High-end in-flight entertainment (IFE) has traditionally been the preserve of full-service long-haul routes. But, as low-fare carriers increasingly set their sights on longer routes and acquire the aircraft to operate them, could OLED seat-back screens become the sector’s new norm?
I was recently part of a group of invited media standing on the sleet-lashed tarmac at Keflavik Airport, peering into the murky gloom that passes for daylight on a December afternoon in Iceland. After performing a ceremonial lap or two of the capital, Icelandair’s shiny new Airbus A321LR intercepted runway 19’s ILS and floated down through the low cloud and drizzle to perform a perfect landing 50 metres away. We could only feel envious of those sitting in its warm, plush cabin.
Panasonic Astrova OLED screens in Icelandair’s A321LR’s economy cabin
Later, I climbed the steps to the hangar-bound aircraft and wasn’t disappointed by the toasty and pristine interior. Particularly striking were the vivid, razor-sharp OLED seat-back screens that graced both economy and Saga (business class) cabins.
Icelandair, the launch customer for Panasonic Avionics’ Astrova IFE system, has generously installed this impressive technology throughout the aircraft, though Saga passengers do enjoy somewhat more screen real estate.
The arrival of a high-end IFE system in single-aisle economy seating is a surprise. It will undoubtedly boost the popularity of Icelandair’s transatlantic and shorter-haul routes, but the economic viability of this strategy for other airlines remains to be seen.
Icelandair’s first A321LR lands at Keflavik Airport on 3 December 2024.
However, in a world where low-fare carriers are constantly seeking ways to differentiate their product, cutting-edge IFE could be a tempting proposition. It even offers the potential for supplementary revenue generation through a “freemium” model. Passengers could enjoy basic features like moving maps and weather forecasts for free, with the option to pay for premium entertainment content. Once they’ve experienced the difference between Astrova and those tiny, dull little LED screens they’re used to, this could be a winning strategy.
With airlines like Wizz Air planning all-economy single-aisle cabins for routes like London to Jeddah, and more long-haul ventures undoubtedly in the pipeline, will low-fare carriers face pressure to offer more for their passengers’ entertainment?
To explore this question, I sat down with Andrew Masson, Vice President of Product Management at Panasonic Avionics, in a quiet corner of Icelandair’s cavernous hangar. Masson, who had the privilege of flying on the A321LR ferry flight, provided valuable insights into Astrova’s potential for the low-fare market.
A design revolution
Astrova’s sleek, modern aesthetic is undeniable. Its slim bezels and edge-to-edge glass create a premium look reminiscent of a tablet or smartphone, a deliberate design choice, according to Masson.
“We wanted to move away from the bulky, utilitarian design of older IFE systems and create something that felt more like a high-end consumer electronic device,” he explained.
The system’s profile and lightweight construction, achieved through the use of advanced materials like carbon fibre and magnesium alloys, offer practical benefits as well. They contribute to fuel efficiency and potentially lower operating costs for airlines – a key consideration in today’s competitive aviation landscape.
The adjustable screen angle and position are also welcome features for passengers seeking optimal viewing comfort.
Ambient lighting and modular design
One of Astrova’s innovative features is its sophisticated ambient lighting system.
“[It] is more than just a decorative element,” Masson explained. “It’s a programmable lighting system that can be customised by airlines to create a variety of moods and atmospheres.”
While the system offers airlines the potential for branding and creating unique cabin ambiances, features like illuminating the tray table or acting as a call button for flight attendants, while interesting, might not be significant improvements over existing solutions.
Astrova’s modular design allows for easy on-wing upgrades and replacements, ensuring that airlines can keep pace with evolving technology and passenger expectations without costly and time-consuming overhauls. This future-proof design not only benefits airlines but also contributes to a more sustainable approach by extending the system’s lifespan and minimising electronic waste.
“Traditional IFE systems were notoriously difficult and expensive to upgrade,” Masson explained. “There’s a huge demand from consumers for integration of systems because people have smartphones and tablets or smart TVs, and they’re used to having this highly connected, highly prized experience, and that’s not going away. If you buy a platform but you can’t upgrade, you lock yourself into a technology path. You might not be able to get out of it in five years’ time.”
OLED: a visual feast
Astrova utilises OLED screen technology, offering superior visual quality compared to traditional LCD screens.
