After pioneering the development of airline information technology 50 years ago with the invention of Sabre, AMR Corp said it will invent, with HP, the next-gen IT system – a breakthrough solution that will exploit the growing use of technology to give the company the ability to market an individualized experience as passengers travel. This customer relationship strategy is the new marketing of the future.

Known as Jetstream, the new system will provide a single data base for all systems and be rolled out piecemeal over the next four years in an attempt to minimize disruption. However, such massive projects are often coupled with delays and teething problems as evidenced by Air Canada’s announcement last month that the development of its new reservations system, Polaris, now two years behind schedule, will be suspended.

American's Chief Information Officer Monte Ford said the platform will replace the focus on ticket transactions with passenger information to do the individualized marketing and address passenger complaints more quickly. It will put “the customer firmly in the middle of the development of this system versus today's systems which are built around transactions, particularly PNRs," he said. It will also give employees a greater ability to work around airport and other problems by using social networking to provide updates. fIt will also have faster processing speeds and reliability, said the company.
The carrier will be able to use travel patterns as it tailors its marketing to individual customers, or to quickly fix service problems identified by passengers.

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