Case 1 - Frontier Airlines

... Jerad Ries CIS-427 Case 1 - Frontier Airlines Computer reservation systems (CRS) first automated the selling of airline seats and the tracking of flight and schedule information for use by airline employees in the late 1960's. Beginning in the mid-1970's, these systems were offered to travel agencies. These CRSs were owned by, and vertically integrated with, the airlines. (gao.gov, 2003) The CRS concept automated the reservation process by placing the technology on a travel agent's desk and in essence outsourcing the telephone reservation process for airlines. (consumerwebwatch.org, 2002) When Frontier's weaknesses were exposed by United's implementation of the Apollo system, not only did it change Frontier's position in the market, but it changed the scope of the entire airline industry. Frontier was immediately at a disadvantage due to not having vision when developing a reservation system and it was much too late to recover after SABRE (owned by American Airlines) and Apollo had been

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