UNABIZ: ADVANCING AVIATION SUSTAINABILITY THROUGH SMART
SOLUTIONS CASE STUDY SOLUTION
e
pl
m
Sa
SYNOPSIS
UnaBiz Pte. Ltd. (UnaBiz) is a service provider of Internet-of-Things (IoT) technology for the aviation
industry. In October 2021, UnaBiz secured US$25 million2 in series B funding, led by SPARX Group. In
n
April 2022, UnaBiz acquired Sigfox and later doubled its series B funding. Jonathan Tan, UnaBiz’s managing
director, was then planning a series C funding round for June 2023 but had to make a decision regarding future
tio
growth and expansion of UnaBiz. Tan had two potential paths to choose from. The first option was to focus
on the aviation sector, in which UnaBiz could leverage major clients such as Changi Airport Group (CAG)
and Airbus SE. However, there were serious concerns regarding vulnerability and regulatory challenges in
lu
the aviation sector. The second option was a broader strategy that involved diversifying into logistics and
supply chain, with aviation as a subset. This option presented significant market opportunities but required
So
convincing stakeholders to adopt new technologies and to navigate a fragmented landscape. Tan had to make
a critical decision before presenting UnaBiz’s expansion strategy to potential investors.
OBJECTIVES
• Identify a range of trends and factors driving the aviation industry.
• Use future scenarios as a method for effectively informing strategic planning.
• Develop a strategic corridor by identifying strategic actions for an organization.
• Understand the rationale behind collaborative endeavours with external organizations.
• Evaluate the strategic implications of launching a new product at different stages.
The Case Solution Starts From page 6
, e
ASSIGNMENT QUESTIONS
pl
1. What were the trends and sources of disruption driving the global aviation industry?
2. What future scenarios could the Civil Aviation Authority of Singapore envision for Singapore’s
m
aviation industry, and what is its vision for Singapore’s Changi Airport Group?
3. What new opportunities and risks do the four International Air Transport Association future scenarios
Sa
discussed in the case present for CAG and UnaBiz?
4. What strategy did CAG use to help Singapore’s Changi Airport achieve its vision of becoming a smart
airport and meet its sustainability goals? What other actions could CAG take to achieve this vision?
5. How did UnaBiz support CAG’s strategy?
n
6. Which of the two options outlined in the case should UnaBiz adopt to achieve its objectives as an
emerging start-up?
tio
lu
So
The Case Solution Starts From page 6
,ANALYSIS
1. What were the trends and sources of disruption driving the global aviation industry?
start the case discussion with a review of low-probability major events in public health
and geopolitics (e.g., COVID-19 pandemic, Russian invasion of Ukraine). This opening discussion can set
the context for other drivers of change in the environment, wealth distribution, and media and
telecommunications.
Public Health
As discussed in the case, during the COVID-19 pandemic, 3.9 billion people (i.e., half the world’s
population) were under some form of lockdown. Within the first two years of the pandemic, the outbreak
e
reduced the number of passengers at the world’s airports by 11.3 billion. A phenomenon referred to as
“revenge travel” prompted a passenger rush for air travel, after two years of being homebound, generating
pl
an estimated 70 per cent growth in passenger revenue for the first eight months of 2022, compared to the
same period in 2021. However, the severity and duration of the virus remained uncertain, which made the
m
shape of recovery equally uncertain.
Sa
Geopolitics
The Russian invasion of Ukraine in February 2022 disrupted the recovery of the COVID-19 pandemic for
n
tio
lu
So
The Case Solution Starts From page 6
, e
pl
m
Sa
6. Which of the two options outlined in the case should UnaBiz adopt to achieve its objectives as
an emerging start-up?
n
tio
Option 1: Continuing to Provide Service Offerings for the Aviation Sector
lu
As discussed in the case, the aviation sector was considered a niche market, in comparison to the logistics
So
and supply chain sector. However, with the global aviation IoT market was expected to grow at a CAGR
of 23.3 per cent from 2023 to 2032 to reach $36.2 billion. Therefore, UnaBiz had immense potential to
capitalize on a digital ecosystem expected to generate large volumes of data. The growing number of use
cases in IoT, from the management of climate control in the cabin to the monitoring of engine performance,
meant that an opportunity existed to disrupt this emerging market.
