since all the ``embedded`` competition has come to the fore, that perhaps the ``handheld`` market is the place to be. Maybe BOW saw all the ``heavyweights`` at the WAEA and ascertained just how much of the market he could possibly get with the Digesystem.

There seems to be a lot of news out there about Panasonic signing this airline, Thales that one, IMS others..etc... Even if BOW could be an equal in this mix just how many airlines could he sign up? Would it be worth all the time, effort and millions he says he is going to put into this venture?

But he seems to have a pretty good hold on the handheld market and can pick up a hellova lot of customers from those who do not want to take the time, or expense on airplanes where the embedded market just doesn`t work...

I personally think the handheld will be much more lucrative over time. The embedded market just seems to me to be a ``one time shot``. When its done what further business can be derived from it other than maintenance whereas the handheld is ongoing, cheaper, profitable.

I don`t quite understand if the embedded IFE`s, which will be in all seatbacks (as I understand it) will have a charge to use them or will they ``just turn on`` If so they are not a profit center, but a cost....Need a little education on this...