Media Integration from an Airline`s Perspective Matthias Walther Digital Inflight Entertainment

1. Media Integration from an Airline`s PerspectiveMatthias WaltherDigital Inflight Entertainment

2. 1 Lufthansa is introducing a new digital IFE Product starting 2003 • Inseat Screens • New PCU-/ Navigation-Concept • Internet compatible User Interface • Server based Content AVOD • Multiple Content Sources • Hardware Supplier RCPS, various Content Suppliers

3. 2 Preposition • Media Integration is just one link in the chain of content delivery • LH is trying to bypass Media Integration (in the sense we use it here) where ever technically possible • Solving problems regarding Media Integration requires the development of general approaches instead of high sophisticated symptom treatment

4. 3 Lufthansa is currently defining a new, economic content logistics process The content logistics process (including Media Integration) involves several parties interfering with their requirements: • Hardware Manufacturer(s) • (almost) up to date technology • Acting as Service Provider (Media Houses) • creating a new job descriptions: Integrator • defining/ pre-setting standards

5. 3 Lufthansa is currently defining a new, economic content logistics process • Distributors • One of the biggest but also most complex content sources • New formats/ digital files  safety regulations against piracy necessary • Labs • Mastering instead of copying • paradigm shift in job description: Future Integrator?

6. 3 Lufthansa is currently defining a new, economic content logistics process • Service Providers/ Integrators • Consulting for new IFE products (What are the new systems capable of?) • Timeline management for content logistics (Handling complexity for the Airline)

7. 4 LH wants the industry to set pre-conditions for the digital future in Passenger`s/ Airline`s interest A Hardware Manufacturers: Standards/ Compatibility of systems (possibility of varying fleet equipment) example: Movie files format MPEG 1 @ 1,5 mbit/sec MPEG 1 @ 2,5 mbit/sec MPEG 2 @ 3,5 mbit/sec

8. 4 LH wants the industry to set pre-conditions for the digital future in Passenger`s/ Airline`s interest B Distributors: How can the industry meet the safety concerns in a reasonable way (fair, feasible, fast)?  limited master holders  secure areas at Lab, Service Provider, Airline  competition between a relevant number of Integrators  designated mastering (watermarks or similar)

9. 4 LH wants the industry to set pre-conditions for the digital future in Passenger`s/ Airline`s interest C Labs Are the Labs willing and able to take the role of an integrator for all Airlines? Would Distributors and Hardware Manufacturers support this? What do the Service Providers think about this?

10. 4 LH wants the industry to set pre-conditions for the digital future in Passenger`s/ Airline`s interest D Integrator/ Service Provider • Airlines want customized solutions for their content logistics requirements. • That means competition between a relevant number of possible providers. • Secure Service Providers and Labs should be put in a position to do the integration if requested. • A file receiver should also do file management for different Airlines.

11. 5 Summary Having a digital platform is a huge chance for the IFE industry to catch up with the consumer market. We need to make Media Integration a secure, transparent, standardized and an open/ flexible system to avoid neglecting this chance.