XPlore, and More!
This week we got a tip-off about a new product that Cyril Jean at PXcom developed for airline inflight content. To start off our discussion with him, we asked for a simple statement of what XPlore is, and he told IFExpress; “A comprehensive on-the-ground solution that generates interactive apps for your IFEC platforms.” But the real solution is a bit more elegant than that. The true beauty of XPlore is it bares the workload of locating, selecting, developing and providing IFE solutions. Further, we note that their total operation is handled by their SaaS (Software as a Service) model. After we heard more about the program, we thought our readers might like to see how content and advertising providers could take the load off the airlines and we asked Cyril if he would give our readers a few answers to some relevant questions:
Q. What is XPlore?
A: XPlore is an end-to-end solution, focused on destination content, deals & services, that enables content creation, aggregation and management on the ground and automatically generates the inflight apps or updates for the inflight apps, that are aimed at being integrated into the IFEC platforms.
Q. How does it work?
A: XPlore is divided into a back office, and bespoke inflight apps. On the back office side, we agree with airlines on the kind of content that they want to onboard: interactive destination guides, sponsored content, editorial content, destination deals (activity booking or couponing), destination services (taxi booking, car rental, hotel pre-checking, etc.) Meantime, we create for the airline the interactive experience they want to deliver onboard. That means that we create the app(s) that they want to be integrated into their IFEC platform, whether seatback screen, w-IFE and/or IFC portal, or airline’s app. The GUI is always customized to provide a consistent and seamless experience on the IFE. And automatically, we “populate” the apps with the content updates that are managed on our back office.
At the end, when the aircraft lands, we off-load all the usage data, transactions…and update the dashboard both for the airline, PXCom, and all the involved partners. Except for destination services that require IFC, our technology doesn’t need to rely on any IFC.
Q: So, XPlore is on the plane and on the airline ground data sources – but it looks to also be on your computers to monitor it as well. Can you sort out for our readers what each part does – Airplane, Airline Back Office, and PX Com office computers/monitoring equipment? Do they talk to one another? If so, how?
A: Actually our back office is on a SaaS mode (Software as a Service). There are as many accesses as an involved stakeholder:
- PXCom has an access to upload and manage all the destination guides contents from the travel guide editor we partner with, as well as the destination deals inventories
- All the sponsors and advertisers access to upload their promotional content and define the call to action they want (booking/prebooking, landing pages, lead generation form, downloadable coupons, etc.), and monitor the results of their advertising campaigns
- Each airline we work with, has a dedicated access, both upstream, to manage the content they want to add, clear/ban the advertisers, sponsors, destination service providers – and downstream to monitor the usage data as well as the generated ancillaries.
Then PXCom’s team controls, monitors and manages on the back office the whole content which is ready to be onboarded, and, through a simple click, the team generates the content or content’s update, including the possible GUI changes. All this digital content is then sent to the considered airline’s IFEC through its IFEC manufacturer, and when an aircraft lands, all the relevant data is automatically sent to our back office and feed the usage figures.
Q: Why did you and your team develop XPlore?
A: Actually, this architecture (on-the-ground back-office “connected” to inflight) was developed for our internal needs, and is part of PXCom’s patented technology. The principle is exactly the same as for regular media (music, movies, digital press) managed by well know CMS (Content Management System), but the big difference is that we only manage digital and interactive content.
Q: Will XPlore work on seatback and personal device alike?
A: Correct. All our solutions are designed to work regardless of the InFlight Entertainment platform (seatback screen, w-IFE, IFC portal, airline mobile app).
Q: Have you developed many airline solutions for XPlore and are airlines interested?
A: By AIX we will be integrated on 11 airlines. 100% of what we provide the airlines with, is managed by XPlore and we will welcome all the IFEC industry to booth 3C40B.
Q: OK, XPlore sounds very airline friendly but how will it help airlines?
A: PXCom is dedicated to both leverage the #PaxEx and generate ancillaries for the airlines. XPlore is a cost-effective solution that introduces a maximum agility both in the GUI and the content management of the inflight apps. For example, should an airline produce for its website some destination tips or editorial content they want to onboard additionally to their interactive inflight destination guides, we just need to connect via an API, and automatically the content produced for its website can be retrieved and aggregated with the rest of the destination content that we onboard.
Regarding the ancillary generation, our technology acts like an aggregator, especially for destination services. Let’s consider an important car rental company. This company has partnerships with X airlines that all have different IFEC platforms. For this car rental company, we create once the inflight app, and rolls it out on all the airlines-partners IFEC/IFC platforms. On the reverse side, for an airline that wants to “populate” its inflight connectivity portal and maximize the ancillary revenues we position as a single technology entry point for all its partners.
Q: That all sounds great but what are airlines doing with your content application solutions?
A: We have closed a deal with an airline that has chosen to add its own cabin crew tips (specific Points of Interest and/or specific reviews). That means that the airline’s cabin crew management has organized the collection of the tips, and upload them on our back office to be aggregated with the interactive destination guides that we provide.
Another airline has chosen to “plug” its own destination content, initially written for its inflight magazine, to the destination guides we will integrated into both its seatback screens & IFC portal.
Q: Will this product reduce airline costs or provide other benefit like more usage and customer interest data?
A: All of these! Regarding the costs, we can change the whole content as well as 100% of the GUI of the apps without going through costly software update assessments.
Regarding the customer interest data, when we talk to airlines, we show them the day+1 live monitoring of our apps’ usage data. These data help us in delivering more accurate content, whilst offering “sponsors” the right insights for their inflight digital advertising campaigns
Q: Sounds exciting Cyril, when it be flying?
A: It’s already flying on 160+ aircraft!
(Editor’s Note: The XPlore Main Architects are shown in the picture above but not the whole team were included. Also, be sure to checkout the XPlore Brochure!)
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