As someone who actively seeks out and supports European technologies, I find myself in a frustrating predicament. I live and work in a location where a reliable internet backup — ideally satellite-based — would provide essential connectivity. With an eye on sovereignty, local innovation, and digital autonomy, I would love nothing more than to choose a European satellite solution. But the market reality makes this nearly impossible.
The Starlink buyer experience: frictionless, transparent, available
Say what you will about Elon Musk’s ventures, but Starlink has nailed the product-led growth (PLG) model. I receive advertising on Social networks and news sites, I can visit their website, instantly see if my location is covered, get transparent pricing, see the equipment and delivery timelines. The buyer journey is streamlined. It’s consumer-centric. No contact forms. No waiting for a call. Just clear, modern, self-service access.
Starlink understands what residential and prosumer users expect: clarity, speed, and autonomy in making purchasing decisions.
The Eutelsat experience: hidden behind distributors and barriers
Eutelsat, on the other hand, is a European satellite operator with real technological capabilities and reach. They’ve even merged with OneWeb, which theoretically positions them as a strong global player with a Low Earth Orbit (LEO) constellation of their own.
And yet… trying to subscribe to a Eutelsat-powered service is like stepping into a time machine. You’re told to “find a local distributor,” and when you do, you’re forced through opaque sales funnels. No transparent pricing. No clear offering. No ability to evaluate packages, options, or support directly. It’s sales-driven, not product-driven.
Even finding out whether service is available at my address involves back-and-forth emails or phone calls. In 2025, that is simply unacceptable — especially for a tech company trying to grow beyond government contracts and enterprise deals.
Why it matters: sovereignty and choice
Europe is investing billions into digital sovereignty, space infrastructure, and resilient connectivity. But if the actual consumer experience is stuck in the past, none of that matters. PLG isn’t a Silicon Valley gimmick — it’s a necessity if you want to scale to a broad customer base.
I want to support European companies. I want to choose Eutelsat. But they make it too hard.
This isn’t just about me — it’s about the broader challenge Europe faces in creating tech companies that are not just innovative on paper, but also competitive in practice.
What Eutelsat (and Europe’s Tech leaders) must do
- Embrace PLG: Product-led growth isn’t just for apps. Let customers experience the product, get information instantly, and buy without a human gatekeeper.
- Reduce Friction: No more distributor mazes. Offer direct-to-consumer options. Let people pay online.
- Publish Pricing: Opacity kills trust. Show what the product costs and what you get.
- Target the Prosumer: There’s a growing market of remote workers, digital nomads, and rural residents who are tech-savvy — they want backup connectivity now, not after a sales cycle.
Conclusion: My satellite struggle is a European opportunity
My dilemma is simple: I want to support European tech. But when it comes to satellite internet, the friction-free path leads to Starlink, while the high-hurdle path leads to Eutelsat.
This isn’t a technological problem — it’s a mindset and execution gap. Eutelsat (and other European space tech players) have a massive opportunity to serve consumers, but only if they learn to think like users, not institutions.
Until then, many of us — reluctantly — will keep turning to the alternative or not purchase at all.