Title: PowerTV has been selected by KLM for its new lounge at Amsterdam

airport

Case study from: VDA Benelux

Date: January 2009

Summary. VDA has developed an interactive television project dedicated to guests at the KLM lounge in Amsterdam. The system was custom designed in all respects, from the style of the menu featuring available services, each phase has been adapted to offer a quick response and a com-fortable space for travellers.

KLM is the largest Dutch airline and its hub is found in the Schiphol airport in Amsterdam. The new Crowne Lounge that the company opened inside this airport situated in the capital has an area of 660 square meters with 581 seats. It offers plenty of privacy with quiet spaces and a wide range of available utilities and entertainment services. In order to integrate the services offered in the best way possible to its passengers, KLM decided to give this space a new instrument that would allow people to feel warmly welcomed and enable them to quickly get in touch with their activities. To de-velop this project, the airline chose to entrust the task to VDA Multimedia SpA, the Italian multina-tional company at the forefront of developing systems for interactive TV and entertainment dedi-cated to hotels, shopping centres, cruise ships and hospital clinics. The goal was to make people feel "at home", in total comfort and peace of mind.

The KLM project specifically required the customization of our interactive television system accord-ing to the particular needs of the airport and in accordance with the Dutch company’s need to maintain the highest level of recognition in all areas - especially in the hospitality environment. "The needs and expectations of the passengers of an airline and a hotel are completely different - says Willem-Jan te Riele, VDA General Manager Benelux & Germany - we worked together with KLM to change and customize the PowerTV interface, our interactive TV platform, to respond in a manner consistent with the wishes of the people."

The PowerTV system for KLM

The PowerTV system was adapted to the KLM project in every aspect: with its colours, style and the look & feel of the airline, with a menu of available services then tailored to the needs of pas-

Case study from VDA Multimedia SPA

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"For example, - continues Willem-Jan te Riele - a passenger who has been travelling for several hours will want to be able to read the latest news quickly and easily. With TV Internet services by PowerTV, we have made an intuitive menu available where it is easy to find all the information you seek: you choose your language and navigate through the rich array of links that we have se-lected. News, sports, finance, weather and more: just what you need in order to be updated imme-diately in any part of the world."

Passengers can also choose from among many television channels both local and international as well as a great variety of games. “All this is now available with our PowerTV platform - ends Willem-Jan te Riele - and we at VDA and KLM will continue to work together to develop and con-stantly enrich this project.”

Customizing PowerTV for KLM: images and ad hoc services

1. Welcome Page: the PowerTV interface has been customized ac-cording to guidelines provided for the KLM institutional image. The company logo and colours (white, blue) were used featuring images of the brand along with the pre-ferred forms in the development of the layout. The style is fresh and light characterizing the look & feel of the airline in every respect. This customization is complete and found in every aspect of the system starting from the first welcome page that guests see. Each aspect has been developed in order to obtain standards of readability and the best use of pages in order to integrate the highest aesthetic and technical-functionality (text readability, effective colour televi-sion, etc).

Case study from VDA Multimedia SPA

2. Main Menu: the internal pages of the system also comply with the same principle of total cus-tomization. In fact unlike projects developed for hotels, the services offered were tailored to the needs of a KLM passenger. The opti-mized PowerTV Main Menu pre-sents access to television serv-ices (Enjoy our TV), Internet (Internet), the option to return to the welcome page for language select ion (Welcome & Lan-guages) and a tool for fast sup-port (Help). These are useful serv-ices for people who travel and need to quickly get in touch with their activities: to find out the main news, stock market movements, weather, etc. The images and personalization are always in alignment with the KLM style without any steps that might endanger the continuity in the perception of the airline brand.

3. PowerTV Menu: from the Main Menu there is quick access to the interactive PowerTV television system and the various services offered by the platform. While dif-fering from the previous pages, this section retains the style and KLM image. A distinctive feature, in fact, is the choice of a square which is used in new ways (see the Main Menu button). From this section you can access television services, games, music and surf the Internet.

Case study from VDA Multimedia SPA

4. Internet Menu: the Internet section, accessible from both the Main Menu and the PowerTV Menu, allows instant access di-rectly from the TV. This service is particularly appreciated as it al-lows guests at the KLM Crowne Lounge to quickly access their activities, especially if they have been on the road for several hours and are facing further travel ahead. To facilitate this phase fur-ther, PowerTV offers a wide array of links and tips that speed up this process: major newspapers, websites, weather, stock markets, finance, search engines, etc. The goal is always to maintain the perception of hospitality offered by KLM to its passengers.

For more information about VDA Multimedia: www.vdavda.com

VDA Multimedia Press Office: Francesca Benvenuto, benvenutof@vdavda.com mob. +39 339 1244709

Case study from VDA Multimedia SPA