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JetBlue Standardizes on Interwoven ECM to Improve Business Agility and Increase Competitive Advantage

  • 27 July, 2005 11:35

<p>Interwoven ECM Solutions to Help Fast-Growing Airline Quickly and Cost-Effectively Execute Online Marketing Campaigns for Increased Brand Loyalty, While Providing Up-to-the-Minute Web Content</p>
<p>SUNNYVALE, Calif. – July 26, 2005 – Interwoven, Inc. (Nasdaq: IWOV), provider of Enterprise Content Management (ECM) solutions for business, today announced that JetBlue, New York City's largest domestic airline, has selected Interwoven ECM to improve business agility and increase competitive advantage. After a thorough evaluation of ECM technologies, JetBlue chose Interwoven ECM for its market-leading ease of use and ability to scale as the airline expands its Enterprise Content Management implementation over time. JetBlue is currently implementing Interwoven’s ECM solutions for Web Content Management (WCM), Digital Asset Management (DAM) and Content Provisioning across the enterprise.</p>
<p>JetBlue’s rapid rise as an airline industry leader has been driven by a focus on providing low-cost, high-quality service to its customers. As part of its dedication to superior customer service, JetBlue strives to leverage cutting-edge technology, especially as most of its business is conducted online. This drove the airline’s search for a leading ECM system to empower business users across the enterprise to more rapidly and efficiently contribute content to Without a WCM solution in place, business users were hampered in quickly deploying or updating marketing campaigns, promotions, or other Web content, as formal Web content change requests had to be submitted to IT. However, as requests continued to come in from across the enterprise, IT was faced with a mounting backlog, making it difficult to ensure that all Web content was as current as possible. Additionally, the lack of a DAM solution made it difficult for business users to quickly find and reuse existing photos, images, and other graphics for the Web, often contributing to business users within different departments purchasing images that already existed elsewhere in the enterprise.</p>
<p>To address these challenges, and its ECM needs over time, JetBlue turned to Interwoven. In the short term, Interwoven’s flexible, easy-to-use solutions for WCM, DAM and Content Provisioning will help JetBlue’s business users quickly turn ideas into content for the Web, enabling the airline to benefit from stronger customer relations and brand loyalty through more frequent and highly-targeted marketing campaigns. While, moving forward, Interwoven’s market-leading scalability and ongoing commitment to innovation will help JetBlue maintain its competitive edge and provide a robust platform for growth in the years to come.</p>
<p>“From the beginning, JetBlue has always leveraged cutting-edge technology to provide the high level of service that continues to define us as an airline,” said Andrea Spiegel, vice president of sales and marketing, JetBlue. “As we strive to achieve increased brand loyalty with our customer base, Interwoven ECM will enable us to become even more effective marketers, providing us with an advanced technology platform so that we can maintain our competitive edge for the long run.”</p>
<p>The Interwoven WCM solution will make it possible for JetBlue to return ownership of content to business users, who can easily and directly contribute content to the Web without IT intervention. Automated workflow will streamline the content approval process, eliminating past confusion regarding where and who content needs to be routed to before it can be published to the Web. Further, the Interwoven DAM solution will enable business users to easily search and access images, photos, and other graphics within a central Web-based repository. Also, since Interwoven’s DAM and WCM solutions are integrated, business users can quickly leverage the airline’s digital assets to keep the website fresh and dynamic.</p>
<p>On the Content Provisioning side, Interwoven will enable JetBlue to efficiently analyze the effectiveness of its ongoing marketing campaigns. With Interwoven’s rollback functionality, the airline can easily call up previous versions of the website, enabling it to assess the effectiveness of marketing campaigns by mapping spikes in website activity to the specific content live at that time, and leverage this insight for future campaigns. Additionally, with Interwoven Content Provisioning, JetBlue can now roll out new fares with precise timing, providing up-to-the-minute information for JetBlue’s customers.</p>
<p>“The fast-moving, highly competitive airline industry demands a superior level of marketing agility and effectiveness,” said Kevin Hayden, vice president of corporate marketing at Interwoven. “With Interwoven ECM, leading airlines like JetBlue, that rely on the Web as a primary means to conduct business, can streamline the transformation of business ideas into content for the execution of online marketing campaigns, fare promotions, and other online initiatives, faster, better and smarter than the competition.”</p>
<p>About Interwoven ECM Solutions</p>
<p>Interwoven Web Content Management is based on Interwoven TeamSite software. Interwoven Digital Asset Management is driven by Interwoven MediaBin Asset Server software. Interwoven Content Provisioning is powered by Interwoven OpenDeploy Distribution Server software.</p>
<p>About Interwoven</p>
<p>Interwoven, Inc., provider of Enterprise Content Management solutions for business, enables organizations to unify people, content and processes to minimize business risk, accelerate time-to-value and sustain lower total cost of ownership. Interwoven delivers deep industry-specific solutions which reduce business process cycle time from initial collaboration through design, production, sales, marketing, legal review, IT and service. Interwoven leads the industry with a service-oriented architecture today and easy-to-use, best-in-class components and solutions. Today, over 3,300 enterprises, law firms and professional services organizations worldwide are Interwoven customers including BT, Ford, Freshfields Bruckhaus Deringer, General Motors, Jones Day, Motorola and Yamaha. Interwoven is headquartered in Sunnyvale, Calif., with offices around the world. For more information visit</p>
<p>Media Contacts:</p>
<p>Rob Stirling
Markom Marketing
+61 2 9977 8922</p>
<p>Andrew Antal
+61 2 9922 9700</p>

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