Singapore Airlines 2004 Annual Report Download - page 18

Product and Service
Development
On the ground
A new Silver Kris Lounge at Shanghai’s
Pudong Airport opened its doors in July
2003. Built at a cost of $1 million, this
latest SIA lounge is located on the arrival
level of the airport. It offers an array of
facilities to cater to the passenger’s
work and leisure needs, including
computer work stations equipped with
15-inch LCD screens, 20 broadband
connection points and a 42-inch plasma
TV featuring the latest world and
business news. There is also a special
buffet corner featuring an impressive
wine selection.
In the air
New Seats
The Airline completed the installation
of the Raffles Class lie-flat seat, the
SpaceBed, on all of its B777-200ER fleet
in June 2003. At an extended length
of 78 inches and a seat width of 27
inches, the SpaceBed is designed to
provide more space and comfort
through a unique cushioning system
that conforms more effectively to the
body’s contours. The SpaceBeds were
installed onboard these aircraft at a cost
of US$100 million. SpaceBeds are also
available on SIA’s B747-400 aircraft.
Mobile Connectivity
On 11 November 2003, SIA signed a
letter of intent with Connexion by Boeing
to install its mobile information service
on 40 of the Airline’s long-haul aircraft,
with an undisclosed number of options
for additional service installations. This
precedes a definitive service agreement
and establishes the framework for in-
flight broadband communications to be
made available to SIA’s customers later
in 2004. In addition to the data services,
Connexion by Boeing will provide SIA
customers with real-time television.
Installation of the service is expected to
begin by the third quarter of 2004 and
will be launched on commercial services
shortly after.
Inflight Entertainment
SIA’s inflight entertainment system,
KrisWorld, was expanded during the
period under review and now offers over
400 entertainment options, including
video and audio programming, games
and news. Customers can now choose
from a selection of 60 movies, 90 TV
programmes, close to 200 music CD
albums and audio books and more than
30 Nintendo games.
Food and Beverage
Yummy! SIA’s Book-The-Cook service for
young First and Raffles Class passengers,
took to the skies on 27 March 2004.
Boasting a selection of 12 favourites, this
meals-on-demand product for children
was developed after an extensive
customer research and feedback
survey during which young frequent
travellers were invited to taste a variety
of dishes and choose what they liked
best. Yummy! can be ordered up to 24
hours prior to flight departure through
a travel agent, by fax or online at
www.singaporeair.com (if tickets are
booked online).
Amenity Kits
First Class passengers on selected flights
can now enjoy a new range of Bulgari
toiletries and fragrances, especially
designed for SIA. Bulgari’s new BLV range
offers distinct characteristics for men and
women. Each kit comprises a fragrance,
lip balm and a special Bulgari eye mask.
In addition, the ladies’ set includes a
body lotion, while the men’s set offers
an aftershave emulsion.
Aircraft Collectibles
Singapore Airlines’ Heritage Series, a
series of model aircraft collectibles, was
launched in May 2003. This is the first
such collection of model aircraft
commissioned by the Airline. There are
four sets in the series, tracing SIA’s history
from 1947, when it was known as
Malayan Airways, to the present day.
Each model in the SIA Heritage Series
comes with a commemorative booklet
that features the history of the Airline
and its fleet.
16 SIA Annual Report 03/04