The Alaska Formula: How the Airline Changes and Keeps Customers Happy

As aircraft seat technology has improved, we've seen a lot of  Alaska airlines start replacing existing seats with newer "slimline" seats. With a thinner seatback and a re-positioned seatback pocket, airlines claim they can provide the same amount of space to travelers while creating enough room to add a row or two of additional seats.

Alaska is the latest airline to do this by announcing that it would re-fit about three quarters of its fleet with these new kinds of chairs. But Alaska is doing things a little differently. Unlike other airlines, it's trying to make this a true win-win for itself and its passengers: It's adding in-seat power and new in-flight entertainment options.
It's rare to find a domestic airline with power outlets onboard, but when you do, it's usually two for every three seats. You know how this works —the outlet sits between the two seats, underneath the chairs. Limited legroom makes it pretty difficult to get down there, find the outlet, and plug your device in. Alaska is placing the outlets (both 110V and USB ports) in the back of every airplane seat—so it's right in front of you, and you don't have to share.

The entertainment system is getting an upgrade, too: Passengers may stream video from an onboard server directly to their own electronics (iPads, laptops, etc.) or to a device rented from the airline. Today, only the latter is available with Alaska's fairly expensive DigEPlayer option.