GuestLogix Launches the Next Onboard Retail Innovation, a Smartphone-Like Ruggedized Pos Device for Airlines

TORONTO, ONTARIO–(Marketwire – Oct. 27, 2010) – GuestLogix, Inc. (TSX:GXI) the leading global provider of onboard store technology to airlines and the passenger travel industry, announced today that it is releasing the airline industry’s first handheld point-of-sale (POS) device that looks and behaves like a smartphone. The new device, the AVATA-m, represents a radical departure from the traditional POS machines currently in service with most airlines.

The device, developed with ITWell, GuestLogix’ manufacturing partner in South Korea, features a lighter, streamlined design and the Microsoft Windows CE/Mobile operating system, while maintaining all of the multi-functional capabilities of GuestLogix’ previous generation of POS devices. A new touch screen-enabled graphical user interface mimics that of many popular smartphone models – making the AVATA-m a very intuitive and productive sales tool.

At only 70x150x24mm, GuestLogix’ new device is a fraction of the size of other handheld POS devices, and significantly lighter. A 3.5-inch colour touch screen represents a tremendous leap forward in display functionality over previous models. The AVATA-m retains the ability to scan barcodes and credit cards (also standard on previous generations of GuestLogix handheld POS devices), and has Wi-Fi, Bluetooth and RFID connectivity. 

“We believe this new POS device will enable our customers to further maximize the sales in their onboard stores as well as at other travel touch points such as the airline lounge and the departure gate,” says Mr. Tom Douramakos, President and CEO of GuestLogix. “It delivers smartphone-like simplicity without sacrificing industrial-strength security, functionality, or durability.”

The new POS handheld highlights GuestLogix’ relentless vision to support its customers through innovation. At a time when mobile payment ability is evolving quickly in both the passenger aviation and general consumer marketplaces, GuestLogix has consistently been at the forefront in this area. GuestLogix was the first onboard retail solutions provider to obtain end-to-end payment card industry certification (PCI) for its wireless credit card transactions. The Company also pioneered the use of real-time and batch credit card processing, to lower operating costs and reduce the propensity for fraud.

Now, GuestLogix is the first company to introduce a device like the AVATA-m for onboard retailing. Belying its high-design looks, the device is a rugged tool built to withstand the rigours of air travel. It is drop-tested from a height of 1.5 meters (onto concrete), and is safety and usage certified by the FCC, as well as other regulatory agencies in Europe and China. The basic device design has been extensively field tested by users in China.

The introduction of the AVATA-m demonstrates how GuestLogix is staying ahead of both airline industry needs and mobile payment trends. While the mainstream consumer market has seen the retrofitting of existing smartphones to support credit card readers, the same ad-hoc solution would be inherently inefficient for airlines. GuestLogix has filled the gap and developed a tailored, innovative alternative, which the Company believes will enjoy significant adoption across the passenger aviation market.

In-flight retail sales, enabled by handheld POS devices, are fast becoming ancillary revenue growth engines for airlines, and GuestLogix has been leading the industry toward this evolution. The AVATA-m represents a new step forward in onboard retail technology, and further cements GuestLogix’ position as the industry leader in powering onboard retailing and ancillary revenues.

For more information about this development, or to obtain more detailed technical specifications please visit

Pix of AVATA-m:

About GuestLogix

GuestLogix is the leading global provider of onboard store technology and merchandising, which helps airlines and other operators create, manage, and control onboard retail environments tailored to their needs and their passengers. Serving approximately 38% of the global airline passenger traffic, GuestLogix has become a trusted onboard transaction processing partner to airlines around the world. The Company is headquartered in Toronto, Canada and maintains sales and support facilities in the US, UK, Singapore, and South Korea. GuestLogix is publicly traded on The Toronto Stock Exchange (Symbol: GXI.T). More information is available at

© 2010 GuestLogix. All rights reserved. All other trademarks and trade names are the property of their respective owners

Forward-Looking Statements

This news release includes certain forward-looking statements that are based upon current expectations, which involve risks and uncertainties associated with GuestLogix’ business and the environment in which the business operates. Any statements contained herein that are not statements of historical facts may be deemed to be forward-looking, including those identified by the expressions “anticipate”, “believe”, “plan”, “estimate”, “expect”, “intend”, and similar expressions to the extent they relate to the Company or its management. The forward-looking statements are not historical facts, but reflect GuestLogix’ current expectations regarding future results or events. These forward-looking statements are subject to a number of risks and uncertainties that could cause actual results or events to differ materially from current expectations, including the matters discussed under “Risks and Uncertainties” in the Filing Statement filed on October 14, 2010 with the regulatory authorities. GuestLogix assumes no obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those reflected in the forward-looking statements.