The Challenge
The FIFA World Cup is the most viewed and followed sporting event in the world, exceeding even the Olympic Games and The Superbowl. With the majority of airlines only equipped with AVOD media services, passengers feel disconnected with what’s happening on the ground – especially when the game they have been waiting for is on during their flight. Passengers want it, are thankful when they have it, and get disappointed or frustrated when their airline doesn’t offer it, even threatening to book on an airline that does.
Panasonic’s Approach
Panasonic’s business intelligence unit crunched the airline’s numbers using advanced analytics and found some surprising details as well as untapped opportunities. First, nearly 30% of customers were spending more than $30 per flight on Wi-Fi and texting, which exceeded the most expensive package on offer, implying passengers were willing to pay more than the airline expected to stay connected.
Panasonic also identified a cultural miscommunication: Latin Americans understood “social” to mean texting, whereas non-Latin Americans thought it meant social media. The latter group was blowing through their data caps by loading Instagram or Facebook. The airline now has more universal messaging—and pricing—around in-flight texting.
Panasonic also identified a cultural miscommunication: Latin Americans understood “social” to mean texting, whereas non-Latin Americans thought it meant social media. The latter group was blowing through their data caps by loading Instagram or Facebook. The airline now has more universal messaging—and pricing—around in-flight texting.
The Solution
Panasonic analyzed customer complaints to identify the root causes of customers’ biggest pain points. We used advanced analytics to understand passengers’ in-flight spending patterns and how much data is used per flight. Then we used data to shape a new suite of Wi-Fi/texting package options at competitive price points. Finally, we introduced universal messaging and pricing for in-flight texting.