Malaysian long-haul low-cost carrier AirAsia X is exploring the possibility of equipping its newly-ordered Airbus A350 widebodies with in-flight Wi-Fi to put passengers in control of their own in-flight entertainment (IFE) experience.

Such a strategy is just one of a number of considerations for AirAsia X, which has an order for 10 A350s with the European airframer. But it exemplifies the type of innovative thinking for which the low-fares carrier is becoming renowned, according to Shashank Nigam, the CEO of SimpliFlying, a global airline marketing and branding consultancy.

“Half the people on-board generally carry laptops and what AirAsia X can do is to have portable units which can be rented and just plugged into the power outlets. There you go - you have reduced all the wiring, slashed most of your licensing costs - with Disney, Universal and Pixar, for example - and that makes so much more sense because it’s on-demand. This

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