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Re-Imagining the Passenger Experience in a Post Coronavirus World

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.

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.

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

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[fusion_builder_container hundred_percent="no" equal_height_columns="no" menu_anchor="" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" background_color="" background_image="" background_position="center center" background_repeat="no-repeat" fade="no" background_parallax="none" parallax_speed="0.3" video_mp4="" video_webm="" video_ogv="" video_url="" video_aspect_ratio="16:9" video_loop="yes" video_mute="yes" overlay_color="" video_preview_image="" border_size="" border_color="" border_style="solid" padding_top="" padding_bottom="" padding_left="" padding_right=""][fusion_builder_row][fusion_builder_column type="1_1" layout="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" border_position="all" spacing="yes" background_image="" background_repeat="no-repeat" padding_top="" padding_right="" padding_bottom="" padding_left="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="small-visibility,medium-visibility,large-visibility" center_content="no" last="no" min_height="" hover_type="none" link=""][fusion_imageframe image_id="5303|full" max_width="" style_type="" blur="" stylecolor="" hover_type="none" bordersize="" bordercolor="" borderradius="" align="center" lightbox="no" gallery_id="" lightbox_image="" lightbox_image_id="" alt="" link="" linktarget="_self" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" animation_type="" animation_direction="left" animation_speed="0.3" animation_offset=""]https://valourconsultancy.com/wp-content/uploads/2020/03/12c51ea9ed7611a127aa27f26be64ef1e9390fd9-scaled-e1585144762134.jpg[/fusion_imageframe][fusion_separator style_type="none" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" sep_color="#ffffff" top_margin="20" bottom_margin="20" border_size="" icon="" icon_circle="" icon_circle_color="" width="" alignment="center" /][fusion_text columns="" column_min_width="" column_spacing="" rule_style="default" rule_size="" rule_color="" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" animation_type="" animation_direction="left" animation_speed="0.3" animation_offset=""] 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. 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. 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 [/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

How Airlines are Catering to Millennials

Millennials (also known as Generation Y) are a demographic cohort referred to by some as the “Me, Me, Me Generation” – lazy, constantly seeking feedback and prone to jumping from job to job. Others see a group of liberal and upbeat people brimming with confidence and self-expression, who are most receptive to new ideas and ways of living. Whichever side of the fence you sit on, one undeniable trait of millennials is their enormous purchasing power.

For this reason, millennials are one of the most talked about and disruptive generations for businesses globally. Companies, some of which have been household names for generations, have had to fundamentally shift their company culture, redesign products and services, and adopt new, fluid sales channels to resonate with this increasingly important group. Airlines are no exception.

Take Joon, Air France’s new low-cost subsidiary, as an example. The airline launched last year and promises to offer “a global travel experience” as opposed to just a flight and a fare. Part of this experience, somewhat bizarrely, involves a troupe of flight attendants decked out in resplendent white trainers, blazers with rolled up sleeves, polo shirts and ankle-length trousers. However, the “experience” element of the new brand goes a little deeper than a chic uniform. All-too-aware that millennials have grown up with an unmatched presence of technology in their lives, Joon has crafted its in-flight entertainment and connectivity (IFEC) offering accordingly.

First, all seats are equipped with USB ports to allow in-flight charging of personal electronic devices (PEDs). While this is by no means unique, it does point to an understanding that in-flight Internet and wireless content streaming – both of which are being offered by Joon – go hand-in-hand with in-seat power. After all, who boards a plane with a smartphone or tablet that is fully charged? Millennials, who are the likeliest of all to have been glued to their phone on the way to the airport, at the airport, and in the departure lounge, cannot be expected to interact with on-board connectivity if their pocket friends are low on juice! Unfortunately, wireless in-flight entertainment (W-IFE) and in-flight connectivity (IFC) are often deployed without any means to charge the devices that would be used to access these services.

Level, the low-cost arm of the International Airlines Group (IAG), has also put technology at the forefront of its marketing strategy. Its new on-board payment solution, Pair and Play, allows passengers to pay for food, drinks, Wi-Fi, amenity kits and duty-free goods by pairing their mobile devices to the seatback in-flight entertainment (IFE) system. According to Level, its passengers are largely millennials flying long-haul for the first time and being able to pay from their own device is a way for them to have more control of their own experience.

