Inflight entertainment and connectivity (IFE/IFEC) have come a long way over the last century, since the first inflight film was shown, when Aeromarine Airways played the movie Howdy Chicago on an amphibious aeroplane operating around the city in 1921, projecting it onto the front wall of the cabin. Nowadays, inbuilt wireless headphones, cinema quality seat back screens and personal tablets powered by free Wi-Fi are becoming the norm. An Inmarsat white paper published in July, which examined opportunities for airlines wanting to customise their IFE, noted that passengers increasingly want more control of their onboard experience through their own devices, starting before they even board the plane but continuing throughout their journey. The 'Breaking New Ground in Passenger Experience' report by Inmarsat said passengers also expect their data to be used to provide personalised experiences, based on their preferences and behaviour, their destination and previous inflight choices. The study concluded that travellers today want greater access to e-services, including inflight retail opportunities - and they also expect consistent connection, with free-of-charge reliable internet services fast becoming the differentiator in a crowded marketplace.
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