Previously, he held the position of marketing manager in the MBT Division, Space Directorate of Israel Aircraft Industries. During his tenure, Jacob handled the successful negotiation with a European partner to launch a communication satellite. Earlier, as a space systems engineer in the same division, he was responsible for satellite trajectory planning and performance analysis. Jacob holds a B.Sc. in aeronautics and space engineering from the Technion–Israeli Institute of Technology and an MBA from Tel Aviv University.
Mr. Keret, why did you decide to enter the field of space systems technology? Was such your initial plan when you were entering the Israel Institute of Technology?
Jacob Keret
Ever since I was a child, I remember being interested in aircraft and space. My studies in the Technion, focusing on aeronautical and space engineering, were a natural extension of this interest.
SM
When you were with Spacecom, prior to joining Starling, your work involved the launching of the Amos-1, Amos-2 and Amos-3 satellites. With such critical responsibilities, what did you learn from these projects that has helped you gain additional insight into your work for Starling?
Jacob Keret
Due to the huge capital investments required, the space industry is very conservative, placing strong emphasis on risk mitigation for both technical and commercial risks. In addition, the sales cycle is typically medium to long term, requiring management understanding and support throughout the process. The same patience and passion that helped Spacecom succeed in the space market are today applied in Starling – where our sales cycles are also lengthy. Leveraging these principles, Starling has built its reputation as a company committed to success in the long run.
SM
Would you please explain to our readers the corporate mission of Starling?
Jacob Keret
Starling’s mission is to enable faster, more reliable and more efficient on-the-move SATCOM broadband connectivity — in the air, on land and at sea. What this means in non-marketing speak is that our SATCOM antenna systems are more reliable, more efficient, and more user-friendly. The flat-panel Ku band antennas offer the highest performance in terms of EIRP and G/T which ensures high bi-directional quality and high bit rates worldwide, including complete coverage over transatlantic and equatorial routes for our air systems.
However, what truly makes Starling unique, in my view, is that we’ve successfully applied our core technology to enable SATCOM broadband for any mobile platform under tough environmental conditions.
SM
How does Starling compete upon the global scene, given their size as opposed to larger firms?
Jacob Keret
We make no secret of that fact that we’re a small company, nor of the fact that we have a very strong financial base in our primary backers Elron, Rafael, and Elbit Systems. We actually view our size as an advantage, especially in a market dominated by mega-players. Unlike our competitors, we can provide clients with a more personal, tailored, and flexible approach to product customization and integration.
SM
What has caused such huge interest, worldwide, in mobile, Ku-band, broadband connectivity?
First off, as you know, broadband connectivity is today a given, not a luxury. So, for one, it’s a simple matter of market expectations. An airline or rail service provider without broadband connectivity is at a disadvantage vis-à-vis competitors. An army unit unable to provide up-to-the-minute updates is at a tactical, possibly strategic, disadvantage.
Regarding the Ku-band, it is simply the most mature, viable, and efficient option — and is widely recognized as the best option for military and civilian communications. It provides global broadband coverage, worldwide availability on any travel route with no downtime, and is less costly than other frequencies like L-band. In addition, satellite and ground stations already exist, and new satellites are launched regularly.
Ku-band pipelines, operating in the 10.7 to 14.5GHz band, provide higher data throughput speeds of 2-5 Mbps-plus for transmission and 10-30 Mbps for receipt. The satellite capacity of a single Ku transponder can be between 36-72Mbps. A single satellite can provide an average of 1-2 Gbps, which means that the bit rate would be approximately 2-8 Mbit. Moreover, the bit rate and cost can change according to system performance and demand by simply adding or reducing the number of transponders used.
SM
What market segments is Starling focusing on for implementation of your broadband solutions?
Jacob Keret
We’ve decided on a multi-pronged approach in our marketing efforts — which is also unique in our market, I believe. Since we see a growing demand from civilian, government (especially first responders) and military for SATCOM broadband on-the-move — we’ve made certain our products suit the basic criteria for all these markets. This has allowed us tremendous flexibility in effectively approaching each market bringing to the table advantages uniquely suited to a given market.
Mr. Keret, how do you see this market expanding over the coming year? And what is Starling’s future involvement in the BOTM (what we call Broadband On The Move) line?
Jacob Keret
I think the fact that we’re seeing such a flood of mobile satellite launches confirms the BOTM market is poised for rapid expansion. In terms of segmentation, the hottest segment at the moment is vehicular systems, especially those well-suited to first responders and broadcasting needs. In the mid-term, it’s clear that the military and government sectors are deeply interested in BOTM. Much of the existing base of government-launched satellites are limited in the bandwidth they can provide. The supplier who can deliver a cost-effective option to either better exploit existing bandwidth, or a viable and secure alternative using these satellites will be a step ahead.
SM
StarPack is an intriguing, portable fly-away system... exactly what features does it posses, and who are the target markets for this offering?
Jacob Keret
We developed StarPack to solve a very specific need — the need for an airline-checkable, yet highly reliable and powerful — fly-away system for intelligence, reporting, combat support, executives, special missions, and homeland security. What really differentiates StarPack from other offerings is the flat-panel design, which is the basis, of course, of all our products. But here, for situations where no peripherals or wind-catching parabolic antennas can be tolerated, the flat panel technology really shines. We’re talking about a fully-featured, all-in-one package portable SATCOM broadband system, containing antenna panel, positioner, RF units, and amplifier, in a 21kg (46 lb) package the size of your average rolling carry-on. In fact, the civilian version of the product actually comes in a case with wheels. This streamlined architecture enables simpler positioning, faster setup, easy acquisition, and low maintenance — without compromising on communications quality.
SM
How should potential customers select an antenna system? What are the basic elements to ensure all are present, and how does Starling meet those expectations?
Jacob Keret
I think today’s clients expect a powerful product in a small package. When choosing an antenna, clients shouldn’t choose function over form, or vice-versa. One of the greatest challenges facing the SATCOM broadband market today is the size issue. There are many antennas on the market that deliver top-tier connectivity, but are simply too heavy or bulky. The guiding principle at Starling — and what I would suggest to anyone looking for a SATCOM broadband system — is simple: no compromise. We asked our engineers to create a product that delivers uncompromising power, functionality, or reliability, all within an uncompromisingly compact and lightweight package. And they did. And that’s the primary advantage we bring to the market today.