Passengers at Dubai International Airport (DXB) are now able to enjoy free movies and TV shows before their flights, thanks to a partnership between Dubai Airports and regional content provider ICFLIX.
The initiative combines DXB’s free Wi-Fi experience, ‘Wow-Fi’, with ICFLIX’s video-on-demand service, allowing passengers to stream the latest Hollywood, Bollywood and Jazwood (Arabic) content to their smartphones and laptops.
This is the latest in a series of concepts to be rolled out 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 percent, the first Jones the Grocer in an airport and a new sleep lounge ‘sleep ‘n fly’, with several other major projects in the pipeline.
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 travellers each month.
"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.
"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.
Subscribe to Arabian Business' newsletter to receive the latest breaking news and business stories in Dubai,the UAE and the GCC straight to your inbox.