no they didn't, here is the quote:
"So, later this fall, Alaska plans to launch an agreement with InMotion Pictures, with outlets at many Alaska airports on the West Coast, to offer customers discounts on rentals of DVD players and movies. Customers will be able to go to alaskaair.com and, after making their air reservation, link to InMotion to reserve units online.
For customers traveling to a city without an InMotion kiosk, an easy mail-back option is available to return rented units.
It’s a solution that will satisfy customers without financial risk for Alaska. "We don’t want to get into the business of being our own supplier of equipment or videos for several reasons," Palmer says.
Among them are:
It’s complicated. Transporting equipment, determining how many players are needed and what movies are offered can quickly become a logistical nightmare. Plus, equipment would need to be cleaned, recharged and possibly repaired after each flight. This would require additional staffing.
It’s expensive. Players would first have to be purchased and contracts would need to be reached with various content providers—with slim hope of recovering direct costs."
He is clearly talking about the InMotion system, notice the reference to transporting, number of players, and recharged?? Also notice the last line??
The Inmotion system would actually be on par or less than the cost of APS system.
Plus, on top of all that Alaska Air DID NOT BUY the APS system, right?? APS is giving them a cut to ALLOW them to try and rent the players in coach. I would be willing to bet the APS had to comp the 1st class players to get the coach business. Or at least provide them at a very low cost (that is were EDIG selling at negative gross margins probably helps).
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