Buzz, KLM’s budget airline which took to the skies last week, is
looking at stretching its brand into new areas, including mobile
phones.
Commercial director, Tony Camacho, has created an internal team to work
with management consultancy, McKinsey, on business opportunities outside
the airline sector.
’EasyJet changed the process of airline marketing and stretched its
brand into new areas. We have invested heavily in the Buzz brand and
also view it as stretchable,’ said Camacho.
He added that the Buzz name would fit telephony, and believes the next
generation of Wireless Application Protocol phones would have synergies
with its airline operation.
’We could use Buzz phones to get in touch with customers as part of an
integrated customer management system,’ he said.
Camacho said he wanted the new businesses up and running within 18
months.
But he added: ’We’ve got to make some money on the airline first.’
