How long til / will reverse no seatback IFE decision?
May 21, 2019, 10:07 am
#181
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That's what the official AA line is, but it's more complicated than that. There's a lot going on that isn't public yet.
May 21, 2019, 10:10 am
#182
Join Date: May 2015
Posts: 674
A lot of the conversation about IFE tends to revolve around personal use.
Person 1: I dont use IFE so AA is right in removing it.
Person 2: I use IFE so AA is wrong in removing it.
Im Person 2. However, I think IFE also plays a larger role in perception of the brand at large.
Imagine you check into a nice hotel and the TV offered is a 30 inch CRT from 1998. Straight off the bat, that will leave you with a negative impression of the hotel, even if you dont ever plan on turning it on.
Why? It sends the message that the hotel is cheap.
And lets be real. Nobody likes when things feel cheap. Yes, we all like paying less, but people expect a certain level of luxury.
IFE is the same thing. You walk onto a Delta or Jetblue plane and it feels modern and high tech and dare I say it, fancy. That leaves a good impression. Again, doesnt matter if you dont use IFE, the fact that it exists means the company is doing things to make your trip better.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
We are in a capitalist society that essentially runs on perception. Brands spend billions on marketing in order to ensure that people associate their brand with positive feelings. They do it because it works.
AA management was clearly hungover the day they taught those case studies in business school.
"But look at Spirit". Yeah, their whole business model is cheap. Thats fine. You CAN run a successful business on being cheap as possible. Walmart intentionally uses ugly shelving and harsh lighting to send the message that theyre cheap because they want people to associate the brand with low prices. But Walmart sells 79 cent sodas, not $9,000 business class seats to Japan. You cant have it both ways.
Person 1: I dont use IFE so AA is right in removing it.
Person 2: I use IFE so AA is wrong in removing it.
Im Person 2. However, I think IFE also plays a larger role in perception of the brand at large.
Imagine you check into a nice hotel and the TV offered is a 30 inch CRT from 1998. Straight off the bat, that will leave you with a negative impression of the hotel, even if you dont ever plan on turning it on.
Why? It sends the message that the hotel is cheap.
And lets be real. Nobody likes when things feel cheap. Yes, we all like paying less, but people expect a certain level of luxury.
IFE is the same thing. You walk onto a Delta or Jetblue plane and it feels modern and high tech and dare I say it, fancy. That leaves a good impression. Again, doesnt matter if you dont use IFE, the fact that it exists means the company is doing things to make your trip better.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
We are in a capitalist society that essentially runs on perception. Brands spend billions on marketing in order to ensure that people associate their brand with positive feelings. They do it because it works.
AA management was clearly hungover the day they taught those case studies in business school.
"But look at Spirit". Yeah, their whole business model is cheap. Thats fine. You CAN run a successful business on being cheap as possible. Walmart intentionally uses ugly shelving and harsh lighting to send the message that theyre cheap because they want people to associate the brand with low prices. But Walmart sells 79 cent sodas, not $9,000 business class seats to Japan. You cant have it both ways.
May 21, 2019, 10:20 am
#183
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May 21, 2019, 10:28 am
#184
Join Date: Nov 2009
Location: Austin
Programs: AA EXP +2MM- LT PLT! HH Diamond
Posts: 6,086
Perhaps project "Oasis" was actually project "Mirage" where untold profits could be squeezed out of "changes customers won't notice, or care about"..and then "poof", reality hit them like a 2x4 in the forehead.
May 21, 2019, 10:39 am
#185
Join Date: Dec 2000
Location: Philadelphia
Posts: 2,506
IFE is the same thing. You walk onto a Delta or Jetblue plane and it feels modern and high tech and dare I say it, fancy. That leaves a good impression. Again, doesnt matter if you dont use IFE, the fact that it exists means the company is doing things to make your trip better.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
May 21, 2019, 10:47 am
#186
Join Date: Dec 2004
Posts: 5,631
You walk onto a Delta or Jetblue plane and it feels modern and high tech and dare I say it, fancy. That leaves a good impression. Again, doesnt matter if you dont use IFE, the fact that it exists means the company is doing things to make your trip better.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
We are in a capitalist society that essentially runs on perception. Brands spend billions on marketing in order to ensure that people associate their brand with positive feelings. They do it because it works...
