Drones : Overcoming the Trough of Disillusionment
Delivery drones operate at such impressive speeds that they can transport a pint of ice cream directly to a customer’s driveway before it has the chance to melt. Despite the long-standing promises surrounding the technology, its adoption in the United States has been sluggish. More than six years have passed since the Federal Aviation Administration granted approval for commercial home deliveries using drones, yet the service remains largely limited to select suburbs and rural regions. That situation may be on the verge of transformation. Last week, the FAA put forward a new rule aimed at simplifying the process for companies to operate drones beyond the operator’s line of sight, thereby enabling flights over greater distances. A limited number of companies currently engage in this practice, having secured waivers and certification as air carriers to facilitate package delivery.
Despite the intention to streamline the process, authorized retailers and drone companies that have conducted tests on fulfilling orders from the sky assert their plans to expand drone-based deliveries to millions more households across the United States. Walmart is embarking on a significant multistate expansion initiative. Walmart has partnered with Wing, a drone company under the umbrella of Google parent Alphabet, to facilitate deliveries from 18 Walmart locations in the Dallas region. By next summer, the plan is to expand to 100 Walmart stores across Atlanta, Charlotte in North Carolina, Houston, and the Florida cities of Orlando and Tampa.
Following the launch of its Prime Air delivery service in College Station, Texas, in late 2022, Amazon secured FAA approval last year to operate autonomous drones capable of flying beyond a pilot’s line of sight. The e-commerce company has expanded its drone delivery program to suburban Phoenix and is planning to offer the service in Dallas, San Antonio, Texas, and Kansas City. For more than ten years, the idea of drone delivery has been in circulation. Zipline, the drone manufacturer collaborating with Walmart in Arkansas and the Dallas-Fort Worth region, initiated its delivery services to hospitals in Rwanda back in 2016. In 2017, Flytrex, a company based in Israel and partnered with DoorDash for order fulfillment, initiated drone delivery services to households in Iceland. Wing CEO Adam Woodworth stated that drone delivery has been “in treading water mode” in the U.S. for years, as service providers have been hesitant to scale up due to the absence of a proper regulatory framework.
“You want to be at the right moment where there’s an overlap between the customer demand, the partner demand, the technical readiness and the regulatory readiness,” Woodworth said. “I think that we’re reaching that planetary alignment right now,” a source remarked, highlighting the current cosmic phenomena. Flying ice cream and eggs DoorDash has collaborated with both Wing and Flytrex to conduct tests of drone drop-offs in rural Virginia and the greater Dallas area. This initiative precedes the company’s announcement of an expansion into Charlotte. In suburban Brisbane, Australia, the concept of ordering takeout via delivery drones is becoming increasingly commonplace. “It may sound futuristic,” said Harrison Shih, who leads DoorDash’s drone program, “but it’s starting to feel normal.” The company has been utilizing this technology for several years.
“It comes so fast and it’s something flying into your neighborhood, but it really does seem like part of everyday life,” Shih said. Despite the fact that delivery drones are still viewed as a new technology, the items they transport can often be quite ordinary. Walmart reported that among the over 150,000 drone deliveries it has completed since 2021, the most popular items include ice cream, eggs, and Reese’s Peanut Butter Cups. Drones operate differently from traditional delivery methods. While a single driver might transport a truckload of packages, drones typically handle one small order at a time. Wing’s drones have the capability to transport packages that weigh as much as 2.5 pounds. Traveling up to 12 miles round trip is possible. A single pilot has the capability to manage as many as 32 drones.
