Following a successful trial of Bluebox’s Blueview digital services platform, Icelandic low-cost airline, Play Airlines, has now deployed the onboard retail system across its entire fleet of 10 Airbus A320neo and A321neo aircraft. The airline, which flies from Iceland to destinations in Europe and North America, has deployed Blueview as a channel for increased ancillary revenue generation.
Blueview has been deployed on the Bluebox Wow portable wireless network system. The trial involved the integration of Blueview with the airline’s retailing and payment platforms, provided by Most, its retailing partner, to enable in-seat digital ordering of items from the bistro menu and retail catalogue. Passengers can connect to the network and use the browser-based portal to browse and select from Play’s retail offering on their own devices, and make secure payments.
“This was a fun addition to our in-flight service – one that earned praise from both our passengers and our cabin crew,” said Sonja Arnórsdóttir, CCO of Play. “The hard metrics proved Blueview’s value in increasing revenue, but there were also other benefits – such as passengers on our overnight sectors simply being able to order products when they wanted to, and the Bluebox team’s exceptional support throughout the trial – that helped convince us that the onboard retail system is just the start in the value we’ll generate from having Blueview on board and an excellent partnership with Bluebox.”
Play’s deployment of Blueview is based on the platform’s onboard retail capabilities, but the airline also chose to include Bluebox’s moving map technology, games, and passenger survey functionality.
“For the full roll-out, we’ve focussed on refining the onboard retail service, and can now explore new ways to expand the potential of Blueview and different services which will add value for PLAY and its passengers,” added Kevin Birchmore, VP of global sales at Bluebox. “Discussions are already underway in terms of additional media, and other ancillary services.”
