INTERVIEW
Imagine continuing to watch the Netflix video you had left half way at home or shop on Amazon and pay for it mid-air, without in-flight connectivity. SugarBox has introduced a first-of-its kind Hyperlocal Content Distribution Network that will empower a host of digital services in areas with bad or no network without users being dependent on an internet connection. In an exclusive interview with Aviation World,Mr. Rohit Paranjpe, Co-Founder and CEO of SugarBox, India briefs about the functionality of its CDN platform and how this can help make the internet accessible to a larger number of people without burdening the existing infrastructure. Excerpts…
What is SugarBox?
In the world of internet infrastructure, one of the key components that exist today is something called a content distribution network or CDN, which is the mode of digital distribution, similar to how physical distribution ecosystems have been built. Today close to about two-third of all data accessed globally is routed through a CDN and not delivered directly by the App or the service. This is how the internet works at the backend and CDNs makes the internet faster, cheaper and scalable, so that millions of users globally can concurrently access data.
SugarBox has built the first Hyperlocal CDN in the world. What this really means is that traditionally,the CDN infrastructure is installed inside Internet data centres and hence, require an internet connection to deliver data to end users. SugarBox installs CDN infrastructureat the user premiseitself and by the virtue of this, data from Apps can be delivered to end users using a local area network – either wired or wireless.Combining Edge computing, SugarBox is able to make Apps and internet services work for users even in places where internet networks don’t reach and is able to optimize the internet bandwidth required in scenaros where connectivity is prohibitively expensive.
What service does SugarBox provide in the aviation sector?
Specifically when it comes to Avionics, let’s evaluate the options currently available. The first alternative is a wireless IFE system, which offers a disconnected platform – The user has to use a separate website or App while inside the aircraft and the user gets a restricted choice of content or services that can be used only for the duration of the flight. Additionally, there are challenges likethe airline having to invest in the hardware& content licensing, limited monetization avenues and operational hassles. The second is an IFC system, where users get internet access and can use any App / service of their choice. However, the CapEx and OpEx associated makes it difficult for airlines to invest in this, in addition to a lackluster experience due to bandwidth constraints and barriers like it being a paid service for passengers.
SugarBox is able to provide the best of both worlds for airlines. As a CDN, SugarBox is able to provide user’s access to their favourite Apps which they are familiar with and which go beyond just entertainment. If an airline is IFC enabled, SugarBox enables airlines to optimize IFC cost, incrementally enhance IFC experience and even offer a large set of services to passengers free of cost. Most importantly, all of this is made possible by installing the exact nature of infrastructure that is needed for wireless IFE systems.
Who are your potential clients and what is the status of its launch?
For us, the partners are two-fold. We intend to have direct dialogues withthe airlines and offer them our solution – both for airlines that aspire to provide IFC services to passengers, as well as the ones that aren’t keen on the same at the moment. However, if an airlineis in the process of deploying / already hasan IFC solution, we are happy to collaborate with their IFC solution provider and integrate SugarBox as a part of the same solution. SugarBox also factors in continuity that enables airlines to upgrade to an IFC system in the future, with SugarBox ensuring compatibility with the same.
As far as our launch is concerned, we are just about to enter the Avionics market. The original plan wasto start two quarters back, but we were forced to put our plan on hold for industry to restart after the Covid-19 pandemic.But with the new calendar year, we hope to start with Indian airlines, post which we will rapidly expand to internationalcarriers as well.
Elaborate more about the technology and its operations and regulatory approvals if any required to provide service in the Indian sky.
We are aware that when it comes to Avionics,regulatory frameworks are stringent and more so, airlines need a degree of comfort and confidence in hardware that is deployed onboard So, instead of reinventing the wheel, we have partnered with Kontron AG, which is one of the largest Avionics players in the world with a footprint of over4000 + aircrafts already powered with IFE/ IFC Solutions. Kontron hardware is already certified by FAA and EASA deployed in aircrafts worldwide.
The partnership with Kontron also enables us to provide multiple options to airlines based on their preference – ranging from a portable system to a fully wired system with multiple wireless access points installed in the cabin.
What level of business are you looking forward towards it?
SugarBox wants to partner with every airline worldwide that wants to provide onboard IFE / IFC services. It seems like a naïve statement to make, but we have managed to prove this with surface transport in India, where we have nearly captured the entire rolling stock market. The reason for this is three-fold:
1. SugarBox technology has multiple utility patents granted by the US patent office and priority filings across 150+ countries.
2. SugarBox offers a far better user proposition and user experience than traditional IFE systems and is able to improve the experience and optimize costs for traditional IFC systems.
3. SugarBox works with airlines in a Zero CapEx model and work out commercial structures that are sustainable for airlines.
( Published in Aviation World Jan-Feb 2021 Edition)