The word “experience” always features prominently in any marketing spiel explaining an airline’s approach to building rapport with millennials. The theory being that millennials, more so than any other demographic, are driven by an experience and being able to share that experience in the moment on social media. And this, in turn, drives greater recognition of the brand among the target audience and with it, customer loyalty and increased revenue.

Delta Air Lines has noticed younger consumers tend to prefer experiences rather than tactile goods, although it favours the term “Emerging High-Value Customers” (eHVCs) over “millennials”. The Georgia-based carrier sees eHVCs as being much more likely to purchase premium products that will enhance their travel experience and has embarked upon a strategy to attract these high-yield future consumers at an early stage. This is why it has placed so much emphasis on the provision of IFC (more than 1,000 planes are now equipped; many with Gogo’s high-speed 2Ku offering) as a way to take business from competitors who offer slow, unreliable Wi-Fi, or no Wi-Fi at all.

JetBlue Airways would doubtless agree about the importance of good-quality in-flight Internet. Its awarded-winning Fly-Fi service has proven extremely popular and has been credited with boosting the airline’s Net Promoter Score, which is a loyalty metric that measures a customer’s willingness to not only return for another purchase, but also make a recommendation to their family, friends or colleagues. Of course, JetBlue offers customers Fly-Fi for free, and very few airlines do that right now for a variety of reasons. Nonetheless, the tech-savvy millennial is used to ubiquitous and free connectivity on the ground, so why should the aeroplane be any different? JetBlue has sought to offset the considerable costs involved with providing complementary IFC – its sponsorship with Amazon brings in valuable revenues and helps underpin the business model.

We are also seeing airlines having to adapt to the way in which millennials engage with content. American Airlines’ decision to forego seatback screens in favour of W-IFE on its Boeing 737 MAX aircraft in mid-2017 raised questions from some about the future of traditional embedded systems. However, many carriers are installing W-IFE alongside seatback screens, especially on their long-haul aircraft. Philippine Airlines, for example, re-introduced embedded IFE systems onto its A330 aircraft in 2017, alongside ONAIR play, its W-IFE solution. One reason for this trend is to allow for ‘second-screening’, a habit most prevalent amongst millennials where people commonly use their PEDs while watching another screen.

Data science company, Black Swan Data, helped the aforementioned Level take second screening a stage further by enabling pairing of a PED directly to the seat-back system via Pair and Play. JetBlue, meanwhile, is using NFC as a binding technology on its newly-restyled A320s. This allows passengers to use their own devices as remote controls/gaming controllers, port Android-based applications and also, stream content to seatback displays.

IFE content is also changing to meet the needs of a younger audience rather than the baby-boomer generation as has been the case in years gone by. On wide-body aircraft, which typically fly routes long enough for people to watch a Hollywood movie, a growing proportion of the video content available is shorter-form with drama series, documentaries and long-running comedy shows becoming more and more popular. Medieval fantasy epic, Game of Thrones, political dramas like House of Cards, and zombie-apocalyptic horror, The Walking Dead, have all gained cult-like status in recent years and represent examples of the content today’s connected generation are enjoying on the ground. In addition, some companies have begun aggregating YouTube and Vimeo shorter snackable video content and offering customised TV channels to airlines. With this demographic expecting connectivity in the air to be more like it is on the ground, it makes sense that the content they view in the air should be of a similar nature to the content they view in their homes.

Next-generation IFEC systems are being architected so that passengers can create and sign into an IFEC account using their social media credentials, and with permission, these systems can learn even more about passengers from their online profile(s) or even the types of emails they send and receive. As a result, it becomes possible to present ads and content that are more compelling, rather than the same thing across the entire cabin. And this is what the millennial passenger expects – most actually embrace recommendation engines from the likes of Amazon and Netflix.

This familiarity with Amazon and Netflix also has an impact on the way in which GUIs are being designed. A good UI should be pretty, intuitive, snappy and put as little space as possible between the passenger and what he or she wants to watch. Delta Air Lines and Turkish Airlines have undoubtedly taken cues from the VOD giants with their recent GUI redesigns. The former’s new look IFE aims to bring important content to the highest levels for ease of access and feel “more like interacting with an iPhone.” The latter’s is the result of a study conducted by professional usability and user experience laboratories. One of the major updates is category filtering for movies or ratings of TV shows and movies from well-known database, Internet Movie Database (IMDb).

