deal With Netflix > read more on page 21

The Passenger’s Choice: Emirates Dominates 2015 PCAs

In Profile: Dave Davis, CEO GEE > read more on page 16

> read more on page 12

BAE Systems Lands Early Window Content Approval What’s Happening at the APEX Booth?

Find out about swag, prizes and more inside! > read more on page 36

In an industry first, BAE Systems announced today that its wireless in-flight entertainment solution, IntelliCabin, has secured approval from a major Hollywood studio to stream movies fresh out of theaters to passenger and airline-supplied devices. Read more on page 23.

expo daily experience 2015 expo daily experience 2015 portland, or usa portland, or usa 28 september - 1 october 28 september - 1 october

Education Day

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Accelerating the Airline Passenger Experience Inmarsat_Header_177x18_v1.indd 1

Opening Education Day, Ingo Wuggetzer welcomed attendees by introducing APEX’s new CEO, Joe Leader, sharing that the Atlanta, Georgia-based aviation expert was the clear frontrunner of over 600 applicants worldwide. Leader then took the stage, announcing the success of this year’s show – over 250 registrants and 270 exhibitors from over 50 countries – and outlined his vision for 2015-2016:

the cool award “The EXPO has always been a place to check out the latest and greatest our community has to offer,” Leader said. For the first time, he said, attendees have the chance to recognize innovative products and services on the showroom floor.

“If you’re impressed by a fellow exhibitor, make it known,” Leader urged. Learn more about how to vote on apex.aero.

passenger survey results Directed by APEX’s MarCom Committee chair, Ingo Wuggetzer, this year’s Global Passenger Survey Results show evocative insights

into the passenger experience and forecast a healthy promise for the IFE industry.

84%

of passengers value comfort and connectivity most.

given for significant changes in routine that dramatically affect the passenger experience. “We hear these stories and they deserve to be recognized,” Leader says. “APEX is going to be about recognizing these small moments.”

apex 2016 roadmap golden heart awards Freshly approved by the APEX board, APEX will deliver awards throughout the year. Silver Hearts will be awarded for everyday actions in the airline industry that go above and beyond – like buying passengers pizza for a delayed flight – and Golden Hearts will be

In addition to the Heart Awards, the APEX Passenger Choice Awards will dramatically change moving forward in order to be a more useful tool for airlines.

Based on community feedback, the association will lead the industry in devising new and important tech standards. APEX will also have a stronger presence

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Follow us on Twitter for breaking news, event updates and show highlights. And don’t forget to use the event hashtag: #APEXEXPO. > @theapexassoc

in the mainstream press. Starting in Asia, APEX will also form Airline Leadership Boards on a regional basis.

apex asia + fte asia Bringing two shows together for one amazing experience, the upcoming APEX ASIA conference in Singapore will be rescheduled to November 16-17 in order to coincide with the FTE Asia conference, November 18-19.

Attendees for each event will be free to visit the show expositions, and will have significant discounts for enrollment.

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Alaska Airlines: Focus on the Customer Experience

Sandy Stelling, managing director of Customer Research and Development, Alaska Airlines, began the keynote sessions by sharing the strategies the airline employs to focus on the customer experience.

The airline leverages data and passenger surveys to stay continually aware of passenger feedback and perception – receiving an average of 11,000 surveys per week. But Stelling makes an important distinction: “It’s not a big data project, it’s a human project,” she notes. And to convey the personal touch, Alaska focuses on its employees: “There are lots of ways to empower employees with passenger data. [But] you have to be careful on a creepy to cool spectrum of how we use the data,” she explains. Based on the passenger surveys it collects, the airline especially appreciates its frontline staff – doling out over 70,000 kudos to employees in the past seven months.

Alaska also aims to improve the passenger experience through new products and services, such as supplied tablets and an IFE platform for passenger PEDs via SkyCast, a Pacific Northwest flare to the in-flight menu, and adding Boeing’s Space Bins for added overhead stowage onboard its aircraft.

AlAskA Airlines FAct sheet Hubs: SEA, LAX, ANC, PDX ToTal desTinaTions: 104 average daily fligHTs: 880 employees: 11,536

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EXPO daily experience

Passion to Innovate. Power to Deliver.

24/09/2015 16:48

“There’s not one answer when it comes to the cabin,” Werner Lieberherr began his presentation, noticing the theme of flexibility and customization, which was a common thread throughout the keynotes. Offering an overview of the evolving aircraft interiors business models and products, he emphasized Etihad’s The Residence and first-class luxury interiors from Air France, Qatar and others before examining Southwest Airlines’ Meridian seat, which will be launched in 2016. “It offers a great living space – I think the launch will go extremely well,” he noted.

“Economy class is very, very important,” he explained. “But when you look from a revenue perspective, business class and premium economy are very important. I think you need to get both right as an airline.”

The future of airline interiors innovation will be dependent on partnerships.

For more keynote As an example, he explained: “We work in close partnership with Nespresso. For recaps, visit some airlines, it’s not only important that they offer an espresso, the Nespresso > apex.aero is a special touch.”

SriLankan Airlines: A CEO’s Vision of a Personalized Journey In a special presentation, Rakitha Jayawardena, CEO, SriLankan Airlines dazzled attendees with a storied account of his vision for the national carrier. “Today, we witness key touch points along the passenger journey quickly disappearing,” he began. Tickets are purchased through a computer, check-in is done on an electronic box, another magic box scans boarding passes, and it goes on. Security checks are equally dehumanizing. “In some airports, the only thing they do not take from you is your trouser and your shirt,” he remarks.

In his search for a single factor to differentiate his airline from competition, he had a moment of reckoning: The culture and kindness of the SriLankan people would bring value to the airline business and provide the personal touches that are missing. Additionally, “We looked towards our history and culture and decided to develop a much-loved safety video that we are nominated for [at the 2015 Passenger Choice Awards] today,” he shared.

