Southwest Airlines, the cheeky U.S. discounter, has just launched a desktop alert system, aptly called Ding, that bypasses the entire spam-clogged email system and delivers alerts to the Windows system tray. It works much like WeatherBug, the popular weather application with more than 10 million users.

When a new fare becomes available, Southwest plays an audible tone and inserts an envelope over the Ding icon in the Windows system tray (see graphic right–click to enlarge). Users can click on the icon to launch the Southwest website and act on the special offer.

Analysis
You’d have to be a real Southwest frequent-flyer nut to want the airline dinging you with messages every day. But since most companies make 80% of their profits from 20% of their customers, this is probably a savvy move from the airline.

Certainly, Southwest knows what it’s doing. And since they do not sell tickets via other online travel services, they especially need this unique corridor to their best customers.

This approach could do wonders for a bank’s online delivery. Instead of trying to wind your way through your customer’s clogged in-box with alerts and marketing messages, drop an account balance alert onto their desktop every day. See Online Banking Report #85, Grabbing Desktop Mindshare, for more information on delivering financial services directly to the desktop.

—JB