Studio CX on the ground -- a good idea?
 

I think Studio CX is fantastic, one of the best IFE's out there because of programming. I know EK ICE has more programs in sheer numbers, but CX knows how to pick great shows -- I loved being able to catch up on all my missed episodes of Nikita a couple months ago while enroute to HKG!

So here's an idea for CX -- Making a Studio CX app for the iPhone, Ipad, Android. Passengers can log in 24 hours before a flight and 24 hours after a flight with their PNR or eticket number and watch Studio CX on the ground. Helps while away time on the ground, can watch a show on the ground and finish in air, or, for those short hops, start a movie in the air and finish it back home or at the hotel. To prevent selling PNRs there can be a limit on number of logins.

For CX, the only cost would be renegotiating licenses. After all, those same pax on the ground are going to have access to the product in the air, so why not extend the period of time they have access? No extra capital cost, no extra equipment cost. Would it create value and a differentiator versus SQ, QF, MH, and other rivals? I think so! Plus the customer bears most of the cost, including their own equipment and internet connection. And who knows, if inflight broadband takes off Studio CX could move to a tablet app only, and seats don't have to have inseat IFE systems anymore, saving weight and fuel. Crazy idea?!

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IMO, gate-to-gate IFE would be a better idea...

I'd use it, if offered.

But I think you underestimate the hassles of renegotiating the content licenses. Would be an enormous roadblock for them to get licenses to provide the content except on the plane.

The technology required here - essentially wirelessly watching video on demand - is a huge task for most programmers nowadays, let alone for CX to undertake. Anyone who has used their mobile apps (or website) will know that CX does not have the best technology in the world.

Also, what is the benefit for CX in offering this free Netflix service to customers? There's no point.

When I first saw the thread title I thought this was about offering Studio CX to pax on the plane, which had yet to take off. I think that would make waiting, taxiing, and such a little less boring. Virgin America does it with their Red IFE.

I guess those entertainment systems are turned off during taxiing, take off and landings so that pax can always be ready to dash out of their seats in a flash and not still having eyes glued to the screen in case of an emergency.

I'm pretty sure if the plane slams on emergency break (during rejected take-off), rises significantly during landing (TOGA), hits another plane during taxiing, nobody will keep their eyes glued on the IFE....

Emergency exit? What? Just let me finish this best part...

I'd like to see this gate-gate. Crew can always switch off IFE in an emergency. There just has to be a kill switch.

I'm not sure what is the point of having studio CX available 24 hours before the flight. Isn't that what TV and the internet is for? Plus, I can't imagine F or J pax appreciating that service, and out of the 200 Y pax on a flight, probably 10 might use it. Cost effective, you tell me?

Probably wouldn't work. Way too easy for [jailbroken] phones to record live video feed = pirated content, so licensors won't allow this. On the plane, it's perfectly fine since there's no way of directly downloading the content from the system, and even with a video camcoder, the quality would be poor (especially with the noise).

And don't they already have StudioCX in the CX lounges?

+1. Other carriers do it, why can't CX? Or AA, for that matter.

Really? Where?

Is there a technical (power) reason why IFE can't be on during takeoff?

Not 100% sure since it's been a while since I've visited one of the CX lounges, but I do recall seeing StudioCX monitors somewhere.

Edit: found this (a "lite" version of StudioCX, no movies available):- [but then again, it's been a while and maybe they took these out?]
http://i289.photobucket.com/albums/l...K/DSC02766.jpg

Safety issue probably.