Creating and Sustaining Cabin Innovation
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1 September 2005 Presented by Ingo Wuggetzer Vice President Cabin Innovation and Design Creating and Sustaining Cabin Innovation DGLR Hamburg,
2 Creating and Sustaining Cabin Innovation Focus Today Today Yesterday Yesterday History of the Aircraft Cabin Trend Analysis Airbus Approach Airbus Principles Tomorrow DGLR-VDI-Vortragsreihe 17. November 2005 Page 2
3 History of the Aircraft Cabin In the early days of flying air travel was a privilege and an exclusive status symbol for the wealthy ones Lufthansa Boeing B707, ca DGLR-VDI-Vortragsreihe 17. November 2005 Page 3 Lufthansa
4 Boeing 707 (1970) American Airlines B Passengers - ca. 32 Seat Pitch - Range max km - Cruise Speed 540 kt - State of the Art LuxuryJet early Widebody Design perception of spaciousness November 2005 Page 4
5 Airbus A300-B2K Airbus A Passengers; - ca. 32 Seat Pitch in E/C Nm / 7700 km range - Cruise speed 0.82 Ma - State of the Art The A300 and A310 have introduced highest efficiency first wide body twin engine aircraft. DGLR-VDI-Vortragsreihe 17. November 2005 Page 5
6 Airbus A /600 Singapore Airlines A Non-Stop Service SIN, NYC & LAX - 64 Spacebeds in B/C Executive E/C seats layout, 37 pitch, 20 width - IFE on demand for everyone - Social area Efficient aircraft cabin tailor-made for specific customer comfort and operational needs DGLR-VDI-Vortragsreihe 17. November 2005 Page 6
7 As time goes by Focus on Comfort & Luxury Focus on Efficiency Focus on Comfort & Efficiency Propeller Era Jet Aircraft Widebody / Turbofan Aircraft Market Liberalisation Passenger Volume & Competition DGLR-VDI-Vortragsreihe 17. November 2005 Page 7 year?
8 As yield goes down Premium Low cost years DGLR-VDI-Vortragsreihe 17. November 2005 Page 8 Yield Comfort, Services c.a. 2% p.a. yield decline in the last 40 years Focus on Comfort & Luxury Focus on Efficiency Focus on Comfort & Efficiency
9 Creating and Sustaining Cabin Innovation Focus Today Today Yesterday History of the Aircraft Cabin Trend Analysis Airbus Approach Airbus Principles Tomorrow Tomorrow DGLR-VDI-Vortragsreihe 17. November 2005 Page 9
10 The Airbus Innovation Circle Airbus input feeding methodology to meet efficiency and passenger demands scientific input; university implants; trends from alternative industries integrated and concurrent development Experts Designer out of aviation box thinking / challenge for innovation using small spaces Suppliers Architects qualitative & quantitative market research; customer focus groups cabin excellence as AIRBUS trademark anticipate the needs of airlines Passenger and their passenger Passengers Cabin Interior Aviation Industry input provided and perceived by market Airlines Product Philosophy Technology Brand Strategy DGLR-VDI-Vortragsreihe 17. November 2005 Page 10 & creating platforms for technology scouting
11 Understand the Customer and reflect their needs Physics Economics Passenger needs: cabin comfort & services Public Perception Airline needs: cabin efficiency Airline needs: competitive product Manufacturer Airline Passenger Certification Aircraft Brand Journey Competition DGLR-VDI-Vortragsreihe 17. November 2005 Page 11
12 The tomorrow passenger DGLR-VDI-Vortragsreihe 17. November 2005 Page 12
13 The city breaker Ease Immediacy Relevance DGLR-VDI-Vortragsreihe 17. November 2005 Page 13
14 Trust The well-being weekender Quality Expertise DGLR-VDI-Vortragsreihe 17. November 2005 Page 14
15 The extreme adventure seeker Knowledge Inspiration Insight DGLR-VDI-Vortragsreihe 17. November 2005 Page 15
16 The cocooned family Ease Reassurance Professionalism DGLR-VDI-Vortragsreihe 17. November 2005 Page 16
17 Knowledge Inspiration Ease The culture connectors DGLR-VDI-Vortragsreihe 17. November 2005 Page 17
18 The Transumer - transit consumers Intelligence Support Information Flexibility DGLR-VDI-Vortragsreihe 17. November 2005 Page 18
