Air Serbia Trialling Bluebox’s Blueview Digital Passenger Experience

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Blueview digital services platform to be deployed on Airbus and ATR aircraft as proof of concept assessing customer demand

Air Serbia has selected Bluebox Aviation Systems Ltd. (Bluebox) for a trial of Bluebox’s Blueview digital passenger experience platform. Hosted on the Bluebox Wow portable wireless system in its battery-operated format and deployed on Airbus and ATR aircraft, Blueview will deliver an engaging experience giving passengers the ability to stream entertainment content to their own devices. Customised with Air Serbia branding and available in three languages, the Blueview platform is configured for the trial to include entertainment, a moving map, and passenger feedback surveys.

“We have committed to plans to digitally transform our operations and today we are taking a great step towards doing so in our onboard customer experience by introducing Bluebox’s Blueview technology,” said Boško Rupić, General Manager Commercial and Strategy, Air Serbia. “Backoffice transformations have their challenges, but we have learned that when testing within a live service environment it’s even more critical that you think like your passengers. We know that habits changed over the pandemic – doing more on personal devices, including streaming entertainment. Our assessment of what is available in the market combined with recommendations from other airlines assured us that Blueview was the best option to test demand with paying passengers.”

“We’re excited by how much we can test with Air Serbia in such a short space of time with this proof of concept – things move fast in the world of the digital cabin, and we have to be agile to respond to both our customers and their customers’ needs,” said Kevin Birchmore, VP Global Sales, Bluebox. “At Bluebox we treat every deployment – whether a trial or a full-scale project – with the same commitment to quality and service, because we know our best successes are when we deliver amazing passenger experiences.”

Photograph of two Air Serbia aircraft - one in the air and one in the foreground

A 2023 recipient of the PAX Tech Readership Award for Technology, Blueview is a software platform that provides both the browser-based portal through which passengers can view and access a range of digital services on board – such as onboard retail and in-flight entertainment – as well as all the underlying functionality, which ensures the secure delivery of content, third-party app integration, content management, and analytics. It is a digital eco-system offering airlines the ability to engage and entertain their passengers on board and earn ancillary revenue for the airline in the process.

Bluebox Wow helps airlines deploy digital services to passengers quickly and cost-effectively. It is award-winning hardware that delivers a Blueview digital services platform to passenger devices wirelessly in any aircraft cabin. Bluebox Wow is the size of a lunchbox – lightweight, and easily deployed in overhead lockers. It is scalable and available in a portable battery-operated version or a certified solution with a fitted partition, aircraft power, and further options such as PA pause.

About Air Serbia

Air Serbia operates scheduled, seasonal and charter flights to over 80 destinations in Europe, the Mediterranean, North America, Asia and Africa, in passenger and cargo traffic. In cooperation with our airline partners, we also offer flights to international destinations in Asia, Australia, North America and Africa.

In addition to Belgrade Nikola Tesla Airport, which is our hub, Air Serbia also flies from Niš Constantine the Great Airport and from International Airport Morava near Kraljevo.

Air Serbia is a member of the International Air Transport Association (IATA) since 1961.

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