In flight Connectivity

Lars Ringertz Head of Marketing Aeronautical Business

How to get information on and of an aircraft

InmarsatIridium

Anywhere

SatelliteLEO L-bandGEO L-Band

GEO Ku-band

On the ground

GatelinkWiFiGPRSUMTS

AirCellVerizon Airfone

Over land*)

UHFVoice/ Data

*) and within line of sight

VHF/HF ACARSDatalink and Voice

ARINCSITA

Twenty years of passenger connectivity

1984 1988 1994 20021990 19961986 1992 1998 2000 2004 2006

Telephone System

Satellite Telephone

New and Sports Ticker

Fax

Live TV

Email

Broadband

GSM

Cabin Connectivity - Many False Starts

WHY?

Communication vs. willingness to pay

Ban

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Less

More

(Kbit/s)

(Mbit/s)

End user willingness to payMoreLess

Batched News

Email

Instant Messaging

Mobile Phone

VPN

“Live TV”

Streaming Movies

Circuit Switched VoiceLimited

Internet Access

Operational Applications

Operational Data feed

Safety Services

Unlimited Internet

GPRS/UMTS

Streamed News

What service should I provide?

• Only because it can be done technically doesn’t mean it makes sense..

• The key questions:– What are you trying to achieve?

• Competitive advantage (for how long) or a me too?

– What do you want to provide?– What do you need to provide?

• When and where does it make sense to provide the service?– Route– Aircraft type– Demographics

• When it brings VALUE and is cost effective

In-flight connectivity positioning

Entertainment Communication

General connectivityInternet access

GSM over pico cellGPRS data

Discrete (communal)System providing service to the passenger

Enhancing the passenger experienceMaintain control and branding

Direct (individual)Enabling the passengers own device

Less control little branding

Seatback messaging Cashed WEB browsing

Seatback phone

DBS TVStreamed TV

News TickerBatched News

Live service updates

What should I use connectivity for?

Streaming Movies

Batched News

EmailInstant Messaging

Voice Calls

Internet/ VPN

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Time Critical MoreLess

Less

More

(Month/ Week) (m/s)(minutes)(<15 minutes) (seconds)

(Kbit/s)

(Mbit/s)

(30 minutes)

Streamed News

Bandwidth Requirement vs Acceptable Delay in delivery

Pax willingness to pay

Text Messaging

Passenger connectivity solutionsTechnology Frequency Coverage Bandwidth Number of

AircraftsStatus Providers

“NATS” Cell radio UHF N America 9.6-38.4 Kbps 900 Close end 07 Verizon

AirCell Cell radio UHF USA Up to 9.6 Kbps 2400 Operational AirCell

AirCell Broadband Cell Radio UHF USA Up to 3 Mbps n/a 2008 ? AirCell

AeroSat Aircraft to aircraft radio

? Global Up to 45Mbps n/a ? AeroSat

DBS TV GEO satellite Ku-band Regional n/a 206 Operational LiveTV

Inmarsat:Aero H/H+ & ISwift64SwiftBroadband

GEO satellite L-bandGlobalRegionalGlobal

2.4 to 10.5 Kbps64 KbpsUp to 432 Kbps

>4500>500n/a

OperationalOperational2H 07

ARINC, AeroMobile, OnAir,SITA,Stratos, Telenor

Connexion GEO satellite Ku-band Global 3 to 5 Mbps 170 Operational Connexions By Boeing

