 Hey, welcome back, Jeff Frick here with theCUBE. We're at San Francisco International, actually at gate 54B, if you're trying to track us down. It's the Alaska Airlines Improved Flight Experience kind of launch event. A lot of vendors here, they're rebranding their planes. They've rebranded all the Virgin Airbus planes and they've taken that opportunity to add a lot of new innovation. So we're excited to be here, talk to some of the people participating. And our first guest is Renee Donkworth. He is the general manager of aircrafts seating America's for Rekaro. Renee, great to see you. Thank you, great to be here. So I think a lot of people are familiar with Rekaro seats. We think of them as racing seats or upgrading our cars when we were kids. Everybody wanted a Rekaro seat. I had no idea you guys played such a major role in aviation. Absolutely, and we are since the early 70s already in the aircraft seating business and really a major player, global player in this business. And it's a very long term experience people are often flying and they're sitting on an aircraft and to be comfortable on traveling is very important and that's our mission. Right, it's funny, because people probably usually don't think of the seat specifically until they're uncomfortable or they're in it, but you got a lot of technology and a lot of innovation in the past, but also some of these new seats that you're showing here today. Right, so we are showing the seat for first class here that we have displayed for Alaska Airlines and we developed together in a very intensive process a lot of things on the seat here. We have a memory foam cushion with a netting, a six way headrest, which overall comes to a very comfortable seating experience for the passenger and that's really one step ahead of other products and we went through a very intensive process with Alaska and we are proud to present it and to see the roll out now because it's exciting if you worked all the time on such a project to see it flying now. So there's a couple of components of the seat, right? There's obviously the safety and it's got to stay bolted on, but you've got kind of this limited ergonomic space in terms of what the pitch is from one seat to the other. What are some of the unique challenges there and what are some of the things that you guys have done to operate in kind of a restrained space? Of course it's always to optimize everything with the given conditions that you have, but really looking into the small details, reduce pressure points on the body. We are using kind of pressure mapping methods to develop that together with the customer, looking into a cushy experience for the passenger, optimizing it so that you have really kinds of luxury feeling on the seat. Right. But in addition, it's also important to look into solutions like content, how is the content provided and what kind of tablet integration is there so we have very smart solutions there that we are showing today with the right viewing angles, there's the right power, there's the high power USB which supports the power so the overall package needs to be optimized and that's what we are looking for. And that's what's got to go next is when you're sitting there for two hours, five hours, 10 hours, now we're talking about 20 hour flights, right? Some of these crazy ones, people are doing things in their seat, right? They're not just sitting and as you said, they want power, they want connectivity, they want to watch their movie on their laptop or their tablet or their phone. So you guys have really incorporated kind of that next gen entertainment experience into this new seat. Right, so as I explained, there's a lot about tablet integration, not only for the first class as well, also for the economy class that you can see today that you can experience, but there's also a lot about storage in total. Storage is always a big topic, where do you store your belongings and there you will also see here smart solutions, lots of storage options. For example, also on the coach class seat, you can use the tablet, you have the right viewing angle. In addition, you can fold or unfold a table, you can use the storages, so everything is really optimized in the details. And this is a huge kind of change in thought process when you think of the entertainment world, right? Where it used to be you had a projector TV and then they put individual seat screens, but the airlines woke up and figured out everyone's already packing their screen of choice, so how do we support that experience versus putting our own screen on that seat? Yeah, that's where we are going and if you look into today's passengers, almost everybody has his own tablet or iPhone or whatever with him, so it's important to be able to store everything, to connect every kinds of device, to have the power, but I think then the content is really important to be provided. The integrated solutions are not so important anymore. Right, well Renee, congratulations and enjoy the flight and see all your hard work up in the air. Thank you very much. All right, here's Renee, I'm Jeff. We're at San Francisco International Gate 54B at the Alaska Airlines Elevated Flight Experience. Thanks for watching.