Product Strategies

### In-Flight Services ###

SIA’s route network spans over 90 cities in more than 40 countries, they fly the most modern fleet in the industry.

SIA differentiate their airline from competitors with excellent in-flight services. Most other airlines always pay attention to the aircraft abilities, pilot expert, expanding routes, but these are just the standard benefits for Singapore Airlines that they think every airlines should have. In contrast, what the Singapore Airlines do are creating the differentiation inside their aircraft; for example, develop the seat to be more soft and convenient, emphasize on the various food menu, in flight services cuisine, in flight entertainment system and communication, there are a lot of cabin crew to serve the passenger need, and better services.

Throughout the course of their 32-year history, Singapore Airlines has remained true to their brand attributes. They have pioneered many in-flight experiential and entertainment innovations, and strived to be best-in-class. Singapore Airlines was the first who introduce hot meals, free alcoholic and non-alcoholic beverages, hot towels with a unique and patented scent, personal entertainment systems, and video-on-demand in all cabins.

Examples of Cabin Experience

The world-class service, along with SIA’s industry leading cabins, and young and modern fleet are foundation of their success. With their award winning cabins: Suites, First Class, Business Class and Economy Class.

1. Suite class or Singapore Airlines Suites, is Singapore Airlines' highest class of seats which is available only on the Airbus A380, of which each passenger is given…
----- Separate compartments with walls and doors 1.5 m high.
----- The leather seat, is 35 in (88.9 cm) wide (with armrests up and 23 in (58.42 cm) wide when armrests are down).
----- 23 (58.42 cm) LCD TV screen is mounted on the front wall.
----- The 78 in (198.12 cm) queen-sized bed is separate from the seat and folds out from the back wall, with several other components of the suite lowering to accommodate the mattress.
----- Windows are built into the doors and blinds offer privacy.

2. First class

The "New" First Class is offered only on Singapore Airlines' new B777-300ER aircraft.
----- 35 in (88.9 cm) wide seat upholstered
with leather and mahogany.

----- 23 in (58.42 cm) LCD screen.

3. Business class

On A380, A340-500, and B777-300ER
----- A fully-flat bed is available with forward-facing seats (sleep mode indiagonal), in contrast to the herring-bone configuration used by several other airlines offering flat beds in business class.
----- The New Business Class seat is up to 34 in (86 cm) wide.
----- The leather seats feature a 15.4 in (39.1 cm) diagonal screen size personal television, in-seat power supply and 2 USB ports.

4. Economy class

The new Economy class seats on the Boeing 777-300ER, Airbus A380, and Airbus A330-300 are…
----- 19.5 in (49.53 cm) seats wide
----- In-seat power
----- 10.6 in personal television screen which can be used as a non-intrusive reading light.
----- a USB port.
----- All economy class seats have personal television screens, footrests, adjustable headrests with side-flap "ears" and adjustable seat reclines. Baby bassinets are available at some bulkheads.

Cusine - World-class Dining Around the World

----- World-class restaurant chefs
----- Book the Cook Service, the passengers can order their main course in advance. With a wide menu selection from Singapore and 13 overseas stations, there is always something new and exciting.
----- International Culinary Panels
----- For the younger travellers (from 2 to 11 years of age), there are meal-ordering service created just for children that they can select their main course up to 24 hours before flight departure.
----- Special Meals

KRISWORLD : In-Flight Entertainment System and Communication

----- Active noise-cancelling headphones
----- On-demand movies
----- TV program (12 channels including Comedy, Sports, Documentaries and The Arts, along with familiar favourites like Discovery Travel & Living.)
----- On-demand Audio CDs
----- Music channels
----- Games & Applications
----- PC
----- Entertainment Devices (Headphones, Widescreen LCD TV, and Handsets, )
----- Communication at 35,000 feet. A personal in-seat telephone allows you to make calls to virtually anywhere in the world via a global satellite network. It also allows you to make seat-to-seat calls free of charge. anywhere in the world at the touch of a button.

### Fleets ###

Singapore Airlines operates a wide-body aircraft fleet from five aircraft families:

----- Airbus A330
----- Airbus A340
----- Airbus A380
----- Boeing 747
----- Boeing 777

Singapore Airlines still maintains the youngest fleet of aircraft amongst all major air carriers which stands at an average of 6 years 5 months, and keeps to the stringent policy of replacing older aircrafts for newer and better as at 31 March 2008; it renews its fleet frequently. Maintaining the youngest generation of aircrafts provides SIA with some of the lowest fuel costs in the industry. This is very significant since 15-20% of an airlines' total costs derive from fuel.

### Ground Services ###

# Airport : Changi Airport

SIA’s Singapore Airport Terminal Services subsidiary for example provides several ground services at Changi Airport, which is regularly voted to be among the best airports in the world.

# Check-In

----- At the counter within the airport
----- At the lounge within the airport
----- Internet
----- SMS Check-In
----- Check-In On The Go With SIA Mobile
----- Auto Check-In by using the auto check-in machines
----- Return Check-in

# Lounges

----- SilverKris Lounges (Suites, First and Business Class customers and PPS Club members)
----- KrisFlyer Gold Lounge (KrisFlyer Elite Gold and Star Alliance Gold members)
----- Partner Lounges (passengers may also enjoy access to affiliated partner and Star Alliance airline partner-operated lounges in many destinations around the world.)

The company keeps driving innovation as an important part of the brand, and the cabin ambience and combined experience are key factors of their success.