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Name Ben Gruzelier
NetID Bgru839
Group Number: 217
Website Link:
Tutorial Details
Tutor: Day: Time:
Johnnie Shubert Wednesday 10am
Time Spent on
12 Word Count: 1643


The core problem that my idea aims to solve is: locating passenger flights effectively and
3.1 Vision
To provide and maintain state of the art in-flight location systems on every commercial
aircraft that greatly improve flight safety and make it impossible for passenger flights to
be unlocatable.
3.2 Industry Analysis: In-flight fault detection and location transmission services
Industry: In-flight fault detection and location transmission services industry.
Force: High/Low: Justification:
Buyer power: High There are a few other companies already
offering a similar service in terms of location
data transmission to choose from, but not in
terms of fault detection.
Supplier power: High In-flight internet providers are also supplying
the people who own planes with in-flight
internet so they have a lot of power.
Threat of new entrants: High
The market for my idea does not have huge
setup costs in terms of the amounts of money
being thrown around in the commercial flight


Threat of substitutes: High There are substitutes currently being developed
like FlyHT and I suspect more are being
developed in light of the MH370 case.
Rivalry among existing
There are a few companies overseas offering a
similar service, but I could not find any New
Zealand based companies. High overall.
Overall attractiveness of the industry: The industry isn’t very attractive at all.
3.3 Customers and Thei r Needs
The target market for my idea is the owners of aircraft that lease to airlines. Large
amounts of aircraft are leased to airlines so I am targeting the owners who would want to
improve the safety of commercial flights to protect their assets and also human lives.
These customers would be interested in safety improvements that are low cost and low
maintenance. My idea incorporates a lot of present infrastructure including wi-fi provided
by companies like AirCell and the aircraft itself. Heat and motion sensors would need to
be installed along with the system for recording and analysing the data from the sensors.
These parts of my idea may be quite costly, but safety is paramount.
3.4 The Product and Service
The solution that I have identified is to collaborate with independent in-flight internet
companies like Aircell to implement a system that sends flight data (including location) to
air control centres via cloud. This system will consistently upload location and other
relevant flight data (diagnostics including temperature and motion of parts using
sensors) every X amount of minutes while it is in flight to a cloud that the control centre
can access, ideally every 5-10 minutes to maintain a certain degree of accuracy. This
method of location will help control centres stay in communication with the flight and
locate it even if it drops off the radar. The temperature and motion of parts diagnostic
information can also be used by the control center to assist pilots as soon as faults are
detected. This system will not be able to be turned off manually and will be installed in
the structure of the plane to avoid being tampered with..
3.5 Suppliers and Partners
Companies like AirCell that provide in-flight internet services would be perfect partners
for my product, as their in-flight wi-fi service could utilised to upload flight data (collected
by my service) to the cloud.


Partnerships with airlines like Air New Zealand, Qantas, JetStar among others would get
my service’s foot in the door of the commercial flight industry and would provide much
more leverage in terms of the amount of commercial aircraft that will have the service
Suppliers would include in-flight internet service companies like AirCell, as my system
would be using their service to transmit flight data to air control centers.
I would also need to source a supplier of thermal and motion sensors for aircraft. I would
look into reaching out to companies like Harco Laboratories and hopefully establishing a
long term relationship.
3.6 Strategy: Differentiation
I believe that my idea comes under the differentiation category. Although my product
utilises present infrastructure, the installation and maintenance will come with quite a
high cost. However, leasing companies that own the aircraft do have access to a lot of
money. I feel that the high cost is worth the improvements to flight safety as they aid in
saving human lives. The competitive scope of my service is very broad. My vision for my
service is that it will be implemented in every commercial aircraft, and will compete with
every in-flight information system on the market

3.7 Value Chain Activity: Technology management
An important value chain activity that I have chosen is technology management, within
the Operations VCA. Seeing as my product is Software as a Service (SaaS), technology
management is one of the most important value chain activities, if not most important.
Technology management encompasses the daily operation, maintenance, and
development of my service. This value chain activity is connected to the vision of my
service as it is essentially the machine that drives the vision. Without technology
management, the vision would be impossible. There would be no development,
management, or operation of the system without technology management.
3.8 Business Processes
The flight data collection process is a part of the operations VCA. The process involves
the main idea behind fault detection in my system. The thermal and motion sensors
collect data for fault detection diagnostics every 10 minutes while the aircraft is in flight.
This data is then analysed by the computers onboard the plane and analysed against
optimal and safe temperature and motion statistics. If the temperatures and motion
levels on the plane are not safe, the system will immediately launch a remeasurement in
case of measurement errors. Once completed, the system will send the information to
the flight control department for further analysis or assistance.



