's strategy does exist, and its (sit down everybody) actually quite a good concept.
its so badly implemented that it has failed dramatically, and has put the future of the airline at risk
Compare this to what EI
connect have done of late. Similar strategies, correctly implemented. But, BD
decided to do it the wrong way around - Kill the product, and then (badly) add the improvements.
You are 100 times more likely to catch a cold on a flight than an average person!