Monday, February 2, 2015

Philippine Airlines In-Flight Entertainment Draws Mixed Reviews

When it comes to in-flight entertainment, it doesn't get any more inconsistent than Philippine Airlines. The type of IFE experience a passenger receives when travelling on board PAL is highly dependent on the type of aircraft that one is flying on. In-flight entertainment options on Philippine Airlines range from individual seatback televisions to absolutely nothing.

Image Source: Philippine Airlines
Philippine Airlines shocked the aviation industry last year when it revealed its brand new Airbus A330-300 long-haul aircraft without a single seatback monitor or overhead television installed on board -- not even in Business Class. PAL is the first full-service carrier in the world to completely remove IFE screens from its A330 fleet including the Business Class section in favour of a wireless-only solution.

The Philippine Airlines fleet is currently comprised of the following aircraft with the corresponding in-flight entertainment in economy class:
  • A320-200: Overhead Television
  • A321-200: No IFE
  • A330-300: Wireless IFE
  • A340-300: Overhead Television / Mainscreen
  • Boeing 777-300ER: Individual Seatback Televisions
Philippine Airlines also makes iPads available on selected aircraft for passenger use that are pre-loaded with content. However, whether a passenger uses their own personal device for in-flight entertainment or it is an iPad provided by the carrier, the jury seems to still be deliberating as to whether this is a suitable replacement for traditional seatback screens.

When it comes to iPads and personal devices, passengers have complained about a number of issues:
  • Limited Content 
  • Battery Life
  • Exhaustion from Holding the Tablet for an Extended Period
  • No Place to Stow the Tablet During Meal Service
  • Strained Necks from Awkward Viewing Angles
  • Slow or Freezing Wireless Connection
Most passenger feedback seems to highlight at least one, if not all of those issues. As the Paranoid Traveller reported on a recent flight from Manila to Seoul Incheon, "I must say that I prefer watching using the slowly-being-phased-out traditional in-flight entertainment (IFE) because for one, it's eye level or above the head. With my vertigo, I cannot look down for a long time. Propping up my iPad using my arm is tiring which defeats the purpose of watching for relaxation. Not to mention, it drains my battery."


Philippine Airlines does not currently charge for connecting to the wireless in-flight entertainment. However, if you wish to use the in-flight wireless internet, passengers will be charged anywhere from US$5 for 30 minutes up to US$40 for the entire flight. Passengers are expected to bring their own Wi-Fi capable devices, but for those who do not have one, Philippine Airlines provides iPads at no charge to Business Class passengers, while those in Economy Class can rent them for a fee.

"PAL A330 Business Class features a Wireless IFE Cabin"
Image Source: Philippine Airlines / Airline Trends
As the official launch customer for the OnAir Play wireless entertainment system, Philippine Airlines has taken a leading role in introducing the wireless entertainment product in Asia. However, it is not the only carrier in the region that is currently testing the model. SilkAir, Bangkok Airways, and even Cebu Pacific have been trialling wireless systems aboard their aircraft.

Although Philippine Airlines under the leadership of San Miguel Corporation was very much in favour of the wireless system, it remains to be seen what its future will be with the carrier. Last September, Philippine Airlines announced that it would install wireless entertainment systems across its entire long-haul fleet of A330 and A340 aircraft. However, under the leadership of the Tan Group, PAL President Jaime Bautista stated that he intends to elevate PAL's standards to a competitive level alongside Asia's best carriers such as Cathay Pacific and Singapore Airlines. Philippine Airlines is due to order additional long-haul aircraft, but how they will be configured in terms of in-flight entertainment remains to be seen.

The recent rise of wireless in-flight entertainment has led both passengers and airline executives to wonder if it will one day replace traditional embedded systems. At this point, it seems like most believe that embedded systems are here to stay at least for the immediate future. When China Southern recently placed an order for Boeing 777-300ER aircraft, they revealed that an advanced next-generation IFE product would be installed with embedded in-flight entertainment.

