SpiceJet launches streaming IFE solution fleet-wide

More than a year after committing to the platform SpiceJet rolled out its inflight entertainment offering today. The BYOD streaming solution, branded SpicEngage, offers, video content, games, reading options and more. Passengers access the system using their own mobile devices. The system, based on Lufthansa Systems‘ BoardConnect platform is available fleet-wide, covering both 737 and Q400 aircraft.

I am excited to announce the launch of our new in-flight entertainment system, SpicEngage, which will vastly improve the onboard experience of our flyers. Passengers can now use their own phones & tablets onboard SpiceJet to watch their favourite shows, play games, read & do much more. SpicEngage, much like SpiceMax, is a unique offering from SpiceJet that will make air travel spicier. – Ajay Singh, CMD, SpiceJet

The service sets SpiceJet apart in India’s competitive LCC travel market. It is the fastest growing domestic aviation region in the world and airlines are battling aggressively to increase market share. Much of that work to date has come in the form of fare wars. Full service carrier Jet Airways is struggling as a result of that battle, seeing to restructure debt as it also aims to rapidly grow its fleet. Jet offers streaming IFE in partnership with Global Eagle.

By shifting away from only battling on price SpiceJet (and others) can de-commoditize their offerings and theoretically drive higher revenues from travelers, both in the up front ticket price and in ancillary sales. The SpicEngage service is free today but also includes an “Eat” section on the portal. The carrier already sells food on board most flights but adding the menu to the IFE system will likely increase consumption rates.

The long window between contract and rollout is unfortunate, but also relatively uncommon in the streaming IFE system space. Most such deployments happen rapidly; that remains one of the driving value propositions of these IFE kits.

That’s the good news on the company’s move to modernize and improve. The bad news is that is comes against a backdrop of continuing sexism in cabin crew hiring. The airline’s most recent efforts on that front limited the applicant pool to only women and a full-length photo is a critical part of the application process.

At least the solicitation for pilots includes both men and women.

Header image: Cabin interior via Stefan Krasowski via Flickr/CC BY-SA