Pixel 9’s Satellite SOS Is Google’s Next Big Thing in Mobile Innovation, but What Is the Potential Commercial Viability of D2C and NTN Deployments?

As “resilient connectivity” becomes increasingly essential, smartphone manufacturers such as Huawei, ZTE, Motorola, and Apple have been integrating Satellite Communication (SatCom) capabilities into their devices. Following Apple's lead with the iPhone 14, Google has announced that its upcoming Pixel 9 series will feature Satellite SOS support, marking a significant advancement in emergency communication for the Android ecosystem. The SatCom service, which will be available to U.S. users (excluding Hawaii and Alaska) at no additional cost for the first 2 years, underscores Google's commitment to enhancing user safety in situations where traditional networks are inaccessible. This move positions the Pixel 9, Pixel 9 Pro, and Pixel 9 Pro Fold as the first Android devices to offer this critical feature.

A Closer Look at the Tech Enabling Google's Satellite SOS

For Google’s Satellite SOS service, the company has partnered with Skylo for the satellite network infrastructure and Garmin for emergency response coordination. When a user attempts to make a call without terrestrial cellular connectivity, they can choose the "Satellite SOS" option. And then the process will begin with an Emergency Questionnaire that categorizes the emergency type, such as injury, being lost, or crime, ensuring that critical information is prioritized given SatCom's limited bandwidth. After categorization, the users will answer targeted questions about their situation, such as the number of people involved and any medical conditions. The system will also guide users to stay outdoors and avoid obstructions to maintain a stable satellite connection. Google has partnered with Garmin Response to efficiently relay emergency details to appropriate services, and this would streamline the response process by bypassing the need for specific carrier involvement.

Skylo is the Non-Terrestrial Network (NTN) service provider powering satellite connectivity for the Google Pixel 9 series. Skylo's advanced Radio Access Network (RAN) infrastructure is integrated into Earth Stations worldwide and supported by collaborations with multiple satellite operators. Satellite operators Viasat/Inmarsat provide the satellite-to-Earth coverage and capacity backbone, using the L-band (1-2 GHz) to route the message to the Skylo network. The Pixel 9 series is powered by Google’s G4 Tensor chip and Samsung’s Exynos 5400 modem.

The introduction of the Satellite SOS feature in Google's Pixel 9 series has the potential to significantly impact both the mobile industry and consumer safety. This feature represents a critical advancement in smartphone technology, particularly in enhancing emergency communications. Here are some of the key potential impacts:

• Expanding Emergency Coverage: By enabling users to contact emergency responders via satellite when cellular networks are unavailable, the Pixel 9's Satellite SOS feature could potentially save lives in remote areas, disaster zones, or other situations where traditional communication methods are compromised. This expanded coverage could provide a crucial lifeline for users in distress, enhancing overall safety and peace of mind.
• Driving Industry Adoption: As the first Android phones to offer satellite emergency communication, the Pixel 9 family should set a new standard for the industry. Other smartphone manufacturers that have yet to incorporate SatCom features into their devices are likely to feel the need to incorporate similar features to remain competitive, and this could potentially accelerate the adoption of satellite technology across the mobile device landscape.
• Raising Consumer Awareness and Expectations: The introduction of the Satellite SOS feature in the Pixel 9 lineup may raise consumer awareness about the potential of SatCom in smartphones. And as users become more familiar with this technology and its benefits, they should come to expect similar capabilities from other devices, which would, in turn, drive up the demand for satellite-enabled smartphones across the market.

While the full impact of the Pixel 9's Satellite SOS feature remains to be seen, it has the potential to be a game-changer in emergency communication and a catalyst for the wider adoption of satellite technology in the smartphone industry. As this technology continues to evolve, it could potentially transform smartphones from mere communication tools into essential, life-saving devices.

The integration of SatCom into consumer mobile devices will be a transformative development with significant market potential. ABI Research projects that the NTN handset segment could potentially exceed US$11.6 billion in revenue by 2030, driven by an impressive Compound Annual Growth Rate (CAGR) of 36%. This rapid growth is expected to unlock substantial opportunities for Mobile Network Operators (MNOs), device manufacturers, and satellite service providers. For a more in-depth analysis, refer to ABI Research's Satellite Communications: Direct-to-Cellular & NTN Deployments & Subscriptions market data (MD-SATCN-101).

To attract a broader customer base in the SatCom mobile domain, service providers should adopt flexible pricing models. Offering a range of service tiers—from basic plans to premium packages—allows customers to choose options that match their usage needs and budgets. Pay-as-you-use options provide further flexibility, making satellite services more accessible and cost-effective, especially for those with fluctuating needs.

Bundled packages combining satellite services with other offerings can enhance appeal by providing comprehensive, tailored solutions. These flexible pricing strategies not only attract new customers, but also build long-term loyalty by adapting to changing user needs.