More importantly, UnaBiz would be able to leverage on its existing capabilities in the aviation sector to
The Case Solution Starts From page 6
, EXHIBIT -1: FOUR SCENARIOS FOR SINGAPORE’S AVIATION INDUSTRY
Talent shortages
Low
Health Conundrum Flurry Skies
e
Gloomy demand for the international
pl
aviation market could result in chain
effects where Singapore airports have
become “white elephants.” However, the
m
talent supply and innovation abundance
may move Singapore rapidly towards a
smart airport
Sa
Developments Developments
Negative
Positive
of public health of public health
“black swan” “black swan”
events events
n
Aviation Pandemic
tio Uninterested Singapore
lu
So
High
Talent shortages
The Case Solution Starts From page 6
SOLUTIONS CASE STUDY SOLUTION
e
pl
m
Sa
SYNOPSIS
UnaBiz Pte. Ltd. (UnaBiz) is a service provider of Internet-of-Things (IoT) technology for the aviation
industry. In October 2021, UnaBiz secured US$25 million2 in series B funding, led by SPARX Group. In
n
April 2022, UnaBiz acquired Sigfox and later doubled its series B funding. Jonathan Tan, UnaBiz’s managing
director, was then planning a series C funding round for June 2023 but had to make a decision regarding future
tio
growth and expansion of UnaBiz. Tan had two potential paths to choose from. The first option was to focus
on the aviation sector, in which UnaBiz could leverage major clients such as Changi Airport Group (CAG)
and Airbus SE. However, there were serious concerns regarding vulnerability and regulatory challenges in
lu
the aviation sector. The second option was a broader strategy that involved diversifying into logistics and
supply chain, with aviation as a subset. This option presented significant market opportunities but required
So
convincing stakeholders to adopt new technologies and to navigate a fragmented landscape. Tan had to make
a critical decision before presenting UnaBiz’s expansion strategy to potential investors.
OBJECTIVES
• Identify a range of trends and factors driving the aviation industry.
• Use future scenarios as a method for effectively informing strategic planning.
• Develop a strategic corridor by identifying strategic actions for an organization.
• Understand the rationale behind collaborative endeavours with external organizations.
• Evaluate the strategic implications of launching a new product at different stages.
The Case Solution Starts From page 6
, e
ASSIGNMENT QUESTIONS
pl
1. What were the trends and sources of disruption driving the global aviation industry?
2. What future scenarios could the Civil Aviation Authority of Singapore envision for Singapore’s
m
aviation industry, and what is its vision for Singapore’s Changi Airport Group?
3. What new opportunities and risks do the four International Air Transport Association future scenarios
Sa
discussed in the case present for CAG and UnaBiz?
4. What strategy did CAG use to help Singapore’s Changi Airport achieve its vision of becoming a smart
airport and meet its sustainability goals? What other actions could CAG take to achieve this vision?
5. How did UnaBiz support CAG’s strategy?
n
6. Which of the two options outlined in the case should UnaBiz adopt to achieve its objectives as an
emerging start-up?
tio
lu
So
The Case Solution Starts From page 6
,ANALYSIS
1. What were the trends and sources of disruption driving the global aviation industry?
start the case discussion with a review of low-probability major events in public health
and geopolitics (e.g., COVID-19 pandemic, Russian invasion of Ukraine). This opening discussion can set
the context for other drivers of change in the environment, wealth distribution, and media and
telecommunications.
Public Health
As discussed in the case, during the COVID-19 pandemic, 3.9 billion people (i.e., half the world’s
population) were under some form of lockdown. Within the first two years of the pandemic, the outbreak
e
reduced the number of passengers at the world’s airports by 11.3 billion. A phenomenon referred to as
“revenge travel” prompted a passenger rush for air travel, after two years of being homebound, generating
pl
an estimated 70 per cent growth in passenger revenue for the first eight months of 2022, compared to the
same period in 2021. However, the severity and duration of the virus remained uncertain, which made the
m
shape of recovery equally uncertain.
Sa
Geopolitics
The Russian invasion of Ukraine in February 2022 disrupted the recovery of the COVID-19 pandemic for
n
tio
lu
So
The Case Solution Starts From page 6
, e
pl
m
Sa
6. Which of the two options outlined in the case should UnaBiz adopt to achieve its objectives as
an emerging start-up?
n
tio
Option 1: Continuing to Provide Service Offerings for the Aviation Sector
lu
As discussed in the case, the aviation sector was considered a niche market, in comparison to the logistics
So
and supply chain sector. However, with the global aviation IoT market was expected to grow at a CAGR
of 23.3 per cent from 2023 to 2032 to reach $36.2 billion. Therefore, UnaBiz had immense potential to
capitalize on a digital ecosystem expected to generate large volumes of data. The growing number of use
cases in IoT, from the management of climate control in the cabin to the monitoring of engine performance,
meant that an opportunity existed to disrupt this emerging market.
More importantly, UnaBiz would be able to leverage on its existing capabilities in the aviation sector to
The Case Solution Starts From page 6
, EXHIBIT -1: FOUR SCENARIOS FOR SINGAPORE’S AVIATION INDUSTRY
Talent shortages
Low
Health Conundrum Flurry Skies
e
Gloomy demand for the international
pl
aviation market could result in chain
effects where Singapore airports have
become “white elephants.” However, the
m
talent supply and innovation abundance
may move Singapore rapidly towards a
smart airport
Sa
Developments Developments
Negative
Positive
of public health of public health
“black swan” “black swan”
events events
n
Aviation Pandemic
tio Uninterested Singapore
lu
So
High
Talent shortages
The Case Solution Starts From page 6
