Size of the in flight Wifi market?

Cristina asked on May 14, 2019 - 2 answers

Hello everybody,

I recently encountered this market sizing, which looks quite complicated to estimate.

Any recommendation would be appreciated!

2 answers

  • Upvotes
  • Date ascending
  • Date descending
Best Answer
Daniel replied on May 14, 2019
Imperial College PhD, Rolls-Royce Project Engineer, RWTH Aachen Mechanical Engineer and Business Administrator, Software Engineer

you do that like any other market sizing question. The idea is to find the number of potential customers for the whole market.

One way to do it is to look at the number of flights per year. First of all, it would be good to understand if the question is related to a specific country or not as you need to start with a population number. Then you could think of how many flights does an average person take per year. Let's say an average person take 2 flights per year. Then you would need to estimate how many people on a plane carry devices with WiFi-connectivity. Let's say 80 per cent of passengers (alternatively, break that down again; to estimate the number of WiFi devices use the replacement concept (every three years a person buys a new smartphone on average etc.)).

The market would have a size of:
Percentage of WiFi Users * Population * Number of flights per person, for the US that would be 0.8*320M * 2 = 512M

In the end, you may propose some options of how to actually charge customers for this service. Of course, you can always add some more features to your estimates.

There you go!

updated his answer on May 17, 2019
Bain Consultant | Interviewer for 3 years at Bain |Passionate about coaching |I will make you a case interview Rockstar
Book a coaching with Axel

1 Meetings

18 Q&A Upvotes

USD 149 / Coaching

To answer this correctly you need to account for both to supply of in flight WiFi services and demand.

i would propose a solution as follows:


Number of aircraft globally x % of aircraft that are WiFi enabled (should be quite low %) x aircraft capacity in passengers x load factor % x number of flights per day x uptake of in flight WiFi % x 365 days in a year


price per hour x average number of hours used

A solution based on flights per person could also be used and may be easier but needs to account for how many flights actually offer the service.


Related BootCamp article(s)

Market Sizing

Market Sizing Cases are used to test your quantitative and reasoning skills. The interviewer evaluates your structure, numbers-handling and business sense.

1 Q&A

Important Facts

It's essential to know some key figures regarding geographies, population, economies for your case interviews. We summarized them for you here.

Related case(s)

Your client, large automotive OEM WyCar, has developed its first fully electric vehicle (EV) and introduced it as a pilot on the Austrian market last year. However, sales have been far below the expected numbers. The management has engaged you to support them in understanding the reasons and advise ... Open whole case

Bain Case: Old Winery

Solved 33.4k times
4.4 5 894
| Rating: (4.4 / 5.0)

You have inherited the “Old Winery” from your grandfather, a winery which has been family owned for five generations and can be dated back to the 16th century. Half of the eleven hectares are used to grow white grapes, the other half to grow red grapes. They are grown in the conventional way, i.e. ... Open whole case

Roland Berger Case: Onlinestar

Solved 20.4k times
4.3 5 446
| Rating: (4.3 / 5.0)

Onlinestar, an online retailer of furniture and garden products (core business), has grown significantly in recent years as a result of an expansion of its product portfolio. The company mainly imports goods from Chinese manufacturers but also operates its own production of cat lavatories (special b ... Open whole case

TKMC Case: Elevators

Solved 10.0k times
4.2 5 1067
| Rating: (4.2 / 5.0)

Your customer is the market leader in the North American elevator service business. This is divided into the areas of elevator construction, elevator modernization and service. The customer has a particularly strong branch network in medium-sized cities and would now like to expand its business in ... Open whole case


Solved 50.5k times
4.5 5 1564
| Rating: (4.5 / 5.0) |

Nutripremium is a very well-known premium nutrition food company in Europe (€1 billion revenue last year). It is based in Spain and has an excellent market share not only in its home country but also in Portugal, France, Italy and Germany. Nutripremium has two main lines of products: Vitamin-supp ... Open whole case