British Airline (BA) is a well known and establish business in the market, market leader and favourite in the quality of the service by passengers, BA still needs to be competitive. In times of economical crises, consumers are becoming more price sensitive. EasyJet is becoming a threat and BA needs to increase exposure/awareness and create competitive advantage. There is a new technology, developed and provided by OnAir that airlines around the world being implementing that allows passengers to make phone calls, text messages (SMS) and use internet during a flight. For the now all BA and others executed the service only for long hauls and on the business classes. The research explores the opportunity to extend the mobile phone service to the economy classes and short hauls as well add the internet service as a potential important feature of BA strategic plan.

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