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Virgin Blue's entry to the Australian market in 2000 promised to 'keep the air fair', a clever play on words that heralded a new era of low cost travel across the Australian continent. Previous carriers had tried twice before and failed. The challenge for Virgin Blue, like any other new entrant to a highly competitive market, is to capture market share and do so profitably. |
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One contributing factor to Virgin Blue's success in Australia is its use of the Internet to empower its customers to do more for themselves. With more than 85% of Virgin Blue's business transacted online, the term 'business critical' takes on a new level of importance for its web infrastructure. The organization they have relied on to build and maintain this critical customer service is Dell, itself a global leader in online commerce. |
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In just a few years, Virgin Blue has captured around a third of the Australian domestic travel market and become a respected, trusted and credible value carrier. Its sophisticated use of technology drives costs down and improves efficiencies that lead to lower air fares and better service, ensuring its base of loyal customers will continue to grow in the years ahead. |
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