Posted on: 01 August 2010 by Mark Howells
Singapore Airlines has introduced electronic versions of its three inflight magazines — travel magazine SilverKris, sales catalogue KrisShop and entertainment guide KrisWorld — for viewing on the KrisWorld IFE system as part of a trial with Singapore-based SmarttPapers Aviation.
The SmarttPapers 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 says that in line with its ultimate aim of a paperless cabin to reduce weight and save fuel it aims to extend the initiative subsequently to other publications, including menu cards and the 100-plus international and local magazines currently carried systemwide. The plan is also to introduce e-newspapers and e-books on board using the same technology.
The airline introduced the option on two Boeing 777-300ERs on 31 July. They will be followed by two Airbus A380s, additional A380s and B777-300ERs, and other Panasonic eX2-equipped aircraft (Airbus A330-300s and A340-500s).
“This opens up a wide range of opportunities to benefit our customers and at the same time results in less weight in the aircraft," says Singapore Airlines’ senior vice president product and services, Yap Kim Wah. "E-books and e-magazines have gained popularity and we want to offer these to our customers.”
“We are pleased to be chosen by SIA to enable this revolutionary onboard experience," says Winston Wei, CEO of SmarttPapers Aviation. "Customers will be able to enjoy a wide range of current and archived publications starting with the airline’s three inflight magazines in high resolution from the comfort of their seats. Features will include a keyword search, personalised font size and different zooming levels to aid reading.”