Have easyGroup quit their ego trip?

I’ve been hard on easyGroup in the past for their numerous "brand ego trips": stretching into new markets where they have no added value (cinemas, pizza, watches, shaving foam etc.).

However, credit where credit’s due. Their announcement of a new innovation for easyJet is a smart bit of innovation on their core business. They have teamed up with Microsoft to launch a desk-top service that enables you to personalise the booking service. You can do 1-click flight booking. And once a booking is made, details are automatically saved to the user’s Microsoft Outlook calendar. Now that’s adding value, by simplifying an everyday task and saving time.

The great thing about this sort of innovation is that it makes what is strong even stronger, growing the core rather than diverting time and money into new markets.