Inmarsat Aviation: Marketing telecoms to the skies

Katherine Sheen

Describes how Inmarsat Aviation launched its 'Bring it On' brand proposition and won orders from the likes of Qatar Airways, Lufthansa Group and British Airways owner, IAG.

Marketing Telecommunications

This article is part of a series of articles on marketing telecommunications. Read more.

The whole telecommunications sector is grappling with numerous marketing challenges – service differentiation, personalised propositions, and increasingly nuanced customer purchase journeys, to name but a few. It's a highly competitive sector undergoing rapid, constant change.

However, if you think marketing telecommunications services on the ground was difficult, imagine facing these challenges selling passenger broadband services for the skies. This was precisely the situation for Inmarsat in 2016 as it launched a new in-flight broadband product to global airline buyers. In a period of...

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