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Singapore Airlines: Services
built 630 days ago
Singapore Airlines was the first to employ the giant double-decker Airbus A380, launching a service between Singapore and Sydney last month. It plans to start an A380 London-Singapore service in February and thereafter possibly on transatlantic services, should the necessary slots become available.
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The Singapore Airlines fleet is some of the most youngest and modern in the world. This Airline will ... soon be the first Airline to put the worlds largest aircraft into service.
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Singapore Airlines strongly embedded positioning and commitment to the brand has positioned it well to compete in the new landscape. The challenge is to stay true to the brand and keep delivering on the fairly high-cost promise of quality, innovation and service. This requires heavy, on-going investments and healthy cash-flows which can only be achieved though a continuous price-premium strategy and satisfactory passenger load factors. In other words, customers' perception of the price/value equation, their future buying behaviour (partly to be influenced by the low-cost carriers) and loyalty among other factors are crucial for the future.
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Singapore Airlines said it's the first airline to install the system, which will ... allow passengers to hook into multiplayer network PC games. The games can pit passengers against one another, no matter where they're seated. The service will also offer 25 Nintendo Gateway Game Boy games, including Pokmon, with more games to be introduced later.
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The strategy behind the technology program is clear: It enhances cost efficiency to use the latest aircrafts and at the same time, Singapore Airlines uses these events for marketing purposes. An example of this was the new non-stop services to Los Angeles and New York launched in 2004, which attracted huge publicity in global media and kept the innovation promise of the brand alive. The special aircrafts for these long-range routes (Airbus A340-500) are sub-branded Leadership to further distinguish the brand promise.
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Singapore Airlines has been synonymous with superior service for decades and is widely seen as consistently raising the bar for the industry as a whole. "They are the airline equivalent of the Lexus motorcar in Asia," says Peter Hilton, aviation analyst at Credit Suisse (CS). "They tend to be a feature leader, which keeps them at the leading edge of product development." The carrier's strong reputation for service is—in a way—a virtuous circle, as it is able to attract and maintain a highly motivated staff.
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