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MODULE IV CONTINUITY > Case Study IV Spotlight on Product Management Excellence...

Case Study IV


By Rachel McCarthy, Director of Product Development

At JetBlue, our success has been enhanced by the collaborative efforts of an empowered cross-functional product team. This story demonstrates how JetBlue used this team in the race for “internet access at altitude.”

When JetBlue first took to the skies in 2000, it was the first airline to offer customers individual seat-back televisions with live programming. It was a game changer. By the end of JetBlue’s first decade of operations, most U.S.-based airlines had introduced live, personalized television on at least a portion of their fleets.

In 2007, a JetBlue aircraft called BetaBlue was the very first commercial airliner to offer e-mail, shopping, and instant messaging services in flight. The product, which delivered narrowband connectivity from a number of ground stations to the aircraft, was designed and implemented by LiveTV, a wholly owned subsidiary of JetBlue. Three years later, the company joked, “BetaBlue is STILL the only JetBlue aircraft with in-flight e-mail, IM, and shopping.”


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