Please rephrase in a short sentence in your own words: SWA(South West Airlines) is one of many competitors in the industry. Although they provide incentives (low airfare and loyalty rewards), there is little product differentiation. Consumers can easily compare and switch. Presently many consumers are reliant on air travel for both business and personal needs but there is potential for changes in the future. The future hints at technological advancements for person travel which will change the dynamics of the current market and competition but may also offer an opportunity for SWA.