Walking down the aisle on an international flight, everyone is watching something different.  Whether it's the most popular television drama, listening to music, playing a game, a kids movie comedy, foreign language film, or indeed the same movie but at a different stage.

People can plan when they sleep and when they are entertained.

10 years ago, everyone was stuck with the same public screen on international flights, meaning that everyone was expected to be awake at the same time if they wanted to watch the movie, and everyone had to make do with the movie the airline chose.

If they slept, they would miss out on the in-flight entertainment entirely.

By decentralising the decision-making and providing the consumer with the tools to act on their decisions, has added to a richer flying experience.  We're not expecting consumers to want the same thing at the same time.

How can we apply this to other industries?  Education is one that comes straight to mind.