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
We are in a capitalist society that essentially runs on perception. Brands spend billions on marketing in order to ensure that people associate their brand with positive feelings. They do it because it works...
So what's an airline to do? Used to be you'd buy a TV at home and use it for 30 years. Today you are almost obliged to replace it every 5 years. Translate that to an airline cabin; it's expensive. Also, it's hard to make predictions, especially about the future. Some airlines spent money on video inputs (mostly in J); but the standards changed and now you need HDMI. Few people use the inputs anyway. Take another example: power. At first no one wanted or needed power. Then we had AA's funky proprietary system, whose name I have mercifully forgotten. Now USB is common; but I find onboard USB irritating because I'm used to fast charging. We don't know what everyone will want 5 years from now.
I'm not disagreeing that 'bring your own device' for IFE is a copout. But is there an ideal strategy to keep up with technology?
May 21, 2019, 10:50 am
#187
Join Date: May 2019
Location: Charlotte
Posts: 2
A lot of the conversation about IFE tends to revolve around personal use.
Person 1: I dont use IFE so AA is right in removing it.
Person 2: I use IFE so AA is wrong in removing it.
Im Person 2. However, I think IFE also plays a larger role in perception of the brand at large.
Imagine you check into a nice hotel and the TV offered is a 30 inch CRT from 1998. Straight off the bat, that will leave you with a negative impression of the hotel, even if you dont ever plan on turning it on.
Why? It sends the message that the hotel is cheap.
And lets be real. Nobody likes when things feel cheap. Yes, we all like paying less, but people expect a certain level of luxury.
IFE is the same thing. You walk onto a Delta or Jetblue plane and it feels modern and high tech and dare I say it, fancy. That leaves a good impression. Again, doesnt matter if you dont use IFE, the fact that it exists means the company is doing things to make your trip better.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
We are in a capitalist society that essentially runs on perception. Brands spend billions on marketing in order to ensure that people associate their brand with positive feelings. They do it because it works.
AA management was clearly hungover the day they taught those case studies in business school.
"But look at Spirit". Yeah, their whole business model is cheap. Thats fine. You CAN run a successful business on being cheap as possible. Walmart intentionally uses ugly shelving and harsh lighting to send the message that theyre cheap because they want people to associate the brand with low prices. But Walmart sells 79 cent sodas, not $9,000 business class seats to Japan. You cant have it both ways.
Person 1: I dont use IFE so AA is right in removing it.
Person 2: I use IFE so AA is wrong in removing it.
Im Person 2. However, I think IFE also plays a larger role in perception of the brand at large.
Imagine you check into a nice hotel and the TV offered is a 30 inch CRT from 1998. Straight off the bat, that will leave you with a negative impression of the hotel, even if you dont ever plan on turning it on.
Why? It sends the message that the hotel is cheap.
And lets be real. Nobody likes when things feel cheap. Yes, we all like paying less, but people expect a certain level of luxury.
IFE is the same thing. You walk onto a Delta or Jetblue plane and it feels modern and high tech and dare I say it, fancy. That leaves a good impression. Again, doesnt matter if you dont use IFE, the fact that it exists means the company is doing things to make your trip better.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
We are in a capitalist society that essentially runs on perception. Brands spend billions on marketing in order to ensure that people associate their brand with positive feelings. They do it because it works.
AA management was clearly hungover the day they taught those case studies in business school.
"But look at Spirit". Yeah, their whole business model is cheap. Thats fine. You CAN run a successful business on being cheap as possible. Walmart intentionally uses ugly shelving and harsh lighting to send the message that theyre cheap because they want people to associate the brand with low prices. But Walmart sells 79 cent sodas, not $9,000 business class seats to Japan. You cant have it both ways.
May 21, 2019, 10:53 am
#189
Join Date: Aug 2012
Programs: AA PLT, SPG Gold
Posts: 2,405
I did not know that about Walmart! That is fascinating to say the least. Makes you wonder if anyone in AA's management even went to business school.
