Tapping that big market of non-users

So many marketers want to convert non-users to users, but India's Air Deccan has actually done it. Take a look at how the no-frills airline describes itself. It started with a single airplane and now, according to one published report, will take delivery of a new plane every month for roughly the next 8 years. That's a lot of seats to fill.

No-frills airlines are gobbling up market share across India, which is where non-users come in: On many Air Deccan flights, more than half of the passengers have never flown before. Of course, it helps that Air Deccan is flying to some destinations served by no other airline. Low costs, low fares, new routes, even new channels for ticketing--that's how Air Deccan taps the huge market of non-users.