SOURCE: Omniture

October 30, 2006 08:00 ET

Virgin America Leverages Omniture Web 2.0 Solutions

Emerging Airline Will Harness the Power of Web 2.0 Technology to Differentiate the Online Customer Experience

OREM, UT -- (MARKET WIRE) -- October 30, 2006 -- Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced that Virgin America, a highly anticipated U.S. airline launching in 2007, has selected Omniture to measure and optimize their online channel. Operating under the mantra to "build an airline people will love," Virgin America will leverage Omniture Web 2.0 solutions to differentiate its online initiatives -- not only monitoring visitor behavior and promotion effectiveness, but also measuring visitor activity associated with the company's Rich Internet Application (RIA) Web site components to offer a highly engaging online customer experience. Omniture Web 2.0 solutions help companies leverage emerging technologies centered around user interface standards such as AJAX, Flash and Flex, streaming media formats such as RSS and podcasts, and Web services integration protocols including SOAP, WSDL and XML.

" represents the largest distribution channel from a revenue generation perspective, so being able to accurately measure and optimize the user experience is absolutely critical," said Jason Kelly, director of distribution sales and revenue management at Virgin America. "By integrating Omniture data with revenue management information, I can quickly understand how people respond to different fares and other interactive components on our Web site -- enabling us to stay competitive on a constant basis."

According to Kelly, "If you can't measure it, you can't manage it" -- so implementing the right Web analytics solution was key to accomplishing the airline's online business objectives. Virgin America selected Omniture for the company's vast experience with top-tier brands in the travel industry, and for its ability to combine flexible Web analytics technology with subject matter expertise to assist Virgin America in setting up, capturing and measuring the right key performance indicators (KPIs).

Recently, Virgin America launched their "" initiative -- a campaign that allows the public to participate in naming the new fleet of Virgin America aircraft. Kelly's team worked closely with Omniture to set up the infrastructure to measure traffic in a very Flash-heavy site. In addition, Virgin America will be using Omniture SiteCatalyst to evaluate customer retention, track promotions' effectiveness and refine the overall user experience -- including analyzing look-to-book ratios and revenue generation channels.

"Omniture is a leader in helping the travel industry leverage new technologies, such as rich Internet applications, to enable more effective marketing in the era of Web 2.0," said Gail Ennis, senior vice president of marketing at Omniture. "With Omniture, Virgin America has access to the highest levels of expertise and best practices needed to succeed in their very competitive market."

About Virgin America

Virgin America, a "new generation" low-fare airline, intends to launch scheduled domestic airline service early in 2007 upon government approval. U.S.-owned and operated, Virgin America is based at San Francisco International Airport and has placed firm orders for 34 Airbus A320 aircraft. Aspiring candidates can visit to learn more about joining the Virgin America team.

About Omniture

Omniture, Inc., is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture's software, which it hosts and delivers to its customers on-demand, enables customers to capture, store and analyze information generated by their Web sites and other sources and gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training provided through Omniture University™. Omniture's customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Oracle, General Motors and Hewlett-Packard.

Note on Forward-Looking Statements

Management believes that certain statements in this release may constitute "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934 and Section 27A of the Securities Act of 1933, including, but not limited to, statements regarding the abilities and future benefits of our service offerings. These statements are based on current expectations and assumptions regarding future events and business performance and involve certain risks and uncertainties that could cause actual results to differ materially, including, but not limited to, risks associated with our ability to ensure that our solutions address the specific requirements of our customers, the continued adoption by customers of our services, including our SiteCatalyst service, the significant capital requirements of our business model, our ability to develop or acquire new services and enhance existing service offerings, errors, defects, disruptions or other performance problems with our services, our ability to hire, retain and motivate our employees, our ability to collect customer data, the adoption of laws or regulations relating to the Internet or our operations, or interpretations of existing law, which could adversely affect our business; and such other risks described in Omniture's quarterly report on Form 10-Q for the period ended June 30, 2006 and from time to time in other reports filed by Omniture with the U.S. Securities Exchange Commission. These reports are available on the Investor Relations section of our Web site at Omniture undertakes no duty to update any forward-looking statement to conform the statement to actual results or changes in the company's expectations.

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