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22.11.2018

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    Digital Content Onboard (IFE)

    easyJet

    easyJet's vision is to offer our customers a tailored end-to-end experience throughout their entire booking & travel journey with us. The platform will be the continuation in each customer's digital experience of easyJet and will offer a brand and experience enhancing service whilst on board.

    What customer problems did you set out to solve?

    With a diverse set of customers both geographically, segment type and purpose for travel we aim to continue enhancing our customers digital experience. Our complimentary Inflight Entertainment platform creates a great experience during long or short flights, plus during disruption e.g. slot delays, by creating easy access to high-quality content to for you select from depending on your content and travel needs, with easy access to retail browsing, travel information etc., mimicking an on ground experience similar to most daily experiences.

    What differentiates your proposition from other offerings in the market?

    Typically, onboard entertainment was exclusive to long haul flying and operated as a cost centre to the airline or as a chargeable service for the customer.
    We are building a model that allows the customer access to complimentary content whilst still creating a commercial return for the airline and it's partners. This approach is disrupting the European low cost market in order to further differentiate our onboard service for customers.

    The platform is promoted via onboard announcements and promotion. The platform generates revenue through sponsorship and advertising sales to offset the operating and hardware costs.

    How have you proven that your concept has potential for impact?

    Operating on five aircrafts since November 2017 with 98.1% platform availability, 161k passengers have accessed the platform in the last six months. The highest usage is on flights over three hours with 48.4% passengers accessing the platform. Customers who used the platform gave an overall CSAT score of 72%.

    Families with young children reacted positively; the additional feature of being able to use the platform on the ground at times of delays returned improved customer feedback. Offering a browser-based system instead of forcing customers to download an app pre-flight also showed advantageous.

    Where do you see this proposition in 12 months time?

    After very positive customer feedback, we are currently completing a market tender for a full fleet roll out.

    Find out more about Digital Content Onboard (IFE) here

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