It is no secret that wi-fi installations on ­aircraft are spiking, with operators ­making announcements left, right and centre about deploying the service across entire fleets. However, a more understated trend is also in play as some airlines opt for services that enable passengers to text, place voice calls and use data on their own mobile phones.

While one differentiator for this service is the ability to make phone calls in the cabin on one's own personal device, the main mobile providers say that telephony services actually comprise only a small percentage of passengers' usage on the flights.

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Therefore, to understand why passengers are using the devices requires a closer look at airlines' strategies for connecting their passengers, which are more closely aligning with mobile usage behaviours on the ground and providing options for staying in touch that more closely align to their own usage needs.

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Source: Flight International