“We are very fortunate to be part of the Panasonic enterprise,” said Masson. “We can leverage the very latest in technology, and you’ll see that here in terms of the OLED screen. Not only is it lighter, it’s the best possible technology for an airline cabin for perfect blacks, and the contrast ratio is perfect.”
The 13-inch OLED screen in the economy cabin.
The system is available in a range of screen sizes, from 13 to 42 inches, with 4K resolution and HDR support offered on larger models. These high-resolution displays provide an unparalleled level of detail and realism, making it feel like you’re watching a movie in a premium cinema.
“There’s a reason that cell phones and top-end TVs use OLED screens,” Masson pointed out. “Ferrari and Cadillac now put OLED screens in their cars. They provide the best visual experience. Once you use it, you can’t really go back.”
The use of OLED technology also contributes to Astrova’s lightweight credentials. Because the pixels emit their own light, there’s no need for a bulky backlight, resulting in a thinner, lighter, and more energy-efficient display. As mentioned earlier, this lowers fuel consumption and emissions.
While the visual benefits of OLED are undeniable, the technology comes at a premium, raising questions about Astrova’s cost-effectiveness for airlines, particularly in the context of increasingly competitive airfares and pressure to minimise operating expenses.
Enhanced connectivity and power
Astrova incorporates Bluetooth 5.0 connectivity, 3D spatial audio, and high-powered USB-C ports for device charging.
Masson highlighted Astrova’s dynamic power management capabilities: “We guarantee 67 watts to every seat… it will take the leftover power from those charging phones [which require less power] and push it into someone charging a laptop.” While this feature addresses the growing demand for in-flight device charging, its effectiveness in practice remains to be seen.
Bluetooth connectivity allows passengers to connect their own wireless headphones or earbuds, eliminating the need for wired options or airline-provided Bluetooth transmitters. Although, unlike mobile phone manufacturers, Panasonic has declined to force users down the Bluetooth route and has retained the traditional mini jack socket for wired-for-sound fans.
More than just entertainment
Icelandair opted for three additional levels of functionality to complement the IFE system.
With Panasonics’ OneMedia platform, the airline can deliver intelligent, targeted advertisements directly to passengers’ screens. This opens up new revenue streams, allowing the airline to promote products, partnerships, and even special offers tailored to individual passengers. OneMedia’s campaign management and analytics tools provide Icelandair with the insights needed to optimise its advertising strategy and maximise returns.
Arc, a 3D integrated moving map application, takes passengers on a virtual journey with engaging visuals and information, from real-time flight data and street map views to detailed points of interest and world clock time zones.
The ARC moving map function has an impressive level of detail.
The ZeroTouch service enables dynamic content and file transfer, ensuring that passengers have access to the latest entertainment, information, and updates throughout their journey. ZeroTouch also facilitates real-time access to passenger data, allowing the airline to personalise the in-flight experience.
Sustainability
Panasonic emphasises Astrova’s sustainability credentials, highlighting its lightweight design, use of sustainable materials, and environmentally responsible manufacturing processes.
“At Panasonic Avionics, we believe that sustainability is not just a trend but a responsibility,” said Masson.
While Astrova’s contribution to reducing aircraft weight and fuel consumption is commendable, it’s important to remember that sustainability is a complex issue. The environmental impact of manufacturing and disposing of complex electronic systems like Astrova must also be considered.
Compelling value?
Panasonic insists that Astrova offers airlines more than just entertainment, claiming it’s a tool for cultivating passenger loyalty and increasing satisfaction. By tailoring the in-flight experience to individual preferences, airlines can leverage Astrova to offer personalised services, shopping opportunities, and a more engaging and enjoyable journey.
Astrova undoubtedly represents a significant leap forward in in-flight entertainment technology. Its sleek design, impressive visuals, and host of technological advancements have the potential to redefine passenger expectations. However, its success will ultimately depend on its ability to deliver a compelling value proposition for airlines and whether it proves to be a differentiating factor for passengers.
Ken Sain, CEO of Panasonic Avionics Corporation, is confident that Astrova will be a hit. “By delivering the innovation of Astrova and a range of digital solutions, we are confident that Icelandair will be able to engage more effectively in-flight with its passengers than ever before,” he stated at the launch event in Reykjavik.
Given the exceptional product that Panasonic has unveiled, few would disagree. But in the fiercely competitive world of low-fare aviation, only time will tell if Astrova truly soars.
Photos: Rob Munro
