What can Thales do for airlines with a mini-data center on board? The new FlytEDGE inflight entertainment platform aims to find out as it upends the way the company approaches IFE deployments. Pitched as the first connected, cloud-based IFE system, FlytEDGE promises a new level of content personalization as an engagement platform, not just an entertainment server.
FlytEDGE is software that turns the on-board data center hardware into revolutionary inflight entertainment experience.
– TK Kallenbach, Thales InFlyt CEO
The FlytEDGE approach breaks out of the proprietary software model for IFE systems. Instead, the company will deliver a wholly web-based solution on board. Passengers will interact with FlytEDGE via a web browser – either an embedded version on the in-seat screens or on their personal devices, depending on the airline configuration – with a consistent experience. It is also available as an upgrade to existing AVANT Up customers, replacing only the head-end and not the screens.
Perhaps more compelling, airlines will be able to more easily integrate the myriad external applications and data sources that promise to make personalization of the inflight experience truly come to life.
Personalization is, of course, not a new concept in the market. And while Thales InFlyt’s VP Product Delivery Kurt Weidemeyer acknowledges that much of the same personalization functionality is available today, he sees FlytEDGE as changing the landscape when it comes to delivering those services. “We can do a lot of this, even on our AVANT Up system. It just takes more time and effort. And there’s a cost involved to get there. FlytEDGE enables all of this to be done much more quickly…and more efficiently. That’s the that’s really the key driver.”
Indeed, both Weidemeyer and outgoing CEO TK Kallenbach lauded the customization and personalization efforts JetBlue has accomplished on the AVANT platform. But they also acknowledged the level of development effort required to deliver that. But delivering real A/B testing of the user interface is nearly impossible in the legacy environment. That sort of functionality is native to the web-based approach FlytEDGE implements. Ditto for ad targeting and other core personalization functionality.
Launch customer secured
One validation of the new approach would be through the announcement of a major airline as a launch customer. Thales did precisely that, though it stopped short of naming the airline. The system will be installed as a line-fit option on new aircraft and retrofit on to existing planes. It will fly on both single-aisle and twin-aisle planes. And it will fly on both Airbus and Boeing aircraft.
Initial installations are expected on the line-fit planes, so entry-into-service timing is a bit up in the air. Depending on OEM delivery delays, FlytEDGE is expected to enter service in late 2025 or early 2026 on those new planes.
An app-based experience, based in HTML standards
As with other IFE platforms, Thales is developing a suite of applications to serve as building blocks for airlines. But, as Weidemeyer explains, “If airlines want to do something different, if they want to go their own way, this is the first IFE system where they can absolutely make that choice.”
Airlines have the choice of hosting those custom applications in the data center on board or leveraging inflight connectivity to host services on the ground, with FlytEDGE facilitating the integration in the air. Tying in to a loyalty program or other ground-based services through the portal can happen the same way on the planes as it does on the airline website, rather than requiring redevelopment of a new interface.
Shifting to HTML-based applications can create challenges, of course. Airlines today have invested heavily in getting to where they are with their application suite, and changing just for the sake of change is rarely well received. Fortunately, Thales is also working with other industry suppliers to make sure that core services are available from day one on the platform. That means cooperating with GEOFusion and FlightPath3D, for example, to ensure that airlines will still have quality moving maps as an option when the system deploys.
Edge caching comes to life
FlytEDGE customers will also be able to integrate existing HTML apps from content providers, including streaming media services. And with 96TB of storage available on the platform and a partnership with Netskrt, Thales is touting an edge caching option that enables streaming to multiple passengers on board without downloading the content multiple times to the plane.
Delivering on the edge caching comes with a notable sticking point: Content licensing. Thales – or the airline – must negotiate with the various OTT providers to permit the caching of content on the planes. And while it is reasonable to believe that such a move is in everyone’s best interest, that does not mean the deals are signed yet.
Weidemeyer notes that Thales is in conversations with multiple providers to enable the caching. He also expects that, in some cases, an airline might negotiate directly with the content provider. This could prove particularly compelling for larger airlines who have experience in negotiating content deals. Or those who already have promotional partnerships with streaming platforms. Indeed, the FlytEdge launch customer is having those discussions with at least one OTT.
Truly connected for IFE
The integration with external data sources and applications means FlytEDGE also depends on an active internet link to deliver the full experience. While the system architecture allows for it to work while that service is offline, Kallenbach is clear that it “wouldn’t be deployed on a non-connected airplane; you wouldn’t get the value from that.”
Weidemeyer expanded on that, noting that the system is fully mirrored on the plane in a cloud-based data center. While it is “meant to always be connected” it can run just fine offline for short periods of time. The full feature set, however comes from integrating with online applications. While Thales would prefer customers mix FlytEDGE with its own FlytLIVE connectivity solution, the CEOs confirmed it can use network services from any provider.
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