The airline industry is highly competitive and value propositions are becoming increasingly undifferentiated. Customers are becoming more demanding and sophisticated in terms of their expectations and habits. Leading airlines are actively working to develop value offerings that maximize customer satisfaction, while making sure that costs are controlled. In-flight service is one of the dimensions that airlines must create as part of their value proposition. In-flight services are typically structured around the following dimensions: entertainment, food, internet connectivity, and retail shopping. In this context, airlines are providing an expanded set of services and more customized services, including:Expanded communications capabilities - e.g. wifi for free, high-speed wifi (being free for certain classes)Customized catering options, that can be selected by the customer in advanceLarge variety of movies and shows Innovation on inflight services will come from several dimensions including:Further customization of the service to the customerCollecting and analyzing data for each customer in order to suggest certain products (via TV screen and/or by the attendants in conjunction) and suggest activities to do at destinationDeveloping solutions to integrate off plane experience (on airport, outside the airport) with the onboard experience (e.g. purchase a product on the plane and have it delivered to the hotel, make certain requests before going into the plane that will be delivered to the customer on the plane)