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2003
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Calendar
WAEA
24th Annual Conference & Exhibition
9-12
September 2003
Washington State Convention & Trade
Center
Session
Articles
Using
IFE To The Max
Howard Amor (Watermark), Louis Belanger-Martin (DTI-Software),
Chris Brady (FlightStore Ltd.), Vin Parker (ParkerArts), and
Grace Cheung (Cathay Pacific Airways Ltd.), moderated by Steve
Harvey (Inflight Productions).
Parker
shared entertainment offerings "beyond traditional IFE," including
marketing tie-ins, special themed programming, interactive
video games, messaging, and shopping. He identified a trend
toward passenger interaction, from challenging fellow passengers
to inflight video games to inflight bars and lounges. "Technology
is just the tool," he stated, "Content is the king."
Amor addressed the dilemma of providing amenity and game kits
for children of various ages, often with a budget as low as
US$0.75 per kit. "We believe that children's happiness is
the most important investment a client can make," he said,
because when the children are happy, the parents and their
fellow passengers will enjoy their flight.
Last year, more money was spent on video/PC games than at
the box office, according to Belanger-Martin, and games are
becoming more ubiquitous with installations on personal electronic
devices and cell phones. Often passengers who play inflight
games are the "casual user," Belanger-Martin stated.
Games are "the first truly interactive IFE," and onboard games
are becoming more sophisticated, allowing passengers to play
against each other.
Brady shared FlightStore's bumpy journey from inflight on-line
shopping service to an inflight interactive marketing company,
providing retailers a forum to offer passengers special premiums.
In addition to shopping, passengers now can enter contests,
arrange to test-drive a BMW, send an e-card, access retailers'
promotions, or join the airline's frequent flier program.
Cheung said AVOD systems can be used to gather valuable data
about passengers. Airlines know movies are the most popular
form of IFE, and comedies are the most popular titles. Data
gathered can identify "winners and losers" and help the airline
fine-tune each category of programming, allowing them to gain
customer satisfaction. The numbers can be a useful media sales
tool and a budgeting tool.
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