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Date: Mon, 4 Feb 2002 16:57:45 -1000
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;-)
Glad to see that others can appreciate and see the true challenges
present here as well. This time, if they should fail and ground again,
they will not only destroy what was the name "Swissair," but the broader
brand "Swiss" for good. So with that name, they probably just bought and
re-assured themselves another series of fat checks from Berne down the
road, to just avoid that disaster we really can't allow happening to the
good name of Switzerland (along the lines of "We can't have an airline
with our own country's name fail, can we?")
Personally, I believe, however, that in this new century, there are
really higher and more productive aspirations for Switzerland as a
country, for Swiss as a people, or for humanity at large, than simply
worrying about, owning, naming or running an airline. We already have
plenty of them flying around in the reds, haven't we? On that note, I
really hope their new single corporate color red is not a bad omen...
And even the new "Swiss" can't defy the laws of gravity and economic
reality.
Do we really need more supply of empty seats to proof that it is very
difficult these days to make money running an intercontinental airline,
even for Swiss, and all that at tax payers' cost?
But if we really need another niche airline for some economic
development or national pride reason, enough of rhetoric. Here's my
simple recipe:
1. Rather than wasting hundreds of millions in luxury brand positioning,
use that same money and make and position SWISS as THE most secure
airline in the world again, using every single security technology
available in the market, apply that technology proactively and
voluntarily, without government or regulatory mandate first, and
advertise all that widely, also to deter terrorists from attacking Swiss
run flights (like El Al was very successful at with their security
strategy of deterrence).
2. Provide true life savers on board when something should still go
wrong, like fuel additives that prevent fires on impact, etc. (those
seat belts and safety cushions are "technologies" from the sixties and
from planes that weren't quite as fast and thin in skin as today's).
After all, we can save fighter pilots, and make mice glow, but still not
take care of paying aircraft passengers...
3. Become the prime role model for other airlines, airline regulators
and airport administrations, not for the fancy food, but for how secure
it is again to fly, with Swiss. For that, I am convinced that people
will switch carriers.
4. This is also an opportunity for the Swiss technology industry at
large to truly shine. As for the economic development, therefore, create
a venture fund that proactively invests in technologies and companies
that contribute to the goal of making flying 99.999% secure, guaranteed
(the famous five nines and marketing claims from the IT industry).
As for me, I would trade the stale filet mignon from Rochat, the
availability on-board of fancy ties and scarves from my good friend Andi
Stutz, the shiny porcelain, and all the other life-style schnick-schnack
one really doesn't need to get from A to B, for 100% peace of mind over
security, any time, and, most importantly for the new CFO of Swiss,
every time. And that even at a premium fare.
Best, Massimo
Honolulu, HI
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Received on Tue Feb 05 2002 - 04:26:04 PST
