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Elon Musk's Starlink - A must-have feature for airlines or an expensive perk?

The social media feud between Elon Musk, the CEO of Ryanair and Michael O'Leary about the cost to install Starlink's WiFi has reignited an old debate in aviation. Who'really' needs internet on 30,000 feet and who's willing to pay for that?

Video calls and seamless streaming have become a must-have for long-haul airlines chasing premium travellers who are rewarded with loyalty benefits. For budget and short-haul airlines, like Ryanair the economics are less compelling.

Musk may call O'Leary an "utter idiot" because he refused to bolt Starlink onto Ryanair's 600+ jets. But the blunt-speaking Irishman, who built Europe's largest airline by squeezing every possible cost out of it, is almost certainly not.

David Whelan is an analyst with Valour Consultancy. He said: "You would not expect to fly on Ryanair, and receive the same level of service as you would on a long haul flight."

If you are only interested in running a solid A-to-B service at the lowest possible cost, it is not necessary to have WiFi.

"A COST OF BUSINESS"

Since years, some full-service carriers like British Airways have offered WiFi.

The demand for premium travel has risen since the pandemic, and this combined with faster satellite links that are more reliable have led to a wider adoption.

In the last year, Lufthansa and Scandinavian carriers?SAS and Virgin Atlantic signed up for Starlink, or their rivals Viasat, Intelsat, and Starlink.

Ben Smith, CEO of Air France-KLM, said: "It is no longer a question, but a cost to doing business, especially on the transatlantic route and in the United States."

"If you are looking to attract American clients, you can't do anything else but install high-speed WiFI. None. It's like a small hotel."

Analysts say that Starlink's satellites in lower orbits are an advantage, as they reduce delays and enable continuous video calls and streaming.

Anko Van der Werff recently signed up his airline to Starlink and said, "I think Starlink is gold standard."

It's not cheap.

Valour Consultancy’s?Whelan estimates that the cost of an aircraft will be around $170,000, depending on the airline. This is before hardware and installation.

Long-haul airlines could use the investment to implement a "freemium strategy" - premium passengers would get free access and everyone else would be encouraged to join loyalty programs.

Whelan added that Starlink is helping to drive this trend.

Starlink's owners SpaceX have not responded to a comment request about pricing.

RYANAIR: OUR PASSENGERS WILL NOT PAY

Cost-benefit analysis for low-frills and short-hop airlines looks very different.

O'Leary claims that WiFi antennas increase weight and drag on planes, which increases fuel costs.

Musk responded on X by saying that the drag is negligible?and made a sarcastic threat to replace Ryanair's CEO with himself.

O'Leary is sceptical, however, that price-conscious travelers would even pay a modest fee?of 1-2 euros ($1.20-2.40), especially on short flights.

O'Leary said to reporters that "our experience tells us, sadly, we think less than 10 percent of our passengers will pay for this service, and we therefore can't afford the cost of $150 or $250 millions a year."

The only way that we could see Starlink on our aircraft for short-haul flights working is if it was given away free of charge.

(source: Reuters)