STRENGTHS

1. Well established company (since 1983) and leading supplier if IFE solutions. Reputed for fixed IFE systems.

2. Relatively good customer base for portable IFE including SQ.

3. Panasonic can provide service support including content loading, battery charging and inventory management on contract agreement.

4. Product is EMI certified.

WEAKNESSES

1. Comparatively high cost of hardware.

(Initial capital cost = USD 470,000).

OPPORTUNITIES

1. To have a good variety of content including games due to established operation and already established relationships with content/media providers.

2. Opportunity for additional revenue by charging EY passengers for the usage of the device using the in-built credit card reader.

THREATS

1. Relatively New in the portable IFE business.

STRENGTHS

1. Comparatively low cost of hardware.

(Initial capital cost = USD 122,000).

2. Comparatively low cost of content integration per update.

(Cost per update = USD 5,400)

3. Some services such as initial GUI customisation is FOC.

4. Product is EMI certified.

5. Able to provide a complete solution with content at a competitive price of

USD 80 per sector for content

package.

(Comparatively SriLankan pays approximately USD 15 to 20 per movie per sector.)

WEAKNESSES

1. Weight of device is comparatively high (1.6 Kg as against 1Kg).

OPPORTUNITIES

1. Lease option is available for hardware including the IFE devices and ground equipment (at a cost of USD 112 per unit per month2).

2. Opportunity for additional revenue by charging EY passengers for the usage of the device using the in-built credit card reader.

Note 2: See Annexure 3 or Lease Terms of Airvod.

THREATS

1. Recently established company (2005).

2. Very New in the portable IFE business.

3. Only few airlines, namely Jetstar (of Qantas Group), Privat Air (Geneva) and Tiger Airways (Singapore) have introduced the product.

STRENGTHS

1. Comparatively low cost of hardware.

(Initial capital cost = USD 155,000).

2. Comparatively low cost of content integration per update.

(Cost per update = USD 5,000)

3. Some services such as initial GUI customisation is FOC.

4. Product is EMI certified.

5. Good battery with long playback time of 20 hours (most competitor products have a 10 hour battery).

6. Good product features such as battery status monitoring from the IFE device itself.

7. Established company (since 1988).

8. Good portable entertainment customer base including many reputed airlines such as Lufthansa, Austrian Airlines, Air France, Malasian, Alitalia.

WEAKNESSES

1. No lease option

2. Cannot provide content. Content has to be supplied by our existing content provider and e.Digital will do the content integration.

OPPORTUNITIES

1. Opportunity for additional revenue by charging EY passengers for the usage of the device using the in-built credit card reader.

THREATS

STRENGTHS

1. Comparatively low cost of hardware.

(Initial capital cost = USD 141,000).

WEAKNESSES

OPPORTUNITIES

1. Lease option is available.

2. Opportunity for additional revenue by charging EY passengers for the usage of the device using the in-built credit card reader.

THREATS

1. Not a well known company in the airline industry.