http://www.waea.org/events/edu_workshops/2005/session-topics.htm

2005 Conference & Educational Workshops

Brighton, United Kingdom -- 23-24 February

Educational Session Topics

``Is Your Brand Working for You?`` (Two Parts)

Corporate branding is one of the most popular terms and

``strategies`` in business today. This session features an

elite panel of ``branding`` professionals - both from outside

and inside our industry - who will examine what makes an

effective brand. In Part One of this session, you`ll learn how

to make your brand work for you, what`s essential for a successful

branding campaign, and why some brands and

branding efforts fail. Are you delivering on your brand

``promise?`` Are particular brands and branding strategies

more effective in some corners of the globe than in others

... or, as a recent issue of Wired Magazine suggested, are

we simply getting ``branded`` out? And, if so, how do you set

yourself apart from the crowd?

In Part Two of this session, we`ll focus on branding

specifically for the airline industry. We will ask our panel of

experts how to effectively use brands in the inflight entertainment

market, and we`ll ask some airline colleagues how

they have re-branded their IFE to maximum advantage. This

session will use real-world examples and tap some highly

regarded talent to explain this popular but often misunderstood

and (as some claim) frequently misused marketing

and communication tool. Presentation, interactive discussion,

and Q&A.

Speakers: Michael Freedman (Qantas Airways Ltd.), Graham McCallum (Kemistry Ltd.), Dan Witchall (Kemistry Ltd.) Monica Woo (Emphasis Media Ltd.)

``Portable IFE - What`s in the Cabin and on the Horizon?`` (Three Parts)

Trends in Consumer Portables

Learn what new portables your passengers will be bringing

onboard. A representative from a consumer electronics specialist

will discuss and demo the latest lines of portable

gadgetry. Will these new devices compete with or complement

the cabin IFE offering? Learn how you can keep pace

with these emerging technologies and higher passenger

expectations for ``mobile`` entertainment and communications.

Presentation followed by Q&A.

Options in Portable IFE Devices

``digEplayer,`` ``Pea,`` ``Yes! Solo,`` or off-the-shelf handheld

DVD player? What do these competing portable IFE devices

offer? How do they compare in terms of content capacity,

interactive features, content loading, battery life, maintenance,

etc.? What are the business models and licensing

arrangements for each? Our panel of device manufacturers

put forward their take on what`s hot and what`s not, describing

what their current products offer and what`s ahead! Plus

you`ll get the pros and cons of ``going portable`` from representatives

from the content supplier/distributor community.

Presentations followed by Q&A.

Portable IFE: An Airline Case-History

Get the real story directly from an airline that has ``gone

portable.`` Follow step by step from the early stages of product

selection, pre-launch preparations/promotion, and cabin

crew training ... through the product launch, device distribution/

collection procedures, loading cycles, charging/maintenance

routines ... to actual passenger reaction, usage, and

satisfaction. Discover all the lessons learned, all the challenges

and ``rough edges,`` and all the rewards of implementing

a portable IFE solution. Plus ... based on this case-history

experience and your audience input, we`ll ``sketch out`` the

ideal portable IFE solution(s). Case-history presentation followed

by Q&A and structured breakout sessions.

Speakers: Web Barth (APS), Chris Brady (IMS), Linda Palmer (Buena Vista Non-Theatrical)

``Plane Talk on Wireless`` (Three Parts)

Keynote: What`s the Buzz About Wireless?

Wireless applications are reaching into more and more

aspects of the consumer lifestyle: home entertainment and

networking, handheld games and audio/video players,

mobile communications and connectivity, point-of-purchase

transactions. A Keynote expert from the consumer electronics

industry showcases the latest wireless products and

applications hitting the consumer markets now and in the

coming year. Learn where the greatest demand exists for

wireless, how the consumer electronics industry will be

meeting this demand ... and how all this translates into

passenger expectation and satisfaction when these consumers

fly. Keynote Presentation and Q&A.

Speaker: Philipp Argus (Airbus)

Wireless Issues: Point/Counterpoint

Two expert panels - one Airline, one Vendor - face off to

debate the critical questions surrounding cabin wireless

applications. All issues are ``in bounds.`` Get real-world

answers to your questions on wireless, ranging from costs,

reliability, maintenance, safety, and crew training ... to passenger

expectations, business models, and usage ... to

broadcast capacity/quality, media loading, security, and

regulatory approval. Unscripted, free-flowing, and candid

discussion. Be there and bring your toughest questions.

Panel debate and Q&A.

Moderator: John White (AVION Magazine)

Vendor Panel: Dan Bagley (Verizon Airfone), Ken Brady (Thales Avionics Inc.), Sudhakar Shetty (Boeing), David Veeck (Astronics AES)

Airline Panel: Fergus Boyd (British Airways), Kent Craver (Continental Airlines), Peter Lewalter (Lufthansa German Airlines), Ron Wong (Northwest Airlines, Inc.)

Cell-Phones Onboard: Are We There Yet?

We`ve seen the demos ... but are we really there yet? What

are the technical challenges and limitations surrounding

the current inflight cell-phone solutions? What are cost

implications and revenue expectations? How great is the

passenger demand? An international panel combining key

Airlines and key Cell-Phone Service providers tackle these

and other key questions surrounding the use of cell-phones

inflight. Get competing points of view on your questions

covering the key technical, financial, social, and regulatory

questions. Brief presentations, followed by extensive

debate and Q&A.

Moderator: Sue Luxem (Matsushita Avionics Systems)

Panelists: Veronique Blanc (OnAir), David Coiley (ARINC Inc.) Bernt Fanghol (Telenor), Paul Guckian (Qualcomm)

``IFE Strategies in the Digital Age`` (Three Parts)

In this three-part session, we`ll carefully examine the various

digital content implementation strategies for Long-Haul

Carriers (Part One), for Short-Haul/Charter Carriers (Part

Two), and for Low-Cost Carriers (Part Three). Each fleet-type

(long-haul, short-haul, low-cost) presents its unique challenges

and considerations when shifting from analog IFE to

the new digital applications, content formats, and distribution

cycles. Airline panels representing each fleet-type will

share their first-hand experiences with the process of ``going

digital.`` We`ll discuss what ``going digital`` means in terms of

content mix, quantity, and ``refresh`` frequency. We`ll examine

content libraries, tailored content, interactive applications,

packaging, and user presentation/menus. You`ll learn

about the unique issues surrounding portable vs. installed

AVOD systems, the various ``offering`` schemes by class, and

how to manage digital IFE for mixed fleets. And you`ll get the

pros and cons of the various business models, including the

latest experience with the ``pay to access`` model. Three

panel presentations, each followed by Q&A.

Participants: Sophie Vossenaar (IFE Consultant), Sue Blanche (First Choice Airways Ltd.), Christine Ringger (Qatar Airways)