Attention to the fine details drove the airline to broaden its in-flight catalog four-fold, to adopt Wi-Fi and mobile connectivity and to totally enhance its food and beverage offer. “What did you eat three days ago? You won’t remember. What did you eat on a plane two weeks ago? You will remember,” he said. srilAnkAn Airlines In a short time, his vision has led to impressive results, with the cabin FAst FActs: crew earning a rating of 89 percent for friendliness and courteousness TwiTTer: @flysrilankan and a 90 percent rating of continual satisfaction. Jayawardena closed his alliance: oneworld fleeT: 21 aircraft presentation, and the keynote sessions, with a quote from Judy Garland: employees: 6,800 “Always be a first-rate version of yourself, instead of a second-rate version of somebody else.”

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That’s Entertainment: Monetizing Content and Connectivity For the Content and Entertainment track, it was all about forging meaningful partnerships between airlines and affiliates in a connected landscape.

Tal Kalderon, IFE manager at El AL, unpacked how he’s working with content providers to trade their content (much of it non-traditional entertainment) for exposure. “It’s a win-win solution,” he says – and a budget-friendly one.

Sony’s Barrett Goodman and Iain Kemplay of Kemplay Consulting shared how airlines and CSPs have moved from “collective disinterest” towards “collective concern” over

audio licensing issues. Kemplay suggested a move away from a patchwork of agreements while Goodman emphasized Sony’s push for clarity, simplicity and flexibility.

And finally, Robin Cole, VP marketing and business development at GEE told the packed room, “Everything that’s old is new again.” With connectivity there is an expectation since 80 percent of passengers bring their own device on board and she shared her vision for “responsibly monetizing passengers and making meaningful [integrated] experiences.”

Visit us at APEX stand number 815 bbcwwpartners.com/worldnews

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With journalists in more countries, we break stories from more places than any other international news broadcaster.

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Future-Proofing Connectivity and Technology

24/09/2015 16:48

Comfort and Ambience Strike the Right Emotions Emotions ran high as four speakers shared tips for appeasing passengers with comfort and ambience. Stathis Kefallonitis, president and founder of branding. aero, and Yener Girisken, CEO and president, ThinkNeuro, explained the buying power behind emotions and how neuromarketing analyzes the emotional bond we can elicit in passengers through advertising and in-flight interactions.

David Withers, CEO, digEcor, outlined the Qantas Airlines passenger engagement tool, RED. He said the tool is powerful and training staff to use its features not only engages passengers, but also builds a strong emotional

attachment to the brand.

Eric Lefebvre, client relationship leader with National Research Council of Canada, shared plans for a Cabin Comfort and Environment Research center. The NRC, he says, strives to understand new ways to make flying more enjoyable by testing personalized controls and passenger crew interaction in a simulated environment.

The power of a positive interaction with in-flight staff and the effect of personal interactions in-flight was a common thread in this breakout track. Many factors go into creating comfort and ambience – but it seems an old-fashioned smile is top of the list.

Skipped PaxEx 101 today? Here’s your cheatsheet!

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In-flight entertainment systems, satellite connectivity and onboard payment processes will all need to be future-proofed and upgradeable, reflecting the continued rapid pace of growth and change in technology. In Monday’s APEX EXPO Connectivity & Technology sessions, Telefonix PDT’s Jim Costello and Mark Schwartz used case studies of current and past technologies to illustrate the importance of designing a product roadmap for upgradability. Leo Mondale of Inmarsat explained that airlines need a connectivity partner who can deliver quality service to many aircraft not just now, but in the future, and GuestLogix’s Craig Proud shared his insights into the future of onboard payment technologies and omni-channel retailing.

The answer to the seatback or non-embedded in-flight entertainment debate? Well, there isn’t one.

Seatback is here to stay, at least on wide-body planes, says Éric Lauzon, multimedia entertainment manager, Air Canada. But on narrow-body planes that fly short to medium-haul, it’s still a big question mark. Astronomical costs of content hardware and licensing were cited as a concern.

As for connectivity, airlines looking for a future-proof solution need to think à la carte. Bryan Rusenko, technical director at APEX, encourages mixing and matching vendors and components. “I would suggest that a really robust and effective IFE future could rely on open source,” said Rusenko, explaining that it allows airlines to make upgrades without embarking on expensive endeavours.

And when it comes to cabin interiors, airlines shouldn’t worry about staying on brand. Garen Moreno, director, Strategic Partnering, BMW Group DesignWorks says the focus should be on using design to enhance the perception of value, which, can be done with things we all learned about in kindergarten – storytelling, colors and lines – albeit with lots and lots of style.

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No other provider has the people, airline insight and capability gained from such extensive aerospace, aviation, satellite and cyber-secure data communications involvement. We work with you to create inflight and connectivity solutions to achieve substantial financial returns and operational efficiencies. A commitment to open architecture solutions ensures greater choice, easier integration and customization for your fleet. For our airline customers, Thales InFlyt Experience is making a difference. Everywhere.

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Apex Annual General Meeting Inmarsat_Header_177x18_v1.indd 1

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2015-2016 Board of Directors Officers

> Alfy Veretto

It was bound to happen.

Introducing APEX’s new CEO, Joe Leader, at this year’s Annual General Meeting, president Alfy Veretto quipped: “Joe, by far, was the ‘leader’” among the other candidates. “One of the first things Joe did as CEO was make a call to Future Travel Experience and within days he was giving a presentation at their conference in Vegas,” added Kevin Bremer.

There was a 52 percent vote rate for the 2015 Board Elections.

Among the directors, Linda Celestino returned to the Board as Immediate Past President. Joining APEX’s team of directors this year are Joanna Boundy, Qantas, and Maura Chacko, Spafax.

Veretto extended his personal thanks to those who are leaving, including Mary Rogozinski, Patrick

Brannelly and Luay Qunash. He also extended thanks to Lee Casey and Mark Horton for their efforts in encouraging members to vote.

