IFE provider Bluebox has announced the launch of Blueview Cloud, which hosts the firm’s full software suite on the ground – removing the need for onboard hardware while enabling airlines to boost ancillary revenue and entertain passengers.

With Blueview Cloud, passengers access an airline-branded digital portal directly via the aircraft’s connectivity. From there, they can order food,  and duty free from their seats, with live payment authorisation, as well as streaming TV shows, movies etc.

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For crew, orders are delivered straight to POS devices with seat-specific details, simplifying service and reducing friction.

“High-bandwidth connectivity changes the game for airlines,” said Kevin Clark, CEO at Bluebox Aviation Systems. “Blueview Cloud makes it possible to harness that connectivity to improve passenger satisfaction and airline profitability, creating better ROI on connectivity investment – without the complexity of additional on-wing hardware.”

As with its long-standing partnerships on Airbus OSP and Viasat’s Connected Partner Platform, Bluebox sees Blueview Cloud as expanding, not replacing, its portfolio.