For a little over two years now, we have seen digitalization of passenger entertainment systems take off for airlines, coaches, trains, etc. This has been driven by the meteoric rise in the use of smartphones and tablets by the general public.
Recent entertainment systems are automatically digital because they are based on wifi portals and were designed by keeping in mind all the technologies that we use every day. Now it’s time to take traditional screens already built into passenger seats and bring them into the digital revolution. With new available technologies, these screens have become an actual digital media with the capacity of communicating directly with each passenger’s smartphone. This is a revolution that offers incredible opportunities!

What is the next step?

Part of the answer can be found in the overall trends in digital marketing. Gone are the floods of pop-up windows, and users receiving e-mail messages that are of no interest to them. When people access the internet through a wifi hotspot in a train station or an airport, who actually pays attention to the advertising that they are subjected to? Who actually has a positive user experience waiting for the ad to load before surfing the web?
It is because passenger entertainment systems had been so behind technologically-speaking that they present the biggest advantage. In fact, this industry can capitalize on what has been learned in the different avenues explored by digital technology, successes as well as failures. There is no time lost experimenting, and the gap between smartphone technology and passenger entertainment systems grows smaller every day.

What do the latest studies show?

People more readily accept ads that are targeted to their immediate situation. If not, the advertiser risks being permanently blocked by an “ad-blocker”. In other words, all of the marketing tools being developed are currently focused on personalizing message content.
Consequently, if transportation companies want to maximize their return on investment in passenger entertainment systems, all of the digital marketing players have to concentrate their efforts on creating a personalized passenger experience. From the hashtag #PaxEx, we must move to #MyPaxEx. Passengers are also expecting more added value. Therefore, passenger entertainment systems need to become platforms that offer services instead of ads.

PXCom’s offer

In this environment, PXCom has launched a research program aiming at creating a model to personalize services depending on the destination. This model takes into consideration the latest technology available in current passenger entertainment systems, and anticipates future evolutions.
PXCom will soon be publishing more details about this unique model. Until then, find out more about what it does in the attached graphic divided into three sections: the Personalization Cycle, a Map of Personalization Factors, and Options for User-Generated Content.

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