In-flight Cellphone Use

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12 Δεκ 2013 (πριν από 3 χρόνια και 5 μήνες)

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In
-
flight Cellphone Use






What’s the real story and what’s
the US missing?


Adla Hendry, AeroMobile

100% owned by Telenor, 7
th

largest Telco worldwide

First and foremost a mobile service provider with an
airborne network

Regional offices in Dubai, Singapore, Oslo, and
Seattle

>70 wide body cellular deployments today

Commitments from national flag carrier airlines
(Emirates, Malaysian Airlines, Turkish Airlines,
V Australia, Lufthansa)

Hardware sold via Panasonic


branded
eXPhone





Briefly… an update about AeroMobile

AeroMobile / Panasonic
Avionics Corporation.

Best Achievement in
Technology 2008

Agenda


What’s Happening on the Ground?


Network Evolution


Handset and Application Trends


How Does This Translate to the Cabin?


What’s the Real Story on Usage?


What is the US missing?

Ag
enda


What’s Happening on the Ground?


Network Evolution


Handset and Application Trends


How Does This Translate to the Cabin?


What’s the Real Story on Usage?


What is the US missing?

Pervasiveness of Cellular...

3.9 billion subscribers, 80% worlds population covered by GSM
networks

1991 (first GSM call), 1992 (first SMS sent),
2000 (GPRS launched)

Next 5 years Mobile broadband will go mass market outstripping
fixed line.

GPRS (≈40Kbs) , EDGE (

120Kbs) , 3G (

384Kbs) , HSPA (>1Mbs) and LTE
(

100Mb/s)

Mobile devices support multiple protocols and have the intelligence to switch
between them as appropriate

Mobile operators struggling to keep up with new data demands.

iPhone

, Social Networking, proliferation of
Smartphones


Mobile communications becoming medium of choice

Convenience, immediacy , personalisation & ubiquity

Already dubbed the “fourth screen” after television, cinema and pc.

First movie released straight to mobile


28th September 09


Source: GSM Association

Cellular services have become ubiquitous over the last 9 years.
Aircraft purchase decisions being made for >10 years

Cellular Network Speeds Experiencing Exponential Growth

The first
4G LTE
networks are already
being rolled out...


UMTS

W
-
CDMA

HSDPA/HSUPA

GSM / GPRS /

EDGE

LTE

(Long Term Evolution)

~
200 kb/s

(~ 0,5
-
2 Mb/s
)

”ADSL”

(~ 5
-
20 Mb/s)

Estimated bit rate


per user

~ 400 kb/s

Richer services

Source
:
Telenor

2G

2.5G

3G

4G

Mobile Devices:
iPhones

have changed


the ‘Rules of the Game’

Device

Example

Features

iPhone




Heavy focus on media and mobile internet
services. Browser usability is key strength

Offer camera phone, video and other services

Smart Phones





OS mirrors PC allowing productivity
applications. Often with QWERTY keyboard.
Touch screen models & hybrids increasing.
40% penetration expected in 2013.
80% of
new Blackberry subscribers have been non
-
corporate customers

Features
Phones


Converging on Smartphone's but less
powerful OS.

Targeted at consumer / lower cost


[Source
Canalys

-

2 Nov 09]

Handsets support multiple protocols: 2G, 2.5G, 3G,
WiFi

By 2012, 25% of all handsets shipped in the US will be
WiFi
-
enabled

We’re still using significantly more data

on our laptops than on our handhelds

Laptop

Per month: 0.5
-
20
GB

High end

Per month: 0.1 GB

+ always on

Low end

Per month: 0.03 GB

+ always on

Source
: Nokia Siemens Networks

N95 10x average user

IPhone 3x N95

Laptop 10x IPhone

Usage Patterns by Device

Growth in Mobile Data Applications

65 Million
Facebooks

users Worldwide



Source: http://www.insidefacebook.com/2009/09/03/worldwide
-
facebook
-
mobile
-
usage
-
up
-
300
-
in
-
last
-
12
-
months/

0%
5%
10%
15%
20%
25%
30%
35%
40%
13
-
17
18
-
24
25
-
34
35
-
54
55+
Mobile Social Networking Usage


US














And they’re not all young!





