December 29, 2006 – JETERA, the US company promoting what it describes as a unique new approach to IFE revenue generation (Inflight Online, November 23), has appointed personalised marketing specialist Robert Messinger to its management team.

Last month Jetera was recognised for the promise of its technology by leading aerospace publication Aviation Week and Space Technology. The company’s patent-pending One-to-One Media content personalisation system is based on the merging of airline passenger reservation information with consumer data provided by third parties to create a detailed record of the traveller very soon after a flight has been booked. The record will then be associated with one or more relevant groups of goods and services, triggering the dispatch to the traveller via various media of marketing and information content before, during and after the flight.

Labelled a targeted content-delivery system (TCDS), One-to-One Media is designed to exploit what Jetera describes as the airline industry’s growing acceptance of online analytical processing (OLAP) and open database connectivity (ODBC). OLAP is a technique designed to obtain quick answers to certain types of database query. ODBC was developed in the early 1990s to make it possible to access any data from any application, regardless of which database management system (DBMS) is handling the data.

As Jetera’s director of direct marketing, Robert Messinger will be responsible for ensuring that airline customers benefit fully from the improved efficiency promised by One-to-One Media.

“For the first time in my career, which has focused on direct marketing, I see in the Jetera system the genuine fulfillment of the one-to-one concept on a comprehensive, mass, high-tech scale,” he says. “Advertisers have dreamed of an efficient one-to-one medium for decades, but only Jetera is building a system that meets the most rigorous criteria. Imagine the responses clients will get when they can promote their products to exactly the prospects most likely to buy them.”

Jetera is promising airlines no fewer than eight revenue streams from a fully operational One-to-One Media. “Airlines will be able to generate revenue within months, even if their aircraft are not equipped with seatback screens,” claims chief financial officer Chet Geveda.