In addition to updates on the new Cool Award and the 2015 Passenger Choice Awards cycle, Ingo Wuggetzer, chair of the MarCom committee, gave an update on some of this year’s intiatives, including launch of the apex.aero website, Daily Experience newsletter, Global Passenger Survey and the APEX app which has received over 80 downloads since Monday.

Closing out the meeting, Leader shed more insight on his vision, sharing that prior to holding his position with APEX, he viewed the association as a “quiet company.” Now, it seems, things are about to get loud.

> Brian Richardson

Virgin America

American Airlines

> Joan Filippini

> Dominic Green

Paramount Pictures

> Linda Celestino Etihad Airways

Inflight Dublin

Directors

> Joanna Boundy Qantas

> Michael Childers Lufthansa Systems

> Kevin Bremer Boeing

> Éric Lauzon Air Canada

> Maura Chacko Spafax

> Ingo Wuggetzer Airbus

EXPO daily experience 11

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And the 2015 Passenger Choice Award Winners Are… Inmarsat_Header_177x18_v1.indd 1

24/09/2015 16:48

Anticipation was high for this year’s 2014-2015 Passenger Choice Awards, held last night at the Oregon Convention Center Ballroom. Following a lively Education Day where ideas about the passenger experience were exchanged, ExPo attendees were eager to find out the night’s big winners. Talk around the exciting rivalry between Gulf carriers Emirates and Qatar – in no less than six categories – was abound as guests made their way from the red carpet to their tables.

Hosted by BBC’s Rajan Datar, the evening kicked off with light-hearted jokes about the airlines around a snappy audio-visual display.

Before any of the winners were announced, Datar asked for a “moment of silence” for the losers.

Norwegian became the airline to watch as the low-cost carrier nabbed Best in Region: Europe for the second year in a row, while first-time winner Korean Air broke Garuda’s two-year streak in the Best in Region: Asia and Australia category.

The applause was especially loud for the popular SriLankan CEo Rakitha Jayawardena, who was presented with an award for commitment and superior achievement for passenger achievement in the region.

And while Ethiopian stood to be the most winning airline, nominated in eight categories, it was Emirates that stole the show, sweeping seven awards and nabbing a trophy for each category it was nominated in.

Best Overall Passenger Experience > Emirates

Best IFE User Interface > Emirates

Best in Region: Africa > Ethiopian Airlines

Best In-flight Connectivity and Communications > Emirates

Best in Region: Americas > Virgin America

Best In-flight Video > Virgin America

Best in Region: Asia and Australia > Korean Airlines

Best Cabin Ambience > Emirates

Best in Region: Europe > Norwegian

Best Food and Beverage (with IFSA) > Emirates

Best in Region: Middle East > Emirates John White Publication Award > Norwegian

Best Ground Experience > Emirates

honorary awards

lifetime achievement Presented to an individual whose long-term efforts, dedication and sustained commitment have supported the organization. > Rick Warren outstanding contribution

APEX Awards The APEx Awards, formerly the Avion Awards, recognize specific member achievements over the year.

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Best Achievement in Passenger Experience > EL AL Israel Airlines “Cockpit” High-Tech Innovation Hub

Best Achievement in Technology > Gogo 2KU Technology

Awarded to individuals whose contributions, innovations and leadership has generated a significant improvement to the overall passenger experience. > Mary Kirby, Runway Girl Network > Steve Harvey, Global Eagle Entertainment (GEE)

JEFF CRAWFORD jeff.crawford@warnerbros.com ANGELICA McCOY angelica.mccoy@warnerbros.com wbnts.warnerbros.com Š 2015 Warner Bros. Pictures. All rights reserved.

How can I make all my passengers comfortable?

airbus.com Š AIRBUS, 2015. All rights reserved. Airbus, its logo and the product names are registered trademarks.

Fly Airbus aircraft. Only Airbus offers more comfort in all classes on every model with standard 18 inch wide seats in economy.

Airbus is the answer.

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“

I think we’re in a sort of golden era of the enhancement of the passenger experience.

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”

24/09/2015 16:49

> Fast Facts FREquEnt Flight:

LAX-MSP

in profile

Dave Davis

nOw wAtChing:

The Walking Dead

FAvORitE AiRCRAFt:

B777

REClinE OR nO REClinE:

No recline

CEO, Global Eagle Entertainment

Named Global Eagle Entertainment’s chief executive officer in July 2014, Dave Davis brings over 20 years of business and financial management experience to GEE. Prior to joining, Dave held senior management roles in private equity companies, played a lead role in Northwest Airlines’ merger with Delta Air Lines in 2008, and served as chief financial officer of Kraton Polymers and US Airways.

Read the full interview at > APEX.AERO /DAvEDAvis

Something that never ceases to amaze you in your industry?

I think what never ceases to amaze me about the industry is the speed at which it’s moving right now. Particularly on the connectivity side – the new technologies, airlines adopting different methods of providing entertainment, providing connectivity to their passengers – I think we’re in sort of a golden era of the enhancement of the passenger experience.

What can the airline industry learn from the entertainment industry?

That customer satisfaction should be the number one objective. In the entertainment business, things don’t become popular unless consumers like them because there’s so much to choose from. Airlines in the past have had to deal with a lot of struggles. It’s a very difficult industry and sometimes it’s difficult to maintain that focus on the customer. But it’s important, particularly in today’s world of consolidated airlines, to stay focused on customer satisfaction.

You’ve been instrumental in successful mergers and acquisitions. Do you think consolidation is important for the airline industry?

I think consolidation in the airline industry itself, among airlines, is undoubtedly a good thing. I mean, I’ve spent a lot of my career in the aviation business, and I was there through the NorthwestDelta merger. I think the benefits of consolidation in this business are very, very clear.

