Scaling the technology proved to be a lot more difficult than envisioned.

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Firms can delay upgrades to many of their systems for years, but when the law requires new technology, delay is more difficult.

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Natalie-Eve Williams, who co-hosts Manchester Music and BBC Introducing on BBC Radio Manchester, says shifts in technology and the music industry mean it is more difficult to make an impact.

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But while technology would seem to make competitive differentiation within the airport more difficult, it is simultaneously increasing the scope for differentiation in the air, through the provision of ever more elaborate in-flight services.

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Dowling says that while technology works, given time and training, the "cultural stuff around it" is more difficult.

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