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Narrowing the Gap Between the Air and the Ground

Presented by Patrick Joly

From DTI Software

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Introduction

• Focus on current systems

• Description of both environments

• Is there a gap? And why?

• What can we do to narrow it down?

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What do we see on the ground• World Wide Web

• High end games on console with multiplayer

• Online shopping

• Email and SMS

• Interactive TV

• Personal devices

• VOD

• And more…

You are always connected!

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What do we currently see in the air

• AVOD• Airline info• Games• Other applications• SMS & email• And a little bit more…

Limited connectivity !

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Set up on the ground

• PC or console environment

• Powerful processors

• Ample available memory

• Dedicated machines

• Cheap connectivity

• Open environment

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Setup in the air

• IFE specific platform (between PC and kiosk)

• Embedded systems limitations

• Platform built for AVOD

• Closed environment

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Why is there a difference

• Different environment (PC vs hybrid of Kiosk)

• Different processing power

• Input devices

• Connectivity

• Not your own PC, not customized

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Evolution in Processing Power

}Gap

0

1000

2000

3000

4000

1989 1994 1999 2004

MH

z

PC IFE

2000 2006

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Limiting Factors

• Processing power

• IFE specific functions

• Support of various configurations

• Must lower cost given size of market

• Developing platforms

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Why offer the same experience

• Try to offer a familiar environment

• No learning curve

• Meet expectations

• Compete with personal devices

• Passengers used to high end applications

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Where are IFE platforms going?• Greater processing power, 3D cards and better graphic cards

• USB ports

• Better network

• Cheaper connectivity

• Easier to update/modify content

• Still IFE specific features

• Still a different platform, not PC.

What will happen to the gap?

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How can we match the unmatchable

• Scaled down versions

• Similar environment

• Branding

• Personalization

• Link both environments

• Connectivity

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Scaled-down (light) versions

• Versions optimized for IFE environment

• Redesign

• Less features

• Less content

But keep the same look and feel !

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Similar environment

• Same navigation

• Same disposition

But keep in mind the differences!

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Branding

• Increases awareness

• Increases usage

• Reminds passenger of content on the ground

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Personalization

• PC environment IS personalized (own setup, cookies, etc)

• Find ways to input personal info (frequent flyer cards, credit cards, etc)

• Save preferences and settings with USB drive or passenger identification

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Link both environments

• Continue playing your game when on the ground

• Purchase product onboard and deliver at home

• Kids can bring home what was done onboard (artwork, music, etc)

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Connectivity!!

• This is the tuff one!

• Given the cost and input devices

• Play in the air with someone on the ground

• Although limited, connectivity adds some freshness, you feel part of the world

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Conclusion

• We are comparing different environments

• There currently is a gap

• Will this gap always exist?

• There are ways to try and match the unmatchable