I think there’s also benefits to consolidation in the passenger experience and in-flight entertainment business as well. The better

resourced individual suppliers are, the more they can invest in new products, new services and service airlines, which is difficult to do when the industry is more fragmented.

How do you see in-flight entertainment evolving over the coming years? What will be the key drivers?

I think it’s going to get better and better.

There are several key drivers. One is the availability of less expensive ways of providing in-flight entertainment – meaning it’s going to proliferate on more aircraft types, particularly more narrow-bodies where you wouldn’t have had the same sort of IFE offering in the past.

Streaming video, connectivity – things like that – are maybe less expensive than a full suite of seatback systems, and they are going to allow more and more airlines to install some form of in-flight entertainment.

The other thing I think that’s happening is the increased capacity and increased performance of newer seatback IFE systems to allow for dramatic increases in the amount of content that can be stored on board and the amount of content that passengers can access. I think those are important trends that you’re going to see continue to play out.

Your top three films of all time?

The Godfather, The Big Lebowski, and a movie called Heat staring Al Pacino and Robert DeNiro from the 1990s.

EXPO daily experience 17

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Conversations in Connectivity In-flight connectivity is still one of the hottest topics in the aerospace industry.

We assembled ViaSat, Inmarsat, SITA OnAir and Global Eagle Entertainment to talk bandwidth, streaming, ancillary revenue and more.

the value proposition Perhaps the only thing trickier than providing connectivity for a fleet of aircraft traveling around the world at 900 kilometers [560 miles] per hour is figuring out how to monetize it. “It’s an economic puzzle,” remarks Wale Adepoju, chief commercial officer, Global Eagle Entertainment.

But, as he notes, connectivity brings an inherent value proposition: “I’m more likely to fly on an airline with connectivity. That’s a return on investment.” And that proposition can be extended outside the market. If an airline offers a traveler connectivity on his or her flight,

18 EXPO daily experience

says Adepoju, “that person is more likely to fly with that airline again; that person is more likely to fly than to do a telecom meeting; and that person is more likely to fly than to take the train, which is a major issue in Europe.”

Pricing models add layers of complexity. “Airlines often feel connectivity pricing models are outdated,” says Leo Mondale, president, Aviation, Inmarsat. “It’s a complex marketplace that is no longer served by the straight dollars-per-megabyte model.”

In-flight connectivity services are expected to grow from $440

million USD generated in passenger revenue in 2013 to $2.1 billion USD in the next seven years, but chances are, airlines will have found ways to do this without directly charging passengers for Wi-Fi. “Passengers increasingly expect Wi-Fi to be free, as it is in many hotels or coffee shops,” notes François Rodriguez, chief strategy and marketing officer, SITA OnAir. Passenger take-up rates still hover between five and 10 percent industry-wide, but research from SITA OnAir finds that 85 percent of passengers would use Wi-Fi on their next flight if it was free.

sponsorship revenue streams “Other things do play a part; I don’t want to knock advertising,” Adepoju adds. “We’ve brought some of the biggest brands in the world into this space, including Apple Music and Dish Network here in the US. So we can … get the right brand to pay for some of the services, but the value proposition has to be there first.”

But as Don Buchman, vicepresident Exede Mobility, at ViaSat adds, in order to generate revenue through sponsorships, quality of service is key to the value

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“Just having Wi-Fi is no longer a differentiator.

In the future, it will be about the quality of the service.”

Leo Mondale Inmarsat

to be able to choose their source of entertainment… [and] the increasing use of personal devices, instead of seatback IFE systems, presents both the airline and the passenger with more choice.”

Buchman concurs: “Passengers want a service where they can reliably access content beyond what is stored in the aircraft, and to fully stream online video content to any of their mobile devices over the Internet and live TV to the seatback… In a way, we are enabling a sort of ‘cord-cutting in the sky’ from cached content.”

global domination

proposition. “We believe offering a quality experience opens new opportunities for high-demand content to be provided through sponsorships, and we’re already seeing this play out today with the JetBlue-Amazon deal in May, and JetBlue’s deal with Major League Baseball.”

Mondale agrees: “Just having Wi-Fi is no longer a differentiator.

In the future, it will be about the quality of the service.“

go with the flow

Read the full roundtable at > APEX.AERO /COnnECtivityROundtAblE

Just as connectivity has revolutionized entertainment on the ground, many forecast that the same revolution is taking off inside the cabin.

“The future is about in-flight connectivity and carry-on personal devices. In-flight entertainment is the old model that will quickly become outdated,” explains Mondale.

“Passengers don’t want to be dictated by airlines – they want

The number of connected aircraft is expected to triple within the next 10 years, with Asia Pacific, Europe and North America marked as the regions that will see the biggest growth.

“Specific to the US market, we are targeting carriers that are focusing on intercontinental flights,” says Buchman. “We are also targeting Central American, Caribbean and Pan-European carriers, which will naturally be able to benefit from the power, bandwidth and extended coverage of ViaSat-2, once it launches in 2016.”

For Inmarsat, having just successfully launched the final piece of its three-satellite Global Xpress high-speed broadband network, “demand hasn’t been centered on any particular region,” Mondale says. “A number of major announcements are expected before the close of the year, and the first carriers are likely to adopt our new service in early 2016.”

“It’s an exciting industry to be in,” concludes Adepoju. “I’m really proud of what we’ve done so far and excited about the opportunities going forward.”

EXPO daily experience 19

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It’s Here: Netflix Boards Virgin America Inmarsat_Header_177x18_v1.indd 1

The wait to stream Netflix onboard is finally over. Virgin America announced Monday that the video on-demand service is now available for free on its seatback system and on passengers’ smartphones, tablets and laptops.

The announcement follows earlier news that Virgin America would be equipping its new fleet of Airbus A320s with ViaSat’s Exede In the Air product, which delivers broadband speeds eight to 10 times faster than conventional in-flight Wi-Fi.

