SIA New Business Class

Sat Dec 15, 2001 2:31 pm

Read in the newspapers that SIA's new business class seats will not be fitted till late 2002 due to improvements to the seats by the airline. However plans to install it on the 747-400s and 777-200ERs will not be changed and it will still be the world's longest and widest business class seat. Looks like we will have to wait for a year to enjor the SPACEBED

RE: SIA New Business Class

Sat Dec 15, 2001 4:59 pm

Do you have the source where the article was taken from? Appreciate your assistance.

RE: SIA New Business Class

Sat Dec 15, 2001 5:23 pm

It is interesting to note the difference between the photos in SQ's in-house newsletter " Outlook" and those found in "PPS Club Magazine".

The difference is the location where Personal TV's are positioned. In the PPS Club magazine, the PTV's are positioned similar to CX's new Business Class product whereas in the "Outlook" in-house newsletter, the PTV's were retractable from a isolated console.

From my observations of the two photos, I begin to wander why SQ has neglected to offer its passengers with a drink console that all airlines feature in their product. From a customer point of view, this is a very convenient area to place your drinks and canapes during the flight. Recently, I travelled with a customer who also made the same observation as I am illustrating here.

I personally think that airlines are in a race to see who offers the longest and widest beds in the sky. This might be a good marketing selling point "but" you have to remember that a successful product development is developed by responding the the customers needs and wants and enhance the airline taking a strategy that is customer-focused.

Many airlines are using "agressive" marketing strategies to outstage and outmatch the competitors product offering. That is okay only if the competitor is offering a similar product but in the case of SQ, it is taking necessity need out of the product to claim its position as the widest and longest beds in the sky. I don't think that by having the longest and widest seats in the sky would lure me into flying SQ over any other airlines just because it offers a few more inches more space than its competitors. What is important that I am satisfied with the product offerings and that the airline listen's to its customers when developing a new product.

The above comments reflect my viewpoints into new product development and is taken from my personal observations into airline marketing. Please do not feel offended that I have made some critical remarks towards Singapore Airlines but it has evolved as a result of the topic discussion by "Yong".
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RE: SIA New Business Class

Sat Dec 15, 2001 5:40 pm

Yong, according to my sources, the SpaceBed will be installed much earlier than that. Do not worry!

Etravelconsult: Though they do not show it, SIA is improving much more than Raffles Class at the moment, behind the scenes and in the near future. Do e-mail me, it would be nice to speak with you.
Anyone can fly, only the best Soar.
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RE: SIA New Business Class

Sat Dec 15, 2001 11:20 pm

There is in fact a drink holder on the seat which if I did not poke around, I would probably not have found it. It's probably hidden in the Spacebed somewhere. The drink holder on the current J class seats is found to the front of the PTV armrest. You have to pull the mini-tray out.
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RE: SIA New Business Class

Sun Dec 16, 2001 12:16 am

Friends in the airline tell me that the Spacebeds will be installed in selected planes this month. Perhaps Yong could tell us the source of the information?

Etravelconsultant, I presume you are referring to Priority when you mention the PPS Club Magazine. I'm not too sure what you're referring to when you mention the difference in the postioning of the PTVs between CX and SQ, but the PTVs on the Spacebeds will be placed on the back of each Spacebed, much like what is found on YCL. The exception is of couse the front row seats, where the screens will still be placed in the armrest.

I don't think there's the little tray for drinks on the Spacebed, but there are however a large number of other features on it which you failed to mention. For example, there is now a little space in the seat for passengers to place their shoes or other small personal items like handbags or shawls. There is also a hand grip to help passengers get up more comfortably from their seats.

I'm sure that many passengers would certainly enjoy the few extra inches of space on their seat. It may not be a neccesity, but it sure is a luxury that many passengers would enjoy. I am sure that as an airline with so many years of experience behind it, it has learnt to listen to her passengers before implementing any new product. I highly suspect the Spacebed is not a result of what the airline wants, but a result of years of research into their passengers' attitudes and wants.

The longest and widest business class seats may not lure you into flying them, but I'm sure many other passengers will now see these extra inches as an incentive to choose SIA over another airline. But as you yourself mentioned, many airlines use aggressive marketing to lure passengers to them. If you feel that another airline is better, by all means, take that airline. I know I for one would surely go for the airline which I feel is better.

Besides improving on the seats, I'm sure you've also heard about the enhanced Raffles Class service. Tray service for salads and soups have been introduced on JCL, on top of many other changes to improve on the airline's service. Even service on YCL has been improved, through fruit baskets and ice cream. Again, I don't think these changes came as a result of the airline wanting to spend more money to improve, I'm sure it's a result of extensive research.

RE: SIA New Business Class

Sun Dec 16, 2001 4:52 pm

It was stated in the saturday Singapore's mandarin newspaper.

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