The SpaceX Starlink Satellite Project: Business strategies and perspectives

Abstract

Starlink will transform the world by providing Internet access to people in remote areas where ground infrastructure cannot be built (Jessica, 2022a). This study aims to explain the impact of the SpaceX Starlink Satellite Project on global and local Internet providers. The study employed a qualitative methodology, including in-depth interviews with ten selected key informants, chosen using purposive sampling. The collected data underwent thorough content analysis using the NVivo software. The findings revealed that Starlink, a satellite Internet constellation operated by Space Exploration Technologies Corporation (SpaceX), may have an effect on both global and local Internet providers. The Starlink Internet service has already proven its worth in Ukraine and Tonga. In Thailand, it may provide one of the best Internet connections in the world. Fibre Internet coverage is already available in major areas due to fierce competition among Thai service providers, and Internet service fees in Thailand are relatively low compared to Starlink’s service fee. Hence, Starlink’s Thai customers appear to be a subset of the population living outside the high-speed Internet service area with some financial resources. Starlink should devise an effective marketing strategy to entice users in countries where fibre Internet is more affordable and convenient to migrate to a satellite Internet service.