FTD's Jessica Harley was one of the first people to try American Airline's in-air WiFi service.
She makes a great observation in this interview: She told every person she emailed that she was on a plane, and they all asked for more information when they replied. They were all excited.
If you've got a word of mouth experience like this, especially for a new product: GIVE IT AWAY. You will never have a better marketing moment than a real customer telling their friends. You'll never beat the novelty value and excitement of a first-time user.
If you get this lucky, do whatever you can to get new users talking. Give it free for a month. Give it free for first-time users. Do anything you can to start the talk. A year from now, you'll wish you had captured that new enthusiasm. Remember, there's never a second chance to make a first impression.
(This advice works for any business that makes a great first impression.)