Zipline has developed a drone capable of carrying up to 4 pounds and flying a distance of 120 miles round trip. Some drones can carry heavier packages, such as those developed by Amazon. After an order is placed, it is prepared for flight and affixed to a drone at a designated launch site. The drone autonomously identifies a path that circumvents obstacles. A pilot monitors the aircraft’s journey to its destinations, skillfully lowering the cargo to the ground using retractable cords. The landscape of commercial drones is marked by both risks and rewards. As the technology continues to evolve, businesses are weighing the potential benefits against the challenges that come with their use. The integration of drones into various industries promises efficiency and innovation, yet concerns regarding safety, regulation, and privacy remain at the forefront of discussions. Stakeholders are navigating this complex terrain, seeking to harness the advantages while mitigating the inherent risks associated with drone operations.
Shakiba Enayati, an assistant professor of supply chain and analytics at the University of Missouri, St. Louis, is investigating how drones can enhance the delivery of essential health supplies, including donated organs and blood samples. According to Enayati, the unmanned aircraft present several benefits as a transportation method, including lower emissions and enhanced access to goods for those living in rural areas. However, she also identifies numerous challenges ahead. According to Enayati, the current cost of delivering a package by drone is approximately USD 13.50, while using a traditional vehicle costs only USD 2. Drones require skilled personnel for effective oversight and may struggle under specific weather conditions. Drones are also susceptible to mid-air collisions or may tumble from the sky. “But people have accepted the risk of road accidents because they know the advantages of driving,” Enayati stated. She believes a similar scenario could unfold with drones, particularly as advancements in technology minimize the likelihood of mistakes.
Woodworth emphasized that US airspace is tightly controlled, stating that companies must prove to the FAA that their drones are safe and reliable before receiving clearance to operate. The FAA is poised to establish comprehensive requirements for drone operators, even with the introduction of the proposed new rules. The lengthy process of building a business in this space is a significant challenge. “But I think it leads to everybody fundamentally building higher quality things,” Woodworth said. Concerns have been raised that drones could potentially supplant human delivery drivers. Shih expresses skepticism, stating, “that’s unlikely.” According to Shih, one of DoorDash’s most sought-after items is the 24-pack of water, a product that current drones are not equipped to transport effectively. “I believe that drone delivery can be fairly ubiquitous and can cover a lot of things,” one expert stated, highlighting the potential of this technology to revolutionize logistics and accessibility. “We just don’t think it’s probable today that it’ll carry a 40-pound bag of dog food to you,” Shih said.
According to DoorDash, the situation on the ground in Texas reveals that in regions where drone deliveries are available, there is a notable rise in orders that still necessitate the assistance of human delivery drivers. John Kim, the owner of PurePoke restaurant in Frisco, Texas, has shared his experience. Last year, Kim entered into an agreement to provide drone deliveries via DoorDash. While he is uncertain about the exact percentage of his DoorDash customers opting for the service over traditional delivery, he reports a 15 percent increase in overall DoorDash orders this year. Kim stated, “I’ve heard no complaints from drone delivery customers. It’s very stable, maybe even better than some of the drivers that toss it in the back with all the other orders”
For certain individuals, drones may merely represent a nuisance. In response to the FAA’s call for public comments regarding Amazon’s proposal to broaden its delivery operations in College Station, a significant number of residents voiced their apprehensions. Many expressed that drones equipped with cameras posed a threat to their privacy. Amazon has stated that its drones are equipped with cameras and sensors designed to navigate and avoid obstacles. However, the company acknowledges that these drones may capture overhead videos of individuals during the delivery process. Residents voiced their concerns regarding the noise levels. “It sounds like a giant nagging mosquito,” one respondent wrote. Amazon has introduced a new, quieter drone.
However, there are those who appreciate the service. Janet Toth, a resident of Frisco, Texas, expressed her curiosity about the absence of drone deliveries in the United States, recalling her experience witnessing them in Korea years ago. She expressed her excitement upon learning that DoorDash had started offering drone delivery in her neighborhood. Toth has been utilizing drone delivery services several times each month. Julep, her 9-year-old daughter, remarked that friends frequently visit to observe the drone in action. “I love to go outside, wave at the drone, say ‘Thank you’ and get the food,” Julep Toth said.