And there is much more to come. Virtual Reality (VR) is experiencing a second coming and is a technology many airlines are looking into today. Intriguingly, VR plays to the perceived traits of millennials as it allows passengers to escape the confines of the cabin and therefore the awkward conversation with a stranger, or family member, millennials supposedly prefer to avoid. Joon has committed to deploying SkyLights’ second-generation cinematic VR headset, AlloSky, this year.

In the coming years, we can expect to see more airlines redefine their brand, processes and service to capture the loyalty of millennials. This will become increasingly important and evident as the influence of millennials on economies across the world strengthens. One need only look to the much-changed retail sector and the disruption caused by Amazon to see that the adoption of technology will be fundamental to airlines delivering a passenger experience worth sharing and coming back for.

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[fusion_builder_container hundred_percent="no" equal_height_columns="no" menu_anchor="" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" background_color="" background_image="" background_position="center center" background_repeat="no-repeat" fade="no" background_parallax="none" parallax_speed="0.3" video_mp4="" video_webm="" video_ogv="" video_url="" video_aspect_ratio="16:9" video_loop="yes" video_mute="yes" overlay_color="" video_preview_image="" border_size="" border_color="" border_style="solid" padding_top="" padding_bottom="" padding_left="" padding_right=""][fusion_builder_row][fusion_builder_column type="1_1" layout="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" border_position="all" spacing="yes" background_image="" background_repeat="no-repeat" padding_top="" padding_right="" padding_bottom="" padding_left="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="small-visibility,medium-visibility,large-visibility" center_content="no" last="no" min_height="" hover_type="none" link=""][fusion_imageframe image_id="4920|full" max_width="" style_type="" blur="" stylecolor="" hover_type="none" bordersize="" bordercolor="" borderradius="" align="center" lightbox="no" gallery_id="" lightbox_image="" lightbox_image_id="" alt="" link="" linktarget="_self" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" animation_type="" animation_direction="left" animation_speed="0.3" animation_offset=""]http://217.199.187.200/valourconsultancy.com/wp-content/uploads/2018/02/Millennials-1024x530-1.jpg[/fusion_imageframe][fusion_separator style_type="default" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" sep_color="#ffffff" top_margin="20" bottom_margin="20" border_size="" icon="" icon_circle="" icon_circle_color="" width="" alignment="center" /][fusion_text] Millennials (also known as Generation Y) are a demographic cohort referred to by some as the “Me, Me, Me Generation” – lazy, constantly seeking feedback and prone to jumping from job to job. Others see a group of liberal and upbeat people brimming with confidence and self-expression, who are most receptive to new ideas and ways of living. Whichever side of the fence you sit on, one undeniable trait of millennials is their enormous purchasing power. For this reason, millennials are one of the most talked about and disruptive generations for businesses globally. Companies, some of which have been household names for generations, have had to fundamentally shift their company culture, redesign products and services, and adopt new, fluid sales channels to resonate with this increasingly important group. Airlines are no exception. Take Joon, Air France’s new low-cost subsidiary, as an example. The airline launched last year and promises to offer “a global travel experience” as opposed to just a flight and a fare. Part of this experience, somewhat bizarrely, involves a troupe of flight attendants decked out in resplendent white trainers, blazers with rolled up sleeves, polo shirts and ankle-length trousers. However, the “experience” element of the new brand goes a little deeper than a chic uniform. All-too-aware that millennials have grown up with an unmatched presence of technology in their lives, Joon has crafted its in-flight entertainment and connectivity (IFEC) offering accordingly. First, all seats are equipped with USB ports to allow in-flight charging of personal electronic devices (PEDs). While this is by no means unique, it does point to an understanding that in-flight Internet and wireless content streaming – both of which are being offered by Joon – go hand-in-hand with in-seat power. After all, who boards a plane with a smartphone or tablet that is fully charged? Millennials, who are the likeliest of all to have been glued to their phone on the way to the airport, at the airport, and in the departure lounge, cannot be expected to interact with on-board connectivity if their pocket friends are low on juice! Unfortunately, wireless in-flight entertainment (W-IFE) and in-flight connectivity (IFC) are often deployed without any means to charge the devices that would be used to access these services. Level, the low-cost arm of the International Airlines Group (IAG), has also put technology at the forefront of its marketing strategy. Its new on-board payment solution, Pair and Play, allows passengers to pay for food, drinks, Wi-Fi, amenity kits and duty-free goods by pairing their mobile devices to the seatback in-flight entertainment (IFE) system. According to Level, its passengers are largely millennials flying long-haul for the first time and being able to pay from their own device is a way for them to have more control of their own experience. The word “experience” always features prominently in any marketing spiel explaining an airline’s approach to building rapport with millennials. The theory being that millennials, more so than any other demographic, are driven by an experience and being able to share that experience in the moment on social media. And this, in turn, drives greater recognition of the brand among the target audience and with it, customer