Play trials onboard retail technologies


Icelandic low-cost airline, Play, is running a trial of Bluebox Aviation Systems’ onboard retail technology on its fleet of 10 Airbus A320 Family aircraft. The airline will initially run Bluebox’s Blueview onboard retail service via a battery-operated Bluebox Wow portable streaming system.

For the trial, Bluebox will integrate Blueview with retailing and payment platforms from Most, to enable passengers to access Play’s retail catalogue wirelessly on their own devices, enabling touch-free ordering of food and beverages. Upon successful completion of the retail trial, a full deployment would add additional services to the Blueview platform, including paid access to in-flight entertainment.

The Blueview digital passenger experience platform can be accessed on various devices

Play – which flies from Iceland to destinations in Europe and North America – is undertaking the trial to assess whether the Blueview solution platform can add new channels of revenue generation in support of its low-cost carrier strategy and at the same time enhance its in-flight experience.

Bluebox Wow is a portable, lunchbox-sized unit that can be stowed securely in the overhead bins. The trial will first use battery power for the boxes, with aircraft power to be trialled next

“Though we’re trialling retail initially, Blueview’s impressive flexibility as a broader digital platform would give us plenty of scope to expand the portfolio of digital services we offer on board in future. Bluebox’s credibility in this sector and their willingness to deploy a solution that will evolve with us demonstrate they are the right partner to have on our side in this exciting and very challenging environment in which we’re growing Play,” said Birgir Jónsson, CEO of the airline.

Kevin Clark, CEO of Bluebox, added that, “We’re working closely with Play’s team to trial onboard retail to start, and following a successful trial, we will introduce new elements in future phases – from retail initially to retail plus other digital services; and from a battery-powered deployment on Bluebox Wow to an aircraft-powered solution. This kind of flexibility – both as partners and in the technology options we can offer – is crucial for airlines seeking new channels of revenue and additional value for their customers in the digital world in which we operate.”

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Ever since his first flight on a TriStar, Adam has loved air travel, and since becoming editor of the Aircraft Interiors International brand he has really enjoyed the opportunity to be involved with the latest aircraft and airline products before they are even launched. Adam co-ordinates the running of the magazine, from commissioning articles and artwork, to ensuring that high standards of quality are maintained, as well as managing online content. Adam is proud to sit on the jury of the Crystal Cabin Awards and to have laid on the bed in Etihad's Residence.

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