A380 - Master Thread

[LukeGT]

Cap. 4.2 General Questions on Cabin Interior

a) How did you arrive at the seat configuration?
Singapore Airlines had begun work on the cabin interior of the new A380 more than 5 years ago. Aiming to provide our customers with the best travel experience, we started the development of the cabin interior by asking our frequent flyers what they would like to see on the new aircraft through a series of customer surveys, feedback and workshops. In addition to the conceptualisation stage, customers’ views were also sought in various stages from prototype testing to the selection of cushions.

With customers’ comments in mind, our team have gone through numerous design options before finally arriving at the seat configuration and cabin interior we have now.

As a trendsetter and industry leader, our luxurious A380 cabin interior is also a reflection of Singapore Airlines’ philosophy of product innovation and our relentless pursuit of excellence.

b) There has been much talk over the years about the A380 having bars, showers and other new facilities. SIA certainly had other ideas. What are the reasons behind this design?

c) The A380 captured international imagination, with people envisaging vast amounts of space in an aircraft, and never-before-seen facilities such as showers, bowling alleys, swimming pools etc. Are you not concerned that you are letting people down?
While the generous floor space of the A380 gave us many intriguing design options, we’ve developed our A380 cabin interior with the comments and feedback of our customers and frequent flyers in mind.

Though having bars, showers and other such facilities in the aircraft sounds interesting, from our customers surveys and feedback sessions, we found that what customers really want during a flight is more personal space, comfort and privacy. We chose to give the space to customers, especially in the premium cabins, instead of locking it away in gimmicks that may only be briefly used by some customers on a flight.

We’ve developed the A380 cabin interior with customer involvement at every stage, from conceptualisation to prototype testing, so the cabin interior strongly reflects the views we gathered from our customers, while bearing the hallmark of SIA’s brand of luxury and product leadership. With only 471 seats in an aircraft that is designed to fit 555 passengers, we are certain that customers will experience an unprecedented level of space and comfort like never before.

d) Is Singapore Airlines, concerned that as the launch customer for the A380, other airlines may replicate your design and as a result, you lose your edge?
It seems inevitable other airlines might incorporate certain elements of our designs into their products. As an industry leader, we do not rest on our laurels after the introduction of our new products, we move forward by continuing to seek comments and feedback from our customers to improve on our products and services to stay ahead of the game.

e) SIA used to be the clear front-runner in terms of inflight service and product offerings but the lead is not so clear now. How does SIA intend to remedy the situation?
The numerous awards that we have received recently attest to the fact that Singapore Airlines is still the industry leader in terms of product and service offerings.

We are committed to constantly innovating and improving our product and service offerings to provide our customers with the very best premium air travel experience even in the face of recent challenges faced by the airline industry. We continue to listen to our customers and involve them in our product development processes to ensure that the new products and services exceed customer expectations.

[LukeGT]

Cap. 4.1 CABIN/ PRODUCTS

a) Will there be just one model of the Singapore Airlines A380 or will there be other versions with different number of seats / layout / facilities etc?
The Singapore Airlines A380 is a 471-seat aircraft configured in three classes: 12 Singapore Airlines Suites (on the main deck), 60 Business Class (on the upper deck) and 399 Economy Class seats (on both decks).

b) What can the customer expect?
As the launch customer for this very large aircraft, we will set new standards of premium air travel. The A380’s larger cabin offers many intriguing opportunities to improve on what we already offer our passengers.

There are three classes on the A380 – Suites, Business and Economy. The new Singapore Airlines Suites will feature the ultimate inflight luxury, in a class beyond First. The Business and Economy Class cabin products onboard the A380 are improved versions of the ones unveiled recently by the Airline in late 2006.

c) Many have expressed apprehension over the A380 because they expect a worse travelling experience because of the increased number of passengers they have to travel with. So why should people travel on the SIA A380?
In considering innovative ideas for the A380, we listened to our customers. The key was to have customer involvement throughout the process. This started in 2002. Customers have been involved in every step of the process from the initial conceptualisation and the review of design ideas to the testing and evaluation of the prototypes through workshops, focus groups and surveys. Staff from all over SIA also participated in the process.

Below is some background information that could be used as a discussion topic on our research and development process.

Project BigStep (launched 2002)

This comprised several components including:

i) Trend research - This consisted of desk research and interviews with trend specialists

ii) Crew Workshops - Workshops were conducted with cabin crew and cabin crew development executives to gain feedback on what new features they would like to see incorporated in the design of the new aircraft in relation to passengers’ and crew’s needs and desires.

iii) Customer Workshops - In August and September 2002, a series of customer workshops were conducted in Singapore, London and New York where frequent flyers were asked to imagine air travel in five to ten years and tell us what changes/services they would want to see.

