7. In-flight entertainment
In June 2010, Qantas low-cost subsidiary Jetstar became the first airline in the world to offer the iPad for rent in a month-long trial on two routes out of Melbourne. As the pilot was a success, the airline anounced it would roll out the offer across its fleet, and after experiencing multiple delays the airline in November 2011 launched the device on trans Tasman flights, before rolling it out across domestic and short haul international services. Passengers flying longer than two hours can hire an iPad from AUD10-15 per flight, and Jetstar will initially roll out 3,000 iPads with plans to increase this number once the iPads are placed on Jetstar’s Asia network.What sets Jetstar’s iPad offering apart is the airline’s cooperation with Stellar Inflight (presentation here) to develop its own graphical interface and content management system for the device, in order to make it viable for so-called early-window content (latest release movies, TV shows and music direct from Hollywood) as well as the latest generation games (provided by Gameloft). Says Jetstar CEO Bruce Buchanan, “We’ve worked with major motion picture houses to ensure that our customers have access to the latest release movies, a first for the industry. We’ve also collaborated with the industry to and will also offer next-generation games for customers using the iPad in-flight.”