loyalty and increased revenue. Delta Air Lines has noticed younger consumers tend to prefer experiences rather than tactile goods, although it favours the term “Emerging High-Value Customers” (eHVCs) over “millennials”. The Georgia-based carrier sees eHVCs as being much more likely to purchase premium products that will enhance their travel experience and has embarked upon a strategy to attract these high-yield future consumers at an early stage. This is why it has placed so much emphasis on the provision of IFC (more than 1,000 planes are now equipped; many with Gogo’s high-speed 2Ku offering) as a way to take business from competitors who offer slow, unreliable Wi-Fi, or no Wi-Fi at all. JetBlue Airways would doubtless agree about the importance of good-quality in-flight Internet. Its awarded-winning Fly-Fi service has proven extremely popular and has been credited with boosting the airline’s Net Promoter Score, which is a loyalty metric that measures a customer’s willingness to not only return for another purchase, but also make a recommendation to their family, friends or colleagues. Of course, JetBlue offers customers Fly-Fi for free, and very few airlines do that right now for a variety of reasons. Nonetheless, the tech-savvy millennial is used to ubiquitous and free connectivity on the ground, so why should the aeroplane be any different? JetBlue has sought to offset the considerable costs involved with providing complementary IFC – its sponsorship with Amazon brings in valuable revenues and helps underpin the business model. We are also seeing airlines having to adapt to the way in which millennials engage with content. American Airlines’ decision to forego seatback screens in favour of W-IFE on its Boeing 737 MAX aircraft in mid-2017 raised questions from some about the future of traditional embedded systems. However, many carriers are installing W-IFE alongside seatback screens, especially on their long-haul aircraft. Philippine Airlines, for example, re-introduced embedded IFE systems onto its A330 aircraft in 2017, alongside ONAIR play, its W-IFE solution. One reason for this trend is to allow for ‘second-screening’, a habit most prevalent amongst millennials where people commonly use their PEDs while watching another screen. Data science company, Black Swan Data, helped the aforementioned Level take second screening a stage further by enabling pairing of a PED directly to the seat-back system via Pair and Play. JetBlue, meanwhile, is using NFC as a binding technology on its newly-restyled A320s. This allows passengers to use their own devices as remote controls/gaming controllers, port Android-based applications and also, stream content to seatback displays. IFE content is also changing to meet the needs of a younger audience rather than the baby-boomer generation as has been the case in years gone by. On wide-body aircraft, which typically fly routes long enough for people to watch a Hollywood movie, a growing proportion of the video content available is shorter-form with drama series, documentaries and long-running comedy shows becoming more and more popular. Medieval fantasy epic, Game of Thrones, political dramas like House of Cards, and zombie-apocalyptic horror, The Walking Dead, have all gained cult-like status in recent years and represent examples of the content today’s connected generation are enjoying on the ground. In addition, some companies have begun aggregating YouTube and Vimeo shorter snackable video content and offering customised TV channels to airlines. With this demographic expecting connectivity in the air to be more like it is on the ground, it makes sense that the content they view in the air should be of a similar nature to the content they view in their homes. Next-generation IFEC systems are being architected so that passengers can create and sign into an IFEC account using their social media credentials, and with permission, these systems can learn even more about passengers from their online profile(s) or even the types of emails they send and receive. As a result, it becomes possible to present ads and content that are more compelling, rather than the same thing across the entire cabin. And this is what the millennial passenger expects – most actually embrace recommendation engines from the likes of Amazon and Netflix. This familiarity with Amazon and Netflix also has an impact on the way in which GUIs are being designed. A good UI should be pretty, intuitive, snappy and put as little space as possible between the passenger and what he or she wants to watch. Delta Air Lines and Turkish Airlines have undoubtedly taken cues from the VOD giants with their recent GUI redesigns. The former’s new look IFE aims to bring important content to the highest levels for ease of access and feel “more like interacting with an iPhone.” The latter’s is the result of a study conducted by professional usability and user experience laboratories. One of the major updates is category filtering for movies or ratings of TV shows and movies from well-known database, Internet Movie Database (IMDb). And there is much more to come. Virtual Reality (VR) is experiencing a second coming and is a technology many airlines are looking into today. Intriguingly, VR plays to the perceived traits of millennials as it allows passengers to escape the confines of the cabin and therefore the awkward conversation with a stranger, or family member, millennials supposedly prefer to avoid. Joon has committed to deploying SkyLights’ second-generation cinematic VR headset, AlloSky, this year. In the coming years, we can expect to see more airlines redefine their brand, processes and service to capture the loyalty of millennials. This will become increasingly important and evident as the influence of millennials on economies across the world strengthens. One need only look to the much-changed retail sector and the disruption caused by Amazon to see that the adoption of technology will be fundamental to airlines delivering a passenger experience worth sharing and coming back for. [/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

