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- Jetstar has invested in its online capabilities through its website jetstar.com to cater for the new and increased demands following the airline’s recent international expansion.
The airline has worked with Akamai Technologies, Inc. (NASDAQ: AKAM), the leading global service provider for accelerating content and business processes online, to improve its website’s ability to cater to local languages and deliver a better service for its customers in all its new markets.
Akamai’s services will also ensure the uptime of Jetstar’s online reservation systems, support during the peak travel season, and improved communications with remote offices and travel agencies.
Jetstar (www.jetstar.com) is Australia’s leading low fares airline and last month expanded its operations to fly long haul international services, initially from Australia to the Asia Pacific. This includes Thailand, Vietnam, Indonesia, Japan* (from 25 March 2007) and later this month five weekly services direct to Honolulu from Sydney and Melbourne*. (*Flights Subject to regulatory approval).
Jetstar's General Manager of Online Channels Grant Swinbourne said: "We now have access to Akamai's EdgePlatform and we can leverage their Content Targeting product allowing us much faster delivery of specific local content to customers across the entire Asia Pacific region."
"Essentially this allows us to change the language, look and feel of our site for specific markets or to match offers and content to the demographic needs of a region. For example, when a Japanese customer comes to Jetstar.com from Japan, they will see a range of offers and specials directly tailored to them," Mr Swinbourne said.
According to Stuart Spiteri, Director of Asia Pacific at Akamai, value based carriers like Jetstar are experiencing increased demands on their website as more travellers than ever make their bookings online. "We know that value based carriers traditionally experience download time performance degradation during daily peak booking periods which makes them vulnerable to online customer dissatisfaction and abandonment," Mr Spiteri said.
"Jetstar's commitment to delivering a quality online experience demonstrates how important online travel is to the Australian travel and tourism industry. Utilising Akamai's global network of over 25,000 servers, Jetstar will now have the scalability on demand to support high levels of user traffic, helping to improve the user experience and protecting their services during unpredictable Internet conditions," Mr Spiteri said.
Akamai's Content Targeting service identifies the user's geographic location, connection speed, device type, and delivers customised content at the network edge for each visitor. "The Jetstar website is automatically translated based on the customer’s location and internet browser language settings." Four languages are currently available including two versions of English and Japanese and Chinese.
"Content targeting also allows Jetstar to create a customised store front for users. Visitors to the site will be served content relevant to them when they first hit the website, rather than having to click through pages trying to find what they want," Mr Spiteri said.
Jetstar Group General Manager Commercial Bruce Buchanan said Akamai’s services were very important to the value based carrier as it progressively launches long haul international services between Australia and the Asia Pacific region, since 23 November 2006.
"The performance of Jetstar.com, our primary distribution channel, is naturally of critical importance to our existing and future business activity as a high percentage of online fare sales continue to be generated from our latest international growth," Mr Buchanan said.
"As Jetstar takes our brand global, no matter where our customers are in the world, they will now be able to book their flights online with the best speed and efficiency we can offer." Up to 80 per cent of Jetstar’s booking intakes are predicted to continue to occur online.
"Akamai will also allow us to 'spike proof' our website to support high amounts of site traffic without the costly exercise of expanding infrastructure. We believe this new addition to our web-based infrastructure will improve overall website performance."
Akamai enables e-business initiatives and optimises the Web presence for a number of other commercial airline leaders and travel companies including Qantas Airways Limited to deliver world-class e-commerce operations and innovative online services including e-ticketing, check-in, and virtual call centre support.
(*Flights Subject to Regulatory approval)
Akamai is the leading global service provider for accelerating content and business processes online. Thousands of organizations have formed trusted relationships with Akamai, improving their revenue and reducing costs by maximizing the performance of their online businesses. Leveraging the Akamai EdgePlatform, these organizations gain business advantage today, and have the foundation for the emerging Web solutions of tomorrow. Akamai is "The Trusted Choice for Online Business." For more information, visit www.akamai.com.