Boris Fung, Product Manager ICE Platform, replies: While offering IFE during boarding is technically feasible for CX, the passenger experience and affect on operations need to be considered. From a passenger perspective, the extension of IFE time is welcomed on a basis that the enjoyment is uninterrupted. In March and April this year an inflight trial was conducted and we discovered that the perceived value of extending the IFE time drops significantly when the passenger has to stow the personal television (PTV) and audio headset during taxi, takeoff and landing. Checks conducted by cabin crew to ensure the cabin is safe during these times also require the PTV and headsets to be stowed.

The feedback from crew revealed it is challenging to request passengers to comply with this requirement if IFE remained available. A cross-department team has been formed to review operational procedures and relevant requirements from the certification and safety aspect, as well as initiating discussions with authorities to seek the necessary approvals.

The ultimate goal is to offer “gate-to-gate” IFE to allow passengers to enjoy entertainment from boarding until disembarking while ensuring all safety and operational requirements are met.