I wonder what how Bluebox will be received. Anyone ever hear of them before? They are a content specialist. I wonder who designed their `internal guts`.

``British company Phantom Media says it will be showing an embedded audio/video-on-demand system called Bluebox.``

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``London-based content specialist Phantom Media says that its Bluebox embedded system will have “market-defining” per-seat costs, achieved by combining the latest IT and electronics technology with lessons learned from the handheld IFE market. The result, Phantom says, is a system able to exceed the functionality of existing fixed AVOD products while offering significant cost and weight savings.

Content delivery can be controlled both from the individual seat and centrally from crew master terminals. Capabilities include full AVOD, gaming, interactive moving-map, data-capture facilities, and connectivity interfaces.

“We approached the design with a view to the impact the system might have on content logistics and fees,” comments Phantom creative director Stuart McGeachin. “In the past too much focus has been applied to the hardware, so that many airlines were taken unawares by the true costs of moving to AVOD.”

Phantom sees its embedded approach as a logical next step on from handhelds, particularly for airlines unable to cope with battery logistics or unwilling to compromise on cabin service functionality. “Bluebox leapfrogs the the current crop of handhelds now being offered in embedded form,” says McGeachin.

Though Phantom plans to offer a full turnkey solution, Bluebox has been designed to be non-proprietary, so that many aspects of the system could also be supported by the airline or its third-party suppliers.``