It is time to re-imagine the airline passenger experience. Airlines the world over have grounded large parts of their fleets and announced plans to lay off thousands of staff as they attempt to survive a near shutdown of international travel amid the widening coronavirus pandemic. The severity of the crisis has prompted carriers to turn to governments for a lifeline and according to IATA, the global industry needs bailout measures of between $150 billion and $200 billion if it is to survive. And even then, the pandemic is likely to reshape the industry with many airlines sadly failing and entirely new groupings emerging. It will also have huge ramifications for the way people fly once this is all over and whilst it might not seem like a high priority right now, airlines need to think about how they’ll adapt to the needs of entirely different passengers post coronavirus.
It goes without saying that there will be a huge amount of trepidation about travelling for many years once a semblance of normality resumes – especially amongst those from countries that have been hardest hit by the outbreak. Face masks and maybe even gloves will become standard garb for passengers keen to minimise their risk of infection, cleaning routines between turns will be stepped up a level or two and extra screening measures to detect signs of fever could emerge as the new norm in an already stressful airport experience. Even so, these steps will not be enough to reassure many passengers of their safety on-board and their behaviour will change forever. And by extension, so too will the way in which they interact with on-board technology.
Airline passenger experience starts with safety
While airlines will no doubt shout from the rooftops about how thoroughly they clean and disinfect tray tables, in-flight entertainment (IFE) screens and head rests pre- and post-flight in this brave new world, it is not hard to imagine passengers adopting a cocoon-like state during their journey, fearful of what, and who, they might come into contact with.
This could very well entail reduced interaction with seatback screens and passenger control units (PCUs), with a possible knock-on effect for ancillary revenue generation through these systems. Expect IFE vendors to ratchet up the wellness angle another notch and mimic seat manufacturers in announcing new, self-cleaning screens that involve the use of antimicrobial coatings. Panasonic Avionics has already moved in this direction with its nanoe air filtration system, a feature of the forthcoming NEXT platform that can extract pungent smells from the cabin and remove airborne pathogens.
New user interface technologies like eye-tracking and gesture control could also have an important role to play. Thales has previously demonstrated a prototype for next generation business-class seats, which include iris-tracking to detect when passengers are looking away or when their eyes are closed. However, both technologies are clearly immature in terms of their use on-board aircraft and far from perfect replacements for the touchscreen we’ve all become accustomed to using with expert dexterity. Indeed, it could even be that hand or arm gestures from those in adjacent seats actually decreases the feeling of distance – a concept all of us are rapidly becoming familiar with.
Despite growing familiarity with smart speakers in our everyday lives, it seems a stretch to imagine that voice control will soon become the de-facto IFE control mechanism. Offline voice recognition of multiple languages/accents would presumably take a fair bit of computing power, while in-flight connectivity (IFC) – if it is even installed alongside IFE – is not quite at the point where it could handle the sending and receiving of a huge amount of data packets to and from the cloud for analysis. Nor could cash-strapped airlines afford the associated bandwidth costs. And then there’s the not-so-trifling issue of how to filter out the array of always-present background cabin noise.
More likely then is the use of the passenger PED as a remote control for the screen in front. Interaction with one’s own device is fraught with less “danger” and many of us already use our smartphones to control other smart devices at home. Rather than a YouTube-style PIN approach to pairing PED with seatback, a more hygienic method would surely involve the use of Bluetooth or NFC. Coronavirus or not, Bluetooth will become a standard feature of IFE to enable passengers to use their own headphones and both Safran (Zii) and Panasonic Avionics have recently introduced Bluetooth capabilities on the RAVE Ultra and eX3 and NEXT systems, respectively. NFC, meanwhile, can also be used to process payments from contactless cards and mobile wallets – a key consideration now that the spotlight is firmly on the unhygienic nature of handling cash.
The use of NFC will, of course, have an important role to play as the self-service model rises to prominence. Passengers may limit their interaction with flight attendants and browse digital magazines and food and drink menus on their PEDs or on seatback screens controlled by PEDs instead of flicking through oft-touched paper versions stored in germ-harbouring seat pockets. LEVEL’s award-winning payment system, developed by Black Swan, does just this and can even save card details for simplified repeat purchases on board.
One could even make the argument that coronavirus may finally succeed where IFC and later, wireless IFE (W-IFE), failed in killing off the humble seatback screen. Airlines will be under immense pressure to shed operational spend and the high up-front and on-going costs associated with embedded IFE could be too much for some to bear. How early window content (EWC) – which has helped prolong the life of this form of IFE – is eventually dealt with by Hollywood studios will have a huge bearing on how things eventually pan out. As a result of the pandemic, many of the films that recently hit the big screen or were slated to still be in theatres are instead heading straight to home entertainment release. Trolls World Tour, for example, was due to be in cinemas on April 10th but will now be available on streaming and digital services without making a theatrical debut. This begs the question, for how long will the streaming of EWC to passenger PEDs be prohibited?
The myriad of W-IFE vendors currently active in the market will doubtless be following these events with a keen eye. If more airlines ultimately opt to eschew embedded IFE post coronavirus, what is the optimal way to consume W-IFE? Right now, many systems are installed on aircraft where there is no in-seat power, which is mind-boggling given that the two technologies are inextricably linked. No power? No IFE! And even where in-seat power is present, consuming content on a PED whilst charging the device can be uncomfortable for passengers and becomes more difficult during mealtimes when the tray table is in use. Astronics and SmartTray have sought to provide an answer to this “hold and power” question by developing a dock style wireless charging hinge mechanism integrated into the back of the tray table. Could the next step involve the use of an inductive surface above the meal tray and some sort of PED-sized “pocket” to prevent devices falling to the floor?
While there are several other benefits of inductive charging, there are numerous problems still to be ironed out. For one, the power efficiency of inductive charging pads is currently 60-70%, compared to >90% for traditional outlets. This requires bigger, more expensive power supply units with more heat dissipation, which could nullify, to some extent, any cost savings realised from not installing seatback IFE in the first place. Additionally, wireless charging takes longer, which may be of more concern on shorter journeys where W-IFE is more likely to be installed.
Is zero touch a realistic goal?
Heightened hygiene and sanitation concerns could, conceivably, impact on newer forms of IFE too. Portable solutions have witnessed phenomenal growth in recent years but their very nature means they are frequently touched by cabin crew, ground handlers, catering and cleaning partners. New “zero touch” portable units that can be plugged into the on-board power supply are not taken on and off the aircraft with anywhere near the same degree of regularity and could be in increased demand going forwards.
There are many unknowns at this still early stage of the outbreak and we really ought to re-iterate that medical experts believe the risk of catching a virus on a flight to be incredibly small. However, it is important for airlines and their suppliers to start looking forward and planning ahead in these unprecedented times. To this end, Valour Consultancy will continue to share unbiased insight and analysis on key trends relating to IFEC and cabin technology and our reports will be as comprehensive as they’ve always been. If you have any questions or queries about our research or want to reach out for a quick chat to brainstorm ideas, our door is always open.
Stay safe and healthy!
Valour Consultancy – Experts in airline passenger experience