Will Wing’s drone deliveries help or hinder bricks-and-mortar retail?
by The One Centre
![](https://theonecentre.com/wp-content/uploads/2019/10/wing-feature-1280x850.jpg)
22
October, 2019
22nd October 2019
Wing is one of the world’s first drone delivery companies to shake up the logistics sector – and tackle pollution – with its zero emissions aircraft. In addition to reducing traffic congestion, Wing exists to support local retailers by enabling deliveries in minutes.
![](https://theonecentre.com/wp-content/uploads/2019/10/wing-image3-1280x850.jpg)
When Wing first launched in 2012, it dreamed of saving lives by delivering defibrillators by drone to people having heart attacks in remote or regional areas.
Unfortunately, integrating its services into emergency medical services proved difficult, if not impossible. So Wing decided to focus on delivering everyday goods – like first-aid kits, candy bars, dog treats and fast food – instead.
Delivering takeaway burritos may seem less worthy than delivering life-saving defibrillators, but it turns out that fast food has proved to be an excellent test case. Meals need to be delivered quickly before they go soggy and cold, and they can’t be tossed around or turned upside down.
In the process of trialling deliveries in rural Queensland in 2014, where “remotely piloted aircraft” policies are more lenient than in the US, Wing was able to perfect the process of collecting goods and lowering them safely to the ground.
![](https://theonecentre.com/wp-content/uploads/2019/10/wing-video-cover-1280x720.jpg)
![](https://theonecentre.com/wp-content/themes/toc/images/video-play-white.png)
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Wing began life a Google X project, a division of Google that creates “radical new technologies to solve some of the world’s hardest problems”.
It set out to shake up the logistics market by improving the speed, cost and environmental impact of transporting goods globally. According to Wing, 27% of all greenhouse gas emissions come from transportation in the United States, whereas Wing’s all-electric delivery drones produce zero carbon emissions.
“Google wants to organize all the world.”
In Canberra, where Wing has been piloting its services since 2017, it’s estimated that drone deliveries could reduce traffic congestion by up to 35 million vehicle kilometres each year by 2030. And with road transportation accounting for 69% of greenhouse gas emissions, Wing hopes to significantly reduce emissions there, while supporting local businesses by helping them reach more customers, faster.
With over 80,000 test flights under its belt, Wing has now graduated from Google X to become an independent business within Alphabet, Google’s parent company.
As The Atlantic observes, Wing is playing a role in Goggle’s bigger ambitions: “Google doesn’t just want to organize all the world’s information. Google wants to organize all the world.”
![](https://theonecentre.com/wp-content/uploads/2019/10/wing-image4-1280x850.jpg)
Wing is one of many companies and startups angling for a slice of the commercial drone transport market, which PwC estimates is worth USD$13 billion. By 2027, the drone logistics and transportation market could reach US$29 billion.
UPS, JD.com, DHL, Amazon and startus Matternet, Swoop Aero, Zipline and Flytrex are all testing unmanned drone deliveries, while Boeing is developing cargo-carrying drones the size of planes.
“You’ve got a one-tonne car bringing a half-pound hamburger. It’s crazy.”
In cities struggling with traffic congestion and the pollution that comes with it, drone deliveries certainly make sense. As Yariv Bash, chief executive at Flytrex, told The New York Times: “You’ve got a guy driving a one-tonne car bringing a half-pound hamburger. It’s crazy.”
According to Wing, a key part of its mission is to support local communities – and local retailers – by enabling deliveries in minutes within a 20km radius. Why order from Amazon now that your local bookshop can deliver in minutes?
![](https://theonecentre.com/wp-content/uploads/2019/10/wing-techfeatures-1280x850.jpg)
Wing’s aircraft are 1.3 metres long, one metre wide, and can carry up to 1.5 kilograms on round trips of up to 20 kilometres. The company uses machine learning algorithms to identify safe delivery locations – as small as a doorstep – and dodge unexpected obstacles like trees and powerlines.
To alleviate safety concerns, trained pilots keep an eye on automated drones virtually so they can intervene if anything goes wrong. Each drone is built with backup batteries, multiple hover motors and multiple navigation systems.
Along with a beautifully designed app and a sleek user experience, what gives Wing an edge over competitors is its Unmanned Aircraft Traffic Management system (UTM), which plans the best route for drones. It was developed in partnership with NASA, the Federal Aviation Administration in the US, and the Civil Aviation Authority in Australia. Licensing this software and infrastructure to other companies may ultimately be where Wing makes its money, according to The Atlantic.
For now, Wing is already taking orders for everything from fast food to gelato, lattes, clothes, gifts and groceries in Helsinki (Finland), Virginia (United States) and Canberra (Australia), and soon Queensland.
![](https://theonecentre.com/wp-content/uploads/2019/10/Screen-Shot-2019-11-28-at-11.02.27-am.png)
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Play video
Why It Matters
– Wing is not just a fancy lab concept with a highly speculative explainer video, but an operating business that’s turning drone delivery into reality – and tackling a whole new paradigm of legal, logistical, safety and technological issues in the process
– The biggest opportunity for Wing may be licensing its traffic management software and infrastructure to other companies: it may ultimately become more of a Google-powered infrastructure play than a service play
– Drone delivery is set to radically transform logistics by bringing people, places and goods closer together, faster and more conveniently
– On the one hand, local retailers and restaurants may better compete with big retailers through Wing’s delivery services
– On the other hand, Deutsche Bank predicts that halving delivery costs through drones would destroy bricks-and-mortar rivals within 10 years: “retail stores would cease to exist”
– Australia is leading the way in emerging drone technologies in defence, agriculture, mining and manufacturing, and is one of only three countries where Wing is operating. The Queensland government launched Australia’s first Drone Strategy in 2018
– More efficient ‘micro logistics’ could help us shift from being an “ownership” society to an “access” society. Instead of stockpiling things we may need in future, we’ll buy things as we need them so the world can produce far less “stuff”.
