MSM.digital – a Gold Sponsor at APEX FTE EMEA and Ancillary & Retailing – is a leading immersive technology company helping airlines bring Extended Reality (XR) and emerging Smart Glasses experiences into real-world passenger environments. Over the past years, it has worked with global aviation partners to design, deploy and scale immersive solutions that enhance passenger engagement, create new entertainment opportunities and unlock innovative ancillary revenue streams. “As the industry begins to explore the potential of Smart Glasses alongside XR, airlines and airports have a unique opportunity to rethink how passengers interact with digital content throughout their journey,” says Moritz Engler, Commercial Director AR/VR & Inflight Lead, MSM.digital. “Our focus is therefore not only on the technology itself, but on creating commercially viable solutions that deliver measurable value for airlines, airports and passengers alike.”
APEX FTE EMEA and Ancillary & Retailing brings together exactly the audience that is shaping the future of air travel: airlines, airports, technology providers and innovation leaders. “As immersive technologies continue to mature, we see growing interest from the industry in understanding how XR can move beyond pilot projects and become part of mainstream passenger experiences,” Engler shares. “Our goal in Dublin is to contribute to this conversation, share lessons learned from real-world deployments and discuss how the next generation of immersive technologies can create value across the passenger journey.”
One of the most exciting developments MSM.digital is currently working on is the evolution of inflight XR experiences beyond today’s headset deployments. “Together with technology partners such as PICO (ByteDance), we are exploring the next generation of inflight XR experiences through PICO’s exciting new project, helping shape how immersive technologies may become even more accessible, scalable and integrated into future passenger journeys,” Engler explains. “At the same time, the broader immersive technology landscape is evolving rapidly. Major technology companies are investing heavily in next-generation wearable devices, spatial computing platforms and Smart Glasses, creating new possibilities for how passengers may interact with digital content both onboard and at the airport. We are excited to help airlines understand what these developments could mean for future passenger experiences and commercial opportunities.”
Airlines require solutions that are scalable, easy to deploy and capable of operating within highly regulated environments. MSM.digital’s approach focuses on combining engaging immersive experiences with operational simplicity and commercial viability. “A key part of our role is acting as a bridge between the aviation industry and leading technology partners,” says Engler. “By working closely with airlines, airports and hardware manufacturers such as PICO, we help ensure that aviation-specific requirements are reflected in future devices, platforms and software ecosystems from an early stage. The aviation environment presents unique challenges, from limited cabin space and operational constraints to safety, hygiene and crew considerations. By bringing real-world airline requirements into the product development process, we help make immersive technologies more aviation-ready and ultimately more scalable for commercial deployment.”
Looking ahead, Engler is eager to participate at APEX FTE EMEA and Ancillary & Retailing. “FTE events consistently bring together some of the most forward-thinking people in aviation. What we value most is the opportunity to have meaningful conversations with decision-makers who are actively shaping future passenger experiences. This year, we are particularly excited to discuss how emerging technologies such as XR, spatial computing and Smart Glasses could influence the next generation of travel experiences, both on the ground and in the air. We encourage attendees to connect with our team throughout the event and join the conversation around the future of immersive passenger experiences. Our message is simple: XR is no longer a future concept. The industry is entering a phase where immersive technologies can begin delivering tangible commercial and customer experience value. If you are exploring how immersive technologies, Smart Glasses, spatial computing or next-generation passenger engagement solutions could fit into your organisation, we would love to continue the discussion in Dublin. Attendees will also have the opportunity to discuss our ongoing collaboration with PICO and learn more about how the next generation of immersive technologies could shape future travel experiences.”
Hear more from MSM.digital at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events, taking place in Dublin on 9-11 June 2026. Moritz Engler, Commercial Director AR/VR & Inflight Lead, MSM.digital, is participating in a Fireside Chat titled ‘AR, VR, XR and Smart Glasses: From virtual to commercial reality?’
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