Strategic similarities between earth observation small satellite constellations in very low earth orbit and low-cost carriers by means of strategy canvas

The space industry is growing and space data are becoming accessible to businesses that were previously unthinkable. Constellations of small satellites in Very Low Earth Orbit (VLEO) have created a gap that is allowing small and medium-sized space companies to gain momentum by developing new strategies and technologies. According to Euroconsult forecasting, the NewSpace market will grow from $12.6 billion to $42.8 billion in the next decade (2019–2028). Despite the study’s limitations and the uncertainties of the small satellite market, the results obtained in this exploratory research suggest that the Low-Cost Carriers (LCC) market, an already established market in the aviation industry, and the growing market of EO small satellite constellations in VLEO have similar behaviours. This behaviour shows that the evolution of EO smallsat constellations in VLEO is comparable with the evolution of the LCC airlines. In addition, the result also identifies a set of competitive factors that allow the researchers to observe similar strategic behaviour in both markets.