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Blue Origin's Sweet Spot: An Untapped Suborbital Market for Private Spaceflight
Blue Origin is run by billionaire Amazon.com founder Jeff Bezos, who has adopted the motto "Gradatim Ferociter" — Latin for "step by step, ferociously" — for the Washington-based company. And those words are proving to be apt: Blue Origin's reusable New Shepard rocket system has flown to suborbital space five times to date, with the first liftoff coming in April 2015 and the latest occurring this past June. [See photos of Blue Origin's latest launch and landing]
The rocket is topped by a crew capsule that slips into suborbital space before both craft return to Earth in separate landings. The New Shepard booster lands vertically, using the same BE-3 engine that launched it; the six-passenger capsule returns to Earth under parachutes. (The first landing attempt of the New Shepard rocket, in April 2015, failed, but the last four have been successful.)