"Philippine Airlines A321 Business Class with No IFE"
Image Source: Philippine Airlines / Flavours of Life
Whether Philippine Airlines likes it or not, it operates in a highly competitive environment against strong Asian and Gulf carriers, which are continuing to install embedded in-flight entertainment systems in spite of the wireless technology. PAL needs to make similar decisions with regard to its in-flight entertainment or risk being left behind for years, while enduring unfavourable comparisons by passengers, which could result in losing business in the long-term.

Philippine Airlines has long-held an advantage of being the sole carrier operating non-stop service on a number of routes to Manila. But as more foreign carriers take interest in the Philippines, PAL will likely not have this competitive advantage for much longer, particularly in the lucrative US market, where it stands to put itself at a competitive disadvantage if it does not keep pace with the rest of the industry.

United Airlines is already considering opening non-stop routes to Manila from San Francisco and Honolulu, possibly with brand new Boeing 787 aircraft. While PAL's Boeing 777 fleet offer a competitive product, the A340 aircraft that are plying routes to Honolulu, Los Angeles, and soon to be New York, will likely not be able to keep up.

"PAL Boeing 777 Economy Cabin"
Image Source: Philippine Airlines
In an interview with Runway Girl Network, Emirates Executive Patrick Brannelly stated that the Dubai carrier has no intention of embracing a fully wireless environment for economy class, even on its new fleet of incoming Boeing 777X aircraft. "I cannot see wireless working on so many levels," said Brannelly. "We will be embedded for many years to come. That's not to say Wi-Fi delivered content won't augment this." Emirates was voted World's Best Airline in 2013.

Some of the primary problems that still exist with the wireless technology is the inability to deliver a true high-speed internet product and the fact that Hollywood does not permit streaming of early window content to the personal devices of passengers. Moreover, as Gulf carriers continue to invest in embedded IFE, it is unlikely that wireless demand will accelerate.

The exception may be with low-cost carriers or cost-conscious airlines that currently do not offer any existing IFE product as the wireless system becomes an attractive option for ancillary revenue generation. However, as far as legacy carriers are concerned, seat-back IFE systems are now to passengers what wireless internet is to guests in hotels. They are considered a comfort factor that is now a basic expectation of passengers.

Although many carriers around the world such as SilkAir and Southwest Airlines are adopting wireless systems, the wireless technology has not been replacing traditional embedded systems on long-haul aircraft, except in the case of Philippine Airlines. The wireless in-flight entertainment is primarily being deployed on narrow-body aircraft that never previously had embedded in-flight entertainment to begin with.

Unfortunately, Philippine Airlines falls behind the mark on that aspect as well, accepting delivery of brand new A321 aircraft without any form of in-flight entertainment at all. American Airlines recently decided to install seat-back entertainment across its entire fleet of new A321 aircraft.

For aircraft manufacturers, ordering an aircraft without an in-flight entertainment system is the equivalent of ordering a vehicle without a radio. "If you have a long flight without in-seat IFE, that's the worst thing you can dream of," said Ingo Wuggetzer, Airbus Vice President of Cabin Innovation & Design. "The current trend we see is to maintain in-seat IFE, and to have streaming on the top to allow passengers to work on their mobile devices while watching a movie."

The bottom line is, if a passenger could do that at home, why shouldn't they be able to do it in the sky? For Philippine Airlines, which refers to itself as "Your Home in the Sky," the airline has missed the mark and fallen behind the trends yet again. Seat back entertainment is a comfort factor for passengers, which already enjoy the ability to watch television at home, while working on their personal devices. That is why the trend in airlines has shifted in this direction -- not to get rid of embedded entertainment in favour of wireless technology -- but rather to add wireless technology to complement the embedded entertainment.

Delta Airlines, which operates flights from Tokyo to Manila, is currently in the process of installing new seat-back entertainment across all of its narrow-body aircraft operating in the United States. This includes its existing fleet and new aircraft scheduled for delivery through 2018.

"PAL A330 Business Class features a Wireless IFE Cabin"
Image Source: Philippine Airlines / Airline Trends
Former Philippine Airlines President Ramon Ang believed that the airline industry was shifting towards wireless technology. But the reality is that we have not see a mass exodus away from seat-back systems on any international wide-body aircraft with the exception of Philippine Airlines. The new wireless technology is being used primarily to complement existing embedded IFE systems or to enhance the experience on aircraft that never previously offered any form of in-flight entertainment.

