The initiative combines DXB’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.
It is the latest in a series of unique bespoke concepts to be rolled out by Dubai Airports at the world’s busiest international airport as it strives to make DXB a destination in itself.
In recent months, Dubai Airports has introduced Wow-Fi, artDXB, Early Birds discounts of up to 25%, the first Jones the Grocer in an airport and a brand new sleep lounge ‘sleep ‘n fly’, with several other major projects in the pipeline.
“Dubai Airports is on a mission to engage more directly with our customers, and transform the airport experience for millions of travellers each month," explains Eugene Barry, executive vice president of Dubai Airports’ Commercial and Communications Group.
"We intend to lead the practical application of available digital tools to exceed customer expectations, across multiple points of their journey at our airports, and including demands for more variety within the airport experience.
"Our continued investment in a superior Wi-Fi product (Wow-Fi) 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."
He continues: "Thanks to our partnership with ICFLIX, travellers at DXB can now enjoy a wide range of streamed entertainment before and between flights, and this is a service which is completely free of charge to users.
"We are delighted with this new addition to our consumer strategy, and look forward to evaluating its impact."
Content on ICFLIX is available in three languages: Arabic, English and French.
The video-on-demand service is complimentary to all DXB 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.