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Why Unlimited Fast Wi-Fi is the Next Big Differentiator for Airlines
31.05.2024 - 07:01 / skift.com
In-flight connectivity has been one of the hottest topics at this week’s Aircraft Interiors Expo (AIX) in Hamburg, Germany. It’s here that companies have showcased the rapid strides being made to help passengers stay connected while on board.
Common industry wisdom suggests that much of Gen Z, which grew up with cell phones and near 24/7 connectivity, expects to stay online – even at 35,000ft. With this direction of travel all but established, many airlines are working hard to bridge the gap between expectation and reality.
When done right, truly unlimited Wi-Fi connectivity has the potential to become a key differentiator for airlines, but the path to get here hasn’t always been easy.
In-flight internet connectivity has come a long way since it first emerged more than 20 years ago. In 2003, Connexion by Boeing was launched, with Lufthansa and British Airways the first airlines to test it out. Back then, carriers relied on ground stations that would relay signals when flying over land, switching to satellite connectivity when flying oceanic. It was painfully slow.
A primary approach, which is still prevalent today but hasn’t become a ‘must-have’, is the selling of data packages. The problem is passengers don’t always know how much data they will consume on a given flight.
To counter this, and as technology has improved, airlines have used advertising or sponsorship deals to make the Wi-Fi ‘free’. This is often via a partnership with a content streaming service such as Prime Video or Apple TV+.
More recent Wi-Fi access models offer services such as iMessage and WhatsApp for free but apply flat pricing for full connectivity.
Another key trend to develop in recent years is the availability of free Wi-Fi or messaging tiers, especially for members of an airline’s loyalty program. Delta Air Lines is one of the biggest carriers to offer this option.
At AIX 2024, a critical connectivity question is how to install equipment on board aircraft that can smartly route between Geostationary Equatorial Orbit (GEO) and Low-Earth Orbit (LEO) satellites and provide seamless connectivity at a low latency.
Qatar Airways, which already provides high-speed connections branded ‘Super Wi-Fi’ on board its aircraft, first partnered with SpaceX’s Starlink business in 2023 to bolster its offering.
With customers lining up, Starlink’s current focus is to obtain the certification required to install its hardware on planes. By the end of 2024, Starlink hopes to provide connectivity on the Boeing 737 and 777, as well as a range of Airbus aircraft.
At AIX this week, Qatar Airways Group CEO, Badr Mohammed Al-Meer and Mike Nicolls, Vice President of Starlink Engineering at SpaceX, announced that the airline will roll out Starlink
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