Source:
comScore

Mobile Data Traffic via Handheld Device is Growing

Growth is driven by higher capacity networks, faster devices,
and burgeoning applications used across all age groups

Agenda


What’s Happening on the Ground?


Network Evolution


Handset and Application Trends


How Does This Translate to the Cabin?


What’s the Real Story on Usage?


What is the US missing?

GSM / GPRS network


Access through mobile phone and smartphone
(iPhone, Blackberry), laptop with GSM/GPRS
card


Voice calls, texting (SMS), e
-
mail and limited
web
-
browsing (GPRS)


WiFi or wired IP network



Access through WiFi device (laptop or WiFi
PDA), Ethernet cable at seat, or seatback IFE


“Live “ Internet Web browsing, VPN support,
VOIP, Video
-
conferencing, IPTV


Passenger sees on
-
board network when
mobile phone is switched on in
-
flight


No sign
-
up required: passenger’s home GSM
provider has roaming agreements with on
-
board Service Provider


Airborne service appears as line item on
passenger’s bill from home GSM provider


Exactly the same process as when using
roaming abroad


Roaming prices set by home GSM provider


Roaming charges typically similar to
European users using their phones in North
America




Passenger Experience GSM Network


Passenger turns on laptop while in
-
flight


On board
WiFi

network appears:
passengers connect as they would
with a terrestrial
WiFi

network


Launching browser brings up the
Airline’s customised landing page


Passengers have access to Walled
Garden with free content:


Panasonic Baseline Content


News, Sports, Financials


Weather (destination city as default)


Current Flight Information (Time to
destination, etc.)


Travel Guide


Magazine Rack



Sample Airline
-
Specific Content


Airline Info


Airline Loyalty Program


Airline Partner Information




Passengers access the Internet by using their

ISP
(or supported roaming provider credentials)
or pay with a credit card


Supports VPN, corporate e
-
mail, video
streaming, large downloads, etc.


Passenger Experience
WiFi

Network

Which Network Will be Accessed in the Air?


Passenger behaviour in the air is influenced by their typical behaviour on
the ground
-

people use their mobile devices differently from how they use
their laptops


Mobile devices typically still first choice for making phone calls when on
the go; VOIP over laptop or mobile device more likely to be used at
home/in the office


Use of mobile device might depend on what network is available, the
speed, whether or not it has to be paid for, and the application


If a user wishes to use his/her mobile device to check email quickly
without logging onto the
WiFi

network, the GSM/GPRS network can be
accessed transparently


If a user wishes to use his/her mobile device or laptop to browse the
internet, synchronise Outlook mail, download attachments or use a data
intensive application, more likely to pay for a
WiFi

session

Passengers will want to use their devices and applications

in the air the same way they do on the ground

Do I Need both Cellular and
WiFi

on Board?


Yes


if you want to offer the service for the widest possible
range of devices, to largest possible number of passengers


VOIP not a full alternative to GSM voice


Installation of SIP client required on
WiFi

Smartphone


Phone number is anonymous


Not used by the mainstream on
WiFi

handsets


Texting (SMS) is still one the most used applications (including
Twitter)


Blackberry email compression makes GPRS/EDGE a viable
technology both technically and commercially


Transparency of use of cellular applications


just turn on the
phone, no log on required

Evolution of Airborne Cellular Networks


New high speed cellular protocols (3G, 4G LTE) have
much higher data speeds than GSM, GPRS, EDGE


Current on
-
board cellular networks support GSM, GPRS,
EDGE


2G, 3G and LTE will co
-
exist for years to come; devices
will support multiple protocols and be backward
compatible with the intelligence to select the appropriate
protocol


Just as on the ground, if a device can’t get a 3G signal, it
will drop back to EDGE; if EDGE conditions are poor, it will
drop back to GPRS, and finally back to GSM



3G and 4G will eventually reach the cabin and will require suitable off
-
aircraft links

Agenda


What’s Happening on the Ground?


Network Evolution


Handset and Application Trends


How Does This Translate to the Cabin?


What’s the Real Story on Usage?


What is the US missing?

Continued growth in passenger usage

It took 10 months to
reach 100,000
passengers but only
another 10 months to
reach 1 million


customer trial and
acceptance of the
service is increasing

Highest number of
active connections on
1 flight was 143
--

Dubai to Manila on 12
Dec 2009

Its good to talk!

