JETERA™ Precision Media

James Arado (JA) is a principal at Geneva Investment Management (GIM), a Chicago-based financial services company with $2.5 billion under management. GIM does not invest in startups as a matter of corporate policy. However, Jim is a personal investor. Tim Libby (TL) posted the interview.

TL: Jim, what makes JETERA an attractive investment?

JA: JETERA can alter the way the game is played. To me, that’s key. It has the potential to change the way companies advertise products.

TL: Change in what way?

JA: JETERA is creating a new, qualitatively different combination of communications channels. There’s already a trend away from established media to the Internet. JETERA is being built on the promise of a combination of channels, enhanced by significantly more precise targeting, in step with this trend.

TL: Qualitatively different?

JA: Same message, different media, all from one source and with advertising continuity. That means direct mail, airport kiosks, cell phones, laptops, seat-back screens and other in-airport delivery mechanisms, giving each individual more relevant ads.

TL: How important is “more relevant”?

JA: Very. Because the JETERA system combines in-depth customer knowledge with planned travel information, advertisers really know who they are talking to. That can really change the impact of the message, because it is so highly personalized and relevant to each individual. This hasn’t been possible before. JETERA is making this possible.

TL: Anything else?

JA: Yes. We are talking potentially large situations. Millions of people fly everyday, make hotel reservations every day, plan car rentals everyday, make other kinds of reservations every day. Ultimately, this can be a huge enterprise. Advertisers and digital content providers would be crazy not to want to be a part of this.

TL: How big is the potential for JETERA?

JA: Who knows at this stage? Big ideas like ATMs changed the way people get cash. Microsoft changed the way the world creates and shares data. The Internet changed the way we all communicate and do business. All I know is that when an idea can change the way people do things, like advertise more effectively, enjoy in-flight entertainment or do different kinds of business tasks, it has the potential to be big.

TL: Is there anything else you like about JETERA?

JA: Yes. It’s got a patent pending, uses already-proven technology and is not wildly capital intensive. It’s worth a bet.