Hanging on the telephone

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ON CALL: The in-flight mobile phone usage systems will allow passengers on Middle East airlines, including Emirates and Oman Air, to make or receive calls and send text messages while travelling.

The introduction of in-flight mobile phone services by Emirates Airline has fuelled industry debate about its popularity among passengers. Gemma Greenwood investigates the potential impact on travellers.

Dubai is all about firsts, so when Emirates Airline recently became the first carrier in the world to introduce in-flight mobile phone services, it came as no surprise.

However, a recent survey of travel agents attending the Pacific Asia Travel Association's (PATA) ‘What's new in Asia Pacific 2008' seminar staged in Dubai revealed that 68% of participants believed the service shouldn't be allowed.

The question is whether or not airlines should follow Emirates' lead? The survey's results are in stark contrast to YouGovSiraj research conducted in November 2007.

According to this MENA-wide traveller survey, 47% of the region's business travellers and 43% of leisure travellers would like complete freedom to use their mobile phones on board flights, with less than 20% against airlines introducing the service.

This might suggest that travel agents are out of touch with passenger demands, but apparently not, according to Jane Wilson, director of travel and tourism for YouGovSiraj.

"The sample covered almost 4000 people, so it is very reliable," she says. "It is a cultural thing; the survey covered 20 countries in the MENA region, so the majority of respondents were Arab nationals.

Westerners are far more against it. If you look around the local markets and notice the number of mobiles that people have and the constant use of them then it isn't such a surprise."

A YouGov UK poll supports Wilson's opinion, showing that 56% of British travellers were against in-flight mobile phone use compared to just 16% that wanted the service to be introduced.

There are currently two service providers available to offer the technology for in-flight mobile use - OnAir and AeroMobile. Emirates Airline has wasted little time taking advantage by installing the AeroMobile systems on an Airbus A340-300 and Boeing 777-300 aircraft.

The Dubai-based airline has publicly supported the new service, with management planning to invest US$27 million to introduce the AeroMobile system to its fleet.

"Mobile phones have become such a part of people's lives today that there is growing expectation that they will be able to stay in touch [onboard] in a way they are comfortable with," says Patrick Brannelly, vice president of passenger communications and visual services for Emirates Airline.

"People prefer to use their own phones rather than a set-back system and AeroMobile also allows passengers to receive calls and texts, which is an important part of staying in touch and being contactable, even when you fly."

The AeroMobile system automatically switches on after take-off. Once the aircraft reaches 20,000ft, an in-flight briefing video will be shown on Emirates' flights. Cabin crew will then announce that passengers' mobile phones can be switched on.

"Each passenger's phone will then receive a free text message from the AeroMobile system advising them to switch their phones to silent mode," Brannelly says.

The system will be switched off as the aircraft begins its descent, with a text advising passengers to switch off at 23,000 ft before the system is automatically switched off at 20,000 ft."

Passengers may be glad to hear that a controlled timeframe for mobile phone usage and silent mode options are in place. But the concern is that passengers not using the service will complain about other fliers constantly talking throughout the flight.

"People will complain and they will vote with their feet; you're never going to make everybody happy all of the time, but I'm sure it will find its natural balance," YouGovSiraj's Wilson says. "Maybe it won't be as intrusive as people expect."

Making in-flight calls using credit-card swipe phones has been available for many years without impacting on passengers' comfort levels, Brannelly argues.

On Emirates flights, between 7000 and 8000 calls are made each month without any problems at all, clearly showing that many Emirates passengers wish to stay in touch by phone when they fly," he says.

The airline's cabin crew will be in full control of the system at all times and will ensure the comfort of all passengers at all times."

Emirates argues that these measures will ensure passengers are not disturbed. The airline's executives also say the restrictions limit mobile phone usage to five or six passengers at any one time.

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