e.Digital Corporation (OTC BB:EDIG.OB ) have patented technology in the utilization of flash memory in portable devices, produces their eVU portable entertainment system which gives 14 hours of continuous video playback from a single battery charge. Available with 7" or 8" high resolution LCD screen with up to 200 GB of rugged mil spec memory it provides the ideal low cost entry point to In Flight Entertainment (IFE).

Boeing have departed the IFE market and the hard wiring of new planes imposes huge costs, weight concerns and in the case of the new Mega Airbus 850 has helped delay production.

As a consequence the market for hand held portable devices was ripe for the new wave of low-fare, regional and leisure carriers interested in IFE .

London based Mezzo Movies ,set up in 2003 by two former executives of Tesco,David Sampson, former head of online strategy , with expertise in consumer product development, finance, IT and logistics joined up with IFE content post-production company Phantom Media. (who are interstingly associated with magazine distributors Surridge Dawson)

The company is offering what it describes as a fully managed and completely outsourced solution. “We cover all the services needed to sell IFE quickly, effectively and profitably in every sector of the air transport industry,” says Sampson.

Content management services could include encoding and encryption, supply and operation of a content management platform, and automated content acceptance, distribution and upload to passenger devices which means they can load it with fillums, news, games, books.... and advertising. No doubt the day will come when you can use them to surf the internet.

Mezzo say they want to tailor each package for each airline. “Get it wrong and passengers won’t want to use the service and the profits rapidly disappear,” says Sampson. “Get it right and it can be very profitable, which is why we take an analytical approach to content selection. Passenger profiling is a standard tool, but we go much further by using the research techniques that made Tesco successful.”

Paradoxically an early customer was not a ,low cost carrier but the business class luxury airline, Silverjet. Silverjet aims to become the global market leader in exclusively business class luxury long haul air travel on specially kitted Boeing 767's with 100 seats. With London Luton / New York Newark at "from" £799 with a lie flat bed, reduced (30 mins claimed) check-in times, pre-ordered films and personalised, pre-ordered meals. They also advertise lap top connection at each seat.

UK based Jet2 and Flyglobespan were 2 further customers and e.Digital have just announced a deal for 120 units of eVU handheld IFE player for use by Alitalia premium-class passengers.

As equipment prices drop, you can see these as the prime child silencing tools in the back of the 4x4 as the school line patiently drops off it's precious charges.