Qingdao Airlines launched the smooth connection WIFI flight product
. The first domestic high-speed Internet flight built by Qingdao Airlines was officially put into operation on July 7. After Mr. Zhou, who travels frequently, he will use this aircraft as an airline if the route is suitable. First choice for travel. Like Mr. Zhou, since July 7th, nearly 5,000 passengers have experienced high-speed Internet services in the same way as 4G on the ground at an altitude of 10,000 meters. For passengers who could only sleep, eat, and wait bored before boarding the plane, Internet flights can meet their different needs: you can use video to watch the news to kill time, or you can choose to go to air e-commerce to see duty-free products. Click to place an order and deliver it home. For busy business travelers, it can be said that it is very convenient to purchase an unlimited air flow package for the entire voyage and return important mail immediately. Even passengers can still see the "air-ground connection live broadcast" between flight attendants and the ground...
Passengers land on Qingdao Airlines Portal to watch the video
In April this year, the National Development and Reform Commission officially included "satellite Internet" as an important part of the new infrastructure. The development of the in-flight Internet in application scenarios has become a powerful tool for various airlines to realize digital transformation and embody smart civil aviation. Qingdao Airlines deployed early and took the lead in joining forces with partners such as China Satcom, Feitian United, and Tiandi Internet to become the first domestic airline to deploy high-speed Internet flights after the release of the new infrastructure policy, in order to increase ancillary revenue and meet passenger demand. Exploration and innovation:
first, the air Internet is just what passengers need
Previously, in the survey, the willingness of passengers to connect to the Internet was 100%, and the proportion of passengers who expressed their willingness to pay was 62.6%. The reporter learned from the air internet operator Tiandi Internet that from July 8th to September 30th, the portal login connection rate of users on the fixed route of Haikou-Tianjin-Changchun reached 81%; users on non-fixed routes Portal login connection rate is 71%; the per capita PV of flight Portal users is 23.
Second, the high-quality experience of high-speed Internet flights
This Ka high-throughput satellite of China Satcom can cover 90% of the routes in mainland China. The rate of this satellite can reach 150Mbps/frame, which is several times more than the current traditional Ku bandwidth of 2Mbps/frame. Passengers experience a smooth network that is comparable to the terrestrial 4G network. At the same time, compared with the payment standard of no less than 7 US dollars per hour by foreign airlines, the online tariff standard of this flight is very "friendly". In the current traffic products iterated to version 3.0, passengers only need to pay an average customer unit price of 27.3 yuan to enjoy high-speed Internet access. According to another report, the current payment conversion rate of in-flight users has reached 18.7%.
Third, to meet the diverse needs of passengers
The flight uses the intelligent operation system TD-HUB independently developed by Tiandi Internet, which can intelligently push exclusive content according to the dimensions of the passenger's gender, age, and destination. In addition to traditional content such as news and information, film and television, listening to books, and music, a large number of short videos have become a "time killer" for travelers. A large number of selected products, including duty-free items, can be ordered with one click and delivered home. Booking hotels and booking pick-up vehicles in the "Destination Service" on the smart aeronautical chart is even more popular with many business people.
Fourth, high-speed Internet can increase airline ancillary revenue through multiple channels.
Internet flights can increase airline ancillary revenue through data sales, content on-demand, advertising and e-commerce sales. According to the operator Tiandi Internet, 86 of the 92 advertising spots on the flight were exposed, with an advertising spot exposure rate of 93%; the cabin digital advertising click rate was 6.91%, much higher than the Internet platform advertising clicks in different industries Rate 0.42~2.48%;
Among them, CPA advertising effect: transaction6 orders, a conversion rate of 2%, and a conversion income of 800,000+. When the customer unit price is 163.7 yuan, the user's e-commerce order conversion rate is 3.3%.
Fifth, the brand effect of Qingdao Airlines has been improved.
The reports of the major central-level media on the flight’s inaugural ceremony have made Qingdao Airlines the focus of attention within the industry and domestically, which has greatly improved Qingdao Airlines’ visibility and brand influence. At the same time, on the flight Portal page, Qingdao Airlines also has a special area, which has become an important window for publicizing Qingdao Airlines' products, services and employees. In four months, Qingdao Airlines used practical actions to break the situation for the development of China's air Internet industry in the post-epidemic era. However, in order to achieve the popularity of foreign flights and the public's awareness level, whether it is the prohibitively high aircraft modification cost of airlines or the high degree of awareness of this "new thing" by different airlines, it is to a large extent restricted The development of the domestic air Internet industry.
We are also pleased to see that according to the 2016 SITA Aviation IT Trends Survey, by 2025, 2/3 of the global airlines will provide in-flight Internet services. The Civil Aviation Administration of China also requires all domestic airlines to be equipped with in-flight networking capabilities for 60% of their fleet by the end of 2022; the entire fleet must be covered by 2024. Last month, the Director of the Civil Aviation Administration of China Feng Zhenglin listed "accelerating the construction of in-flight WIFI" as one of the 12 service contents that the Civil Aviation Administration publicly promises to improve service quality during the "13th Five-Year Plan" period. I believe that as more airlines like Qingdao Airlines continue to actively try and explore to accelerate the digital transformation of civil aviation, China's civil aviation industry will surely usher in a new take-off.
