Suppliers of entertainment content – Brands, TV channels, Influencers (Social media),

Demand side – Target Persona – Age – Children – 5-10, Teenage – 11-17, Adults – 18-50, Elders – above 50; Seat type – Economy, Business and First class.

Delivery modes – Seat screens and/or app and wifi

Goals – Revenue? Referrals? Engagement? – Revenue

Phases – (a) User logs in using his boarding ID/QR code. The application stores user’s age and seat type (to personalize offerings)

(b) Consumption time starts

(c) Tiered pricing model :-

Paid – Ads free, User billed on time spent, access to premium content

Free – ads, incentives on next flight/flight meals

(d) USP – Personalized content, various options – comedy, thriller, romance, horror etc.

(e) Rewards are transferred to customer’s account and user is billed after consumption stops

Revenue model – Advertising views/clicks, consumption charges

Metrics: –

For ads – Total click-through contribution, ad inventory, sponsorship contribution

People – number of passengers tuning in per flight, average revenue per passenger, conversion rate (number of people that access premium services), highest grossing creator

Recommendation effectiveness – Recommendation acceptance, top search items and keywords, trending content

I’m curious to see how others approached this question, because IESs are tough to improve. Here are some of my solutions based on the family persona:

Solutions

• Live Entertainment
  • Place the entertainer in a room to start the entertainment and allow passengers to engage with him via text or emoticons. Entertainer can be a juggler, clown, comedian, storyteller.
• Add a game controller for passengers to play videogames and allow passengers to play with anyone else on the plane.
• VR
• Darts, Chance Games (Slots, Roulette, Cards)
• Expanded movie selection with free movies (paid by ads) that are recent

Goal Clarification

Let’s start by clarifying the goals on the in-flight entertainment system. My assumption is that the goal to enhance/improve the in-flight customer experience and increase passenger loyalty rather than generating additional revenue.

User Segments

We can broadly segment the customers into

1. casual traveler
2. frequent traveler
   1. frequent business
   2. frequent leisure travelers

Given that frequent business traveler account for the highest airline revenue, let’s focus on this segment to see what can be done to improve loyalty of this segment.

Frequent Business Segment Pain Points/Needs

1. Repetitive Content – Typically the frequency of content refresh on flights is monthly. So the content for those flying every week can become repetitive and stale.
2. Lack of Personalization
3. Search by Keyword
4. Easily Play content on laptop, mobile
5. Improved audio quality – easily connect airpods, pixel buds etc
6. Destination Information – what to eat, places to visit, events etc

I’d recommend prioritizing the needs around customizing the experience based on user preferences and what has been viewed.

Key Features for MVP

1. Store Customer History: Most airlines have a frequent flyer number. Enable a feature that activates tracking of customers viewing history.
2. Continue Watching Feature: Allow customers to watch content from where they left off.
3. Recommendation Feature: Make recommendations tailored to the viewing habits
4. Search Feature: Allow customers to search content by keywords
5. Ratings: Allow users to rate content to gauge viewing habits
6. Content: Explore partnerships with Netflix, Amazon Prime, HBO to build trending content.

KPIs

1. # of sign-ups for activating viewing history
2. # of users signing into the in-flight systems

3. of hours spent on the in-flight system

4. Use of Recommendation System

Iterate product based on KPIs.