Panasonic GEO satellite Ku-band ? 3 to 5 Mbps n/a Planned TBC

Row44 GEO satellite Ku-band Regional 3.2 Mbps n/a Planned Numerous TBC

Airstellar GEO satellite Ku-band ? ? n/a Planned TBC

AirTV GEO satellite S-band Global, non Polar 40 Mbps n/a Design AirTV

Iridium LEO satellite L-band Global 2.4 Kbps ~3000 Operational ARINC, Stratos

Thuraya GEO satellite L-band Regional 9.6 Kbps n/a Operational Thuraya

Gatelink 802.11b/g WLAN/ WiMAX

2.4 GHz Airport terminal area

Up to 54 Mbps ? Operational ARINC, SITA, LiveTV, Spirent

Disclaimer: All data should be verified with respective service provider

The new Connexions (subject to change)• SkyLink

– SES, Ratech, Viasat, LHT– At the moment regional business aviation

• Panasonic– Intelsat, Starling, iDirect, Panasonic, Boingo – Loose alliance of companies under the Panasonic brand– Planning to use existing Connexion equipment– Regional Coverage

• Airstellar – Intelsat, Starling, iDirect, Miltope, Worldcell– Loose alliance of companies– Planning to use Connexion equipment– Regional Coverage

• Row44– Hughes, Thinkcom – New installations– Have launch customer (TBC)– Regional Coverage

• Vodafone & T-Mobile the dark horse….– Viasat, SES

Technology and willingness to pay

SwiftBroadband

Ku band

DVB

Aero H/H+

Swift64

Ban

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idth

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qu

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ent

Less

More

(Kbit/s)

(Mbit/s)

End user willingness to payMoreLess

Batched News

Email

Instant Messaging

Mobile Phone

VPN

“Live TV”

Streaming Movies

Circuit Switched VoiceLimited

Internet Access

Operational Applications

Operational Data feed

Safety Services

Unlimited Internet

GPRS/UMTS

Streamed News

What are the real differences?

• Core technology/ usage• Bandwidth/data rate• Cost, size and weight of aircraft hardware• Cost of airtime• Geographical coverage• The scalability of the solution• The longevity of the system• The applications supported

Inmarsat Aeronautical Timeline

Swift64

Swift64MPDS

Aero H

Voice & 9.6kbps Data

Voice & 64kbps ISDN Data

1990 1994 2000 20081996 20021992 1998 2004 2006

Aero H+ Aero LAero I

Mini-M

Early Entry SwiftBroadband

SwiftBroadband

Voice & ISDN and up to 432kbps packet data

Cost

SwiftBroadband

• Natural extension to Swift64 and Classic Aero Services – More affordable service, packet

based service– Higher native speeds up to 432

kbps / channel (High Gain Antenna)– Up to two channels per installation– Data compression (TCP/IP)

acceleration to further enhance performance

– Scalable solution = capacity as and when you need it !!

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The Inmarsat Business Model

Airtime Distributors

Avionic and Antenna Manufacturers

Aeronautical Service Providers

Building the business case

• Be realistic with projections– Check your assumptions – Acid test everything

• Identify where the real benefits from connectivity lies

• Utilise existing equipment to provide an innovative service offering

• Avoid retrofit when possible• Creative ways of strengthening the business case

– Identify additional stakeholders– What more can we do with connectivity?

Cockpit

The New Business Case

Cabin

SafetyServices

NonSafety

CabinOperations

PassengerConnectivity

ACARSEFBEHMWx

U/S ReportingCredit CardTransactionsFF InfoPax Emerg

Operations

Email / VPNInternet

GSMGPRS

ROI

The history has taught us

• It is possible to provide in flight connectivity• To date no passenger connectivity business case

have stood up on it’s own– Passenger demand has been much lower than expected– ROI have been non existent

• Concepts have come and gone• Solution providers have come and gone• The next great solution is just around the

corner…• To date in flight connectivity have been a solution

looking for a problem!

Total Flight Scenario

Credit Cardverification

Operational Info

SatelliteInternet Access

SatelliteNews & Sports ticker

Batched newsSatellite

Maintenance infoDefects

At the gate/ taxing At the gate/ taxingWiFi/ WiMAXReports & logs

Usage dataInventory

WiFi/ WiMAXVideo, News

On board server contentFF DB

PAX preferences

SatelliteEmail

GSM phoneSeatback phone

May the force be with you, and may you use it wisely

May connectivity be with you, and may you use it wisely