In any market, it can be hard to break through with a new product stack. AERQ – a joint venture between Lufthansa Technik and LG Electronics is to be discontinued.
After a five-year build-up and development phase, Hamburg-based Cabin Digital Platform start-up AERQ will discontinue its business activities. With this move, AERQ will stop offering and development of its platform-based in-flight entertainment (IFE) system AERENA.
AERQ was founded in 2019 by Lufthansa Technik and LG Electronics. It had been developing a digital cabin solution for commercial airlines, known as AERENA, with LG Electronics Displays being used to deliver 4K content. AERENA was recently launched for operational demonstration on an Airbus A320, with Discovery Airways.
According to AERQ, whilst the AERENA product had met all expectations in terms of features, quality, and customer satisfaction in ongoing flight operations, however, AERQ was facing significant obstacles to entering a very sensitive market for IFE systems. For this reason, the shareholders have mutually agreed to conclude AERQ’s journey.
AERQ’s operations will, as a result, cease with immediate effect, impacting around 180 employees at the company’s Hamburg headquarters, as the company wind down and closes.
Innovation is great – market breakthrough was missing
AREQ showed off some impressive technology with its AERENA Platform, which allowed for quick deployment of content, advertising, and layouts, into a digital platform which could be cloud native. This was paired with LG Displays technologies, allowing for high-quality displays to be used as a front end for the passenger, with technologies such as bendable screens being touted.
As well as transparent screen dividers.
But a single deployment on one aircraft as a technical demonstration – along with a number of years in development and no one else seemingly interested in a full deployment of both the platform and hardware.
AREQ follows Lumexis and others who tried to deliver something different in the cabin – and found it hard to compete against incumbants.
Economy Class and Beyond wishes the 180 staff impacted well on their next journeys.
Images, Economy Class and Beyond. Access to the stands was provided by AREQ at Aircraft Interiors Expo.
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