A total of 100 frequent flyers, familiar with all classes of travel, were hot housed for two days along with 50 SIA staff from various departments (Product Innovation, Cabin Crew, In-flight Service, etc). Together, they designed, created and built their ideal aircraft cabin to scale.

The customers were not constrained in generating ideas, unlike airline professionals who have been conditioned to believe that certain things can and cannot be done. At the same time, the airline professionals were able to comment on the economic viability and practicality of the ideas dreamt up by the frequent fliers.

The input from the groups of customers and airline professionals were then collected and used to map out the over-arching philosophy for our interior cabin design, cabin amenities, and ground and in-flight service procedures.

The ideas generated in the workshops were presented to a group of designers, from fashion houses to luxury car designers and aircraft cabin specialists, to translate into an actual cabin design.

iv) Task Force Workshops: The A380 Task Force simultaneously carried out workshops to define target areas of interest and to refine the results of the customer and crew workshops.

v) Customer Panels: After putting together all the information and consulting with the designers, customers were invited to review the preliminary design concepts.

Economy Class Seat Tests (April 2004)

i) Customer preview: Over two days in April 2004, some 150 passengers who were in transit in Singapore were invited to preview four economy class seat types that were short-listed for the A380. The trial seats were fitted into a B747 aircraft parked at one of the gates.

Separate focus group sessions were conducted with selected frequent flyers the same evening, to gather more in-depth feedback from our passengers.

ii) Seat Features: Following this, in July 2004, staff from various divisions in SIA participated in a survey to determine the demand and preferred location for various seat features and to determine if there were any operational issues with the location of the features.

iii) Seat Cushions: Passengers and staff were also involved in selecting the cushion for the economy class seats. First, staff were invited to shortlist three cushions from the various prototypes supplied by different vendors. Transit passengers were then invited to rank the three shortlisted cushions, in order of overall preference. The most preferred seat was then evaluated by the A380 Task Force to ensure that all its components met the mark.

iv) Cushion/ Mattress Testing for First and Business Class (October 2004):
• The cushion/ mattress trials were conducted over two weeks in October.
• Both staff and passengers were invited to rank the cushion/mattress prototypes based on firmness and comfort, and relative to the current product offerings on-board the aircraft.
• About 300 PPS members, First and Business Class passengers and 150 staff participated in this trial.

v) First and Business Class Cabin Concept Review
• Up to six focus group discussions were conducted with key PPS members in November 2004 to review the cabin and seat concepts for First and Business Class in terms of appeal, usability and comfort.

e) Can you share some details on the time, effort, manpower and costs that went into the designing of the cabin?
The cabin development programme began with a series of customer research activities that started in 2002. A series of customer workshops were conducted in Singapore, London and New York where frequent flyers were asked to conceptualise what air travel would be like in 5 to 10 years time. The ideas generated in the workshops were then presented to a group of designers, from fashion houses to luxury car designers and aircraft cabin specialists, to translate into an actual cabin design.

Workshops with members of the Airlines’ cabin crew were also conducted to gain feedback on what new features they would like to see incorporated in the design of the new aircraft in relation to passengers’ and crew’s needs and desires. Staff from the Airlines’ various divisions also worked together to ensure that operational requirements and experiences were also considered in the product design.

Actual work on the cabin product started in early 2004. Together with our suppliers and designers, mock-up and working prototypes of our cabin products were built at different stages of the programme to provide better visualization of the features, functions and aesthetics to ensure the final product meets our design intent.

Customers and staff members were also involved in the development of the onboard cabin environment such as selecting the cushion for all the three classes. Both staff and passengers were invited to rank the cushion/mattress prototypes based on firmness and comfort, and relative to the current product offerings on-board the aircraft.

In addition, up to six focus group discussions were conducted with key PPS members in November 2004 to review the cabin and seat concepts for First and Business Class in terms of appeal, usability and comfort.

[LukeGT]

Cap. 3 COMMERCIAL

a) Since the unit cost of operating the A380 is expected to be lower, can customers expect a decrease in fares and if so, by how much?
Operating cost savings have to be viewed across the fleet and not just from a single aircraft type. Fares are a function of the market, and SIA is committed to being competitive on all our routes. Operating efficiencies generated by the use of new aircraft allow us to stay at the forefront of a competitive market.

Also as airlines benefit from greater operating efficiencies with advances in technology, these same factors have been responsible for keeping airfares static over the decades relative to movement in incomes.

