iPad flight launches from Auckland

8 November 2011
Auckland, New Zealand
(1 page + 3 background pages + 2 FAQ pages)

iPad flight launches from Auckland

Low fares leader Jetstar will today rollout iPads on board, the first airline in the world to offer tailored technology for the device, revolutionising the in-flight entertainment experience for its customers. The first Jetstar flight with iPads on board departed Auckland this morning.

The cutting edge technology allows viewing of the latest release movies, TV shows and music direct from Hollywood, and a line-up of the latest generation games, e-magazines and e-books, all enhanced by a high resolution screen and premium sound system of the iPad.

iPads are being launched on selected Jetstar flights today and will be rolled out across the Australian domestic, trans Tasman and short haul international services from Australia and New Zealand in the coming weeks. Customers flying longer than two hours will be able to hire an iPad from $10-$15 per flight.

Jetstar will roll out initially 3,000 iPads with plans to increase this number once the iPads are placed on Jetstar’s Asia network.

Jetstar Group Chief Executive Officer Bruce Buchanan said iPads will offer customers a fantastic in-flight entertainment experience.

“Jetstar is proud to be the world’s first airline to entertain its customers with cutting-edge iPad technology,” Mr Buchanan said.

“Doing things first and doing them differently are key to Jetstar’s success. We’ve listened to our customers and know in-flight entertainment is an important part of their overall travel experience, so we’ve made sure the new iPads offer the very best viewing experience.

“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,” Mr Buchanan added.

“Jetstar’s iPad roll-out will join other recent innovations like SMS boarding that offer customers flexibility and convenience. As the first Australasian carrier to fly the Boeing 787 Dreamliner, Jetstar is currently assessing what in-flight entertainment options it will offer on these aircraft from 2013.”

The new iPads have been designed to appeal to everyone in the family by offering movies, children’s e-books, music clips, magazines and games with new content each month.

Visit Jetstar.com and be one of the first to use the iPad in-flight with Jetstar.

ENDS

BACKGROUND

Launch date
A320/321 – From 9 November 2011
A320/321 and A330 – From December 2011

iPad version
iPad1 and iPad 2

Available on
A320/321
- Flights longer than 2 hrs
- Selected trans Tasman, Australian domestic and short haul international

A320/321 and A330
- All Australian and New Zealand A320/A321 and A330 domestic, transTasman, short haul international and long haul operations
- Flights longer than 2 hours

Pre-booking
A320/321
- Not available
- Can be hired onboard

A320/321 and A330
- Available at Jetstar.com or via telephone reservations
- Can be hired onboard

Cost
A320/321
- From $10 per sector (e.g. Melbourne-Perth)

A320/321 and A330
- From $10 per sector on A320 and A321 services
- Pre-book from $12 per sector on A330 services
- From $15 purchased onboard per sector on A330 services

iPad content – from November 2011

Hollywood movies
To secure delivery of the latest release content, iPads negotiated deals with major motion picture houses including Disney, Universal, Sony and Warner Brothers, showing:
• Beginners
• Harry Potter: Deathly Hallows Part 1
• Harry Potter: Deathly Hallows Part 2
• Horrible Bosses
• Friends with Benefits
• African Cats
• Larry Crowne

Australian movies
• Little Sparrow
• Bran Nue Dae

Japanese movies
• Bunny Drop
• Paradise Kiss

Gameloft video games
Jetstar is working closely with Gameloft to offer 12 next generation games for the iPads to be rolled out over the next few weeks, including:
• Real Football
• Ashphalt 5
• Shrek 4
• Uno
• Shrek Kart
• GT Racing
• Brain Challenge
• Blokus
• Real Tennis
• Let’s Golf 2
• The Settlers
• N.O.V.A. Near Orbit Vanguard Alliance

ACP e-magazines
• Australian Women’s Weekly
• Madison
• Real Living
• Rolling Stone
• Wheels

Child Writes e-books
• 50 books, written and illustrated by children for children

TV
Comedy
• Chuck
• The Office
• Thank God You’re Here
• Big Bang Theory
• Summer Heights High
Drama
• Pretty Little Liars
• Nikita
• Human Target
• Harry’s Law
Classic
• The Adventures of Superman
• The Fresh Prince of Bel-Air
Reality and Lifestyle
• Trinny and Susannah’s Makeover Mission
• Tackling Peace
• Talking Heads Ahn Do
• Build it Bigger
• My Big Fat Gypsy Wedding
• Man vs. Wild
• Jamie’s 30-minute Kitchen
Sport
• Boarding Pass
• The Official Olympic Series
• The Sailing World Cup- Sail Melbourne
Kids
• Wiggles
• Bindi the Jungle Girl
• Bananas in Pyjamas
• Disney Channel

COMMENTS FROM CONTRIBUTORS

Stellar Inflight Chief Operating Officer, Michael Reilly said that the iPad would lead the way in offering passengers and airlines the best in in-flight entertainment. “This launch is a real testament to innovation and it is exciting to be spearheading a world-first venture with Jetstar. The design of the iPad and its functionality lend itself perfectly to be the ultimate in-flight entertainment device. With the iPad, we are delighted that Jetstar customers can now enjoy the freshest content on the hottest gadget on the market with the highest quality video and audio experience.”

Gameloft President and founder, Michel Guillemot: “Gameloft’s philosophy is to make video games available to as many people as possible by anticipating advancements in our field. We’re particularly proud of our partnership with Jetstar to offer a new breed of in-flight entertainment.

