Emma Kelly/ORLANDO
British Airways is re-evaluating its interactive in-flight entertainment (IFE) programme following reliability problems with the B/E Aerospace Multi-media Digital Distribution System (MDDS). The deal is valued at up to $225 million, depending on the number of aircraft equipped.
The MDDS, selected by BA in 1995, was to be installed on the airline's entire long-haul fleet, pending a successful trial of the system. The airline planned to offer a range of IFE services, including audio- and video-on-demand, in-flight shopping, hotel and airline information services, using the MDDS platform and BT Skyphone's Airline Interactive Services software.
After two years of work towards an in-service trial, hardware-reliability problems are still unresolved.
"The MDDS is not delivering the reliability required, so we are re-evaluating the way ahead," says BA. Despite its bad experience of interactive IFE hardware, the carrier is committed to the concept.
"We embarked on a massively innovative and challenging IFE programme, but we thought the risk was worth taking," says BA. The airline declines to comment on the level of reliability achieved.
The carrier is now evaluating several interactive IFE systems, including the MDDS, with a decision on the way forward expected by year -end. "The pre-requisite is that the system is reliable," says BA.
Hughes-Avicom International, Matsushita and Sony Trans Com all have interactive IFE systems in development or already in service.
B/E Aerospace, meanwhile, stands by its system. "MDDS remains the most advanced system in the industry," it says.
"To implement a system with that degree of complexity takes time," adds Wade Warley, executive vice-president marketing at B/E Aerospace. The manufacturer is confident that BA will stick with the MDDS, albeit in a non-interactive mode initially.
South African Airways is to be the launch customer for Sony Trans Com's new interactive Passport System, it was announced at the World Airline Entertainment Association show in Orlando, Florida, on 10-16 September.
Source: Flight International
