Thales has announced the expansion of its in-flight entertainment (IFE) portfolio, with Core and Prestige, which will complement its Avant IFE, catering to different airline market segments.

Both systems will be powered by InFlyt360 – Thales’ 360 digital platform – and will use big data technologies, such as machine learning and matching algorithms, to continuously optimise the passenger experience and boost IFE as a marketing engine for airlines.

Catering for the lower end of the market, Core, which will be ready for commercial service in the latter half of this year, has been designed for airlines wanting an efficient, cost-effective IFE system packaged with Thales support services. PCI compliant, it enables revenue opportunities and is delivered connectivity-ready with an extended life cycle support and upgrade options.

The system will enable airlines to reach passengers with mixed content and seamless advertising integration, specifically targeting customers with relevant advertising messages and not bombarding them with unwanted messages, explained Thales’ vice-president marketing and product policy, Richard Perrot.

The second system, Prestige, is aimed at leading airlines looking for an exclusive solution that is unique to their brand. “It is for airlines who want an exclusive experience that extends beyond the IFE system,” said Perrot referring to Prestige’s custom-built design and diverse expertise.

Describing the passenger experience as “key for airlines,” Perrot explained that the purpose of Prestige is to enable passengers to connect, engage and enjoy their flight with the latest consumer electronic devices and unique, connected apps.

The system will feature ultra HD (4K) displays, but will be lightweight, low power and highly reliable. Helping to personalise the flight for each passenger, it will also offer a unique ‘signature’ user interface that takes into account a customer’s likes, dislikes and age to target specific products and services.

One of the launch customers for Prestige is Dubai-based Emirates on its Boeing 777X aircraft that are currently on order.

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