Passengers at Dubai International Airport in the UAE will now be able to enjoy free movies and TV shows before their flights, thanks to a partnership between airport operator Dubai Airports and regional content provider ICFLIX.
The initiative combines the airport’s free wi-fi experience, ‘WOW-Fi’, with ICFLIX’s award-winning video-on-demand service, allowing passengers to stream the latest Hollywood, Bollywood and Jazwood (Arabic) content to their smartphones and laptops.
Content on ICFLIX is available in three languages: Arabic, English and French. The video-on-demand service is complimentary for all passengers for an initial trial period of two months. Following this trial, Dubai Airports and ICFLIX will assess customer feedback and options for future services.
Eugene Barry, executive vice president of Dubai Airports’ commercial and communications group, said, “Dubai Airports is on a mission to engage more directly with our customers, and transform the airport experience for millions of travelers each month. We intend to lead the practical application of available digital tools to exceed customer expectations, across multiple points of their journeys at our airports, and including demands for more variety within the airport experience. Our continued investment in a superior wi-fi product has ensured that our customers are connected with a free and fast service, and now we aim to enrich that platform with managed content and relevant messaging.”
Carlos Tibi, founder and CEO, ICFLIX, said, “Our mission is to deliver the best online entertainment value, selection and experience to a worldwide subscriber base by providing Jazwood, Bollywood and Hollywood content in one place. Today we just expanded that potential customer base by 90 million people, so we are absolutely delighted with the deal and excited by the opportunity it provides.”