Digitalizing the passenger experience
14. Jul 2021
Lufthansa Systems has been the first to make the transition towards an open platform for its Inflight Entertainment solution BoardConnect.
We at Lufthansa Systems have introduced a containerized platform to enable partners to integrate their applications. With this environment, we have created a unique architecture that easily adapts to the customer needs. It can be a simple wireless entertainment system offering traditional AVOD content or becoming a grown-up revenue platform with inflight retail and programmatic advertisement.
The year 2020 has been special for all of us. For travel and transport – respectively the Airline industry – it also was an accelerator for digitalization and the digital transformation. It was and still is tremendously driving the digitalization in the cabin.
All of a sudden it became important to have a touchless experience on board. A more customer centric service rather than a general onboard service – not only because of passenger convenience in regards to hygiene and limiting the passenger interaction, but also acting as an enable for Airlines to save costs for an on demand in-cabin service or just simply digitalizing the seat pockets. In times where Airlines seeking a CO2 neutral operation the weight savings and logistics associated with print media are a great supporter by any account.
IFE served on PEDs has never been more attractive. Implementing the new way of cabin service by reducing the interaction with passengers, hygiene in mind inflight services such as food and beverages, but also retail can be a lot easier. This has a nice side effect as well. Moving information and basic services into a wifi based inflight service will ultimately result in more eyeballs, which helps retail platforms and advertisement providers in gaining higher revenue. Ultimately, it is a booster for additional ancillary revenue streams.
Our open software platform enables Airlines and partners to leverage all that. The BoardConnect Digital Experience Platform (DXP) is driving digital innovation for a new onboard service the industry is desperately striving for. The BoardConnect DXP can deploy, and rollout new inflight application easy and fast. Our Agile approach allows quick MVP based software testing and its adaptation.
The ability to host partners on the BoardConnect DXP enables us to invite many partners to utilize the containerized platform by integrating their application. That allows us to bring in important business partners for Airlines to cover all aspects of a digital inflight service.
The BoardConnect DXP provides out of the box, a gaming platform with revenue potential, a retail solution and it has an ad-server which is fully integration into the BoardConnect IFE portal providing direct and programmatic advertisement. As previously mentioned Airlines will directly benefit from the revenue generated by retail applications and ad-insertion. The revenue can carry away a substantial amount of the platform costs.
Having said that, we ultimately believe that future investments into digitalization of cabin services are paying off in many aspects. It is an additional revenue stream, but primarily establishes a more personalized onboard experience. More information can be accessible with more frequent updates made available to only those passengers who are actually interested. Less information need to be spread – for instance through cabin announcements. Also worth mentioning the fuel savings by removing print media from the seat pockets.
As Lufthansa Systems, being part of one of the largest aviation groups worldwide operating the largest digital platform on the Lufthansa fleet puts us in first row to continuously improve the BoardConnect Digital Experience Platform.