Maersk's success in Jutland was noticed by SAS, who in October 1996 opened its first service out of Billund, to Frankfurt. This was the first route in which the two airlines competed for head to head. In response, Maersk Air commenced services out of SAS' stronghold at Copenhagen Airport to Milan, Geneva and Stockholm the following year. Additional routes out of Billund were added in 1997. Flemming Knudsen took the position as CEO on 12 January 1998. On 3 March the first 737-700 was delivered, with Maersk Air being the European launch customer.