SIA includes e-Magazines as part of IFE offering

Singapore Airlines (SIA) has launched e-Magazines for passengers to read on the airline’s IFE system, KrisWorld, which the carrier claims is in keeping with its ongoing drive towards more environmentally-friendly operations.As of May 2011, the IFE system will offer electronic versions of 20 new international titles, including The Economist, Bloomberg Businessweek, Wall Street Journal, Prestige and Elle. These are additions to the airline’s existing collection of printed publications. By adding the e-Magazines, SIA plans to offer passengers wider access to quality reading materials without paper copies being carried on board.SIA declares it will be the first airline to provide this feature across its Airbus A380 and Boeing 777-300ER fleets which are equipped with the Panasonic eX2 inflight entertainment system.SilverKris, SIA’s travel magazine; KrisShop, the airline’s inflight sales catalogue; and KrisWorld, SIA’s inflight entertainment guide; were the first publications to be featured as part of a trial in July 2010. Through a collaboration with SmarttPapers Aviation Pte Ltd, a privately held Singapore-based company, the new application uses a patented file compression technology to compress and transform magazines and newspaper contents into a digital format for integration into the inflight entertainment system.SIA aims to extend this initiative later in the year to other publications, including e-newspapers, e-books, as well as a wider selection of international and local magazines. In addition, this online feature will be progressively introduced on the airline’s Airbus A330-300 and A340-500 fleets.“Following a successful trial with three SIA publications, we are now able to move to the next phase and offer electronic versions of prestigious international publications as an added choice to our inflight selection,”commented Mr Tan Pee Teck, SIA’s Senior Vice President Product & Services. “With this new electronic initiative, customers of Singapore Airlines will be able to enjoy the pleasure of reading 20 magazine titles in high resolution from the comfort of their seats – with more to come.”Winston Wei, CEO of SmarttPapers Aviation Pte Ltd added, “We are pleased to partner Singapore Airlines in offering this revolutionary onboard experience. The new e-Magazine initiative offers features such as keyword search, personalised font size, auto-scrolling and different zooming levels to aid reading. Better yet, passengers will be able to see more information of a certain destination while reading a relevant article.”

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