A nice innovation is being experimented with by Air France, JAL, Singapore and Virgin airlines. They will now be offering in-flight language tutorials on selected routes, helping passengers to learn a few key words and phrases of the language of the country of their destination. This is based on an interactive audiovisual language program developed by Berlitz, the company that supplies many in-flight entertainment screens. The system currently supports 23 languages.
This is an example of a massive trend – consumers are demonstrating a value shift from passive consumption to mastering skills. The smartest companies are offering their customers the opportunity to add to their skill set, not just consume a service or product.

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