There is a new company in the airline booking space. FairFly is a young startup that, perhaps most interestingly, is backed by Uri Levine.

If that name doesn’t ring a bell, it perhaps should. Levine was part of the team at Israeli company Waze, a fantastic service that combined mapping with real-time traffic and road condition updates to deliver a dynamic ride optimization platform that garnered a huge following. Such a big following, in fact, that Google acquired the company.

But, Levine’s involvement aside, what is FairFly all about? The company, which was founded back in 2013 by an Israeli team was initially designed as a direct-to-consumer tool. These tools in the travel space are a difficult sell, however, and FairFly pivoted to an enterprise model. (As an aside, but one that is relevant, TripIt, an incredibly useful travel application that has pride of place on my phone, also started out with a consumer focus, but didn’t really seem to build a viable business off of that. In its case, it was acquired by Concur and is now part of a far bigger enterprise whole.)

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Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.

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