“Netflix and Virgin America are both known for their focus on innovation and for shaking up their respective industries – so we’re thrilled to team up to bring the best in technology and entertainment to the skies,” says Abby Lunardini, vicepresident, Brand Marketing and Communications at Virgin America.

To kick off #NetflixOnboard, Virgin America has branded one of its planes with the NetflixHouse of Cards livery. Passengers on the inaugural flight from

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San Francisco International Airport to Ronald Reagan Washington National Airport will be offered the signature Whiskey Whistleblower cocktail and witness an in-flight cameo of House of Cards’ Doug Stamper, who, on the popular Netflix -production, serves as President Frank Underwood’s loyal consultant and cunning fixer. The character, played by actor Michael Kelly, will be quipping his morally ambiguous political advice over the aircraft’s speaker system prior to take-off.

To stream House of Cards or any movie or TV show in the Netflix catalogue, passengers simply log in or sign up for a free 30-day trial once they connect to

the in-flight Wi-Fi network. The service will be free through March 2, 2016.

JetBlue, which also uses ViaSat’s Ka-band connectivity, offers a similar streaming service to its passengers through Amazon Prime’s Instant Video, and Marriott Hotels enables guests free streaming of Netflix in their hotel rooms.

“As Wi-Fi becomes more ubiquitous, it’s going to be increasingly possible for members to enjoy Netflix wherever they want,” says Bill Holmes, global head of Business Development at Netflix. “We’re delighted to partner with Virgin America to extend the joy of Netflix to our members at 35,000 feet.”

“Netflix and Virgin America are both known for their focus on innovation.”

Abby Lunardini, Virgin America EXPO daily experience 21

True high quality, high speed broadband is here.

CHANGE IS IN THE AIR_ Passengers expect Wi-Fi in the sky just like they get at home. Inmarsat’s GX connectivity will help carry your business and passengers into the future.

ULTIMATE CONNECTIVITY

Come and talk to us at stand 545 to learn about the next generation in aviation broadband technology.

Learn more at inmarsat.com/aviation

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Straight Outta Hollywood: BAE Systems Lands Early Window Content Approval In an exclusive industry first, BAE Systems announced today that its wireless in-flight entertainment solution, IntelliCabin, has secured approval from a major Hollywood studio to stream the latest Hollywood blockbusters directly onto passenger devices.

While the name of the studio is being kept secret for the moment, the agreement marks the first time that a major Hollywood studio has agreed to the streaming of early-window content to passenger and airline-distributed devices.

“We’re very excited. It’s not often you accomplish a first in this industry,” says Jared Shoemaker, director, Cabin Systems, BAE Systems.

On flights equipped with BAE Systems’ wireless IFE solution, movies, television shows and other visual offerings will be streamed from a local server installed on the aircraft. The IntelliCabin tablet-based IFE system comprises of a Linux operating system, wireless access points and tailored Samsung devices, but can also be used on passengers’ personal devices or laptops.

In addition to Samsung’s ultra-high-definition screens, a superior battery life and lightweight attributes, Shoemaker tells APEX Media that Samsung devices offer superior security features.

“We’ve done a lot of work with our partner Samsung to make sure we understand how devices operate and what we can and cannot do there to make the studios feel very comfortable

“We’re very excited.

It’s not often you accomplish a first in this industry.”

Jared Shoemaker, BAE Systems

with the security of their content on devices,” Shoemaker explains.

But for the studios, security of their content goes beyond the device. “Studios are looking for end-to-end security from when it leaves their hands, to when it’s displayed on the passenger’s device, and to when it’s disposed of, making sure that whole path is secure,” Shoemaker adds.

In securing the pre-aircraft part of the process, content service provider, Global Eagle Entertainment (GEE) has been instrumental: “We’ve been working very closely with GEE… We use their WISE solution in our in-aircraft solution, and they have been a huge help to us,” Shoemaker says.

Earlier this year at the Aircraft Interiors Expo in Hamburg, BAE Systems announced India-based carrier Vistara as its first launch customer for IntelliCabin. Since then, Shoemaker reports, “We have more activity than I think we’ve ever seen from an in-flight entertainment perspective, and a lot of that is driven by our ability to offer earlywindow content.”

Read the full story on > APEX.AERO/EXPONEWS EXPO daily experience 23

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Inmarsat_Header_177x18_v1.indd 1 BOOTH 400

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Art of the Deal: GEE Wins Big With Fiji and American Airlines and More Of all the movers and shakers in the business, none move with the moxie and vigor of Global Eagle Entertainment. In the first of many, many announcements it plans to make during ExpO, the company says it has signed exclusive agreements with Fiji Airways to enhance its current GEE-provided in-flight entertainment portfolio with the introduction of a comprehensive advertising program.

Advertising and sponsorship spots are already up for sale, and will begin appearing on the airline’s IFE system next spring.

In addition to the Fiji Airways deal, GEE says it has also been selected to provide content aboard Myanmar National Airlines.

In sit-down with ApEx Media at Expo, GEE also spoke of yet another deal that’s in the works with American Airlines to provide in-flight advertising and brand sponsorships for its in-seat and overhead IFE systems and personal electronic devices.

“We’re thrilled to bring another strategic and value-added service to American Airlines,” Wale Adepoju, chief commercial officer, GEE, told us. “GEE’s continued efforts to build our advertising and sponsorship business, both organically and through the integration of recent acquisitions, offers our mobility customers a powerful tool to generate ancillary revenue.”

The numerous reach-outs signal GEE’s commitment to expand its digital media advertising and sales services for a market they estimate is worth more than $1 billion of the overall $10 billion IFEC market.

Alexis Steinman, senior vice-president, Digital Media Solutions, GEE said the accord with Lonely Planet “offers up an exciting opportunity for airlines to enhance their overall experience for passengers, who can now brush up on the sights and attractions awaiting them at the end of their flight.” He called the cross-over connection a “must-have content for airlines dedicated to a great passenger experience.”