The vast majority of long-haul aircraft continue to be ordered with embedded systems. In fact, Airbus has revealed that it intends to take IFE to an entirely new level with a fourth generation IFE that will debut on its A330-800neo and A330-900neo, which will include everything from full in-flight connectivity to mood lighting and even 3D films.

If the bar is being raised to 3D films available on board the aircraft of the future, Philippine Airlines will be incredibly limited in its ability to offer a premium product with only wireless infrastructure in place. However, industry observers continue to monitor Philippine Airlines to determine if their purely wireless product will gain any traction. For now, recent reviews suggest that is unlikely.

The current reality is that most passengers and airlines believe that embedded systems are a vital part of the passenger experience, especially on long-haul routes. Embedded in-flight entertainment systems can deliver an experience that simply cannot be matched by existing wireless IFE solutions.

For passengers of Philippine Airlines, a wireless entertainment product is indeed welcomed if the alternative is no in-flight entertainment at all or perhaps even overhead video screens, but nobody has yet proclaimed that the wireless system is superior to embedded seatback systems. Passengers travelling on PAL's route from Manila to London Heathrow have actually commented how they miss the embedded IFE of the Boeing 777 aircraft that previously operated the route.

On the Skytrax Airline Review website, M. Leeming of the UK wrote:
"Why have PAL started using old A340's on long haul flights to London? We flew Manila on September 29 2014 and frankly I was shocked when I got on board and saw no entertainment screens in the seats! Come on! This is long haul on a large scale! 15 hours. OK you gave out tablets to passengers that wanted them but to hold in your hand for hours on end is not good. Please get your act together PAL on this long laborious journey! Bring back the 777! Or we wont use you again."
The future of in-flight entertainment on Philippine Airlines remains unclear, but what is clear is that at least for now, embedded in-flight entertainment systems are here to stay and those that have failed to adopt recent trends in in-flight entertainment will one day find themselves at a severe competitive disadvantage.

42 comments :

  1. Jaime Bautista should revised Ramon Ang's good but poor strategies.

    ReplyDelete
    Replies
    1. define good, Ang made a lotta boo boos when he took over this airline, now Jimmy Bautista has to clean up his mess

      Delete
    2. Yup a better strategy is if they buy the super cheap Android tablets flash custom roms on it then modify the battery so it uses the planes power or connect it on the charger strap it on the seat back simple as that oh yeah hire 20 super nerds then they will make the roms and root and flash the roms to the tablets then you're done :)

      Delete
    3. Pal needs to stop it pal is slowly turning to a vegtable if they continue in the next 10 years pal is worthless a shit airline carrier ang needs to gtfo or face the consequences

      Delete
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  2. For PAL the best way to compete is really matching all of the things that SQ and CX have been doing including positive crew attitude during the whole flight. I can now see that these competitors are planning to intensify their market share onto the Philippines market, so it is a jungle out there! If I go home to RP (from USA) with lots of choices, you know which airline I will choose: the four or five star airlines which offers the best competitive economy fares! That's part of capitalism....... really!

    ReplyDelete
  3. Flying on PAL is like going to the used car lot, sometime you get a lemon and sometimes it's ok. Instead of shutting down the negotiations with the UAE, PAL should have gone in hand in hand with it's partner Etihad. Growing that relationship would bring them an amazing partner, stellar network and top line management strategy. They could use the help.

    ReplyDelete
  4. whoever advised Ramon Ang that no IFE was the wave of the future is STUPID! Just think of the in flight safety demo where the cabin crew has to do it manually, isn't that such a waste? Maybe they should give out sleeping pills on long haul flights since there is no IFE.

    ReplyDelete
  5. That's because PAL wants to be first even among stupids. This airline sucks!

    ReplyDelete
  6. Pal its okay to put wireless ife on airbus 320 ana 321 instead of embedded ife. For long haul wide body planes traditional ife is very important...holding tablet or smartphone on long haul flight are not comfortable. I guess its new management will reconfigure its long haul planes ,i hope so.

