Back to Air Transport IT Review - Issue 2, September 2009

The world is going mobile

Industry Insight: The connected aircraft

With airlines in Europe, the Middle East, Asia/Pacific and the Americas connecting their aircraft to an online world, the industry faces a paradigm shift in the delivery of passenger services and operational efficiency.

The world is going mobileMore than 30 airlines are now offering some form of connectivity for passengers via the Internet or cellphone, with OnAir offering voice services across a growing number of international routes. One of the first airlines to adopt the OnAir service in its entirety is Royal Jordanian, established as the national flag carrier in 1963 but a private company since 2007 and a member of the oneworld alliance.

Royal Jordanian and OnAir signed a partnership service agreement in December last year with a view to testing the service on two newly delivered Airbus A319 aircraft. This was put into effect in the first and second quarters of 2009. Success in the first six months will lead to subsequent deployment of the full Mobile OnAir Service to the airline's 10 A320 aircraft.

Meeting regulatory approvals

The regulatory preparations prior to the launch of the Mobile OnAir Service were comprehensive and exhaustive. Telecoms approval by the Jordanian authorities were complemented by roaming agreements between OnAir and hundreds of mobile network operators (currently 300+). The aircraft system also includes a regulatory coverage map which is programmed to enable or disable the service as the aircraft flies over different territories.

The airline is monitoring usage and opinions through in-seat surveys. The first findings were presented at SITA's IT summit by Eng. Mohammad Hani Al-Majali, IT Services Director for Royal Jordanian.

Of those responding, more than 60 percent of users were travelling on business, with a similar number aged over 40. Less than 10 percent received incoming voice calls, but more than 40 percent made calls; the figures for sending and receiving text messages were 23 and 18 percent respectively.

What do passengers think?

On a rating of 1-6 (with six high), 54 percent rated overall quality of service between 5-6, while more than 61 percent rated value of service between 5-6. Crucially, the surveys asked passengers their thoughts on present and future availability. They were asked, "Do you think this service is acceptable on board during a flight":

  • The availability of making and receiving phone calls - 93 percent yes
  • The availability of sending and receiving SMS text messages - 94.5 percent yes
  • The availability of Internet services through smartphones - 94.5 percent yes
  • The availability of Internet services through GPRS-enabled phones - 95.5 percent yes

When asked whether they would like mobile services, including voice, to be available on all Royal Jordanian flights, the answer was a very strong 92.5 percent in favour.

Royal Jordanian are now planning to leverage the value of connectivity in terms of customer care, through simple but effective use of elements such as text messaging. This will allow the airline's passengers to check-in using their mobile phone, and to receive a bar-coded boarding pass and baggage tag.

Passengers can then be kept informed during the flight of any changes that may affect their onward journeys, such as inbound delays. And frequent flyers will be welcomed with a text message and a note of points earned. Plans are in hand to extend the offering to allow booking via the airline of rental cars, hotels, restaurants and theatres from the comfort of their aircraft seat.

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