Here are some other deals GEE has in the works: > GEE and Sony Music have inked a worldwide licensing agreement that will add thousands of songs to Global Eagle’s IFE catalog. As Sony Music’s first licensing pact with an IFE content service provider, the agreement

Airbus Customers Have a Rave with New Zodiac Supplier Deal Passengers flying on Airbus’s A350 XWB family of wide-body aircraft will now have a bevy of in-flight entertainment options at their disposal, thanks to Airbus’s selection of Zodiac Inflight Innovations as an Airbus Contracted Supplier.

Aircraft customers will be able to choose among four products.

RAVE Centric is a “light IFE” solution designed for weight and cost

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allows airlines to choose from GEE’s custom playlists of songs from Sony Music artists.

Ten airlines served by GEE have already added Sony Music hits to their repertoire, and dozens more are expected to follow. > GEE and leading travel publisher Lonely planet have partnered to add over 30 digitized Pocket guides to GEE’s IFE portfolio. Airlines will be able to purchase guides for popular destinations such as Dubai, paris and Las Vegas for their in-seat and wireless systems.

efficiency and includes hot-swappable dockable monitors. RAVE Wireless allows passengers’ personal electronic devices to connect with RAVE Centric to create a multiplatform IFE experience, while RAVE Broadband will piggyback on Inmarsat’s Global Xpress satellite connectivity system to provide high speed internet access. Rounding out the quartet of products is RAVE services, which will provide customers with on-site and remote support. While passengers are coming to expect a “like home” surfing experience, the solutions needed to meet this expectation vary according to route, passenger type and budget, making choice of products increasingly important.

Visit the Airbus booth #1005 today at 9:00 a.m. for a special media announcement with an airline customer.

CHANGE IS IN THE AIR_

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Inmarsat_Header_177x18_v1.indd 1 BOOTH 1009

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Tray Table EmPowerment: Astronics Debuts Wireless Charging

Happy Hour: Visit Astronics Booth 1009 at 5:00 p.m. today for beer, wine and apps!

Wireless World As Astronics’ Dennis Markert knows, “The world is moving toward a cableless environment.”

Here are a few cable-cutting items.

Baggage If you’re going to carry that weight, your bag should keep you charged. Purses and suitcases like Everpurse or Bluesmart power up your devices on the go.

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charging], and with SmartTray’s features, it goes hand in hand,” Markert says. Charging becomes seamless: Passengers only have to place their device on the indicated area of the tray table, and it will charge automatically.

“I think the industry will initially provide this level of convenience to first and businessclass passengers,” he notes. Indeed, seat manufacturers such as Recaro are also tapping into the wireless trend, having displayed business-class models with an armrest-charging pad at Aircraft Interiors Expo in April this year.

Also on display will be Astronics’ smallest and most efficient next-generation ISPI product, which will provide three passengers with 110 Volt AC and high power USB. “It seems like everyone recognizes that power is required onboard to take advantage of the latest offerings such as content delivery to passenger PEDs,” Markert notes.

Phone Cases Pack some power while you protect your gadgets with energy-boosting cases from Energizer Energi, Etom Mobius Black, Mophie Juice Pack Pro and more.

Furniture Cut the cords at home with furniture from IKEA’s wireless charging catalogue, including nightstands, lamps or pads that can be placed anywhere.

ILLUSTRATIONS: MARCELO CÁCERES

Astronics Advanced Electronic Systems has owned a lion’s share of the market for in-seat power solutions for years, so it’s no surprise it’s leading the latest surge in aircraft power systems: Wireless charging. Making its tradeshow debut in partnership with SmartTray International LLC, Astronics will be displaying a cutting-edge tray table that will allow passengers to wirelessly charge their devices.

“We believe this new technology integrated into the aircraft table is going to create a big buzz at APEX,” says Dennis Markert, director of Business Development and Technical Services at Astronics Corporation. “It’s all about wireless charging. The commercial world is moving toward a cable-less environment.”

Having partnered with SmartTray in April this year to collaborate on a hands-free solution for viewing personal electronics devices, the evolution to an inductive tray table was a natural one. “We think the tray table is one of the most convenient locations [for wireless

CHANGE IS IN THE AIR_

True high quality, high speed broadband is here.

Inmarsat_Header_177x18_v1.indd 1 BOOTH 420S

24/09/2015 16:48

All the RAVE: Zodiac Aerospace Delivers First Linefit on Airbus A330 The first linefit Airbus A330 equipped with Zodiac Inflight Innovation’s (ZII) RAVE Centric in-flight entertainment system was recently delivered to an airline customer directly from the airframer. ZII describes the modular RAVE system as “reliable, affordable, and very easy.” It features a seat centric architecture, so that a failure in one seat will not impact another, and a patented, dockable seat display, giving crews the ability to replace a failed display inflight. RAVE also has a new,

intuitive passenger interface that mimics the operation of passengers’ personal devices.

Other elements of RAVE include Wireless, an onboard wireless distribution network that enables passengers to extend content from the seatback screen to their own personal devices; cellular, ZII’s inflight mobile phone product; and broadband, an integrated connectivity solution.

In addition to the A330, the RAVE Centric IFE is a linefit option for the Airbus A350XWB and A320 family of aircraft.

BOOTH 1000

Safety First on Boeing 777x with Rockwell Collins’ Avionics Gateway Secure Server Passengers flying on a new Boeing 777x airplane won’t have to worry about malicious Internet hacks. That’s because the airline has teamed up with Rockwell Collins to provide the Avionics Gateway secure server, which will incorporate the latest generation of Rockwell Collins’ Secure Server Router.

A secure server means flight deck, cabin crew and ground operations are able to communicate without being exposed to so called “malicious threats,”says Greg Irmen, vice-president and general manager, Flight Controls and Information Systems at Rockwell

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Collins. “Next-generation aircraft will offer incredible on-board networking capabilities and aircraft makers like Boeing are investing in sophisticated, secure solutions to ensure the networks are protected.”

