OnAir
WAEA, Zurich
May 2007
© OnAir 20072
Mobile OnAir
© OnAir 20073
Mobile OnAir
Passengers use their own mobile phones during flights• SMS, email & voice
• Supports BlackBerry™-type devices
• Invoiced by passenger’s home mobile operator, at international roaming rates
• Voice Off mode for night flight segments
Enhance value proposition to passengers
Service launch with regional flights in Europe, gradually extended worldwide by end-2008
© OnAir 20074
Launch customer
Commercial trials
Service coverage
Certification
H1/07
Ryanair
A320-family B737
H2/07
Service rollout
H1/08 H2/08 H1/09
Rest of the worldRoaming: +90% of ww subscribers
License: Europe, ME, APAC, etc
B777, B747, A330, A340, A380, A350
TAP bmiAir France
EuropeRoaming: +95% of subscribersLicense: 23 European countries
Note: Service deployment to the rest of the world is dependent on ALVAv2 availability
© OnAir 20075
Low Cost Carrier Strategies
LCC operators have a very different pedigree and history than traditional flag carriers
Natural Link between high growth economies and high growth airline start-ups; India, South America, China
Entrepreneurial, non-airline, non-government money
Exposure and activity in other markets; Telecommunications, Internet, Media in particular
As a result the airlines have been created & branded with ancillary revenue at the core of their proposition:
Both internal and external income streams
© OnAir 20076
LCC’s and Inflight Mobile Services
Good fit with emerging/high growth nations strategies
technology leadership and innovation
Value added services appear to be less important than brand extension
Enhancement of airline brand through partnerships
Increased exposure of Airline brand through terrestrial channels
Revenue source:
1. Income via passenger traffic
2. Income through promotions and partnerships
3. Sponsorships and advertising
Added benefits to service quality, personalising the inflight experience
© OnAir 20077
Roaming & regulatory
Roaming agreements:• 160 agreements signed or in progress
• Targeting 200 key mobile operators covering +90% of worldwide GSM subscriber base by end 2008
Spectrum licensing:• 2006: CEPT Framework adopted
• 2007: Secure national authorisations in most European countries
• From 2008: regulatory approvals in line with service availability
Priorities adjusted based on customer needs
© OnAir 20078
End-to-end service architecture
OnAir business systems
OnAir point of presence OnAir GSM
ground infrastructure
Repository
Ground station
@
© OnAir 20079
Airborne systemCockpit on/off
switch
Cabin control panel
Leaky lineGSM reception
antenna
Onboard channel selector
Picocell
Airborne GSM server
Component Description
Control panel Enables crew to control the system e.g. turn to Voice Off mode
Leaky line Distributes signals uniformly throughout aircraft to keep electromagnetic radiation at
minimum
Airborne GSM server Manages the overall system
Picocell Manages radio interface to mobile phones in the aircraft
Onboard channel
selector
Prevents onboard mobile phones from connecting to ground networks
© OnAir 200710
Integrated connectivity solution
© OnAir 200711
An integrated solution for broadband
connectivity
Laptop & PDA access to Internet & corporate
networks
Link OnAir
Laptop
In-seat system
IFE access to Webmail, Webchat & Internet
GSM mobile phone/smartphone
Third-party applications(IFE, telemedicine, EFB)
© OnAir 200712
Value proposition of the connected cabin• Improve Business/First Class service by enabling business
travellers to:−Access their corporate networks from their laptop
−Access emails from smartphones
−Receive & make voice calls
• Enrich the entertainment portfolio for leisure passengers:− “Chat” during flights, check personal email,
browse the Internet
− Text messaging
− Access sponsored consumer sites, shoppingthrough micro-payments
• Increase airline efficiency− EFB
− Cabin crew email, access to real-time information, i.e service recovery
OnAir
Keep in touch
www.onair.aero