Demonstrating the flexibility of its Blueview digital passenger services platform, Shackleton portfolio company, Bluebox has announced that AirJapan, the new airline brand under ANA HOLDINGS INC., will deploy the platform’s onboard retail and in-flight entertainment (IFE) modules on the airline’s widebody fleet. Air Japan intends to begin operating flights in February 2024 and expand its network over time, serving medium-haul markets in Asia.

Bluebox is an investee in Shackleton’s third fund, Shackleton Secondaries 3 LP.

This announcement follows other significant client wins including Iceland’s PLAY Airlines, the low-cost airline which flies from Iceland to destinations in Europe and North America.

The Blueview onboard retail solution will allow passengers to use their own devices to order items from AirJapan’s food & beverage menu and retail catalogue. Hosted on theBluebox Wow portable wireless system, Blueview will also deliver an engaging IFE experience with passengers able to stream content to their own devices. The IFE content will be tailored to the markets served by AirJapan.

“Our focus since we launched our new brand has been our concept of ‘Fly Thoughtful’ and this new service offers our passengers the freedom to make purchases when they wish from the convenience of their own seats and the familiarity of their own devices,” said Hideki Mineguchi, President of Air Japan. “It is another new service we have added to our product since our brand launch that embodies our innovative spirit and will ensure that once we start flying, our passengers have an outstanding experience of flying with us.”

“We are so pleased we are supporting AirJapan provide guests order-to-seat and IFE services on Blueview – both empowering and entertaining passengers on board,” said Kevin Clark, CEO, Bluebox. “We are committed to providing the most flexible solution on the market with the many benefits of a digital in-flight experience for passengers in any cabin and operators of any business model and route network.”

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.

AirJapan logo

AirJapan is the new airline brand from the ANA Group and will operate medium-haul international flights from February 2024. The concept of this new airline brand is “Fly Thoughtful.” As an airline that benefits everyone and everything, AirJapan will strive to create a new air travel experience with its unique Japanese creativity and quality.