IFC incumbents should consider how to differentiate to defend their market share in a post-Kuiper world

Airlines are becoming more strategic and demanding in their in-flight connectivity (IFC) choices following Starlink’s entry to, and disruption of, the market. They are seeking higher performance, flexibility and cost-efficiency. Amazon’s Project Kuiper (Kuiper) is poised to raise expectations even further, particularly due to its seamless integration with Amazon’s digital ecosystem, thus enabling new in-flight monetisation models.

Kuiper still faces significant hurdles, including certification and market-entry challenges, but legacy IFC providers have a narrowing window to defend their positions. They must quickly embrace strategic partnerships, product differentiation and innovative pricing to remain competitive.