On a recent flight on a major US airline I like to fly, I was on a 757 that had a new inflight entertainment system.  It looks really cool and offers a lot of functionality including movies, TV, music, games and a flight map (my favorite).  The installation even required a change to the food trays because a little cut-out was required to fit the inflight entertainment screen. But while operating the system it became obvious to me that it’s a nice idea with not so good execution.  Granted the product does what it’s supposed to do.  My issue is with the user interface.

All user interface functions are by a touch screen.  The touch screen is not very sensitive, requiring multiple pokes to get what you want.  The first poke being light and subsequent pokes getting harder and harder. Ultimately annoying the guy sitting in front of you.  Then he reclines.  While at the same time the lady sitting behind you is doing the same thing.  I recline and a vicious cycle ensues.

What problem is this airline trying to solve for it’s customers?  If they would have placed some of their staff in planes to observe and interact with customers they would have learned that many people have MP3 players, their own headphones and watch movies on DVD players or their laptops. Oh wait, they do have staff on planes already.  It’s the flight crew.  Did anyone ask them?  My buying criteria for whether I fly on one airline or another has absolutely nothing to do with their inflight entertain system.  It’s not like I can choose the plane that has one or doesn’t when I make a reservation.

Time to get back to iTunes on my laptop with my JVC noise canceling headphones.  Joe Satriani’s “Summer Song” is playing. Way too loud. Sorry I missed your gig in Phoenix Joe.  Could Seth Godin and Joe Satriani have been separated at birth?

As a product marketer how could you defend this approach?  I’m staying at the Doubletree hotel in Marietta (I-75 and Windy Hill Rd) as part of delivering a seminar.  I love staying at the Doubletree.  However, I was annoyed to find that the free WiFi is only available on the 1st floor.  But in my room they want to charge me $9.95 per day.

It appears that USAir passengers are figuring out how to get around paying for checked bags.  On a flight from San Francisco to Phoenix this week there were at least a dozen bags that were gate checked.  For those of you who fly a lot please pass along the technique mentioned in my previous post to all your friends and family.

USAir is going to eventually figure out that it’s not worth the hassle of charging for bags or they’re going to implement punitive measures for those who try to get around the draconian policy.  In the meantime it’s wide open and remember, when they gate check your bag, you pick it up when you step off the plane.  So there’s not waiting in baggage claim. 

USAir could easily get around this (and make me a lot happier) by enforcing a long standing policy regarding carry ons.  If the bag is too big to fit in the size tester thingy it doesn’t get on board.  No exceptions.

I took a flight on US Airways this week.  I’ve been flying USAir a lot lately. They have started charging you to check bags.  Mind you, I travel light and never need to check bags so I haven’t paid much attention to this “creative” pricing tactic.

I was unfortunate enough to get boarding group number six.  I wasn’t sure why since my seat was 16C.  It turns out the folks at USAir decided that it’s more efficient - for them at least - to board the plan by windows first and aisles last.  As I recall that technique was tried and abandoned in the 90’s.  Apparently lessons are hard to learn. 

Needless to say when it was time for me to board there was almost no bin space.  I’m one of the considerate airplane travelers. I bought a smaller bag that would fit easier into the bins and I always put my laptop bag under the seat in front of me.

In an effort to avoid paying the fee to check bags, more passengers are carrying them on the plan.  Of course.  Easy to predict that one.  But here’s where USAir didn’t think it through. First, it took longer to board the plane.  Toward the end it was just short of chaotic.  Flight attendants were running around trying to get bags into bins, moving items around and moving up and down the aisle.  You know those thingies at the gate to test the size of your bag?  Have you EVER seen them used?  Never.  And there were very few laptop bags and purses placed under the seats. Second, when there is no more bin space where do the extra bags go?  They get gate checked.  Guess what?  USAir has no process for charging customers to gate check bags. So…

If you don’t want to get charged to check your bag:

• Select a bag that is larger than the size checker thingy but small enough to fit through security (bin depth is about 21 inches)
• Carry it on the plane
• Don’t put anything under the seat in front of you

If they run out of bin space your bag will get gate checked to your final destination and you will save a few bucks.  You’ll need it to pay for the $2 Coke they want to sell you.