WHEN GOOD ENOUGH DOESN’T BRING SOLDIERS HOME
361 Communications hijacked global news of a Starlink outage to spotlight Kymeta as proof of why governments must ensure multiple, resilient SATCOM options rather than relying on a single provider. Within 24 hours, they secured 15 pieces of international tier-one coverage and interview opportunities with global news wires, positioning Kymeta as a trusted voice in mission-critical connectivity.
There is no doubt that Elon Musk’s introduction of Starlink, across the globe, has been a game changer for the satellite communications industry. But little did the company know (or did they?) that at the time its offering of low-Earth-orbit (LEO) satellite connectivity, with its consumer-designed Dishy receivers, a full-scale war in Europe was about to break out.
Starlink was one of many companies that helped Ukraine get on its fighting feet with the provision of its services – it was good enough. With typical internet and communication infrastructures taken out by the enemy – Starlink provided the ability for the Ukrainians to communicate from the frontline to HQ and more.
This undoubtedly changed the face of warfare.
But what happens when this ‘lifeline’ goes down?
On the 24th July 2025, consumers across the world were left flummoxed when suddenly, the satellite internet providing them with their connectivity stopped. No notice, no warning. Just gone.
For two+ hours people were unable to shop, communicate with friends or family, play video games or work – bringing annoyance and disruption to millions of people.
But what about in Ukraine? What did this mean for the Ukrainian soldiers? This kind of outage could be the difference between life and death.
This is where our client, Kymeta, comes in. Kymeta’s satellite receiver terminals have always been engineered for warfare by providing secure, resilient and reliable connectivity in the most contested of areas. They are actively deployed in conflict zones, including Ukraine and other regions worldwide, supporting critical command and control operations – providing seamless multi-orbit, multi-network communication in mission-critical environments.
With media so focussed on the offering that Starlink, a product created for use in the home, provided to Ukraine, this outage gave Kymeta an opportunity to showcase the importance of not just relying on one provider and the importance of a sovereign network.
The
CHALLENGE
Not really a task, more a decision made by 361. With the agency being in London and the client eight hours behind, 361 made the decision to jump on this news story and see what traction could be made on global news sites – giving important visibility and airtime to other SATCOM providers – showing to the world that it’s not just Starlink out there.
What
we did
Knowing we had a bank of pre-approved quotes from the CEO, we identified the most relevant and utilised our black book of media contacts to pitch out a statement to global news outlets – offering the client for further interview.
The
Results
Kymeta gained a voice in a global conversation dominated by Starlink. In just 24 hours, our rapid response secured 15 high-quality pieces of coverage across international tier-one outlets, including follow up interview requests by global news wires with the client.
What began as a “what if” scenario for millions of consumers became a mission-critical wake-up call for governments, defence, and enterprise audiences worldwide. 361 made sure Kymeta was positioned as the authoritative voice.
Not only did the coverage build awareness of Kymeta, but it positioned them as a credible leader in resilient and secure communications.
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