Industry Voices Push for Agile and Personalized Inflight Content at APEX TECH 2025

Originally published on APEX

Mike Petro from Axinom, Richard Kroon from EIDR, and Ralph Wagner from Axinom discuss the critical role of data in modernizing inflight content ecosystems.

A pivotal capstone workshop titled “Future Onboard Content – Diversity & Discovery” brought together aviation and entertainment leaders during the final day of APEX TECH 2025. Held in Los Angeles on May 21, the concluding workshop session focused on strategies to elevate inflight content. Airline executives, content studios, technology providers, and connectivity partners gathered in breakout teams to address emerging passenger expectations.

Workshop participants collaborated at four tables, each exploring different ways to deliver inflight content that reflects cultural relevance, individual preferences, and real-time adaptability. Travelers expect variety and immediacy. They want discovery, not just delivery.

Unlocking Dynamic Value Through Targeted Content Updates

One team featured contributors from British Airways, Reaktor Aero, Spafax, Thales InFlyt Experience, Warner Brothers Discovery, and West Entertainment. Their discussion centered on dynamic content value, early access strategies, and commercial benefits.

“We identified that high-value content can cover the cost of handling the content update,” West Entertainment Vice President of Operations and Technology Solutions Eric Silverstein explained.

West Entertainment’s Eric Silverstein speaks about the need for open standards for content management systems and DASH manifests.

Early windows for new content could offer exclusive engagement opportunities. Airlines might use these offerings to differentiate the passenger experience, while advertisers and content creators benefit from fresh exposure during peak travel windows.

Open standards for content management systems and DASH manifests allow modular updates. Airlines can upload a base file once and then apply new regional versions or language options without repeating full uploads. This method reduces resource use while increasing agility across global operations.

Real-Time Infrastructure for Personalized Content

Another team brought together leaders from United Airlines, Axinom, Bluebox Aviation Systems, Omnevo, Panasonic Avionics Corporation, Safran Passenger Innovations, and West Entertainment. They examined the impact of outdated infrastructure and the potential for real-time system upgrades.

“Today, a key challenge is onboard servers; keeping them up to date takes 28 hours, and by the time you update it, it is already outdated,” United Airlines Senior Manager of Digital Technology Kastthuri Kona emphasized.

United Airlines’ Kastthuri Kona discusses the need for more innovative infrastructure, including improved bandwidth solutions and onboard analytics.

Cloud-based systems can solve latency issues. Responsive platforms allow instant content updates and enable adaptive recommendations based on individual interests. Recognizing a passenger’s interaction with holiday content could prompt immediate seasonal suggestions.

The team also discussed licensing inefficiencies. Flat-rate models misalign with actual consumption. A usage-based or subscription-driven structure ensures that airlines pay for what passengers actually engage with, creating better investment outcomes.

Standardized frameworks for data sharing across carriers emerged as another priority. “In order to make this happen, all the properties involved need to come up with the standard templates to share the nonprivate data,” Kona added.

Faster Curation Through Data and Shared Standards

A third table included participants from Axinom, EIDR, Images in Motion, Panasonic Avionics Corporation, Safran Passenger Innovations, and Warner Brothers Discovery. Their focus targeted data accessibility, shared metadata, and operational automation.

“Today, the curation process takes a lot of time because you need to make sure the content is 150 percent correct because you can not replace it,” Axinom Chief Executive Officer Ralph Wagner explained.

Ralph Wagner from Axinom discusses the role data plays in modernizing inflight content ecosystems and making operations more efficient for all stakeholders.

Participants supported a shift from static perfection to rapid responsiveness. Operational readiness metrics combined with live metadata would allow airlines to become curators of evolving content ecosystems. Airlines could align passenger insights, system status, and media priorities through shared APIs and standard protocols.

Smarter licensing models also surfaced in this group. Subscription-based approaches allow content availability to scale with passenger demand. These models replace legacy contracts with flexible, demand-driven agreements that reflect modern media behaviors.

APIs for data synchronization and performance tracking enable real-time collaboration across content studios, CSPs, and airline teams. Unified systems create clarity and speed, reducing bottlenecks and increasing passenger satisfaction.

Smarter Delivery and Contextual Promotion

Representatives from Airbus, Bluebox Aviation Systems, Cadami, Lufthansa, Panasonic Avionics Corporation, Safran Passenger Innovations, and Touch Inflight Solutions formed the fourth team. Their dialogue concentrated on real-time promotion and system agility.

“There has to be a cultural change from monthly updates to something more agile, built around shorter timeframes and more frequent updates,” Panasonic Avionics Corporation Vice President of Digital Solutions Evandro Pioli Moro urged.

Panasonic Avionics Corporation’s Evandro Pioli Moro speaks about how the airline industry needs to shift from slow, monthly content updates to a faster, more agile model with frequent, shorter update cycles.

Automated contracts and scheduled content drops allow airlines to deliver the latest entertainment with minimal manual intervention. These mechanisms help carriers stay current with programming and better control timing around popular series or events.

Passenger awareness also plays a crucial role. Uploading content does not guarantee discovery. Teams recommended using situational prompts to increase visibility of new content. “Once the sports game is finished, we push the highlights to passengers on the aircraft,” Moro noted.

Trigger-based content promotion introduces relevant entertainment at just the right moment. Shortened update cycles, paired with dynamic notifications, drive higher passenger interaction.

Strategic Alignment: Shared Priorities and Barriers

Each team presented focused perspectives. However, five consistent strategic priorities emerged:

• Shift away from monthly update cycles and adopt real-time content delivery

• Build stronger integration across studios, CSPs, OEMs, and airlines

• Personalize content using context, behavior, and passenger preferences

• Move from flat-rate to usage-based or subscription-driven licensing models

• Create standardized frameworks for data sharing and persistence across flights

Despite progress, teams identified four core challenges limiting evolution:

• Slow, manual update cycles prevent timely content refresh

• Outdated licensing models restrict flexible content acquisition

• Bandwidth and infrastructure limitations create technical roadblocks

• Software inconsistencies disrupt uniform passenger experiences

“We need to continue improving the integration and automation across the ecosystem, from content studio to CSPs to OEMs to airlines, and to improve access to real-time content from the studio side,” Moro concluded.