Panasonic Avionics has joined forces with Adobe to enhance its inflight entertainment and connectivity (IFEC) services.

This will be achieved through enhanced content delivery, data collection & activation, journey orchestration and experience intelligence services, the companies said.

Adobe, which offers enterprise software solutions, will partner with Panasonic Avionics to drive airline loyalty (NPS), ancillary revenue and operational efficiencies.

Panasonic Avionics will integrate Adobe Experience Cloud’s content delivery, data, journey orchestration and experience intelligence capabilities into its onboard IFEC systems to ease the distribution of content for inflight services while generating and activating on data from passengers’ real-time onboard services, transactions and in-trip experiences.

Airlines will gain behavioural insights from customers’ IFEC interactions to accelerate service and enhance loyalty while connecting the in-flight experience throughout each passenger’s journey, the partners said.

“The cabin experience offers enormous untapped potential to deliver new value to airlines and their passengers through IFEC,” said Panasonic Avionics’ vice president, digital solutions Andrew Mohr. “We are delighted to provide this latest evolution in the digital onboard experience. Pre-integrating Adobe’s services will provide valuable and insightful data to airlines so they can further improve the in-flight experience for their customers.”

Adobe’s global head of industry strategy for travel Julie Hoffmann commented: “At Adobe, we help travel brands to personalise and scale digital experiences. Working with Panasonic Avionics, Adobe Experience Cloud transforms all airline passenger data to create actionable customer profiles, whilst ensuring privacy is respected and data is securely stored.

“Together with Panasonic Avionics, we are unlocking the value of data for airline teams, accelerating personalised experiences and services in-flight, that passengers now expect.”

The capability will include Panasonic Avionics’ recently introduced modular interactive capability, which it said would enable the ability to leverage existing airline digital assets and workflows and harmonise digital initiatives across all airline channels – web, mobile and IFEC.