May 21, 2019, 11:03 am
#190
Moderator: American AAdvantage
Join Date: May 2000
Location: NorCal - SMF area
Programs: AA LT Plat; HH LT Diamond, Maître-plongeur des Muccis
Posts: 62,948
Dozens of aircraft already have the IFE-less seats installed, with many more seats already on order for future deliveries and retrofits. It would probably be expensive to modify the seat specs to include built in IFE, plus re-do the Oasis aircraft. I don't see Mr Parker agreeing to the costs.
If anything happens, they could have the flight attendants pass out tablets. Maybe charge a fee in economy and complimentary in first class.
If anything happens, they could have the flight attendants pass out tablets. Maybe charge a fee in economy and complimentary in first class.
Inflight entertainment
We offer two options for inflight entertainment: our streaming entertainment system - Alaska Beyond™ Entertainment allows you to watch free hit TV shows and pay-per-view movies on your own device – and, on most coast-to-coast and Hawaii flights, our premium inflight entertainment tablets are available for rent and loaded with movies, TV shows and more.
Our inflight entertainment tablet
Only on most coast-to-coast and all Hawaii flights*, you can rent our inflight entertainment tablet. As our premium entertainment option, they’re always free in First Class and for MVP Gold 75Ks, and are available for rent in the Main Cabin. Each tablet is pre-loaded with the newest movies you’ll find onboard, plus TV shows, music, and games.
*Flights that offer our tablet include all flights to/from Hawaii, and flights to/from Boston, Baltimore, Washington D.C., New York, Philadelphia, Fort Lauderdale, Orlando, and Tampa.
We offer two options for inflight entertainment: our streaming entertainment system - Alaska Beyond™ Entertainment allows you to watch free hit TV shows and pay-per-view movies on your own device – and, on most coast-to-coast and Hawaii flights, our premium inflight entertainment tablets are available for rent and loaded with movies, TV shows and more.
Our inflight entertainment tablet
Only on most coast-to-coast and all Hawaii flights*, you can rent our inflight entertainment tablet. As our premium entertainment option, they’re always free in First Class and for MVP Gold 75Ks, and are available for rent in the Main Cabin. Each tablet is pre-loaded with the newest movies you’ll find onboard, plus TV shows, music, and games.
*Flights that offer our tablet include all flights to/from Hawaii, and flights to/from Boston, Baltimore, Washington D.C., New York, Philadelphia, Fort Lauderdale, Orlando, and Tampa.
We also know it’s entirely possible to have aircraft wireless seatback IFE, and this actually does allow AA to change their minds without the need of fairly complex cabling installations to every new seat. Power is already supplied to the new R/C Meridian seats, WiFi servers are already aboard, so fixed flatscreen tablet-like IFE is within the realm of possibility. There are more choices from a widening array of possibilities if AA wants to reverse course on this issue.
Last edited by JDiver; May 21, 2019 at 11:09 am
May 21, 2019, 11:09 am
#191
formerly known as daveland
Join Date: Oct 2003
Location: NY, NY, USA
Programs: Hyatt Globalist, Marriott LTP, Delta Platinum, Hilton Honors Diamond, Wyndham Diamond
Posts: 2,969
EXTREMELY well stated. Bravo.
A lot of the conversation about IFE tends to revolve around personal use.
Person 1: I dont use IFE so AA is right in removing it.
Person 2: I use IFE so AA is wrong in removing it.
Im Person 2. However, I think IFE also plays a larger role in perception of the brand at large.
Imagine you check into a nice hotel and the TV offered is a 30 inch CRT from 1998. Straight off the bat, that will leave you with a negative impression of the hotel, even if you dont ever plan on turning it on.
Why? It sends the message that the hotel is cheap.
And lets be real. Nobody likes when things feel cheap. Yes, we all like paying less, but people expect a certain level of luxury.
IFE is the same thing. You walk onto a Delta or Jetblue plane and it feels modern and high tech and dare I say it, fancy. That leaves a good impression. Again, doesnt matter if you dont use IFE, the fact that it exists means the company is doing things to make your trip better.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
We are in a capitalist society that essentially runs on perception. Brands spend billions on marketing in order to ensure that people associate their brand with positive feelings. They do it because it works.