The Avionics Gateway server is just one of a host of products Rockwell Collins will be offering onboard the world’s largest twin engine, including large-format displays, weather radar and select flight controls. And, for the first time for 777 aircraft, Rockwell Collins’ Head-Up Guidance System will be available.

CHANGE IS IN THE AIR_

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Inmarsat_Header_177x18_v1.indd 1 BOOTH 1029

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Lufthansa Systems Goes Portable With BoardConnect Lufthansa Systems has released a portable version of its BoardConnect wireless in-flight entertainment platform, the German carrier announced Monday. The launch customer is Italian-based Air Dolomiti. BoardConnect Portable combines all technical components needed for an IFE system into a single Mobile Streaming Unit (MSU) device. The MSU is approximately the size of a tablet, weighing less than 3.5 pounds. A separate integrated modem allows airlines to wirelessly refresh content while the aircraft is on the ground.

The portable option is especially ideal for airlines servicing short and medium-haul flights because it avoids the high cost of permanently installed hardware.

It eliminates intrusive cabling, fitting and certification – and can easily be mounted out of the way on galley walls, making it accessible for all aircrafts.

BoardConnect has had over 2.5 million downloads since its launch.

Lufthansa last week also announced a five-year contract with the Italian-based leisure airline, Neos for its classic BoardConnect solution.

Japan Transocean Air Latest to Select Gogo 2Ku In connectivity news, Gogo’s 2Ku in-flight connectivity solution has been chosen

by Japan Transocean Air (JTA) for its new 737-800 aircraft. Passengers on these aircraft can also access Gogo Vision, the company’s wireless in-flight entertainment solution.

“We are excited to partner with JTA to bring what we believe will be the best performing connectivity solution for global aviation to its aircraft,” said Michael Small, Gogo’s president and CEO.

BOOTH 1000

Rockwell Collins Paves the Way for Wireless on A320 and A321 Aircraft It’s ready, set, and go for Rockwell Collins’ PAVES Wireless solution for A320 and A321 jetliners. The Federal Aviation Administration (FAA) provided the aviation electronics company a European Aviation Safety Agency (EASA) supplemental certificate (STC) for the media distribution system and Rockwell Collins says it will be announcing more STCs later this year (the company announced ALAFCO Aviation as its first customer in June). With the government certification, airlines using Airbus’ singleaisle jetliners will be able to provide passengers with a reliable, powerful in-flight web experience. Notably, 30 EXPO daily experience

PAVES can handle video streaming to 250 passengers at once and uses open-software architecture, making it possible to incorporate third-party apps and services (shopping, news, entertainment). The end goal, says Greg Irmen, vice-president and general manager, Information Systems, is to allow passengers access to content throughout the journey. “Having a highperforming media distribution solution for the entire aircraft is a must,” he says in a press release.

Also announced yesterday, Rockwell Collins’ PAVES On-demand IFE system has now been added to the 737 MAX catalog.

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Inmarsat_Header_177x18_v1.indd 1

24/09/2015 16:48

Download This: Movies, Magazines and City Guides Before You Board

Read more about Adaptive Channel at > apex.aero/ adaptivechannel

Planes, Trains and Taxis

We’ve all been there – so deep in the frenzy of planning, packing and racing to the airport that it’s not until we’re seated at the boarding gate do we realize we’ve forgotten to bring some entertainment for the flight. Today’s IFE offerings include more movies, magazines, music and games than one can consume on a single flight, but there are still aircraft and short-haul flights that offer zilch.

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SITA has been working with Adaptive Channel and Orange Business Services on Media Stations – kiosks with touchscreen displays where travelers can choose from 200 movies, 50 TV series, 450 newspapers and magazines, 100 city guides and more for download onto their electronic devices. With improved Wi-Fi standards and a higher bandwidth capacity at airports, travelers will be able to download movies within minutes.

The first Media Station will soon be launched at a major European airport; joining Digiboo, another service that rolled out its kiosks at Portland, Seattle–Tacoma and Minneapolis–St. Paul airports this summer. “I would like to see these kiosks all over. I’m one of those travelers that finds myself often on airplanes without IFE,” says Renaud Irminger, Director at SITA Lab. While ostensibly in competition with airlines that spend multimillions on IFE systems, SITA, Adaptive Channel and other kiosk providers

Leveraging over 30 years of experience in the aerospace sector, Safar and cofounder David Fairand started Adaptive Channel to offer a digital solution to the complex problem airlines faced in offering print media. The company quickly realized that traveler touchpoints extend beyond the flight, “To enable airlines and airports to reap all the benefits offered by digital propositions, you have to provide a comprehensive ecosystem,” says Safar. Outside of airports, Adaptive Channel also supplies digital services to taxis, trains and clinics. “In a passenger journey, an airport and taxi operator are very closely linked, and because of our digital presence in both markets, we can implement new approaches to generate value for both operators,” he adds.

assert that the service isn’t necessarily working against the current IFE model. Aside from offering a service to passengers, media kiosks reduce the weight of books and magazines on aircraft, and when placed in lounges and departure gates, become another ancillary revenue channel for airlines.

“The time that people have at the terminal is spent on last-minute impulse purchases,” says Laurent Safar, CEO at Adaptive Channel, “and obviously entertainment is an area where people can make purchases on impulse.”

Visit us at booth #1819 during the APEX Expo

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APEX Remix to Ignition Inmarsat_Header_177x18_v1.indd 1

Starting things up at the Hilton’s Skyline Level venue, APEX delegates took in towering views of city while mixing and mingling with colleagues and new friends.

24/09/2015 16:48

“The APEX EXPO brings the industry together with one goal in mind: to elevate the airline passenger experience.”

Don Buchman ViaSat

“APEX is great to meet old friends across our industry, and hear what everyone’s up to and what they are thinking about.”

