Our series of Marketplace Spotlight interviews focus on the partners making the Yocova platform come alive and the digital aviation solutions they provide. Here we speak to Addison Schonland, Partner and Co-Founder of AirInsight about how he came to work in aviation, how he believes it’s the people that make the industry special, how data can achieve success, and why he’s using Yocova.
Addison Schonland, Partner and Co-Founder of AirInsight
How did you get into aviation?
“I got into aviation by accident in a roundabout way. I emigrated from South Africa to the US in 1987 because I’d got a job working in the fishing industry. However, my immigration paperwork took so long to process, that by the time I arrived there was no longer a job for me. I muddled along for a while before having the opportunity to work for a market research agency in San Diego, California. The agency asked me to work on a project called the Survey of International Air Travellers for the US Department of Commerce. When I started, there were 27 airlines included in the survey, and I worked tirelessly to increase that number. As part of this project I was talking to a lot of airline people and also McDonnell Douglas, later Boeing, and even reached out to Airbus. I became fascinated by the aviation industry while working on this project.”
How did you get to where you are today?
“A series of life events. After 11 years I felt it was time for a change and I left my role at the market research agency. I was really drawn to turning data into useful information and did some consultancy for a while. I then decided management consultancy was the right umbrella under which my work should sit and in August 2001, I was fortunate to land a job working for PA Consulting in Washington DC. Not much more than a month later, 9/11 happened. Our office was in Arlington, across the river from DC and my colleagues and I could see smoke rising from the Pentagon. Everyone remembers what they were doing that day.
After 9/11, the US had lists of suspected terrorists they were interested in tracking down. At PA we worked with data and we were able to analyse flight reservation data to identify any suspicious activity fast. This really brought home to me just how important the use of data was within the industry.
However, the commercial airline industry took a huge hit after 9/11 as no one wanted to fly. So for me, it was a case of last in, first out and so I was without a job again.”
“My confidence took a knock after that, so I moved back to California and decided to go back to school. I completed a Doctor of Business Administration in 2008 and started blogging, writing about the aviation industry. The blog (www.iagblog.com) did really well and the UK newspaper The Times listed it as one of the most influential blogs in the world. I built on the blogging quite aggressively and connected with two other people. In 2009 we founded AirInsight together, and have been building it ever since. So that is how I am where I am today.”
What do you like about the industry?
“There’s a lot to like about the aviation industry, but I think for me what stands out is that the people are fantastic. Yes, it’s a hypercompetitive industry, but there’s a deep sense that we are all doing something really special. There is mutual respect and camaraderie among people in the industry and everyone has a story to tell or something to teach.”
What does AirInsight do?
“We’re a boutique aviation media and analysis firm based in Detroit and Washington DC. We use data and market analysis to help our clients to perform better in the market, make better strategic decisions, and improve company value.
We work with those interested in flight ops benchmarks. This could be anyone from consultants to airlines and OEMs. Our data models speak to all of them. As part of our launch, we even offer some models for free.”
What can you help people do with data?
“Well, everyone says we are living in an era of data, but we are in fact drowning in it. We simplify, filter and pull out the elements you need. What we focus on is airline operations, costs and efficiencies. We can work with data as it happens, to support improvements in ground operations and flight planning. For example, for on-time performance, we can analyse the operational price per minute and the cost to the airline due to deviation from the flight schedule. We can then compare that with passenger revenue and work out the profitability of flights.”
How are you using Yocova?
“We joined Yocova with Partner Membership in order to offer Members our data modelling service. We are obviously US-focused but what we are doing offers people outside of the US a phenomenally good benchmark to compare the level of data or information they can work with. We hope that our presence will help others use data analysis to optimise their business. We’ve put four data models in our Yocova storefront that are free for any member to see. All platform Members have to do is submit a request via the Air Insight storefront.
Where do you see Yocova going in future?
“I’m impressed by what I’ve seen. As the platform (Community/Collaboration Rooms/Data Rooms) delivers insight and support for the industry it’s set to see a bright future. Industry people are short-staffed and need help. Yocova could deliver the support needed from qualified people.
One of the biggest lessons for me during the pandemic is how badly human beings need each other. We’re a sociable species, so where we have been unable to meet face to face, Yocova provides an online community space. It’s a destination for people to be able to get the help they need in aviation. I certainly intend to give as much help to others as I get, or maybe even more.”
What do you believe the future holds for aviation?
Aviation will recover because it always has. This time what’s different is the world wants greener and cleaner. As we recover, we need to re-engineer and re-invent. This is going to be tough and demands great creativity. The pressure is on. But that means opportunities galore. We know what the challenges are. Now is the time to reinvent the way we think about aviation and find cleaner, quieter ways to move people.
To contact Addison or to collaborate with him on Yocova, login or sign up to join the platform.
About AirInsight
AirInsight’s team has deep experience in the aviation, aerospace, and air transportation sectors and the issues industry participants face. We work interactively with clients and integrate this experience and insights.
We rely on disciplined, fact-based, and data-driven analytical work and place major emphasis on creativity in problem-solving processes. AirInsight has a library of over 50 data models that inform our analyses and advisory services.
We view problems from a top management perspective, asking what we would do if we owned the business. We blend a level of expertise, experience, and sophistication normally associated with larger firms along with the senior-level attention that can only be provided by a smaller firm.
AirInsight provides focused advisory services in several key areas, including strategy, corporate development, due diligence, litigation support, and market analysis.
Author: Yocova Team
Published: 22nd February 2022
Photo by Justin Hu on Unsplash
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