3.8.2. INFORMATION TRANSMISSION PROCESS - The information transmission
process involves the actual transmission of the in-flight information to the flight control
department. The system first checks whether flight information has been sent to the
control center within the last 10 minutes. If no, the fault detection / diagnostic data
collection process will commence and the results along with location information will be
sent to the flight control department. If yes, the system asks itself what time the
information needs to be sent next. At the necessary time, the information is sent to the
flight control department.




3.9 Functionalities
 Can measure temperatures and motion of parts using thermal and motion
 Can analyse and compare collected data against optimal/safe levels of motion
and temperature in order to detect faults
 Can check how long it has been since the last transmission to the flight control
 Can send collected flight data to the flight control department.
3.10 Systems

3.10. 1. FLI GHT TRACKING SYSTEM -The flight control department uses the coordinate data
received from the aircraft in-flight and can map the aircraft’s direction, speed, distance
from destination, and other location information. This system utilises the information
transmission process to locate the plane under any circumstance, including hijack or
radar faults. This links into the vision as it helps in one day making it impossible for
commercial flights to be unlocatable
3.10. 2. FLIGHT CONTROL CENTER SUPPORT SYSTEM - The flight control center support
system utilises the information transmission process as the computers in the flight
control department receive the collection of information from the aircraft, allowing for
further analysis. In the event of a fault detected by the aircraft computers, the flight
control department can further analyse the data collected and also provide assistance
using voice communication to pilots in order to reduce the chance of a disaster.
3.10. 3. FLIGHT DATA COLLECTION AND ANALYSIS SYSTEM - This system is based on use of
the fault detection / diagnostic data collection process to run analytics on the plane’s
temperature and motion of parts. These are two important indicators of faults within the
plane. The flight data collection and analysis system also records the aircraft’s
coordinates amongst the other data. The data is then analysed in order to detect
discrepancies between the actual motion and temperature and the regular safe levels of
motion and temperature in order to detect faults. The flight data collection and analysis
will collect data again if a significant discrepancy is detected in order to test for errors.


After all the data is collected for the period, the flight data collection and analysis system
will prepare the collected data for transmission..


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

1. Fault detection
/ diagnostic
data collection
1. Can automatically measure temperatures
and motion of parts every 10 minutes.

2. Can analyse and compare data
discrepancies against norms.
Automation system

Knowledge management
Decision support system

Decision support system
2. Information
1. Can check how long it has been since the
last transmission to the flight control

2. Can send collected flight data to the flight
control department
Content management

Information transfer system



I feel that my product is an appropriate solution to the problem of locating passenger
flights consistently and effectively and although it will come with a reasonably high price
tag, safety is very important to consider as commercial flight is a form of transport that
has potential for huge disasters that have a high chance of human casualty. My solution
utilises current infrastructure and offers a reliable fault detection system. Although the
industry for my solution isn’t very attractive at all, I feel that my solution solves an
important problem and could save human lives. My product uses data transfer
processes to make

1. Mark Hachman. (March 9, 2011). Aircell’s In-Flight Gogo Wi-Fi to Go International.
Retrieved from,2817,2381707,00.asp

2. GOGO BIZ SERVICE (AirCell). (n.d.). Retrieved from

3. Stephen Lawson.(March 9, 2011). Aircell to Boost In-Flight Wi-Fi Speed. Retrieved

4. Jane Wardell. (April 8, 2014). Search for MH370 to be most expensive in aviation
history. Retrieved from

5. Harco Laboratories, Inc. (n.d.). Retrieved from

6. FLYHT, The future of connectivity. (n.d.). Retrieved from