Smart Airports: New Technologies Set to Take Flight & Transform the Passenger Journey

The following blog was written by John Devlin, founder of P.A.ID Strategies, one of Valour Consultancy’s trusted partners. The original article can be viewed here.

Future Growth is Outstripping Capacity

With forecasts for growth in air travel ranging from 60% to 100% over the next 20 years, airport operators, airlines and governments face a number of significant challenges.  The predominant question is how to cope with the far greater passenger numbers (and airfreight) without doubling the number of airports.  There will certainly continue to be new airports built, new runways added to existing airports, plus renovation of terminals to ensure that service standards are maintained but it is not cost effective or practical for a combination of reasons to think that future demand can be met by simply building more airports.

Efficiency Over Capacity

So how will this be addressed?  Capacity will be increased but not, as said, by doubling the number of airports.  Generally, airports are in the right places to meet demand and creating multiple versions of the same infrastructure and human resources is inefficient and creates a drain on the available knowledge and skills-base.  Whilst most airports are relatively efficient, they have largely been following the formulae and procedures put in place in the 1950s, 60s and 70s.  Yes, operationally as traffic has increased airports have refined their procedures but essentially, they have not evolved to any great degree.  Better asset utilisation and understanding of and interaction with passengers are key objectives for many airports operators.

Traditional Models are being Disrupted

There certainly remains a need for strong regulation and security but as businesses and consumers have embraced innovative technologies, especially around mobile and the personalisation of services, the passenger experience has not yet progressed to any great degree.  Many businesses and industries have been transformed over the past 5-10 years.  Connectivity, the Internet and smartphones have been the catalyst for much of this.  However, advances in infrastructure, especially at end-points and with the IoT, generate better data, enable more personalisation of services and allow more context to be added to the user experience.

Traditional industries no longer have a lock-down on how their service and/or product is provided, bought or consumed.  The Internet has had a major effect on the travel sector, changing how we buy flights, hotels and even airport parking but it all stops at the airport door.  We don’t expect to see disruption on the scale of Uber affect the airlines – at least not in the next 10-15 years – but we do believe that the competitive drivers within the sector will see more movement than we have to date.

Airports and Aviation are Ready for Digital Transformation

We are approaching an inflection point for the sector.  Competition between airlines is not going away and with advances in other areas of (personal) transportation and mass transit this will continue to intensify.  Airport operators are competing more than ever to attract passenger traffic and ensure that they can offer the most attractive financial and service proposition to the airlines.  Balanced against this they have to be careful to ensure that they maintain or improve their customer satisfaction levels.

Costs and pricing can only affect so much of the decision.  The passenger experience is now a differentiating factor and as prices have been driven down there is an increasing focus on generating ancillary revenues – both in-flight and on the ground for both airlines and airport operators.  We have had mobile apps from airlines for a few years but they are very focused on loyalty and do not go much beyond checking-in and boarding passes in terms of tailoring to individuals.  There is little tie in with retail and hospitality, or travelling to and from the airport and parking, car-hire, refreshments, in-flight entertainment and personalised updates.  There most certainly is no ability to connect with the airport and ease the biggest pain points of queueing through security and at the boarding gate.

