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Lift Off and Log On: JetBlue To Offer Net Access
June 27, 2007
By Mike Beirne
CHICAGO -- JetBlue Airways is poised to unveil ground-to-air Internet access on its planes sometime this year. When it does, the carrier will not charge passengers for the amenity.
“We want the network to be advertising funded; we don’t want to nickel and dime our customers,” said Eric Brinker, director of brand management and customer experience. Brinker delivered his remarks during last week’s Brandsmart conference assembled by the American Marketing Association’s Chicago Chapter.
Onboard Internet will be delivered by LiveTV, JetBlue’s wholly owned subsidiary, which provides the carrier’s seatback entertainment system. Among the Web specifications is that the network include silent options. That requirement means users can text message but—because customers are overwhelmingly opposed to the capability—will not be placing and receiving cell phone calls 30,000 feet in the air. Whether other Web functions could be included will depend on available technology, cost and if the perk is meaningful to the flyer.
Brinker noted that JetBlue has to deliver on experience and through its employees because competitors such as Delta Air Lines, which has emerged from bankruptcy protection with stronger balance sheets, are “almost copying our product” with regard to live in-flight TV and adding more legroom in coach cabins.
By late 2008, JetBlue will open a refurbished Terminal 6 at its home JFK Airport, which will be among the newest airport facilities to open since 9/11. The terminal will include a lobby to facilitate efficient check-in, a 20-lane security checkpoint and concessions on the passenger side of the checkpoint.
JetBlue's ad work is handled by JWT, New York. The carrier spent $20 million on advertising in 2006, and $7 million from January through April of this year, per Nielsen Monitor-Plus.
Lift Off and Log On: JetBlue To Offer Net Access
June 27, 2007
By Mike Beirne
CHICAGO -- JetBlue Airways is poised to unveil ground-to-air Internet access on its planes sometime this year. When it does, the carrier will not charge passengers for the amenity.
“We want the network to be advertising funded; we don’t want to nickel and dime our customers,” said Eric Brinker, director of brand management and customer experience. Brinker delivered his remarks during last week’s Brandsmart conference assembled by the American Marketing Association’s Chicago Chapter.
Onboard Internet will be delivered by LiveTV, JetBlue’s wholly owned subsidiary, which provides the carrier’s seatback entertainment system. Among the Web specifications is that the network include silent options. That requirement means users can text message but—because customers are overwhelmingly opposed to the capability—will not be placing and receiving cell phone calls 30,000 feet in the air. Whether other Web functions could be included will depend on available technology, cost and if the perk is meaningful to the flyer.
Brinker noted that JetBlue has to deliver on experience and through its employees because competitors such as Delta Air Lines, which has emerged from bankruptcy protection with stronger balance sheets, are “almost copying our product” with regard to live in-flight TV and adding more legroom in coach cabins.
By late 2008, JetBlue will open a refurbished Terminal 6 at its home JFK Airport, which will be among the newest airport facilities to open since 9/11. The terminal will include a lobby to facilitate efficient check-in, a 20-lane security checkpoint and concessions on the passenger side of the checkpoint.
JetBlue's ad work is handled by JWT, New York. The carrier spent $20 million on advertising in 2006, and $7 million from January through April of this year, per Nielsen Monitor-Plus.