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South African Airways and Samsung bring richer IFE experience to business class

Business class customers on South African Airways (SAA) regional flights are to be offered the free use of Samsung tablets, as the airline upgrades its in-flight entertainment (IFE) offering.

Under the exclusive agreement, 500 Samsung tablets will be available aboard selected flights longer than three hours. From 26 September, the Mauritius route will be the first to offer this service, which also includes charging docks.
The ATIV Tabs are pre-loaded with content that can be used to read magazines, watch movies, listen to music and play games. Cabin crew will distribute the devices, which will contain both South African, African and international content, once in-flight and collect the tablets prior to landing for safe keeping.
“Our partnership with Samsung is key to our value proposition and will set us apart from our competitors, where no such offering currently exists. We are pleased to be able to deliver an enhanced service, flexibility and product offering to our premium class passengers. We believe that as a brand we need to constantly evolve our offering to our customers, and this new and improved on-board experience alongside, premium mobile Samsung devices, further augments our position as a full service and innovative airline,” said Sylvain Bosc, SAA chief commercial officer.
“During trial tests with SAA, passengers responded that they rated convenience and relevant information sources as key, while travelling. This partnership enables us to demonstrate the comfort, convenience, and content advantages that a Samsung tablet offers. After an extensive study we have customised the tablet experience to meet the specific and unique requirements of the SAA business class passenger,” remarked Michelle Potgieter, director of corporate marketing and communications at Samsung Electronics SA.
SAA, together with Samsung and Microsoft, developed the customised application for regional flights, and as result of this collaboration, travellers will now be able to access information anywhere, conveniently and benefit from a range of applications including the some of the latest magazines, TV programs and movies. New generation aircraft will also make provision for the tablet to be conveniently placed in a slot in the back of the seat, and equipped with a charging point.

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