    ReplyDelete
    Replies
    1. LT/JB is going to need to reconfigure the 3-3-3 abreast on A330s as well. A 3-4-3 abreast on the 77W is slightly more understandable.

      Delete
  7. I flew PAL only once from the US and that was way back in 1994 onboard their brand new 747-400. It did not have IFE but the service was good. Since then, I have only flown SIA, albeit a 31 hr flight via Frankfurt and ANA (twice). I can honestly say that ANA from IAD is the best option when flying to MNL. The 2-hour layover in Narita goes by rather quickly and flying into T3 is far better than any other option.

    ReplyDelete
  8. Hope PAL will not stop flying from London to Manila... Coz we heard that they gonna pull out London and concentrate US...

    ReplyDelete
    Replies
    1. Well, I don't know if they will stop or not. But what I saw on my last flights with PR from and to London: Dec. 29 only 99 passengers, and February 12 less than 80 passengers in the whole airplane. The reason? Who wants to take an airplane without TV on the seat with about 50% higher price than other very good airlines, like OZ, EK, EY and soon with europeans best airline TK? The staff there tries to be very kind, but I think they never flew other airlines, so they don't know the difference! On my last flight with OZ they went through the cabin about every 15 min with a tray full of glasses with water and orange juice. And PR doesn't let check you luggage though in Manila, if the connecting flight is later than 12 hours of arrival! Never seen that before on other airlines! On all other airlines you can let it check-through if the transit is less than 24 hours.

      Delete
  9. I recently flew PAL from Manila to Australia on what was the unannounced introduction of A330s from 1 February 2015 to Sydney and Melbourne.

    I asked the head cabin attendant for an iPad and received one for free, but it had a limited range of entertainment: only one music CD that I liked, for instance. The alternative (using one's tablet) was chargeable: no one seemed to want to pay.

    This article is absolutely correct.

    Get with it, PAL and if you can, spend the money to retrofit aircraft with seatback IFE as on the six Beoing 773ERs that no longer fly to Australia (sadly.)

    ReplyDelete
  10. i will still ride PAL if ever if will go long haul. What is important is big battery banks will be available in the market so i wont have problem with my ipad running out of battery while watching movies using PAL in Air Wireless IFE.

    ReplyDelete
  11. even though target market are mostly Filipinos but please we also know how what is the meaning of "COMFORT" and modern flying is. PAL wake up!

    ReplyDelete
  12. To make PAL more competitive, Jaime Bautista should adjust Ramon Ang's good but poor strategies for PAL by refurbishing their new planes.

    Airbus A330-300 (business+premium economy+economy):
    Seat Plan:
    For economy class, equip them with economy class seats from either old Airbus A330-300, old Airbus A340-300, or new Airbus A340-300 and make it 8 abreast. For premium economy, equip them with business class seats from old Airbus A330-300 and make it 6 abreast or economy class seats from either old Airbus A330-300, old Airbus A340-300, or new Airbus A340-300 and make it 7 abreast.
    IFE:
    Equip at least mainscreen monitors from old aircrafts.

    Airbus A330-300 (premium economy+economy):
    Seat Plan:
    1 of 8 of these aircrafts should follow the configuration that mentioned above.
    Make premium economy 7 abreast.
    IFE:
    Equip at least mainscreen monitors from old aircfarts.

    Airbus A340-300:
    Equip business and economy class with business and economy class, respectfully, from Boeing 747-400.
    IFE:
    Aside from mainscreen monitor, it will also have personal monitors per seats.

    Airbus A321:
    Equip them with at least mainscreen monitors from old aircrafts.

    ReplyDelete
  13. i always flew PAL and i was planning to fly my family to London but when i learned this week from my son (who flew to Japan with his family of 2 young boys) that there were no IFE, i will now fly CX.

    whoever advised Ramon Ang to remove the IFE is so STUPID. Hopefully, Lucio Tan can retrofit back the IFE.

