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About Delta

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Introduction

Delta Air Lines Inc. is an international airline based in the United States and headquartered in Atlanta, Georgia. This company was formed in 1924 and grows into a major airline that serves more than 160 million customers each year. With its unsurpassed global network, Delta and Delta Connection carriers offer service to more than 350 destinations in nearly seventy countries on six continents. Delta employs 80,000 employees worldwide and operates a mainline fleet of more than 700 aircrafts (“About Delta”). This paper will discuss three recent marketing and operation activities at Delta. First, it will describe the new investment in the expansion of the eBoarding paperless check-in option for customers with smartphones. Second, it will explain the launch of Wi-Fi on Delta’s regional jets. Third, it will introduce the new Economy Comfort cabin of Delta’s aircraft.

Paperless eBoarding

Since 2007, Delta has been investing money into the technology called eBoarding that allows passengers to obtain an electronic boarding pass on their preferred smart mobile devices. Besides being able to receive their boarding passes on their cellphones, passengers can check in, access security, and board their flight by simply using the eBoarding option. Delta tested this technology for four years. Until the beginning of 2011, the availability of eBoarding pass option has expanded to 69 worldwide locations. Continental Airlines was actually the first airline offering this paperless boarding option, but as of today, Delta has surpassed Continental Airline and became the leader in this service option (Stellin).

Shortening waiting lines at the airport can increase the functionality of the airport; cutting down on staffing is another big improvement of Delta’s operation. Delta has devoted significant amount of effort to the expansion of this optional service to

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