After Quantas Airlines announced plans to introduce iPads for use as in-flight entertainment (IFE) devices, can we expect the trailblazing Apple tablet to become ubiquitous within the aviation industry in 2012?
Until recently, most airlines wanting to provide their passengers with handheld devices used non-branded portable media players which could be packed full of movies, TV programmes, music and games. But the enormous popularity of some of the consumer-off-the-shelf (COTS) devices that have appeared on the market in recent years has altered the expectations of passengers.
Devices such as the Sony PSP and Samsung Galaxy have made inroads into the portable IFE market but it’s the iPad that has generated the most interest amongst airlines to date. The allure of the world’s most famous and best-selling tablet device proving too strong for many. The tablet is light, robust, easy to use, has a long batter life of approximately 11 hours and is able to store enormous amounts of entertainment content for passengers to enjoy. Throw in the Apple logo on the back of every device which millions of people find irresistible and it’s easy to understand why the iPad is generating so much interest amongst airline execs at the moment.
There are two iPad models currently available to airlines. They can work with a content service provider (CSP) to pre-load a tailored mix of movies, TV shows and music and then rent the devices to passengers or offer them complimentary perhaps to those in first and business class. Alternatively passengers can connect to a wireless onboard sever which will steam content to the iPad on a pay per view basis.
One potential drawback, of course, is the risk of theft. Thankfully, Quantas has addressed this with specially-configured iPads that have no functionality outside of the aircraft. Another tricky issue is power and the need to keep products charged, but a specially-designed case means that the iPad’s already impressive 10 hour battery life is doubled. The case is also fully-branded, helping the in-flight entertainment feel part of the overall airline experience.
It seems likely that in the future some airlines will provide devices in the same way they provide earphones. Some passengers will bring their own iPad or Android tablet, benefitting from the additional pre- and post-flight features, while other passengers will access content on the specially configured devices on-board.