Patrick Brannelly Emirates

Do you have social photos that are fit to print? E-mail submissions to > EDITOR@APEX.AERO 34 EXPO daily experience

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Inmarsat_Header_177x18_v1.indd 1

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All About that Social Clout Apart from the obvious mentions of #PaxEx, #APEXEXPO and #Portland that floated in the Twittersphere, there was some name-calling that echoed throughout the day: Rakitha Jayawardena (CEO, SriLankan Airlines) Leo Mondale (president, Inmarsat) and Sandy Stelling (managing director, Customer Research and Development, Alaska Airlines) – earned several friendly call outs on Twitter.

Project13:Layout 1

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Tweet of the Day “A pretty touching speech from the CEO of @flysrilankan at #APEXEXPO right now.

Get the feeling that he really cares about his passengers.”

— Jason Rabinowitz, @AirlineFlyer

#APEXEXPO 08:44

mentioned over 700 times

EXPO Snapshot #1 @ekefallonitis Thank you @theapexassoc for another great #educational session!

Thoroughly enjoyed co-presenting with @yenergirisken on the topic of #neuromarketing: Looking deeper into a #passenger’s #mind and #heart #APEXEXPO #paxex

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...BREAK ING NEWS ...BREAK IFPL exh ING APEX 201 ibiting at 5 stand 1408.

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CONNECTING YOUR PASSENGERS

INNOVATE

SIMPLE SOLUTIONS TO COMPLEX PROBLEMS

IFPL.COM innovate@ifpl.com Apex Daily 1-2 Hor template 11-08-15.indd 1

TELEPHONE +44 (0)1983 555900

35 2015-08-18 9:33 AM experience EXPO daily

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Inmarsat_Header_177x18_v1.indd 1 BOOTH 201

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Recharge at the APEX Media Booth Whether you’re looking to recharge, access social media or catch up on the day’s events with the APEX EXPO Daily Experience, Booth 201 is where it’s at! Here’s a rundown of what’s happening today:

daily giveaway

get the buzz

Stop by the booth to find out how you can snag yourself some swag you’ll actually make use of: a pair of Bose QuietComfort 25 noisecanceling headphones.

Find out what’s trending live via our social media screen that will capture the latest biz buzz from the showroom floor.

uber haul

Make your memory of this year’s show a lasting one by snapping a photo at our APEX Experience coverthemed cutout. Bring your friends!

Portlandia lovers will get a kick out of our limited edition “Put a Bird On It” tote bags, sponsored by Inmarsat. Peek inside to find some local goodies, including a free Uber ride voucher.

cover story

recharge station Things there are never enough of at conferences: Wi-Fi, comfy chairs, power outlets, fresh coffee. We have all of these things! Swing by to get your fix.

Follow us on Twitter for breaking news, event updates and show highlights. And don’t forget to use the event hashtag: #APEXEXPO. > @THEAPEXASSOC

Skycast Solutions Fuels the Tablet Revolution with the Latest in Portable IFE.

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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 and Toshiba, 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.

Proud Partners with:

skycastsolutions.com | 1-855-487-2988 © Skycast Solutions, Inc. All trademarks are the property of their respective owners.

ILLUSTRATIONS: FLATICON

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CHANGE IS IN THE AIR_

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Inmarsat_Header_177x18_v1.indd 1

24/09/2015 16:48

Wayback Playback With Telefonix + PDT Next year will mark Paul Burke’s 20th year exhibiting at APEX, and according to his colleagues, the CEO and founder of Telefonix has always had an ingenious approach to the business. “I will never forget Paul’s famous line: ‘No problem.’ That is absolutely his mantra,” says Michael Kuehn, president at Telefonix.

“There were, once upon a time – it’s like a fairytale – seatback telephones,” quips Kuehn. This goes back to circa 1989. GTE and AT&T were landline competitors and GTE had just committed to being the first digital, air-to-ground provider coast to coast. Kuehn and Jim Costello, now CTO at Telefonix, were leading the GTE program and had everything in place except for a cord reel – until they met Burke. “No problem,” he told them. So began Telefonix.

Now, at over 60 patents and counting, the company has teamed up with PDT and has expanded its portfolio to include passenger control units, servers, content loaders, video monitors, Android-based handsets and more. At APEX, the team, including Alan Manns, who recently joined as director of Business Development will be showing the recently unveiled Summit Line, a complete wireless-compatible IFE suite.

THE APEX EXPO EXPERIENCE TEAM Al St. Germain > publisher

Felipe Batista Nunes > production manager

Sophie Woodroofe > contributor

al.stgermain@spafax.com

Linda Massarella > editor in chief

steve.oconnor@spafax.com

Caroline Ku > copywriter

Nicolas Venturelli > art director

Howard Slutsken > contributor

Eva Dorsch > art assistant

Jenn Wint > contributor

Ella Ponomarov > research assistant

linda.massarella@spafax.com

Katie Sehl > deputy editor katie.sehl@spafax.com

Jessica Sammut > digital editor jesssica.sammut@spafax.com

38 EXPO daily experience

Steve O’Connor > sales director

Vance Walstra > photographer

AN EYE TO THE

FUTURE LUMEXIS.COM

COME AND SEE US AT APEX 2015 EXPO Stand 413 28 Sep-1 Oct Portland, OR

The Future of IFE

Rethink passenger engagement.

It’s time for a whole new way of thinking about passenger engagement. At Rockwell Collins, we’re investing in a powerful portfolio of solutions to help you engage, entertain and empower passengers. Not just in the cabin, but all

Wireless and fixed IFEC systems High-speed connectivity

the way from home to hotel and back again. Because when you connect them

Scalable suite of applications

to their world, they connect with you.

Global enterprise solutions

Visit us at APEX 2015, booth #1000.

rockwellcollins.com/cabinsolutions © 2015 Rockwell Collins. All rights reserved.