Taking Internet technology to the next level, Lufthansa recently became the first airline to use 'push' technology to send its customers fare data regularly.
Individuals who surf the Web, seeking out information on their own, are said to be 'pulling' this data from the Internet. Whenever a Web site regularly delivers customised information to an individual at the individual's request, the data is being 'pushed' to that person. 'Push' overcomes some of the Internet's inherent weaknesses - surfing is a random, time-consuming process over which content providers have little influence.
In September, Lufthansa began using push technology to send fare data to its customers who opt to subscribe to this free service.
To subscribe, users download special software from Lufthansa's home page on the Web. Once registered, the user receives what Robert Rethfeld, Lufthansa's sales manager for new media, calls a 'Welcome Info Flash' - a vintage Ju-52 aircraft moves across the bottom of the user's computer screen, accompanied by the drone of the 'plane's engine and a special welcome message.
From that point on, twice a week, Lufthansa sends users bulletins, which also appear on the bottom of their computer screens, on fare specials. The carrier initially is sending out rate data in German only on routes originating in Germany; it plans to expand this by early 1998 to rate data in English, on other routes that would be attractive to the American market.
To access further details on these fare specials, users with direct Web access can click on a special 'Info Flash' button on their Web browser, which will bring them directly to Lufthansa's Web site.
According to Rethfeld, the next step in the development of Lufthansa's push technology will be to ask customers what routes they are specifically interested in; the carrier will then customise the data it sends to match their interests. Rethfeld also says Lufthansa eventually plans to use push technology to send customers product information, such as announcements about new seats or new meals. No time frame has been set to implement these changes.
Rethfeld says Lufthansa decided to use push technology because 'people would like the convenience of not going to the Web page to get information.'
He says Lufthansa considers the use of the technology as a trial, in which it has invested between US$30,000 and $40,000, that will be evaluated after a three-month period. He adds that the carrier plans to develop similar systems in cooperation with its Star Alliance partners, starting next year.
In a related development, Travelocity, the travel web site owned and operated by the Sabre Group, has joined forces with Netscape to become a travel channel on Netscape Netcaster, special software that pushes information continuously to users' computers. The Travelocity channel on Netscape Netcaster offers data on rate deals from airlines, hotels and car rental companies; booking; on-line global guidebooks from Lonely Planet, the travel guidebook publisher; daily travel news and tips; and weather. Users can request that all or part of this data be pushed to them. Travelocity also plans to launch a travel channel on Microsoft's Internet Explorer push product, Gold Channel.
Source: Airline Business
