Over 90% of passengers already bring mobile devices on board. The expectations are very clear: to be able to use your own smartphones and tablets on board. Airlines have little in-house expertise in designing the digital user experience on board. LXM Group has recognized the deficits in the design of the on-board offers (access, content) and offers solutions for generating on-board earnings and improving the digital user experience.
The first hardware providers of WiFi streaming solutions entered the market in 2015.
The business cases were very much geared towards movie content. That couldn’t work because:
- The flight duration on medium-haul flights was usually shorter than the film length
- Access to movie content was tied to the download of an app (due to the digital rights management (DRM) not being natively available on mobile devices – and the app had to be downloaded before the flight
- Paywall limiting proliferation: services were mostly offered for a fee
LXM Group has recognized that these models are not sustainable. We have done a lot of basic work to create content that follows the commercial logic required on short and medium-haul flights.
How well is the IFEC world coping with the requirements of advertisers, media agencies, auditing needs, adtech/martech solutions?
We are continuously pushing the IFEC marketplace towards having “advertising industry readiness”!