19 Insight Opinion Experience The experience seekers Creativity DGLR-VDI-Vortragsreihe 17. November 2005 Page 19
20 Ease Creativity Appropriateness The business trippers DGLR-VDI-Vortragsreihe 17. November 2005 Page 20
21 Developing the future cabin Service Comfort & Efficiency The city breaker Well-being weekender Extreme adventure seeker The cocooned family The culture connectors The transumer Experience seeker The business tripper AI = Airbus: def. for - Best in customisation - High efficiency - High flexibility DGLR-VDI-Vortragsreihe 17. November 2005 Page 21
22 Airbus Cabin Principles Service Comfort Efficiency DGLR-VDI-Vortragsreihe 17. November 2005 Page 22
23 Cabin Comfort Experience Individual cabins Perception of space and design Enjoyment of passenger well-being Cabin acoustic, illumination, ambience, social areas Relaxation with optimised seating and sleeping comfort Crew comfort DGLR-VDI-Vortragsreihe 17. November 2005 Page 23
24 Cabin Service Aeromedicine Services Onboard medical corner Provision for telemedicine application Maintenance Services Ready to match customer operation model Enhanced aircraft health monitoring Aircraft commonality Communication Services Passenger information , Internet, Intranet Crew Communication Management Air - Ground - Communication Entertainment Services AVOD Gaming Live TV Reliability DGLR-VDI-Vortragsreihe 17. November 2005 Page 24
25 Cabin Efficiency Efficient crew working environment Optimised operational flexibility Easy reconfiguration Maximized revenue space (Internal Stretch, Flex Zones) Improved cabin operations (TAT, Maintenance) Well proven aircraft family concept DGLR-VDI-Vortragsreihe 17. November 2005 Page 25 C Flex zone add. seats Galley moved
26 Cabin Innovation Center (CIC) Most attractive marketplace for Airlines to do one stop shopping...from virtual reality......to latest supplier innovation... Universities Research Institutes Internal Experts Passenger Supplier/ Partner Airline Customers A unique Market Place is the origin for Cabin Innovation. DGLR-VDI-Vortragsreihe 17. November 2005 Page 26
27 KATO Project Partners & Subcontractors Universität Oldenburg Universität Bremen Vossloh-Schwabe Wusstlich Kamp-Lintfort ARC Aachen Diehl Avionic Frankfurt Wittenstein Igersheim Tecmath Kaiserslautern DCFT Stuttgart DLR Köln Aida Schwäbisch Hall Mühlenberg Norderstedt TriCon Kirchentellinsfurt VSI Bremen RWTH Aachen vrcom Darmstadt RECARO Schwäbisch Hall DLR Stuttgart Schroth Arensberg Qest Böblingen Lühmann Buxtehude EADS-CRC Hamburg Eberhard-Karl Universität Tübingen DCFT Ulm IDS Hamburg Liebherr Aerospace Lindenberg Bundeswehr Universität Hamburg Innovint Hamburg DLR Wesslingen EADS-CRC Ottobrunn E-T-A Altdorf TU Hamburg-Harburg KID - Systeme Buxtehude IPK Berlin TU Berlin Frauenhofer Institut Teltow Hochschule Halle Universität Erlangen-Nürnberg Diehl Luftfahrt Röthenbach TU München RST Warnemünde AOA Apparatebau Gauting IBP Holzkirchen/Valley DGLR-VDI-Vortragsreihe 17. November 2005 Page 27 Venture Partner Subcontractor
28 Airbus call: Join the CabiNet! Support the Cabin & Cargo Technology Network clusters: Cabin Architecture & Design Supply, Safety & Cargo Systems Cabin Electronics & Communication Cabin Materials, Manufacturing & Assembling Others: Cabin Electrical Power Management, Cabin&Cargo Maintenance & Health Management, Maturity & Testing, Security CabiNet as Think Tank to scout emerging technologies discover & develop new radical concepts Cluster Workshops for Innovation presentation & selection DGLR-VDI-Vortragsreihe 17. November 2005 Page 28
29 Technology Cluster Cabin & Cargo Cabin Architecture & Design Cabin Supply, Safety & Cargo Systems Cabin Electronics & Communication Cabin Materials, Manufacturing & Assembling Technology Scouting & Basic Research Others: Cabin Power, Maintenance & Health Management, Maturity & Testing, Tools DGLR-VDI-Vortragsreihe 17. November 2005 Page 29 Validate Develop Understand Discover
