Lo cost airlines
Think the original Southwest formula has been copied by most low cost airlines across the world. Next generation Lo-co's seem to have taken the low cost idea a step further, low fares, point to point routes but with some frills such as in flight entertainment (live tv - Jetblue, Song etc), presume these services are available at a cost but these lo-co's seem to off pushed the original Southwest model to further heights.
Also believe that the next batch of Lo-co airlines will be in the far east, believe Malaysian Airlines are planning to set up a carrier to compete with new low cost entrants. But the biggest market must surely be mainline china.