Having cut most costs as deeply as they can, airlines are looking to regain profitability on the other end, by boosting revenues. United Airlines, for exam- ple, has estimated that baggage fees and other add-on charges for meals and seat selection will generate $700 million in additional revenue in 2009. There are a host of formulas in the marketplace-ancillary revenues, merchandising, bundling and unbundling of fares-but successfully incorporating them into a carrier's business model requires some understanding of the technology requirements of each approach and a clear sense of the direction in which the company wants to go.
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