Monday, August 21, 2017

GlobalLinker is Jet Airways' Next Step in Its Digital Journey

Digital accounts for about "20% of our total revenue", says Jet Airways vice-president (marketing, ecommerce and innovations) Belson Coutinho.

What does the country's Mumbai-based full-service carrier, Jet Airways (India) Ltd, hope to achieve by launching an online marketplace for small and medium enterprises (SMEs)?

The move, at first glance, does not reveal any explicit synergy with the airline's main business. But it appears to be a key part of its digital strategy: to get more small businessmen to fly Jet Airways and collect more data from passengers to glean insights that will boost the airline's business.

Three years ago, Jet Airways invested in developing a digital platform exclusively for SMEs. Called GlobalLinker, it allowed SMEs to create their online profile to showcase their businesses, products and services and network online with other SMEs. The online platform currently counts about 50,000 SMEs as members, according to Belson Coutinho, vice-president of marketing, e-commerce and innovations at Jet Airways.

The online marketplace is simply the "next step", he said in a recent interview. Coutinho explained that "the idea is to help SMEs make this GlobalLinker platform a one-shop stop". On its part, Jet Airways gets to showcase its own products and services on the GlobalLinker platform which, in turn, gives it "business from SME executives who plan to fly Jet Airways." In addition, the airline gets access to a lot of data from the platform that will give it more insights about customers.
21/08/17 Leslie D'Monte/Mcclatchy/AviationPros

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