Future Technologies for Smart Airports – Creating the Digital Passenger Experience

Mobile, apps, online, digital and mobile identity, know your customer (KYC) and authenticating identity, biometrics (facial, fingerprint, iris), sensors, beacons, new forms of payment, mobile wallets, NFC and contactless, RFID, Bluetooth, Wi-Fi, intelligent video analytics, big data, new human interface technologies, chatbots, robots and intelligent assistants.  These are all existing technologies and progressing rapidly, often happening behind the scenes but affecting how we use services and the decisions that we make.

These technologies can be employed within a future smart airport environment, reducing queues, improving the passenger experience, helping operators, airlines and their partners better engage with their customers, understand them and meet their requirements.  In turn, this has the upside of better customer service and improved loyalty as well as greater revenue potential, whilst also creating more efficient airports that are better able to meet future demand and capacity requirements.

Note: Three analyst firms are working together to provide a detailed analysis of Future Technologies for Smart Airports.  Their combined expertise, insight and knowledge will provide the most comprehensive assessments for smart airports.  P.A.ID Strategies provides nearly 20 years of experience around mobile, identity, payments, biometrics, NFC, RFID and security.  SAR Insight has 20 years of knowledge in the semiconductor sector with expertise in Bluetooth, Wi-Fi, sensors, smart devices and the IoT.  Valour Consultancy has over 30 years’ analyst experience and is the leading provider of market intelligence for in-flight connectivity, in-flight entertainment, cabin technology, connected aircraft and the IoT.

They are working to develop a new market report entitled “Future Technologies for Smart Airports – creating the digital passenger experience” examining the potential adoption of modern technologies to make airports smarter, more efficient and deliver better service to customers and partners.  Please contact John Devlin at info@paidstrategies.com for more information.

