How Etihad Airways Takes Connectivity To New Heights
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This month, Etihad Airways, reported an impressive surge in use of its onboard connectivity services during 2014. According to the airline, usage of its IFC “Etihad Wi-Fly” network, powered by Panasonic Avionics Global Communications Suite, increased by 80 percent. Usage of its onboard mobile OnAir IFC network increased by more than 60 percent with more than 2.5 million mobile devices connected. Etihad Airways passengers also enjoyed an average of 50,000 hours of live TV viewed on board its flights each month. US, European and Australian routes, Etihad indicates, usually enjoy higher uptake.
Etihad offers Internet connectivity packages which start at $5 (USD) and mobile connectivity is billed by the passenger’s mobile service providers, based on their prescribed international roaming rates. On aircraft fitted with the Panasonic GCS connectivity solution, Internet speeds range between 100kbps to 200kbps.
We asked Peter Baumgartner, Etihad Airways’ COO, to share the factors which led to this significant growth in demand for IFC with APEX readers. “Etihad Airways implemented a comprehensive roll out plan for in-flight connectivity services comprising Wi-Fi, mobile and live television, across our entire fleet – which increased significantly in 2014,” he explains. “Aggressive marketing and promotional initiatives improved awareness among guests, and competitive price plans and packages further drove up usage.”
On whether this surge in usage reflects a growing passenger demand for these services in today’s 24/7 connected world, or whether the airlines promotion of these services has tempted more passengers to give onboard connectivity a try, Baumgartner explains, “We believe that it is a bit of both. As more and more travelers are equipping themselves with smartphones and tablets, they are expecting a connected experience onboard, similar to what they enjoy on the ground. Offering a seamless, stable and high-speed connectivity service to their family, friends and work at competitive rates encourages first time and repeat usage.”
OnAir’s mobile services have also proved popular among Etihad’s passengers. Says Baumgartner, “Our research shows that most guests find the availability of a mobile phone/GSM service a positive enhancement to the air travel experience as it is more convenient to use your data-enabled phones onboard for instant communication.”
While in the US there is ongoing concern over a potential nuisance factor from fellow passengers using their mobile phones to make calls, Etihad has found no such issues onboard its flights. “In terms of voice-calls, we ask guests to switch their phones to ‘silent’ mode to avoid disturbing other guests, and the crew have the capability to turn off individual services (e.g. voice, text, etc),” Baumgartner explains. “Guests tend to self-regulate and we have had no significant instances of disruptive guests or need for the crew to deactivate any services in the two years connectivity services have been in operation.”
Etihad reports that 55 percent of its passengers connect using iOS devices – iPads and iPhones – and 30 percent of passengers use devices that run Android’s operating system. Texting increased by 62 percent and telephony increased by 61 percent, compared to the same period in 2013.
The airline’s popular Live TV package includes news and sports channels which Baumgartner says is “essential to provide current, topical, informative and entertaining content to our guests.” He indicates that BBC World News, Sport 24 and CNN are the top three most-viewed live TV channels on its flights.
“We continue to redefine our guests’ air travel experience with innovative products and services, the latest communication technology and entertainment systems that best fit their needs,” he adds. “When people travel, they want to stay connected with their work, their friends and their family. They also want to be kept up-to-date with 24-hour world news services. This is now possible for the entire journey on an Etihad Airways flight.”