WEDNESDAY, 13 SEPTEMBER 200609:15 - 10:15Revenue Generation - Session 1:Revenue Sharing & Ancillary SalesLearn how airlines are beginning to generatenew ancillary revenue streams through inflightadvertising, product placements, corporatesponsorships, co-branding, cross-promotion, anddirect sales utilizing emerging inflight mediaincluding online Internet portals, AVOD and pax-interactive systems, mobile telephones, and ambi-ent media. Learn how regionally focused routestructures are making both conventional and newinflight media more attractive to advertisers.We’ll also examine current and future revenue-sharing models between airlines and their hard-ware and content suppliers. And we’ll explorehow more proactive coordination and coopera-tion between airlines and their IFE suppliers mayreduce costs, increase passenger usage, andimprove profitability.Trends in Single-Aisle IFE What used to be called the “regional jet” isnow being used to augment the traditionaldomestic single-aisle fleet, and this new defini-tion of single-aisle aircraft is being used to coverlonger distances and international routes. Thelines between regional, single-aisle, and evenwidebody aircraft are becoming blurred—atleast from an IFE and cabin services perspec-tive. We’ll explore how this trend has influencedIFE system design and architecture and hownew IFE technologies and products—such aslow-weight, all-digital IFE systems—are meetingthese new broader demands. We’ll also exam-ine one or more ongoing airline case-studiesthat reveal the real-world options and issues forsingle-aisle digital IFE sys-tems, how passengers areresponding to these systems,and how the investment ispaying off.

THURSDAY, 14 SEPTEMBER 200608:30 - 09:30Revenue Generation - Session 2:Using Digital Media to ‘Mainstream’Inflight Advertising Mainstream media buyers often dismiss inflightadvertising as inefficient given the relativelysmall audience and slow rate of exposure. Anational newspaper ad can reach a millionreaders in one day, yet it can take a month to ayear to obtain this reach through an inflightmagazine. And segmenting the inflight audienceis difficult as special-interest content does notexist and the sort-after accountability is oner-ous. But with the advent of passenger-interactivedigital IFE, what can we learn and apply fromthe last 10 years of Internet advertising, thefastest growing medium in history? We’ll com-pare the historical and forecasted growth of oldand new media advertising revenues. And we’llexamine how inflight digital media can estab-lish the reach, targeting, and accountability thatcould bring inflight advertising into the main-stream advertising budgets of planning/buyingad agencies worldwide. Cell & Wireless Inflight - Session 1:Pax Demand, Roll-out, MarketingWith the FCC air-to-ground (ATG) spectrumauction scheduled for mid 2006 and broad-band providers promising service as early asnext year, we’ll learn the very latest details onthe expected roll-out of inflight ATG communica-tion services from all the major providers. Learnhow the offerings compare—company by com-pany—in terms of specific services, capabilities,applications, costs, coverages, platform/devicecompatibility, revenue-sharing models, etc.We’ll also look at the latest research findingsand recent airborne trials to quantify passengerdemand and affordability for the various inflightapplications (voice, e-mail, SMS, Internetbrowsing) and to identify the social and culturalsensitivities … and how these vary by regionand country. Based on these findings, we’llexamine the best approaches for marketingthese new inflight communications offerings tothe passenger and managing them inflight.

THURSDAY, 14 SEPTEMBER 200609:45-10:45Digital Content: Data Loading &Distribution As airlines migrate to digital IFE servers andAVOD, the process of content distribution andcontent loading—and making that process asefficient, secure, and economical as possible—has become critical. We’ll examine the variousapproaches to content distribution managementand loading, including: portable data loading,embedded loading via removable media, andwireless gatelink communication. We’ll comparethese in terms of cost, time/loading rate, equip-ment/network support, data security/integrity,crew support, etc. We’ll also examine the futureof digital cinema technology and its impact oncontent formats and distribution for airlineinflight exhibition. Cell & Wireless Inflight - Session 2:Applications, Platforms, TechnicalIssues Learn about the key technologies and technicalissues surrounding the delivery of onboardwireless (Wi-Fi), cellular, and broadbandInternet connectivity … and their special appli-cations and requirements inflight. What are thekey technology enablers and platforms for thesecapabilities? What is currently available forairline passengers and what are the markettrends? What’s involved technically in providinga true office-like and home-like connectivityenvironment while in the air? We’ll also explorekey issues and considerations including RF(radio-frequency) propagation and cabin cover-age, the potential for RF interference withavionics systems, human factors and crew work-load, and the international regulatory environ-ment. And you’ll get a comprehensive analysisof available and emerging antenna technolo-gies including Ku-band and L-band. Educational SessionsPlease Note: Between now and September, we’ll be watching carefully for “hot” new IFE issues and developments ... and may add or enhancesessions accordingly. Check www.waea.org for the very latest session details. Denotes Programming/Marketing focus. Denotes Technical focus.

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