Image via Wikipedia

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Emirates Airline has placed the largest order of the largest plane in the world. They will eventually have 58 A380s – one third of the total orders Airbus has received till date. Their first A380 that flew from Dubai to New York City on Aug 1, 2008 dazzled everyone with exclusive showers in the First Class and a plush bar for Business Class, along with an overloaded in-flight entertainment system across all classes. Luxury and novelty was the name of the game. But will this last?

Three questions for Emirates

1. Once Emirates has 58 of these double-decker planes flying around the world, will they still be able to maintain such high product standards across the fleet?
2. How will service consistency be ensured?
3. How will Emirates ensure that the right expectations are set among customers for A380s with different configurations? Emirates VP for the Americas, Nigel Page, doused our curiosity with his forthcoming replies on these issues.

Three A380 configs, Two types of aircraft, Single minded focus on service

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Nigel explained that Emirates will have two versions of the aircraft the ULR (Ultra Long Range) with 489 seats [in three classes], and an Intermediate range version with two configurations – a three class version with 507 seats and a two class version with 625 seats.

So how doest Emirates ensure service consistency on-board for planes carrying anywhere from 400 to 625 passengers? Nigel revealed that Emirates “cabin crew will be trained and licensed to operate all three versions of the aircraft.” To ensure that a consistently high standard of service is maintained, every new cabin crew will be provided with comprehensive training in Emirates’  state-of-the-art training college in Dubai. Moreover, on the ULR, Emirates will carry two cabin attendants to supervise the showers and ensure they are cleaned after each use! Now that’s some dedication.

Setting the right expectation for customers

Given that the Emirates A380 product will vary for in difference markets, Nigel clarifies that “advertising may [also] vary from one market to another dependant of the aircraft type. The configuration will be selected according to route demand. Where there is little demand for First Class we would probably operate the two class version.” The importance of implementing this aspect of the roll-out cannot be over-stated. There is nothing that upsets customers more than stepping into the aircraft only to realize that the product in reality differs drastically from the picture they had in their minds.

So, what’s the key to success? Given Emirates has shown commitment from the outset to ensure consistency of standards across their products, it’s certainly moving in the right direction. But the real test will be when the rubber hits the road (or wings reach for the skies). It’s no small feat to ensure that each passenger gets a consistent experience on a fleet as large as Emirates’. It will be the actual implementation of these plans which will be the feather in the hat, if done right.

What do you think? Can other proactive measures be taken to ensure consistency? Is it as important as we think it is? Let’s discuss.

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Qantas became the third airline to take delivery of the Airbus A380 aircraft last Friday, after Singapore Airlines and Emirates. Qantas has ordered 20 A380 planes from Airbus, the first of which will enter service from October 20, initially flying between Sydney/Melbourne and Los Angeles but in January next year expanding to the Sydney-Singapore and Sydney-London routes. But the fanfare and buzz is nothing close to that generated by Singapore Airlines’ first A380 flight to Sydney or Emirates’ A380 flight to New York City.

Given the significance of being one of the first few airlines to operate the Airbus A380, and since it will once be the 2nd largest operator of the A380, it’s a mystery why Qantas has not capitalized on this event to build its brand further. Moreover, given the recent negative press generated by the string of Qantas safety lapses, there is an urgent need to repair the damage done.

How did Qantas miss this golden opportunity?

1. Lack of radical product innovation: The four classes Qantas product for the A380 are not a radical improvement from its existing fleet of wide body planes. Moreover, the peculiar seat color choices make the cabin look dull. This, as opposed to the double-bed suites introduced by Singapore Airlines for First Class, and showers as well as a bar introduced by Emirates for First and Business Class, in their A380 planes. Both of these airlines took full advantage of these product innovations and marketed themselves well, rightly so.
2. Retracting some service features: Qantas has shelved plans to offer live internet access on its A380 planes from next month as American Airlines comes under fire from customers and flight attendants for allowing passengers to surf porn websites. Last year Qantas general manager John Borghetti was talking up the inflight entertainment system on the A380s, saying “there has never been anything like this on board a commercial aircraft”.But the lack of a full internet service will most likely disappoint many passengers who will have to make do with a limited selection of “cached internet content”. This will be a turn off for some passengers, who were probably looking forward to being connected while they cross the Pacific. Moreover, there is little official explanation given to why the service was retracted.
3. Lack of customer engagement and buzz at launch. Singapore Airlines created an eBay auction for its first A380 flight. Emirates treated an exclusive group of VIPs and media folks to a joy-ride once they landed the big bird in the US. Qantas, ironically, is keeping the event pretty low-key. In an official response from Qantas, this blog was told that, “Much of our media related activity around the delivery and entry into service will take place in Australia, with a very small contingent to be in the first flight on 20 October”. But why? Why not leverage this special event to build the brand further and engage the customers? We wonder.

