Internet Connections on the High Seas
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When you think of cruise ships, youre most likely to think of the food, on-board entertainment, food, swim deck, and food. But for the clients who sail the Crystal Cruise luxury line, a fast Internet connection is near the top of their list of requirements.
Thats because Crystal Cruises doesnt operate your run-of-the-mill five-day, four-night Bahama runs. Rather, the largely affluent passengers who travel on its six-star Symphony or Serenity lines are in it for a longer haul. Trips average between 10 days and two weeks, or you can see the world and take college-level continuing education courses at the computer university on the ships in 108 days. When youre looking at an extended stay on the high seas, having a fast Internet connection becomes pretty important.
Our clientele is slightly different, says Bjorn Andersson, manager of shipboard and network operations. A common scenario is people are involved in the stock trading business and they need to pretty much be available to do trades at any time, and they spend a lot of time online. When people go out and stay for the most part of the year, when you are out there for such an extended period of time, you rely on these tools just as you do at home, to pay bills, do stock trades, or what have you.
That created an unusual business-technology alignment challenge for the cruise operator, which has to rely on satellite communications, where theres a 500-600 millisecond delay just to get up to the satellite and down not an attractive proposition for people used to broadband connections. And, with the introduction of WiFi to its cruise ships, the load significantly increased, as more passengers took advantage of wirelessly using the Internet and stayed on longer.
For Crystal Cruises, it was a challenge and an opportunity. The challenge is core to its driving mandate of surpassing its guests expectations and the competition on every level, from food, to service, to Internet access. The opportunity is to increase revenue from its Internet service. Guests pay based on how much time they spend online and a faster Internet connection means that they are more apt to do more things online once they take care of their must-do activities.
You get things done quicker, but because it is a pleasant experience, you also will do other things, Andersson says.