Useful Information:
According to the US Bureau of Labour Statistics, US Census Bureau, Bureau of Transport Statistics, the airfare for a 2500 mile journey has risen just 61% from US$415 in 1930 to US$670 in 2000 as compared to annual wages that has increased 2600% during the same period from US$1972 to US$53,274.

b) How does SIA see the competitive market of the airline business recently? What is the A380’s role in strengthening its positioning in the competitive market?
As the launch customer of the A380, Singapore Airlines will yet again set a mark in terms of the pioneering of one of the latest in aircraft technology and to continue to set benchmarks for the industry in terms of our cabin products and service.

To stay ahead in this competitive landscape, we also constantly strive to deliver the highest level of service possible to our customers, both on the ground and in the air. In addition, we keep our cost low and productivity up.

[LukeGT]

Cap. 2 A380 FREQUENTLY ASKED QUESTIONS

a) We understand SIA is facing a short term capacity crunch because of the delays to the A380 delivery. How is Singapore Airlines coping with the problem?
The delays have limited our short term capacity growth, but we are working hard to mitigate the situation.

New capacity has been injected to the Singapore Airlines fleet, with 10 of the 19 Boeing 777-300ER aircraft that we have on order joining the fleet.

The delays to the A380s are something that we've had to factor into our planning. As they'll primarily be used to replace B747-400s on existing routes, we'll have to keep those aircraft in service for a while longer

b) One question in the minds of people is safety after its numerous delays. How do you see that affecting customers’ receptivity towards the aircraft?
To us that is not an issue. That is because the delays are due to problems with production rather than problems with the aircraft.

In fact, from the enthusiastic response to the Singapore Airlines Airbus A380 Charity Auction on eBay, we can see that people all over the world are very eager to fly on the aircraft.

With regards to airworthiness, the Airbus A380 has successfully received joint European Aviation Safety Agency (EASA) and Federal Aviation Administration (FAA) Type Certification on 12th December 2006. The certified aircraft is powered by Rolls-Royce Trent 900 engines, the engines that will power the Singapore Airline’s first 10 aircraft. Throughout its flight tests and certification programme, the Airbus A380 aircraft has consistently demonstrated its reliability and superior performance. In all, it has accumulated more than 2600 hours of flight in more than 800 flights in its lead up to certification.

c) What are the costs to Singapore Airlines because of the delays and how will these costs be recovered? Will it be passed on to customers?
There are certainly opportunity costs incurred in terms of the capacity crunch that we are currently facing as a result of the delay in delivery. However, it has been mitigated to a certain extent by the introduction of the Boeing 777-300ER aircraft into the fleet.

Fare pricing is determined very much by the market. We will continue to price our products to reflect the quality of the products and services that we offer, within the range customers are willing to pay for a premium travel experience.

d) Understand you will be seeking compensation again as a result of this latest round of delays. Could you shed some light on it?
Pursuant to the Agreement between Airbus and Singapore Airlines, compensation has been agreed. However, terms of the agreement remain confidential between the parties.

e) Why did you decide to order the A380?

Improved Operating Economics

The A380 is the first brand new “clean-paper” aircraft design in a long time. It incorporates a lot of lessons that have been learnt and developed over the years in aircraft design, thus offering improved economics that is critical for meeting the challenges of today’s operating environment.

The seating capacity of the SIA A380 is 25 per cent more than the largest aircraft currently in the SIA fleet. It has the widest aircraft fuselage (7.14 metres) in the industry, thus giving us the ability to configure the plane to provide greater comfort and space.

We believe we can operate these aircraft profitably and with good load factors. The superior operating economics made possible by new technology mean lower costs per seat, giving us a competitive edge.

Fleet Renewal and Capacity Growth

The Airline’s investment in the A380 is in keeping with its policy of maintaining a young and modern fleet of aircraft and the A380 is key to Singapore Airlines’ overall capacity growth and fleet renewal strategy.

The A380 will be easier to maintain, have improved fuel efficiency and higher operational reliability, resulting in higher aircraft utilization and less ground time, and thus improving the operating economics of the aircraft.

The A380 will enter our fleet at a time when some of our older B747-400 aircraft are being phased out of the fleet, thus acting as a natural replacement for these aircraft. The Singapore Airlines A380 has been designed to seat less than 480 passengers in a three-class configuration, approximately 100 seats more than what is currently available on the SIA B747-400s. This means that while there will be capacity growth, it will be incremental and sustainable for the Airline.

Airport Slot Constraints

With its large capacity and long flying range, the A380 is ideal for high-density long haul routes where airport gate and slot congestion make it difficult for us to add more services using smaller-capacity aircraft.

Larger Cabin / Innovation

The larger cabin provides ample opportunity for product innovation and we have already provided customers with a sense of what is to come.

