Bluebox Wow

Bluebox Wow (Walk-on wIFE) supports streamed content to passenger devices via a device the size of a lunchbox – Bluebox was distributing branded lunchboxes at AIX last week to promote this fact. (Yes, it fit!) Image: Kristina Velan

APEX Insight: Bluebox Aviation Systems has announced a new customer and several product updates, including app-free DRM late window content. The APEX member also took home a Crystal Cabin Award for Bluebox aIFE, an accessible IFE platform for visually impaired passengers that launched on Virgin Atlantic flights in November 2017.

Bluebox Aviation Systems announced last week during AIX that Loftleidir Icelandic, the charter and leasing arm of Icelandair, will deploy Bluebox’s portable wireless IFE platform on its Boeing 757-200 aircraft. Bluebox Wow (Walk-on wIFE) supports streamed video, audio, games and digital magazines to passenger devices via a device the size of a lunchbox.

“The technology embedded in it – the Moving Map, app-free DRM content delivery, automatic updates via 3G/4G cellular – ensures Loftleiðir can deliver the most engaging and current IFE service to their customers,” Kevin Clark, CEO, Bluebox, said about the Bluebox Wow, which can store up to 1.6 terabytes of content. Bluebox has obtained approval from two Hollywood studios for app-free DRM (digital rights management) content, meaning passengers can consume late window content through a web browser, without having to download an app.

Bluebox also announced that it is working with Fokker Services to develop options for linking Bluebox Wow boxes to aircraft power and/or satellite connectivity services.

“Being stable but also nimble is the paradox of providing IFE today.”– Kevin Clark, Bluebox CEO

“Bluebox’s strategy is not just increasing the pace of innovation in our products, but also how we innovate­­ – building, co-creating and buying in elements that help us deliver the best solution for our airline customers and their passengers as quickly as possible,” said Clark. “Being stable but also nimble is the paradox of providing IFE today.”

Bluebox aIFE, an accessible IFE platform for visually impaired passengers that launched on Virgin Atlantic flights in November 2017, is now capable of supporting 30 languages. It can also be offered on the same device as Bluebox Ai, an app for Apple devices that is approved by all major Hollywood studios to host pre-loaded early window content. This gives airlines the flexibility to choose which app is available, depending on a passenger’s needs.

The hard work that went into developing Bluebox aIFE was recognized by the Crystal Cabin Award judges, which selected it as the winner of the IFEC category. APEX CEO Joe Leader presented the award at a ceremony that took place during AIX.

“We were all absolutely thrilled to hear our name called out by [APEX CEO] Joe Leader,” said Catherine Brown, head of Marketing, Bluebox Aviation Systems. “Along with the kudos for us and our partners, came phenomenal visibility for accessibility – and that’s a fantastic bonus, one we hope encourages even more accessible innovation to come.”

Kristina is digital editor of APEX Media. Plane and simple.