ACP Magazines Digital Director Carl Hammerschmidt: “There’s something to suit every Jetstar customer, who can now enjoy digital versions of Cosmopolitan, Madison, Real Living, Rolling Stone and Wheels, with content updated monthly.”

Warner Music Australia’s Director of Marketing, Beth Appleton: “Warner Music prides itself in driving innovative ideas and embracing new technology. New devices are broadening opportunities for people to enjoy music on the iPads and indeed, flying! We are excited about this exclusive partnership with Jetstar and bringing new music videos to Jetstar customers to enjoy while flying the skies.”

David Brown, joint Managing Director of Bluebox Avionics, the UK based company responsible for developing the Jetstar IFE system on the iPad device said: "We are delighted that Jetstar chose Bluebox to develop, deploy and support their IFE solution and we are confident that it will be extremely popular with their passengers’.

Child Writes is a not-for-profit program that supports child literacy: The iPads will feature 50 books, updated bi-monthly, all of which are written and illustrated by primary school-aged children. Child Writes literacy advocate Emma Mactaggart said, “We’re thrilled to partner with the iPads and connect with the thousands of children and families that travel with them.”

iPads Frequently Asked Questions

Why is Jetstar introducing iPad onboard?
Jetstar wanted to offer its customers the best possible in-flight entertainment option. By being the world’s first airline to offer a customised iPad for in-flight entertainment, Jetstar is revolutionising the onboard travel experience for its customers.

How will the iPad change the landscape of in-flight entertainment?
Since its launch in January 2010, more than 25 million iPad units have been sold worldwide, completely revolutionizing the tablet computer market. With its slim and sleek design, high resolution display and premium sound system, the iPad will offer customers a higher quality and more interactive in-flight experience on their Jetstar flight.

How popular do you think iPad on Jetstar will be?
Jetstar’s customer research indicates that the in-flight entertainment is an important part of the flying experience. Jetstar is confident that the iPads versatility, cutting edge technology and comprehensive product offering will be a highly-sought after addition to a customer’s in-flight experience.

Why did Jetstar choose the iPad over other tablet technology?
The iPad is one of the most user-friendly tablets available in the marketplace today, making it the ideal product for customers of all ages to use and enjoy.

How will the iPad stand on my tray table?
The iPads will be fitted with a purpose-built case, stand and keyboard for customers. Over time, Jetstar will fit a number of its A320/A321 fleet with aircraft seats that will allow the iPads to be inserted at the back of the headrest to allow for even easier viewing.

Will the iPad software be unique?
The Jetstar iPads offer customised software with a unique graphical interface and content management system for the iPad which makes it suitable for in-flight entertainment.

Do the Jetstar iPads have WiFi?
The iPads do not have WiFi connectivity. At this stage it is unlikely that Jetstar will offer WiFi connectivity due to the security that is required for traditional content.

Can customers play video games against other customers sitting on the plane?
As there is no wi-fi or internet capability on Jetstar flights, so unfortunately customers will be unable to play against one another.

Can children use the iPads?
The beauty of the iPads is its simple interface, meaning customers of all ages will be able to use the units without any difficulty. There is a kids zone function on the iPad meaning if a parent selects the kids icon on the homepage, only child friendly content will be displayed and selectable in the content set.

Can two people watch a movie or listen to music on the iPad on Jetstar flights?
An earphone splitter will enable two or more customers to use the iPads. Customers can bring their own splitter.

How many iPads has Jetstar purchased?
To date, Jetstar has ordered and purchased approximately 3,000 iPads for the Australian and New Zealand markets.

Will Jetstar purchase more iPads in the future?
Jetstar is committed to continually meeting the needs of its customers and will purchase additional units as demand grows, especially when iPads are rolled out across our Asia network.

When fully rolled out, how many iPads will be available for purchase on each flight?

Each Jetstar A320 service will have 24 iPads available for hire.
Each Jetstar A321 service will have 30 iPads available for hire.
Each Jetstar A330 service will have 160 iPads available for hire.

Why is the iPads the same price as your current video-on-demand units?
At launch, Jetstar wanted to ensure all of its customers have the option of enjoying the cutting edge technology of the iPads without paying more than our current video-on-demand units.

Are headphones included when you hire an iPads?
Yes.

Is there a risk that customers could breach copyright by synching the iPads’s content with their own device?
The Jetstar iPads are completely protected and secure, meaning customers will be unable to steal or download content.

How will Jetstar ensure it doesn’t lose any of its iPads?
In addition to being housed in a special, non-removable case, the iPads will also be equipped with a tracking device to ensure all units are returned at the end of each flight.

How will Jetstar track who they distribute an iPads to on the flight?
Customers will be required to leave a form of identification with flight staff when booking an iPad on a Jetstar flight.

How do you select the iPad content for Jetstar flights? Jetstar’s team work to hand pick the latest release blockbuster movies, popular TV series and a mix of content best suited to Jetstar’s family customers. All content will be updated monthly.

Will different magazines be uploaded?
Each month, ACP magazines will work with Jetstar’s team to ensure ACP e-magazines best suited to Jetstar’s customers are available on the iPads. Like all iPad content, e-magazine content will be updated monthly.

Will you add new content (i.e. apps) to the iPads?
Jetstar is proud that the iPads will offer customers the very latest in in-flight entertainment. Jetstar will continually review customer feedback about our product offering on the iPads and update it to meet the needs of our customers.

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