The Business and Economy Class cabin products on the A380 are modelled on those launched in late 2006 and currently featuring on the Boeing 777-300ER aircraft, to global acclaim. The new Singapore Airlines Suites will be unveiled at the delivery of the A380 in October, and will feature the ultimate inflight luxury, in a class beyond First.

It is very important for Singapore Airlines to remain the pioneer in adopting the latest aircraft technology and to continue to set benchmarks for the industry in terms of our cabin products and service.

Industry Leadership

The A380 is the biggest commercial airline ever built and it has immense public appeal. Being the first to operate it underlines SIA’s position of leadership and innovation in the premium service sector. Its characteristics and improved features will reinforce our market position as the airline that offers a differentiated air travel experience.

f) How did SIA become the launch customer?
SIA is the first airline in the world to take delivery of the Airbus A380. And with work that has already started way back in the year 2000; we will be the first Airline in the world to roll in this new era of air travel with our totally new suite of products and services.

[LukeGT]

Cap. 1 FACTS AND FIGURES

a) Aircraft Order
Singapore Airlines has 19 A380s on firm order. The order was first announced in September 2000 for 10 firm aircraft followed by another 9, announced in July 2006. The Airline has options on a further 6 A380s.

b) Significant Dates
First aircraft delivery: 15 October 2007
Arrival in Singapore: 17 October 2007
First Commercial Flight from Singapore to Sydney: 25 October 2007
First Scheduled Flight Singapore to Sydney: 28 October 2007

* Singapore Airlines will be the exclusive operator of the Airbus A380 aircraft for approximately 6 months, receiving the first four units to be delivered by Airbus (Oct 07, Jan 08, Feb 08 and Apr 08).

b) Aircraft Configuration
The Singapore Airlines A380 is configured in 3 classes and has a total of 471 seats: 12 Singapore Airlines Suites (on the main deck), 60 Business Class (on the upper deck) and 399 Economy Class seats (on both decks).

This is significantly less than the standard 3-class, 525-seat configuration that the Airbus A380 is designed for.

c) Aircraft Range
The Singapore Airlines’ A380 has a range will be about 7,100 nm on full passenger payload, which is further than Singapore-London and Hong Kong-San Francisco: the longest Boeing 747-400 routes now.

d) First Destinations
The aircraft will be deployed on one of the three daily services betweeb Singapore and Sydney from 28 October 2007 (SQ221 / 220). Upon taking delivery of the second and third A380s in January and February respectively, the Airline will deploy the aircraft on one of the three Singapore – London routes.

e) Aircraft Dimensions

    A380-800    B747-400    B777-300
Length    72.7m    70.7m    73.9m
Wingspan79.8m    64.5m    60.9m
Height    24.1m    19.3m    18.5m
            
Landing Gear Track    14.3m    12.6m    12.9m
Landing Gear Base    28.6m    24.1m    31.2m

[LukeGT]

Hi guys,
a private source sent me a very interesting compendium about most common Questions & Answers regarding A380.

We had been discussing the A380 in these earlier threads:

• A380 - Pre-delivery news

• A380 - Product launch and delivery

• A380 - first commercial flights

Here is the official information:

QUICK LINKS:

[B][URL="http://www.sqtalk.com/forums/showpost.php?p=37833&postcount=2"]1    Facts and Figures[/URL]

[URL="http://www.sqtalk.com/forums/showpost.php?p=37834&postcount=3"]2    A380 Frequently Asked Questions[/URL]

[URL="http://www.sqtalk.com/forums/showpost.php?p=37835&postcount=4"]3    Commercial[/URL]

[URL="http://www.sqtalk.com/forums/showpost.php?p=37836&postcount=5"]4.1    Cabin/Products[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37838&postcount=6"]4.2    General Questions on Cabin Interior[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37839&postcount=7"]4.3    Suites[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37840&postcount=8"]4.4    General Products[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37841&postcount=9"]4.5    Inflight Services[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37843&postcount=10"]4.6    Inflight Entertainment[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37844&postcount=11"]4.7    Inflight Connectivity[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37844&postcount=11"]4.8    Inflight Telephony    [/URL]

[URL="http://www.sqtalk.com/forums/showpost.php?p=37845&postcount=12"]5.1    Crew - Techinical Crew[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37846&postcount=13"]5.2     Crew - Pilot Trainig[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37847&postcount=14"]5.3     Crew - Cabin Crew[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37848&postcount=15"]
6    Engineering/Maintenance[/URL]
[URL="http://www.sqtalk.com/forums/showpost.php?p=37850&postcount=16"]
7    Airport Readiness/Ground Operations[/URL][/B]