By
Rebecca Gibson |
Onboard communications provider Maritime Communications Partner (MCP) has launched its Value Added Voyage Experience (VAVE) solution, which enables cruise passengers and crew to connect with one another through the ship’s onboard wi-fi.
Developed in partnership with iES Italia, an onboard VAVE delivery and platform engine is combined with the vessel’s global system for mobile signal and wi-fi network to create a ship-wide ‘onboard cloud’ for all mobile devices.
The VAVE platform is available on cabin screens, public area TVs, or any internet-enabled device and can be accessed from the moment a voyage is booked, enabling users to access a range of services, such as free messaging over wi-fi, or on-demand entertainment services. Passengers and crew can also access online booking and reservation systems, as well as location-based services to help them navigate the ship.
“Smart phones and mobile devices have changed our behavioural patterns, in terms of both business and personal interaction,” said Ole Kristian Sivertsen, MCP’s senior vice president of innovation. “However, at sea handsets go into hibernation. VAVE reawakens their potential by providing the same sort of connectivity on sea as on land, only with a package that is customised for the unique environment of every individual vessel.”
VAVE also provides cruise companies with a powerful tool for upselling, marketing strategies and building customer loyalty. By identifying every phone onboard the vessel, MCP’s CellAtSea mobile network enables shipowners to use VAVE to send tailor-made marketing messages to individuals.
“It opens up a channel of one-to-one communication to engage with guests and enhance their enjoyment, while increasing revenues, enriching the overall brand experience, and boosting loyalty,” said Sivertsen.
MCP, which has more than 160 vessels signed to its CellAtSea network, has rigorously tested its innovation onboard Mega Express Five, the 1,800-passenger ferry that sails between Nice in France and Bastia in Corsica.
“It was a great success and allowed us to fine-tune the platform and gain a real understanding of passenger behaviour,” Sivertsen said. “We chose this particular vessel as it gives us insight into both the cruise and ferry market, with a customer base that enjoy something akin to a ‘mini-cruise’ on each voyage.”
Operators can customise VAVE according to the needs of their passengers or vessel. Sivertsen said. “VAVE enables today’s devices in a way that is currently unheard of at sea. That is good news for passengers and great news for shipowners looking to reach further and add real value to their day-to-day operations.”