AA management was clearly hungover the day they taught those case studies in business school.
"But look at Spirit". Yeah, their whole business model is cheap. Thats fine. You CAN run a successful business on being cheap as possible. Walmart intentionally uses ugly shelving and harsh lighting to send the message that theyre cheap because they want people to associate the brand with low prices. But Walmart sells 79 cent sodas, not $9,000 business class seats to Japan. You cant have it both ways.
Person 1: I dont use IFE so AA is right in removing it.
Person 2: I use IFE so AA is wrong in removing it.
Im Person 2. However, I think IFE also plays a larger role in perception of the brand at large.
Imagine you check into a nice hotel and the TV offered is a 30 inch CRT from 1998. Straight off the bat, that will leave you with a negative impression of the hotel, even if you dont ever plan on turning it on.
Why? It sends the message that the hotel is cheap.
And lets be real. Nobody likes when things feel cheap. Yes, we all like paying less, but people expect a certain level of luxury.
IFE is the same thing. You walk onto a Delta or Jetblue plane and it feels modern and high tech and dare I say it, fancy. That leaves a good impression. Again, doesnt matter if you dont use IFE, the fact that it exists means the company is doing things to make your trip better.
On the other hand, a plane without IFE feels old and cheap. Doesnt matter if the plane is brand new, it looks more like a Greyhound than a jet.
We are in a capitalist society that essentially runs on perception. Brands spend billions on marketing in order to ensure that people associate their brand with positive feelings. They do it because it works.
AA management was clearly hungover the day they taught those case studies in business school.
"But look at Spirit". Yeah, their whole business model is cheap. Thats fine. You CAN run a successful business on being cheap as possible. Walmart intentionally uses ugly shelving and harsh lighting to send the message that theyre cheap because they want people to associate the brand with low prices. But Walmart sells 79 cent sodas, not $9,000 business class seats to Japan. You cant have it both ways.
May 21, 2019, 11:14 am
#192
Join Date: Dec 2004
Posts: 5,631
Is it? I mean, do current wifi networks have the bandwidth to serve 150-300 simultaneous video streams? I don't know, I'm just asking. The current 'bring your own device' offerings are not heavily used, seatback video screens will see more use and people will expect cable-TV-style responsiveness.
May 21, 2019, 11:58 am
#193
Join Date: Jan 2017
Posts: 285
Is it? I mean, do current wifi networks have the bandwidth to serve 150-300 simultaneous video streams? I don't know, I'm just asking. The current 'bring your own device' offerings are not heavily used, seatback video screens will see more use and people will expect cable-TV-style responsiveness.
https://www.gogoair.com/learning-cen...entertainment/
May 21, 2019, 12:37 pm
#195
Suspended
Join Date: Sep 2006
Programs: AAdvantage PP
Posts: 13,913
JameSinclair is very right and I posted something similar on airnetters I think. DL has AVOD on most of its fleet (except for MD88/90) as a means of branding not because hordes of flyers book DL for the AVOD. Companies spend lots of money on branding from sponsoring charity events to coming up with very recognizable logos. It's nearly impossible to attach a ROI to it.
Parker appears to be nuts and bolts case. If something can't achieve a ROI out the door it goes. What he might be missing is the bigger picture.
Also, DL is playing the game of we took away something, namely airline seats that are actually made for adults, and gave you something, free AVOD. Clearly the revenue from additional seats on a plane more than offsets the cost of AVOD.
Spirit on the other hand has a branding of cheap flights-the "Barre Fare" as painted on the side of some of their a/c. Clearly they have no desire to be seen as a full fledged airline offering premium cabins, lounges, IFE and the like.
Parker appears to be nuts and bolts case. If something can't achieve a ROI out the door it goes. What he might be missing is the bigger picture.
Also, DL is playing the game of we took away something, namely airline seats that are actually made for adults, and gave you something, free AVOD. Clearly the revenue from additional seats on a plane more than offsets the cost of AVOD.
Spirit on the other hand has a branding of cheap flights-the "Barre Fare" as painted on the side of some of their a/c. Clearly they have no desire to be seen as a full fledged airline offering premium cabins, lounges, IFE and the like.