1. Airline Business
Models
Jorjoh Elizabeth Sowe

2. Ownership
Emirates Singapore Airlines
The Singapore
Dubai government as the government investment
sole owner and the and holding company,
sole investor. Temasek Holdings,
owns 54 per cent of
shares in the airline.

3. Osterwalder’s Business Model
Canvas

4. Osterwalder’s Business Model
Canvas
What is the How Do
How Do
value airlines
airlines
captured by Create
Deliver
Airlines? Value?
Value?
Key Activities Customer
Customer Relationships
Segments
Key Resources
Revenue
Streams
Key Patnerships
Value
Proposition Distribution
Cost Structure Channels

5. Value Proposition
Emirates Singapore Airlines
 “Fly Emirates – To Over Six  “Leading Premium Service
Continents” Airline”
 Latest Aircraft Technology  Latest Aircraft Technology
 Low Fares (competitive cost  Clear Focus on Customer
advantage) Needs
 Vast Network  Asian Hospitality
 Provides excellent air links
worldwide

6. Value Proposition
Emirates

7. Customer Segments
Singapore Airlines

8. Customer Segments
Emirates Singapore Airlines
Since Dubai is a transit hub
services extend to:
 “Tourism Conglomerate” Mainly focused on the
“Business Travel” market
 Leisure and VFR
 Mass Markets

9. Key Partnerships
Emirates Singapore Airlines
 Complete Independence
 No alliance and no plans to join
 Star Alliance member since
2000
 Alliances are anti-competitive
 Unless you are the leader
Alliance has no value
 Alliance weaken the ability to  Relatively low importance of
react on Market changes Partnerships
 Partnership with Qantas

10. Key Resources
Emirates Singapore Airlines
 “Owns the most modern fleet
of 113 aircrafts,
 Network
 Global markets of 100
destinations in 62 countries  61 Destinations
 Over 12,800 highly-skilled  Average Trip Length
staff of more than 100
nationalities
 Significant market share

11. Key Activites
Emirates Singapore Airlines
 Originality and Creativity to  “Customers’ high
Cabin Design: expectation fosters innovation
 pragmatic innovator
 First to introduce personal
seat back in-flight  Service excellence through
entertainment units. innovation and strategic
HRM
 First to enable PAX to make
authorized onboard mobile  “Spy flights”
calls
 Staff Ideas in Action (SIA)
 Onboard shower in A380

12. Cost structure
Emirates Singapore Airlines
 Cost Awareness
 Cost Awareness
 Continuous Incremental
Developments  Continuous Incremental
Developments
 Balanced Customer Benefits
vs. Cost  Balanced Customer Benefits
vs. Cost
 World-Class Fleet, but simple
HQ Design  World-Class Fleet, but simple
HQ Design
 Labor cost economies

13. Customer Relationships
Emirates Singapore Airlines
 Frequent Flyer Programs
 “Frequent Flyer Programs
 SKYWARD Emirates
 Two Different kinds of
Program
 Singapore Airlines Krisflyer
 Singapore Airlines PPS Club

14. Revenue Streams
Emirates Singapore Airlines
 Revenue 08/09:11.8bn US
dollars  Revenue 08/09:12.7bn US
dollars
 Size as profitability criterion  Profitability prioritized over
size
 Lower than average yields  Premium Revenue
 Higher quantities than SQ
 +53% ASK
 +50% PAX Transport

15. Branding
Emirates
“Globalistas” Differentiation
Emirates is repositioning the company’s
global marketing strategy to target what
it calls “globalistas” as it looks to meet
its aspirations of becoming the world’s
biggest carrier.

16. Brand Positioning
Emirates
“From day one, Emirates has set out to be
an innovative, modern, and customer-
oriented provider of high quality air
travel services. Our brand positioning is
that of a leading, international and
quality airline serving the global
community.”

17. Brand Positioning
Emirates
Hello Tomorrow New branding captures
passion for connecting peoples hopes,
dreams and aspirations.
“Hello Tomorrow” seeks to position
Emirates as the enabler of global
connectivity and meaningful
experiences, as the company continues
its evolution from a travel brand to a
global lifestyle brand.

18. Branding
Singapore Airlines
Personnel Differentiation
Known for its iconic living brand
ambassador, “The Singapore Girl”
flight attendant, and impeccable level of
service, characteristic of Asian graceful
hospitality.

19. Brand Positioning
Singapore Airlines
Singapore Airlines maintains its leading
brand positioning by being at the cutting
edge of technology, the latest aircraft,
amenities and service level.
Singapore Airlines owns the distinction of
being the launch airline for the world’s
largest commercial aircraft, the Airbus
A380.

20. Brand Positioning
Singapore Airlines
Singapore Airlines is also home to the
largest first class cabins available in any
commercial airline, with their Sky
Suites enclosed private cabins that hark
back to the day of luxury air travel in
the early days of commercial flights.
These suites are positioned above First
Class, aptly called “A Class Beyond
First”

21. Conclusion
 Both emirates and Singapore Airlines are one of the best airlines of
the world.
 While emirates is the national airline of Dubai, Singapore airline is
the national airline of Singapore.
 Both offer world class facilities to passengers and exceptional
service.
 Emirates operates three of the world’s ten longest non stop flights
and Singapore operates in two routes.
 Emirates Airlines and Singapore Airlines are the two airlines to own
Airbus 380.