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[fusion_builder_container hundred_percent="no" equal_height_columns="no" menu_anchor="" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" background_color="" background_image="" background_position="center center" background_repeat="no-repeat" fade="no" background_parallax="none" parallax_speed="0.3" video_mp4="" video_webm="" video_ogv="" video_url="" video_aspect_ratio="16:9" video_loop="yes" video_mute="yes" overlay_color="" video_preview_image="" border_size="" border_color="" border_style="solid" padding_top="" padding_bottom="" padding_left="" padding_right=""][fusion_builder_row][fusion_builder_column type="1_1" layout="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" border_position="all" spacing="yes" background_image="" background_repeat="no-repeat" padding_top="" padding_right="" padding_bottom="" padding_left="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="small-visibility,medium-visibility,large-visibility" center_content="no" last="no" min_height="" hover_type="none" link=""][fusion_imageframe image_id="4968|full" max_width="" style_type="" blur="" stylecolor="" hover_type="none" bordersize="" bordercolor="" borderradius="" align="center" lightbox="no" gallery_id="" lightbox_image="" lightbox_image_id="" alt="" link="" linktarget="_self" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" animation_type="" animation_direction="left" animation_speed="0.3" animation_offset=""]http://217.199.187.200/valourconsultancy.com/wp-content/uploads/2017/07/smart-airports-1024x576-1.jpg[/fusion_imageframe][fusion_separator style_type="default" hide_on_mobile="small-visibility,medium-visibility,large-visibility" class="" id="" sep_color="#ffffff" top_margin="20" bottom_margin="20" border_size="" icon="" icon_circle="" icon_circle_color="" width="" alignment="center" /][fusion_text] The following blog was written by John Devlin, founder of P.A.ID Strategies, one of Valour Consultancy's trusted partners. The original article can be viewed here. Future Growth is Outstripping Capacity With forecasts for growth in air travel ranging from 60% to 100% over the next 20 years, airport operators, airlines and governments face a number of significant challenges.  The predominant question is how to cope with the far greater passenger numbers (and airfreight) without doubling the number of airports.  There will certainly continue to be new airports built, new runways added to existing airports, plus renovation of terminals to ensure that service standards are maintained but it is not cost effective or practical for a combination of reasons to think that future demand can be met by simply building more airports. Efficiency Over Capacity So how will this be addressed?  Capacity will be increased but not, as said, by doubling the number of airports.  Generally, airports are in the right places to meet demand and creating multiple versions of the same infrastructure and human resources is inefficient and creates a drain on the available knowledge and skills-base.  Whilst most airports are relatively efficient, they have largely been following the formulae and procedures put in place in the 1950s, 60s and 70s.  Yes, operationally as traffic has increased airports have refined their procedures but essentially, they have not evolved to any great degree.  Better asset utilisation and understanding of and interaction with passengers are key objectives for many airports operators. Traditional Models are being Disrupted There certainly remains a need for strong regulation and security but as businesses and consumers have embraced innovative technologies, especially around mobile and the personalisation of services, the passenger experience has not yet progressed to any great degree.  Many businesses and industries have been transformed over the past 5-10 years.  Connectivity, the Internet and smartphones have been the catalyst for much of this.  However, advances in infrastructure, especially at end-points and with the IoT, generate better data, enable more personalisation of services and allow more context to be added to the user experience. Traditional industries no longer have a lock-down on how their service and/or product is provided, bought or consumed.  The Internet has had a major effect on the travel sector, changing how we buy flights, hotels and even airport parking but it all stops at the airport door.  We don’t expect to see disruption on the scale of Uber affect the airlines – at least not in the next 10-15 years – but we do believe that the competitive drivers within the sector will see more movement than we have to date. Airports and Aviation are Ready for Digital Transformation We are approaching an inflection point for the sector.  Competition between airlines is not going away and with advances in other areas of (personal) transportation and mass transit this will continue to intensify.  Airport operators are competing more than ever to attract passenger traffic and ensure that they can offer the most attractive financial and service proposition to the airlines.  Balanced against this they have to be careful to ensure that they maintain or improve their customer satisfaction levels. Costs and pricing can only affect so much of the decision.  The passenger experience is now a differentiating factor and as prices have been driven down there is an increasing focus on generating ancillary revenues – both in-flight and on the ground for both airlines and airport operators.  We have had mobile apps from airlines for a few years but they are very focused on loyalty and do not go much beyond checking-in and boarding passes in terms of tailoring to individuals.  There is little tie in with retail and hospitality, or travelling to and from the airport and parking, car-hire, refreshments, in-flight entertainment and personalised updates.  There most certainly is no ability to connect with the airport and ease the biggest pain points of queueing through security and at the boarding gate. Future Technologies for Smart Airports – Creating the Digital Passenger Experience Mobile, apps, online, digital and mobile identity, know your customer (KYC) and authenticating identity, biometrics (facial, fingerprint, iris), sensors, beacons, new forms of payment, mobile wallets, NFC and contactless, RFID, Bluetooth, Wi-Fi, intelligent video analytics, big data, new human interface technologies, chatbots, robots and intelligent assistants.  These are all existing technologies and progressing rapidly, often happening behind the scenes but affecting how we use services and the decisions that we make. These technologies can be employed within a future smart airport environment, reducing queues, improving the passenger experience, helping operators, airlines and their partners better engage with their customers, understand them and meet their requirements.  In turn, this has the upside of better customer service and improved loyalty as well as greater revenue potential, whilst also creating more efficient airports that are better able to meet future demand and capacity requirements. Note: Three analyst firms are working together to provide a detailed analysis of Future Technologies for Smart Airports.  Their combined expertise, insight and knowledge will provide the most comprehensive assessments for smart airports.  P.A.ID Strategies provides nearly 20 years of experience around mobile, identity, payments, biometrics, NFC, RFID and security.  SAR Insight has 20 years of knowledge in the semiconductor sector with expertise in Bluetooth, Wi-Fi, sensors, smart devices and the IoT.  Valour Consultancy has over 30 years’ analyst experience and is the leading provider of market intelligence for in-flight connectivity, in-flight entertainment, cabin technology, connected aircraft and the IoT. They are working to develop a new market report entitled “Future Technologies for Smart Airports – creating the digital passenger experience” examining the potential adoption of modern technologies to make airports smarter, more efficient and deliver better service to customers and partners.  Please contact John Devlin at info@paidstrategies.com for more information. [/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]