What can Qantas do now to leverage on the A380 launch?

It’s probably too difficult and expensive to overhaul the product right away. So, it’s got to be marketing what they’ve got well. May be Qantas can play up the fact that they will be the 2nd largest operator of the largest commercial plane in the world. May be they can highlight their in-flight service and the new uniforms. May be, they can come up with better advertisements showcasing their A380 product features,and not just the plane from the outside.

What do you think? How can Qantas lift up their brand image with the first A380 take off in Kangaroo colors? Let’s discuss.

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• Interview with Emirates VP Nigel Page on the A380 flights to JFK, SFO and LAX
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Which of the first few airlines operating the Airbus A380 have come up with the best advertisements? You be the judge. Personally, I’d rate Emirates’ and Singapore Airlines’ advertisements far above Qantas’.

Singapore Airlines Airbus A380 advertisement

Emirates Airbus A380 advertisement

Qantas Airbus A380 advertisement

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Image by Richard H Martin via Flickr

Singapore Airlines has always been admired for its consistently high-quality products and innovation, especially in times of crises. From using the latest aircraft like the Airbus A380, to customer service that even other airlines talk about. Recently, Harvard Business School Professor Rohit Deshpande talked about Singapore Airlines’ strategy for success in an interview on the HBS Publishing website, conducted by Scott Berinato. His conclusion – competing on price alone never bears fruit.

Thinking beyond price competition

Professor Deshpande explains in the interview that too many airlines around the world, and especially in the US, compete on price alone and this forces them to commoditize their businesses. They remove any additional frills and the concept of in-flight service is diluted substantially. This is exactly what Singapore Airlines doesn’t do. It never compromises on the quality of service, and charges a premium for that. In a world many airlines are eliminating services on-board, Singapore Airlines pampers those who’d pay for it  – and there are plenty of disgruntled traveleres today who would!

Maintaining brand consistency and buying equipment in downturns

In times of trouble, most airlines cut back on services, flights and the goodwill they may have built for their brand in good times evaporates away. Again, something exactly oppsite to what Singapore Airlines does. It maintains brand consistency even in bad times, and hence keeps the trust of their loyal customers. Moreover, it capitalizes on these times to order new planes, since the manufacturers are more likely to offer discounts when other airlines are not buying and the demand it low.

This works perfectly. By the time the industry situation improves, the airline is armed with a brand new fleet and is ready to impress further existing and newly acquired customers.

But can all airlines duplicate this success? How about just the ability to maintain customer service levels in hard times…is that too hard? What do you think? Let’s discuss.

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August 1, 2008 is bound to go down as a special day in aviation history. It was the first time the world’s largest passenger jetliner, the Airbus A380, started regular passenger service to the US. It all happened at the JFK Airport in New York City, and we were there to catch it Live!

These are the photos and videos taken Live! at JFK Airport . More analysis coming soon.

Emirates A380 gets a water canon salute at JFK Airport – a historic moment

Emirates A380 business class – tour by VP of Inflight-services

Emirates A380 business class seats and cabin

Emirates A380 business class – transient lighting

Emirates A380 business class passenger interview

Emirates A380 first flight Captain interview

Here’re a sneak preview of how we witnessed this chapter in aviation and shared it right on this page:

1. Live photos and video feed updated in real-time, of the inaugural ceremony, held at the Emirates lounge at JFK airport
2. The not-to-be-missed chance to view the water cannon salute for the Emirates A380 at JFK
3. Exciting video tour of the aircraft, including the much talked about showers in the First Class
4. Video interviews with key Emirates executives, including:
   1. Nigel Page – Senior Vice President of Operations, The Americas
      
   2. Andrew Parker – Senior Vice President, Public & Environmental Affairs
      
   3. Terry Daly – Divisional Senior Vice President, Service Delivery

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