    ReplyDelete
  14. I rather fly direct lax to cebu than fly asian and sit 8 to 12 hours between flights or fly Cathay sit at airport 4 hours pay another 700 usd in end more happy to have direct flight save me 16 to 23 hours travel time I can use back up battery give me 3 to 4 hours extra life.

    ReplyDelete
  15. I rather fly direct lax to cebu than fly asian and sit 8 to 12 hours between flights or fly Cathay sit at airport 4 hours pay another 700 usd in end more happy to have direct flight save me 16 to 23 hours travel time I can use back up battery give me 3 to 4 hours extra life.

    ReplyDelete
  16. This is so disheartening to find out there are no television screen behind the seat for their Manila - London flight..W.T.F....it is a long haul flight and what do u expect the passengers to do.....look and smile at each other for 15hrs..... or get on board n just sleep. I am so royally farkeddddd just thinking about my flight with them in 2 days time...15 freaking hrs....even if they gave that tablet to me for free, i still don't see myself holding it throughout the entire flight......had i known earlier i would have requested the company to book me on another airline. I sure as hell do not mind making a transfer at HK to another airlines .... And guess what, i bought the ticket earlier than my colleague and his flight on British Airways to London that he got was USD200-300 cheaper. This is such a big ass con job by PAL.

    ReplyDelete
  17. I remember that PAL was in the RED before SMC took over. Which is why PAL was sold it to SMC in the first place. A lot changes happen and one the feel the big difference in the overall services, ticket pricing and entertainment PAL management provided then. But then the original management (TAN's group) took over again and things went back to the sloppy and unreliable service. I think SMC's plans and vision are far superior, but are getting hampered because of the mess left behind by Bautista. Personally, change all the executives for PAL to grow. As the saying goes "its hard to teach old dogs new tricks"

    ReplyDelete
  18. The service was superb which is given by the Philippians Airlines. The video was awesome. Inside the plane is look like a heaven. Thank you for your nice sharing.

    ReplyDelete
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  20. PAL has Poor Customer Service! I've live in San Francisco for over 10 yrs and only flew twice to PAL ( I go back home to visit every year) All their Flight Attendants are bossy and rude to passengers! After 4 yrs I will be flying again with PAL. Hopefully better customer service!

    ReplyDelete
  21. This is just sad. Anybody who is in right mind know that IPad IFE promotes danger. How can you watch in desk while you have your food there? Were the then decision makers absent during anthropometrics and ergonomics class? Did the subject was part of their respective school's curriculum in the first place?

    The unfortunate situation is only a part of many problems that has mothballed akin to sad state of Philippine airports and Philippines itself.

    ReplyDelete
  22. Was on a Manila to London 14 hour flight yesterday. Plane was empty. The most dull and crap flight I have ever experienced . Those ipads are nonsense with about 10 films, low volume and no subtitles. Never again Pal.

    ReplyDelete
  23. Philippine airlines are one of the longest surviving aircrafts on the planet. Having been through many high points and low points in the business sectors, and being more than sixty years of age, the Philippine carriers appears just as it is digging in for the long haul.

    ReplyDelete
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  26. travel to manila at least twice a year. they are falling so far behind once again , entertainment is virtually non existent , food is poor , staff don't care ,toilets are always dirty or not working. baggage handling in manila is terrible , and using narrow body jets for long haul flights is like flying in central africa.
    if my staff book me on PAL again they will be looking for a new job

    ReplyDelete
  27. RUBBISH
    IFE IS ESSENTIAL IN THIS AGE

    ReplyDelete
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  29. PAL have always treated its normal economy passengers as second class citizens. The London PR720, PR721 flights are typical. OK old spanish A340's but the IFE is dismal. Why not invest some money and update? This is the reason I send my daughters back an forth using Emirates and use them myself, or singapore. Trying to reduce set up costs by having no IFE is so short sighted.

    ReplyDelete
  30. ^@Unknown, the reason why they don't update their A343s is they recently leased 2 more B77Ws to serve the much needed upgrade of the MNL-LHR route. It will start in service from Q4 2017, most likely December when they'll be a surge of travelers who are off for some sunshine.

    ReplyDelete
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