Thales is launching two new in-flight entertainment systems, Prestige and CORE, which will use personalisation and targeted advertising to “make IFE a marketing engine for airlines” and boost revenues.
Both systems will be powered by Thales’ Inflyt 360 digital platform and will use big data and machine learning technologies to provide a more personalised passenger experience, and specifically-targeted advertising opportunities.
Prestige is targeted at high-end airlines and will enter commercial service with launch customer Emirates on its Boeing 777X aircraft in 2020, says Thales vice-president marketing and product policy Richard Perrot. It will use artificial intelligence to offer a personalised passenger experience to each customer.
“The passenger experience is key for airlines – it’s what differentiates them from the others. The passenger experience will be the ultimate way to make the brand shine. That is the purpose of Prestige,” says Perrot, adding that the system will provide each passenger with “a tailored interface” that takes into account their age, likes and dislikes and frequent flyer status to target products and services “depending on their taste”.
The CORE system is a “high-value, highly-competitive” solution aimed at airlines that are looking for “efficient, cost-effective IFE”, says Perrot. It includes a “modern and efficient graphic interface which airlines will be able to configure to their brand”.
The system will include pre-selected features but will use data analytics to target specific advertising messages to specific passengers. Airlines will be able to select advertising messages and expose them to specially-targeted passengers, ensuring that passengers are not bombarded with “annoying messages” and airlines can make more money from targeted advertising.
“This opens up a new era of advertising on aircraft,” says Perrot.
CORE will be ready for commercial service in the second half of this year. “We expect our first order at the beginning of 2019 and to deliver in 2019,” says Perrot.
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Source: Flight Daily News
