Starlink snags SAS for fleet-wide connectivity update

Last summer SAS shared that it was keen to revamp its inflight internet experience. Today the carrier confirmed that plan, choosing Starlink as its new supplier. A “phased rollout” of the new system is expected to begin by the end of 2025.

By introducing this new technology, we’re connecting our passengers to the world like never before…  This is about giving our customers the best and ensuring SAS remains synonymous with excellence. – Paul Verhagen, Chief Commercial Officer, SAS

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The Starlink selection is not too much of a surprise given the comments of SAS CEO Anko van der Werff during the FTE EMEA conference in June 2024. During that event he name dropped Starlink as a contender for delivering “a true, connected, seamless experience” that passengers demand. At the same time, however, he insisted the company was open to any supplier that could meet its needs. Instead, he considered it “a bit of a signal to everyone else who’s in the market right now, that we’re just not fully happy with what’s out there. That’s not criticism. It’s a constructive, push, a signal to do better.”

Among the challenges SAS faced were slow installation times and complex implementations. “We need it to be easier,” van der Werff explained. “That’s where our search for new solutions comes in. That’s not just Starlink. Whoever comes up with new solutions, we’d be very interested in talking to.”

It now appears no one else came up with a sufficiently compelling new solution for the carrier.

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