Accelerating Boeing Digital Direct’s evolution and improving the passenger experience
Boeing Digital Direct provides airlines with ways to generate ancillary revenue and offer passengers wireless inflight entertainment (IFE) content on any commercial aircraft. We looked at that in a previous post. Now, just as the market conditions have evolved, so too has Digital Direct, becoming a robust digital services platform.
So, what does this mean? Certainly, we will continue to focus on wireless IFE as a key element of Digital Direct, providing unique entertainment and other content services for our customers. Beyond that, working closely with our partner Immfly, we're expanding the platform to include complete retail onboard and e-commerce capabilities that will improve the passenger experience, offer new retail services, increase ancillary revenue and reduce costs for airlines.
Core to this new capability is a secure shopping cart and direct payment experience built into the passenger-facing portal, which can be extended to offer pre-order on the ground. But the real magic happens on the backend and with crewmember devices. To simplify this complex process for airlines, we offer complete end-to-end shopping and/or catering services—basically, everything except the sandwich. Passengers will never see it, but we have streamlined the back-office elements of the offering to improve inventory and transaction management and reduce costs, seamlessly integrating to crewmember devices to make their lives easier.
Airlines are thinking beyond wireless IFE to engage passengers and reduce operating costs. Our new capabilities respond to these needs, on a global scale. And we're making it easier to get started, with new ways to scale Digital Direct's offerings over time. Airlines are able to bundle digital services or deploy across multiple fleets and IFEC systems, on a schedule that works for their needs. We also provide deployment options with zero up-front costs.
In reality, COVID-19 has rapidly accelerated digital transformation strategies. We've accelerated Digital Direct's evolution as well, to be the leader in integrating e-commerce, retail onboard and wireless IFE as a full digital services platform. Digital Direct is uniquely positioned to be the foundation for airlines looking to get more digital onboard as airline ancillary revenue generation and inflight tech continue to grow. We would love to discuss your onboard digital requirements and how Digital Direct can help.