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Dove launches Real Beauty Productions to tell stories of real women
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Technology
9/05
Rapid Liquid Printing
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Lifestyle
7/05
The brands coming out to support the LGBT community
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![](https://theonecentre.com/wp-content/uploads/2017/07/Abstractthumbnail432x362.jpg)
Media & Entertainment
1/03
Abstract. The Art of Design
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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![](https://theonecentre.com/wp-content/uploads/2018/04/Nissan-List-Image.jpg)
Transport
3/11
Nissan creates mobile workspace
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![](https://theonecentre.com/wp-content/uploads/2018/02/List-Image.jpg)
Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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![](https://theonecentre.com/wp-content/uploads/2017/07/PantoneAppthumbnail.jpg)
Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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![](https://theonecentre.com/wp-content/uploads/2016/08/MoleskineCafe_Thumbnail2.jpg)
Experiences
10/08
Moleskine opens a cafe for creatives
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![](https://theonecentre.com/wp-content/uploads/2016/08/List-Image.jpg)
Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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![](https://theonecentre.com/wp-content/uploads/2017/08/TigerBeerthumbnail.jpg)
Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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![](https://theonecentre.com/wp-content/uploads/2017/08/AdidasSustainable_Thumbnail.jpg)
Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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![](https://theonecentre.com/wp-content/uploads/2017/08/Google360_Thumbnail.jpg)
Lifestyle
1/06
Google launches 360-degree interactive animated short film
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![](https://theonecentre.com/wp-content/uploads/2016/05/CocaColaWhotel_Thumbnail.jpg)
Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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![](https://theonecentre.com/wp-content/uploads/2017/07/Savethechildrenthumbnail.jpg)
Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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![](https://theonecentre.com/wp-content/uploads/2017/07/Lobeholdthumbnail.jpg)
Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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![](https://theonecentre.com/wp-content/uploads/2018/04/HSBC-Lift-14-List-Image.jpg)
Art & Design
11/06
HSBC soars in stunning elevator film
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![](https://theonecentre.com/wp-content/uploads/2017/08/FourSeasonsThumbnail.jpg)
Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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![](https://theonecentre.com/wp-content/uploads/2017/07/Alexandermcqueenthumbnail.jpg)
Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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![](https://theonecentre.com/wp-content/uploads/2017/07/conversethumbnail.jpg)
Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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![](https://theonecentre.com/wp-content/uploads/2017/07/BMWthumbnail-1.jpg)
Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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![](https://theonecentre.com/wp-content/uploads/2017/08/Cornetto_Films_Thumbnail.jpg)
Food & Beverage
20/05
Cornetto spreads the love with film series
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![](https://theonecentre.com/wp-content/uploads/2017/08/StellaArtoisChallice_Thumbnail.jpg)
Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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![](https://theonecentre.com/wp-content/uploads/2017/08/NRMA_ListImage.jpg)
Finance
25/03
NRMA opens Crashed Car Showroom
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![](https://theonecentre.com/wp-content/uploads/2017/07/DanielIntelthumbnail432x362.jpg)
Technology
24/03
Intel urges audiences to 'look inside' in film series
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![](https://theonecentre.com/wp-content/uploads/2017/07/netaporterthumbnail432x362.jpg)
Fashion
12/03
Net-A-Porter launches glossy print magazine
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![](https://theonecentre.com/wp-content/uploads/2017/07/LegoMoviethumbnail.jpg)
Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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![](https://theonecentre.com/wp-content/uploads/2017/07/patagoniathumbnail.jpg)
Fashion
5/12
Patagonia film celebrates the stories we wear
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![](https://theonecentre.com/wp-content/uploads/2017/07/chipotlelistimage.jpg)
Food & Beverage
18/09
Chipotle wages war on Big Food
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![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnail.jpg)
Technology
21/08
AT&T's brutal new film to stop texting and driving
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![](https://theonecentre.com/wp-content/uploads/2013/08/BA_VisitMum_Thumbnail.jpg)
Transport
14/08
BA tugs the heartstrings with Visit Mum film
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![](https://theonecentre.com/wp-content/uploads/2017/07/volvoworldbehindthumbnail432x362.jpg)
Transport
4/06
Leave the world behind with Volvo
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![](https://theonecentre.com/wp-content/uploads/2017/08/IBMfilm_thumbnail.jpg)
Technology
9/05
IBM & The World's Smallest Film
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![](https://theonecentre.com/wp-content/uploads/2017/07/Burberrythumbnail432x362.jpg)
Fashion
11/04
Burberry merges digital and physical worlds
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![](https://theonecentre.com/wp-content/uploads/2017/07/shipsongthumbnail.jpg)
Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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![](https://theonecentre.com/wp-content/uploads/2017/07/jamesbond1listImage.jpg)
Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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![](https://theonecentre.com/wp-content/uploads/2017/07/Redbullthumbnail.jpg)
Lifestyle
25/10
Red Bull goes Stratospheric
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![](https://theonecentre.com/wp-content/uploads/2017/08/AudiSpheres_Thumbnail.jpg)
Transport
7/09
Audi showcases the future in Spheres
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![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnails432x362.jpg)
Technology
10/07
AT&T unveils transmedia experience Daybreak
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![](https://theonecentre.com/wp-content/uploads/2017/08/GoogleLabs_Thumbnail.jpg)
Products
30/06
Google experiments with art and science
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![](https://theonecentre.com/wp-content/uploads/2017/08/GEtwowords_Thumbnail.jpg)
Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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