30 Technology Cluster Cabin & Cargo Cabin Architecture & Design STP Host Passenger and Payload Catering Cabin Passenger Turn-Around Time Reduction Cargo & Luggage Handling Operation Handling Adaptable Cabin Easy Aircraft Servicing Module Arrangement Cabin Efficiency Flexible Reconfiguration Cabin Ambience Comfort Noise Reduction Cabin Cabin Experience Space Health Illumination Passenger comfort DGLR-VDI-Vortragsreihe 17. November 2005 Page 30
31 Technology Cluster Cabin & Cargo Cabin Supply, Safety & Cargo Systems STP Host Passenger and Payload Luggage Galley Inserts Water / Waste Supply Systems Oxygen Cargo Loading Conveyance Cargo Systems Catering Systems Passenger Container & Trolley Lift Monitoring & Surveillance Escape Facilities Safety Systems Fire Extinguishing Smoke Detection DGLR-VDI-Vortragsreihe 17. November 2005 Page 31
32 Technology Cluster Cabin & Cargo Cabin Electronics & Communication STP Communication and Manage Information Passenger Guidance RFID-based Identification & Tracing Cargo & Catering Management Systems Operator Applications Passenger Database Ground Crew Support Data Security Communication Management Universal Wireless Backbone Direct Aircraft to Ground Communication Infrastructure & Networks Broadband, bi-directional Satellite Com Interfaces for PEDs VPN Applications Video & Audio on-demand Wireless Communication Micro-size & low-weight Antennas Optical Network Live TV Reception Passenger Applications Global Connectivity DGLR-VDI-Vortragsreihe 17. November 2005 Page 32 Mobile Telephony VoIP
33 Technology Cluster Cabin & Cargo Cabin Materials, Manufacturing & Assembling STP Modularization and Integration Standards Plug & Play Technology Quick (Dis-)Connection Interfaces Snap & Click Technology Flexibility Cheap Robust Recyclable Nanotechnology Advanced Materials Light Weight Acoustic & Thermal Insulation Active Quality Smart Toolless Fastener Installation Manufacturing Process Modularization DGLR-VDI-Vortragsreihe 17. November 2005 Page 33
34 Technology Cluster Cabin & Cargo Cabin general systems Other STP Smart Power Distribution Cabin Power Power Management Grounding And Bonding Wireless Power Remote Access Global Health Monitoring Maintenance & Health Cheap Management Cabin availability Self Diagnostic Self Diagnostic Test Standards Maturity & Testing Plug&Play Technology Virtual Integrated Reality Tools Test Chain Ray Tracing Aircraft modelling DGLR-VDI-Vortragsreihe 17. November 2005 Page 34
35 Conclusion... AIRBUS - NON-STOP INNOVATION... Tomorrow Creating comfort, service and efficiency for future Airbus cabins by applying the Airbus Innovation Circle to sustain leadership in cabin innovation. Creating luxury products for high comfort demands in a high yield and low competitive environment Yesterday DGLR-VDI-Vortragsreihe 17. November 2005 Page 35
36 Contact For any questions please contact the Cabin Innovation Centre office: Phone: Address: Airbus Deutschland GmbH Kreetslag Hamburg DGLR-VDI-Vortragsreihe 17. November 2005 Page 36
37 AIRBUS DEUTSCHLAND GMBH. All rights reserved. Confidential and proprietary document. This document and all information contained herein is the sole property of AIRBUS DEUTSCHLAND GMBH. No intellectual property rights are granted by the delivery of this document or the disclosure of its content. This document shall not be reproduced or disclosed to a third party without the express written consent of AIRBUS DEUTSCHLAND GMBH. This document and its content shall not be used for any purpose other than that for which it is supplied. The statements made herein do not constitute an offer. They are based on the mentioned assumptions and are expressed in good faith. Where the supporting grounds for these statements are not shown, AIRBUS DEUTSCHLAND GMBH will be pleased to explain the basis thereof. AIRBUS, its logo, A300, A310, A318, A319, A320, A321, A330, A340, A350, A380, A400M are registered trademarks. DGLR-VDI-Vortragsreihe 17. November 2005 Page 37
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