Over 11,000 calls made/received to equipped Emirates aircraft in Feb
2010

Longest call made from the aircraft was 65 minutes
--

Dubai to Accra
on 11 Oct by an
Etisalat

customer

Highest
number of calls made from the aircraft was 82
--

Bombay to
Dubai

on Sept 20
th
2009


One of the top passengers (in terms of usage), generated on average
over 2.5 hours of voice traffic on each of the 7 flights flown over the
past 6 months


But SMS popular too...

Highest
number of SMS sent to/from the aircraft was 477


Casablanca to Dubai on 13 Feb. The highest number of SMS sent
from aircraft was 233 on that same flight.





Regional trends in usage

The Longer the Flight, the More Usage You’ll See

Revenue Split per Service


2009

Revenue from GPRS traffic is the top driver with SMS traffic being second most
popular service


Over 40% of flights in 2009 were night flights or combination day/night flights
--

the
use of non
-
voice services can be partially attributed to the high percentage of night
flights

Passengers are Using it Regularly


Examples of traffic from a
single

user

Driving Cellular Revenue Streams

In service experiences prove marketing and
passenger awareness is one of the primary drivers for
revenue.

Perception that cellular phones cannot be used on aircraft

Many cellular devices placed in bags and stored in overhead bin.

Telco involvement is a key marketing ingredient.

Direct subscriber marketing campaigns

Location based marketing

A trusted source of information



Research shows over 60% passengers are unaware /
did not see the in flight promotional video




Gate
banner
stands

Gate Giveaways

Monthly bill envelope

FAQ on website

News paper bindings

Print Media

Pocket Guide

Raising Passenger Awareness

Integrated
Messages on IFE

The Importance of Marketing

22 mobiles attach at
beginning of flight

13 mobiles attached
post broadcast
marketing message
on IFE

Blue diamonds depict mobile phones
attaching to the on board cellular network.

Using IFE to Promote the Service

Agenda


What’s Happening on the Ground?


Network Evolution


Handset and Application Trends


How Does This Translate to the Cabin?


What’s the Real Story on Usage?


What is the US missing?

US Cellular Subscribers

Operator

GSM Support

Market Share

Verizon

CDMA

32%

AT&T

GSM 1900/850MHz

30%

Sprint

CDMA

16.6%

T
-
Mobile

USA

GSM 1900MHz

11.6%

Onboard GSM network operates at 1800 MHz


it does not currently support CDMA

Handsets need to support both GSM and 1800 MHz (dual, tri
-
, or quad
-
band)

Subscriber also needs GSM international roaming as part of their contract

Verizon
subscribers can use the AeroMobile service through

a service provided by
their partner Vodafone
Netherlands
called CDMA2GSM

Sprint sells / leases GSM phones for international travel and offers dual mode
CDMA/GSM handsets


SMS Usage
-

US


Americans send 4.1 billion SMS text
messages every day


On average, Americans send and
receive twice as many text messages
as phone calls per month


Surveys show following features and
considerations to be most important
among cell phone buyers:


Text messaging: 73%


Camera: 67%


Ability to access the mobile Internet: 61%


Music features: 34%


Video: 33%

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% of age group using SMS in US

What are Passengers on US Airlines Missing?


The ability to send/receive SMS, use GPRS e
-
mail without having to pay for a
WiFi

session


The choice of being able to make and receive
calls while on board


The reassurance of being connected through
their personal mobile phone

Mary Kirby 19/3/10: “...
even I've thrown down a few quid to a make a call
in
-
flight (
esp

on a long
-
haul flight). Some things, like telling your 5
-
year old
that you love her before bedtime, are simply worth the money.


Conclusions


Throughput speeds of terrestrial cellular networks are
rivalling
WiFi

networks


Mobile devices are also evolving with multiple protocols
that dynamically select the most appropriate


Passengers want to be able to use the same
applications in the air that they use on the ground


Having both cellular and
WiFi

networks on board the
aircraft best emulates the experience a passenger has
on the ground


Airlines need to consider future trends and applications
when making a decision for aircraft that will be in service
for 10+ years


Adla.Hendry@AeroMobile.net

Mobile: +44 7943 804 047

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