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Friday, April 22, 2016  




Finnair CCO Talks Inflight Investments, Strategies for Passenger Loyalty


NEW YORK (21 April 2016) – In the largest global gathering of inflight entertainment experts, the APEX MultiMedia Market this week gave airlines and content providers a crucial platform to shape the passenger experience. More than 230 attendees descended on Amsterdam to secure mainstream and niche programming and discuss the exciting future of inflight content technology. The exclusive members-only three-day conference, which is the most comprehensive one-stop experience to showcase in-flight content, brought together airlines with world-leading movie and television studios, gaming companies, graphic user interface experts and more.


“The biggest benefit for airlines is exposure to new sources of content that provide an international flair,” said Éric Lauzon, of Air Canada and co-chair for the group that organizes the event. “At this show, we had access to major blockbusters, as well as smaller distributors from France, Italy, Germany and other countries that often have interesting local content to enrich the IFE library of large global airlines. From an airline perspective, a packed schedule was well worth the time, as it was an opportunity to do a year’s worth of business in a short time. The education sessions were quite interesting. Speakers covered issues that are very important to the future of this industry – from metadata and multiscreen interactive design to new uses for virtual reality inflight.”


During the first two days, airlines and buyers had the opportunity to meet with content distributors. The third day was filled with interactive presentations from some of the most influential speakers in this industry leading the IFE focused agenda, which covered strategies for digital storytelling, metadata, streaming, virtual reality, as well as the following key takeaways:

  • Juha Järvinen, Chief Commercial Officer, Finnair, explained his airline tackled the Chinese market with destination marketing.
  • Brian Richardson, Director of Inflight Entertainment and Connectivity for American Airlines; Anton Vidgen, Creative Director for Air Canada; and Sebastian Blumenthal, Manager Cabin Interior and New Technologies for airberlin, discussed how wireless in-flight entertainment solutions are revolutionizing the delivery of content to passengers during a panel moderated by Al St. Germain, APEX Publisher.
  • Claudius Bollder, Universal Music MEDA, and Johary Ratsimbazafy, Mondia Media GmbH, explained strategies for creating smart and dynamic playlists for high impact and long-lasting engagement.
  • Charles Dawes, Senior Director, International Marketing, Rovi, explained how advanced metadata could enable future passengers to search the in-flight catalogue.
  • Joe Leader, APEX CEO, brought attendees up to speed with the new Official Airline Ratings program, which will prompt passengers to rate their flight experience upon landing, offering the potential not only to increase response rates, but also to accumulate unbiased data.
  • Timothy McGuckin, Design Director, EMEA, Massive Interactive, envisioned an inflight entertainment concierge service that curates content based on a passenger’s preferences and leaves them with a feeling of discovery.
  • Carolin Biebrach – Digital Innovations, Lufthansa German Airlines, presented on the importance of telling a good story via social media.
  • James Price, Senior Advisor, Entertainment, Qantas Airways, discussed the potential for and limits of inflight virtual reality.


Coverage of the event can be found at apex.aero.

The event kicked off a year of major APEX-hosted global gatherings, the next of which will be APEX TECH, June 8-9 in Los Angeles. Click here for more information.

For information on APEX’s upcoming EXPO, 24-27 October in Singapore, click here.


About The Airline Passenger Experience (APEX)
APEX encompasses a network of businesses and professionals that are committed to providing a world-class airline experience for passengers around the globe.  As a non-profit, APEX reinvests all of its resources to better serve its members.  Every day, APEX members evaluate the passenger experience through an influential community and are improving every aspect of the airline experience: from designing, building and installing seating, entertainment and communications systems on commercial aircraft, to airport lounges and inflight dining.  For more than four decades, APEX has worked to strengthen the industry and enable business opportunities through education, innovation, networking and recognition.  For more information, please visit apex.aero, sign up for the APEX Daily Experience e-newsletter, or follow APEX on Twitter and Facebook.

©Airline Passenger Experience Association (APEX) 2016. All rights reserved.
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