A deal has been struck between Iceland-based Play Airlines and  Bluebox Aviation Systems  to run a trial of a passenger-facing onboard retail solution on the carrier’s Airbus aircraft.

The airline will deploy Bluebox’s Blueview onboard retail service via a the firm’s Wow portable streaming system in its battery-operated format for the trial.

The plan is  to add new channels of revenue generation in support of its low-cost carrier strategy and at the same time enhance passengers’ in-flight experience.

For the trial, the infotainment provider will integrate Blueview with MOST’s retailing and payment platforms to present the airline’s vretail offering wirelessly to passengers on their own devices, enabling touch-free ordering of food and drink. Upon successful completion of the retail trial, a full deployment would add additional services to the platform, including paid access to in-flight entertainment.

“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,” said Kevin Clark, CEO, Bluebox.