IFE (In-Flight Entertainment) and seat-back screens seems to be a hot topic at Delta Air Lines, who are continuing to install the devices in its fleet.
The airline has recently had its 600th aircraft installed with seat-back IFE screens.
Delta Studio seat-back screens – Image, Delta.
The Delta Studio product is now installed on 600 aircraft in the Delta fleet, and is available to free of charge to passengers in all cabins.
But why the continued push for screens? Tim Mapes, Delta’s Senior Vice President and Chief Marketing Officer goes on the record, stating
“We continue to invest in seat-back screens, because customers continue to tell us they’re important,”
“With seat-back screens, customers don’t have to choose between using their phones or watching a movie. Whether they want to work, relax, or a little bit of both — we want to give our customers the ability to choose and make the most of their time in flight.”
And this is important. Whilst tablet computers and smartphones with large screens are getting more and more present when travelling, there are those who don’t choose to use those devices, or in a lot of cases – don’t have those devices to hand. Take the case of large families, where packing 4 tablets add considerable weight and inconvenience to a trip.
In addition, the use of the phone as a “second screen” for entertainment or connectivity on a plane is prevalent (especially when there is on-board Wi-Fi, giving you the option to be connected in the air).
As well as the seat-back option, Delta Studio is also available via Wi-Fi, giving passengers multiple ways to access content on a plane.
Competitors United Airlines and American Airlines have gone the other way, with them accepting new deliveries without seat-back screens on their latest deliveries on their narrow-body aircraft.
Where do I stand? I think it’s still a good idea to install IFE screens on flights.
Providing that option will give the passenger more entertainment options, as well as a captive audience for Delta to sell advertising to (as well as ensuring safety advice is distributed to the passenger).
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I love having the screen because they remain at eye-level without additional neck-strain. Plus, as you mentioned, it allows passengers to use phones for secondary purposes (keeping up with people online, etc.). IFE is a worthwhile investment, for sure.