How eBusiness Can Help In-Flight Wi-Fi Adoption Take Off

October 12th, 2010

Henry Harteveldt

Elizabeth Stark

With contributors:

Zia Daniell Wigder , Beth Hoffman

Summary

In-flight Wi-Fi has officially arrived, with more than 1,000 jets now equipped with wireless Internet technology. Forrester data reveals that 20% of US online business passengers have used in-flight Wi-Fi in the past year. Not surprisingly, most airlines aren't effectively communicating their Wi-Fi service to passengers online, resulting in missed opportunities and confused travelers. To assess airlines' effectiveness in merchandising Wi-Fi products on their Web sites, Forrester sorted airlines' Web sites into three categories — transparent, translucent, and murky — and saw that only US Airways and Virgin America are transparent in communicating their Wi-Fi offerings. To boost in-flight broadband rates, eBusiness professionals should promote Wi-Fi service availability using a "story arc," merchandise Wi-Fi offerings throughout the booking process, and subsidize Internet access costs with sponsorships.

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