# data[].attributes.body
Innovation is about developing new products and services to better/best serve the needs of the customers and  design processes to deliver them to the customer in the most efficient & effective ways. It enables businesses/firms to be successful by outperforming their competitors in terms of market share, profitability, growth, market capitalisation and most importantly maintain customer loyalty and enhance customer experiences. it caters not only to the current demands, but also anticipates future trends.Air NZ has been on the forefront of innovation and the same is reflected by "Airband", "Coffee App" and "Skycouch". These innovations helped Air NZ create an image of an airline which cares for its passengers and at the forefront of providing better products & services leading to ulterior customer experience and making travel an enjoyable engagement. By patenting these innovations Air NZ also ensured that these services were exclusive to the airline which led to greater customer loyalty and the airline was able to attract more customers flying with competitive airlines. Air NZ was able to sustainably grow their sales, revenues and margins. They were continuously able to attract and retain best talent and provide its employees a motivated environment.

# data[].attributes.body
"Sky couch" is great example of product innovation at Air NZ. They were able to offer customers a product which was very unique and provided them with an opportunity to travel long distance flight much more comfortably, reduce fatigue at affordable prices which were substantially lower than the erstwhile business class offerings across other airlines. They were able to address to an inherent implied need of many customers, especially families and couples who were able to take advantage of the services offered by sky-couch as an added option. By patenting this innovation Air NZ ensured that they are the only airline offering this service and provided them with a competitive edge for certain years. Not only was Air NZ able to charge affordable premiums by creating this new segment, but also they were able to attract customers flying competitive airlines, especially for long haul flights. They got the first mover advantage, create branding opportunities, create customer loyalties and grow their sales and revenues in a short period of time.