GuestLogix Selected by Alaska Airlines to Power their On-Board Retail Service with Credit & Debit Cards

    TORONTO, Sept. 20 /CNW/ - WAEA Conference & Exhibition - GuestLogix Inc.
(TSX-V:GXI), a leading provider of on-board retail solutions to the airline
industry supporting the passenger travel industry, today announced that Alaska
Airlines has deployed its Mobile Virtual Store(TM) on 22 daily
transcontinental flights with the intention to ultimately offer the service on
all flights. The Alaska launch marks another milestone for GuestLogix and its
industry leading on-board retail platform.
    A year-long field test performed by Alaska, of the GuestLogix Mobile
Virtual Store(TM) found that customers enjoyed the convenience of credit and
debit card purchases and flight attendants more easily tracked onboard
payments. Alaska offers complimentary non-alcoholic beverages and snacks in
the main cabin. In addition, customers on most flights have the option to
purchase beer, wine and Red Bull energy drinks. On most flights longer than
three hours, customers also can purchase freshly prepared Northern Bites meals
and picnic packs, and rent digEplayer personal entertainment systems.
    The GuestLogix Mobile Virtual Store(TM) enables airlines to become
On-Board Retailers in a very unique environment with a captive audience that
changes characteristics continuously. The platform facilitates new revenue
streams by optimizing planning and forecasting, facilitating on-board sales
transactions and providing rapid intelligence to on-board retail trends to
support merchandising, promotions, and logistics. The Alaska implementation
includes point-of-sale handheld devices and software from GuestLogix.
    "We are very delighted about this new implementation with Alaska
Airlines," said Tom Douramakos, President and CEO at GuestLogix. "Ancilliary
revenues from on-board retail sales are becoming more and more critical in the
day-to-day operations and profitability for airlines. Now covering nearly 300
million passenger trips annually, our Mobile Virtual Store(TM) has been
recognized by airlines worldwide as their standard. Alaska's decision endorses
our abilities, cost advantages, and contributes to their customer service
expectations as well as their bottom line."
    Experts predict that 20% of airline profits will be generated by on-board
retail sales in the future. As hundreds of millions of dollars are already
being realized today, carriers are seeking new content providers and product
vendors to enable them to provide more saleable products and services to their
captive audiences in the sky. The GuestLogix platform provides an ideal,
ready-made channel for on-board retail partners involved with in-flight
entertainment, food and beverage, merchandising, duty-free sales, business
communications systems, and destination-based products and services.
    "Our platform enables airlines, their content, product and service
providers to quickly drive high margin incremental revenues," said Douramakos.
"Imagine being able to order a movie, ground transport, and your Broadway
theatre tickets from our Mobile Virtual Store(TM) while in your passenger seat
and pay for it with a loyalty card." The GuestLogix solution manages all forms
of payment, including cash (in multiple currencies), credit cards, debit
cards, loyalty cards, stored value cards, vouchers and coupon sales.

    About Alaska Airlines

    Alaska Airlines and its sister carrier, Horizon Air, serve 92 cities
through an expansive network in Alaska, the Lower 48, Canada and Mexico. This
year Alaska Airlines celebrates its 75th anniversary, marking the airline's
growth from a single-aircraft operation in 1932 to one of the largest U.S.
carriers. For reservations, visit For more news and
information, visit the Alaska Airlines/Horizon Air Newsroom at

    About GuestLogix

    GuestLogix is the leading provider of on-board retail solutions to the
passenger travel industry. Its mission is to develop and provide best-of-breed
transaction-based solutions to create new revenue streams for customers while
enhancing service to new levels in the world's guest services supply chain.
The Company's customers include airlines, caterers, railways, ferries, hotels
and commissaries. GuestLogix is publicly traded on the Toronto Venture Stock
Exchange (Symbol GXI). For more information please visit

    (C) 2007 GuestLogix. All Rights Reserved.

    %SEDAR: 00024725E

For further information:

For further information: Media and Analysts Contact: Josef Zankowicz for
GuestLogix, (647) 500-1563,; Sales Contact: Tony Ashe, VP
Americas, GuestLogix, (410) 452-5940,

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