Idair (Booth T95), the Lufthansa Technik (LHT)-Panasonic Avionics joint venture, is broadening its market view beyond green completions to refurbishments and support services for the cabin management, entertainment, and communication systems it designs for VIP- and VVIP-configured airliners. “We’ve refined our strategic direction and expanded the way we looked at the market,” Wassef Ayadi, Idair CEO, said on the eve EBACE 2018.

According to Ayadi, the widened scope reflects the normal evolution from the innovative start-up Idair was in 2011 to “a midsize company, and having more focus on stability and the performance of the business.” Nonetheless, the Hamburg, Germany-based company is hardly turning its back on the green aircraft market.

Last year Idair completed three major VVIP cabin system installation projects on green Boeing bizliners: a BBJ, a 777, and 787-8. Two additional 787s are undergoing completions in the U.S. with Idair cabin systems, which are now flying on more than 30 aircraft, Ayadi said.

Aftermarket Segment

But Idair sees greater opportunity going forward in the aftermarket. “I think in retrofits, there’s more room to unlock potential for customers, and bringing smart solutions that do not necessarily cost a lot of money,” he said.

Ayadi pointed to products like Idair’s in-flight entertainment (IFE) Media Box. “It’s a very convenient and light portable solution for wireless entertainment. It’s easy to deploy and easy to use by anybody using personal electronic devices.”

Idair also offers high-speed connectivity through Panasonic’s Ku-band satcom system, currently being upgraded with High Throughput Service (HTS) and Extreme Throughput Service (XTS). The company sees growing demand for the Ku-band solution as operators of many first-generation BBJs and ACJs upgrade their cabins.

He also noted retrofit projects are “more straightforward,” in allowing direct communication with the end customer, whereas green completions typically involve an OEM, completion center, and other stakeholders beyond the buyer. Those end-customer relationships are key to Idair’s plans to expand its content and technical support services.

“The customer base is the great asset we have,” said Ayadi, and “keeping them happy, making the [onboard] experience as enjoyable as it could be over the years” will be the focus of its service offerings.

Idair’s licensed Media Service, launched last fall and already flying on several VVIP aircraft, provides early-window movies and other Hollywood content, along with TV and music. Customers choose their content refreshment schedule for the subscription-based service. “Some like it once a year, some twice a year or every month,” said Ayadi. “All these requests are open to discussion, and we’ll find the right answer.”

Going forward, Idair will provide software upgrades and technical support through its aftermarket services, he added. “We’ve been heading toward being a service organization, and it’s progressing to our satisfaction.”

This week at EBACE 2018, Idair is showcasing a range of its cabin system products, along with a glimpse of tomorrow’s offerings from its R&D lab. The wall at the front of its booth is dominated by an interactive display screen showcasing its products, using the layout of an ACJ350 to demonstrate their functionality and the ease of controlling them with Idair’s customizable graphical user interface. Idair controls are both iOS and Android compatible, and support “almost every mobile and wearable device,” including smart watches, Ayadi said.

Also being shown is a 65-inch 4K-UHD modular monitor demonstrating 4K media content, as well as VIP cabin offerings from parent companies LHT and Panasonic.

But as it positions itself for the future, “Having the innovative spirit in the organization still remains key,” Ayadi concluded. “We have to be careful not to lose that drive and spirit; that’s the challenge.”